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The Orlando Sentinel from Orlando, Florida • 34

Location:
Orlando, Florida
Issue Date:
Page:
34
Extracted Article Text (OCR)

C-6 The Orlando Sentinel. Saturday. August 15. 1987 CARDS PRICES HBJ From C-1 From C-1 From C-1 "Typically, schoolbooks are not much of a contributor in the second quarter," Noble said. "I don't expect much in the second quarter, but I expect a lot in the third." However, Ivan Obolensky, a publishing-industry analyst at the Sterling Grace brokerage in New York, said earlier this week that he believes HBJ took on more debt than it can handle comfortably.

"They'll have to sell everything," Obolensky said after HBJ's disclosure of its belt-tightening efforts. "The only thing they've got is one very credible, excellently run textbook operation, but that can't take all this hoopla and survive unless it is disencumbered from this other stuff." Obolensky even doubted the sustaining strength of HBJs publishing operation if the company trims excessively in that area. "If you start monkeying around with the one good thing you've got, look out below," Obolensky said. He said he feels that HBJ's stock at this point is very weak and that investors should "run for the hills." On Friday, the company's stock closed at $10.25 a share, unchanged from Thursday. The company released its latest financial results after the stock market closed.

The overall index for finished wholesale products one step short of the retail level stood at 297.8 in July compared with 296.8 in the previous month, the department said. That means a selection of products costing $10 in 1967 would have cost $29.78 last month. In other reports Friday: The Federal Reserve Board said output at the nation's factories, mines and utilities shot up 0.8 percent in July, the biggest increase in 15 months. The Commerce Department reported that total business sales climbed 1.5 percent in June. Still, the company has not strayed from earlier projections that its operating income for this year would be $333 million, increase to $480 million in 1988 and rise to $568 million in 1989.

J. Kendrick Noble, a publishing-industry analyst at PaineWebber Inc. in New York, said he believes the company can achieve those projections. Noble said he thinks HBJ's stock is a solid buy for investors willing to assume some risk. He said that, while the company is certainly a more leveraged entity its debt-to-equity ratio is many times higher than the publishing industry average it will likely survive the recapitalization on firm financial footing.

The latest operating results were in keeping with cycles in textbook publishing, Noble said. The first and second quarters are generally slow, while major textbook purchases are made in the third and fourth, he said. WFTV OTC from page C-5 From C-1 likely to pay interest charges on outstanding balances. In addition, a premier card user is less likely to cost the card issuer extra money in losses or debt-collection fees. So important is the top segment of the market that a financial institution like Centrust Savings Bank, which previously was content to ignore the premium card market, is in the midst of re-evaluating its stance.

The banks, while competing against each other, are still confronted with the imposing presence of American Express, which has never charged customers interest on their purchases and therefore has been classified as a charge card, not a credit card. In the past, the customer paid only an annual fee. American Express has made its money in part by billing the merchant more for providing the service 7 percent of the transaction cost. American Express pitches its new Optima card as a companion to its green, gold and platinum cards and markets it only to current customers. American Express pursues customers by emphasizing such features as billing accuracy and travelers' services.

For the holder of the platinum card, however, American Express promises what amounts to an unlimited line of credit. Plus, there are such goodies as free overnight mail delivery of airline tickets, emergency medical services in foreign countries and a network of private international clubs. Some in the credit-card business contend that one marketing technique is simply the intangible psychological reward that comes from flashing plastic cards that, because they are gold or platinum, identify the owner as a high roller. But card owner O'Brien, who flashes a gold American Express card and a gold Mastercard wherever he goes, disagrees. "When you pick up the tab for a group of people that comes to $300 or $400 and don't bat an eye," he said, "that's what really impresses II 40' V.

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hot 144 Zal Zonom 2rcod Zroo ZymrM rate, to the company's panoply of green, gold and platinum cards. In the past week, however, Citicorp dropped its Choice card in the face of merchant resistance. "There is a real war out there," said John Pollock, editor of Bank Credit Card Observer, a New Jersey-based newsletter that follows the industry. "There is room for the right card to carve out a piece of the pie." More and more, it is the affluent customer who is the coveted prize in the conflict. In the past week, Barnett Bank slashed the annual percentage rate paid by its Premier Visa customers from 18 percent to 14.75 percent and pruning the annual fee by $10.

Annual charges are now $30 $9 more than the fee for the standard Visa card. Barnett's premier card is held by only 5 percent of the company's 1 million-plus credit-card customers. Bank officials hope that qualified holders of the standard Visa card, which carries a higher interest rate of 18 percent, will opt for the distinctive model. At Sun Banks the Orlando-based unit of SunTrust Banks Inc. and the third-largest credit-card issuer in Florida, company officials insist that the lower 13.25 percent interest rate on its distinctive product, the Gold Mastercard, helped prompt that more-competitive atmosphere.

"What you're seeing is Barnett reacting to our cheaper rates," said James Maguire, a senior vice president for Atlanta-based SunTrust. There are many good reasons why affluent customers, for whom a base credit line of $5,000 is required, are being courted. They can be expected to spend more lavishly than their more plebian brethren, bringing in extra dollars in the form of 3 percent fees that merchants pay the banks and card companies, even if they are un lam, TownFI 78 1'A, 1V Toyou 435 28' 28Vk Trnfnt 5 21 24 Tr5tun93 11V. 12'. TrSt un92 14V.

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6V. To 105 4V 4' ToltiAl 507 1' 2 The company's other Florida properties include a radio station, and several newspapers, cable-TV franchises and automobile auctions. Furman said the expansion of WFTV coincides with an $8 million to $10 million expansion and relocation by an independent station Cox owns in Detroit. However, Cox is not upgrading all of its broadcast facilities, Furman said. Channel 9's new studios will be opening just as movie-production studios and tours by Walt Disney, Co.

and MCA Inc. come on line. WFTV may benefit from the movie studios' spillover, Conley said. WFTV would be an option for producers should they find the MCA and Disney studios full. The other two network affiliates already have at least two studios each.

