Equine Efficiency, Nudity Prevention, Virginal Space, and Other Matters. Great Moments in Marketing
By DANIEL SELIGMAN REPORTER ASSOCIATE Marta F. Dorion

(FORTUNE Magazine) – Continental Airlines struck a blow at the concept of first-class service yesterday, announcing that passengers who belong to its frequent-flier program and pay the full coach fare could get first-class seats on most flights by making reservations on a first-come first-served basis . . . James V. O'Donnell, vice president of marketing services, said . . . passengers could still pay the higher first-class fare . . . but it would provide no advantage over . . . coach fare. -- From a news report in the New York Times.