AMERICAN AIRLINES TO RETURN TO TV

Exec Notes 'Profound' Market Changes

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NEW YORK (AdAge.com) -- American Airlines, Dallas, plans to return to TV in the "near future" with ads that address the events of Sept. 11, according to an airline spokesman, though he declined to cite a date.

The spokesman, Al Becker, said the airline and its agency, Temerlin McClain, Irving, Texas, are developing concepts for the spots "related to the notion of what has occurred in our world. This has been a cataclysmic development for our whole nation and the industry. It can't be ignored. It's changed everything profoundly."

The airline has been running full-page print ads with a back-to-business theme in about 20 newspapers since last week, Mr. Becker said.

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