Harry Handley, a broadcast-industry analyst and president of Bamberg-Handley said the new studios may bring WFTV more production business. v. v. 5'4 6'4 1'. 17.

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U. Vrtromc Vwoan Voho 1 24a CD Vortat Vukf 04a They're fashionable, contemporary quality constructed. Our Whitehall and West Point dining 17 3V. WO 401 32o 365 19 4 WNS 46 9' V. 3V.

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685 27 4 Vi 127 16 5'4 4 173 8 Vi 57 163 33 4 J157 23 tt 1 I 1 11 WolrfCJ 44a WotrlO wilk WoltHw WoMnd06o WW 48 hZk mnw 1 06 17 43 261 57 101 14 19 37 Whitehall seieci top graae oaK in the finest Oak Street tradition. A great combination of beauty durabi-lity. And this week, they're on sale, in stock and ready for delivery! So visit Oak Street today save on contemporary dining at it's best. o- I iirni' il Waottv 4 WhtlCI 49 Wbi'Fn 244 Dining Set WlTi .40 14 CBFnd CPAC csk CTK 8 CVD un Cabot tm Coch un CotMn Coin Calmor ComNI ConnE, CoreFjt Covco Cadott Catgana CnBSn CftMn CanTrpt Carrtf pi Cammrr Cliatlm ChaySI C.ttlnc Cmntk CRSac OtyMW Ccti 8 CloySlv Ciato un Cognos ConoMt CorCm pi ColEngy Crnatc p( CmcaBc Cmtt CmvHlt ComOp ComNt un CtnpVid CoBot, CmpMc CptKw Cptf un Conmad ComS CmHvd CtiFn pi CSol un C00.S pi Co4an CorpSIt C(KnM Ctonu wt CtwnA C-yO p(A Ctitco Dm! DNA un DSf un Dot Ei DiSwl wt DotmC Oaaar CHqlnt Oa'br 1 DatC on 1 1 4'4 '4 Wnlbll I Wallmi Wanol Watna. 02a 30 3H 4 156 If 23 7'.

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i e3 2 7 WJIAl WJIml 21 iv. 4 I 655 32 WilSFS 101 4 4 Va West Point Dining Set 42" solid oak table 2 upholstered chairs W4mT I .84 1213 1954 14 7 4H '4 182 I6'4 45 11 Vk DjoqM un DtaNt Doiwqol Dohna Dowtlaa DnnSk DnatCn DniuSl 24 J2 IV4 63 12'4 1 43 72. 16 106 44 13 29'4 $557 the set WHton 77 Wmdmr 236 WinoWi 43 W.miO 40 178 Wobtm 20 441 Wofenn 20 78 Wnhh 307 Wolf wt 27674 WofcTt 20 241 Woodhil 60 7 WCYS 15a 1225 WortcOl 10 WOW 2470 Worth), 40 2372 Wntac 57 Wytnon 80 38 7123 176 32'4 26 37 14 52 '4 1339 4 4 1474 l'V 60 4 Vk 79 13V 14 Items prices good Aug. IS thru Fri. Aug.

21, 1987. Quantities Limited 1147 I3'4 4 816 18 4 14 wow jhgoifay, i-- same as cash! EogT wtC KtT, btntn EtnOk EcHx Ecloc un ErGos un EmpCos Km wl EnC un92 Enacor EqtlA EanCl 1 Eqtlo FMI wt FNB Cp Fcwnc FitnCB 1 F0S8k Altamonte Springs Orlando J. Altomonte Oak Moll Street 91 20' 415 21V. 14 .08 22 llVk '4 1114 1 14 3360 14H V. 1074 13 7 3' 1 52a IS 414 ta 80 B'a '-a 77 XI XOMA XHna Xabac Uxor Xla tplor KTba Xvlogx South Orlando i Sond tolte d.

ookcn Street Mo11 436 (E. Altomo-ve Dr lVj Ook fashion Street Square Colonial Dr. t50i IT 269 15 v. mm 319 9. 4 51 22i 14 128 16'4 4 Vk 65 39 4 i 1502 I04 4 Vk 125 4'4 14 44 20V.

6 104 152 7V. 4 52 7 187 1714 14 47 124 Vk 3 714 142 35. 3 334 12 251 52 48 4- Vk 131 284 110 I 50 4- 42at 2I4 14 121 36 VI 24 4H 14 243 29'4 4 32 30 14 USftl 1 10. USI I 43 un Ufc voo llngmn UMtM 04 Ubtp I 60 Uno4 IMM Unc UnNoC 132 Unit UoSolC UoWom IWCm .04 Uiia Unttai UKol 5j OCoSl 04 UCtrCal.40 766 Allomonte Dr. 831-11 55 4303 E.

Colonial Dr. 898-8774 VW .42 3170 381 Ytkfn I 60 9 18 4 4 329 15 VHttjtj 30 9'. 8100 S. Orange Bl. TrI.

855-4404 Across from Florida Mall mile east of Altamonte Mall mile east of Foshion Square Open M-F 10 9, Sat. 10-6. Sun. 12 5 Open M-F 10 9. Sot.

10 6. Sun. 12 5 Open M-F 10-9. Sot. 10 6, Sun.

12-5 Fnam wt nh 8 FBrxTt FCorntt ftVoiTn FoSc pi pa) ftU LJ u- ZaMal 651 5 4Va Zantac 998 6 4-Vn Ziagtai .526 3 20'4 14.

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