Apple backs Mac

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Apple Computer, trying to keep software makers from abandoning Macintosh for Microsoft Corp.'s Windows, this month begins a $20 million yearlong marketing program to support software developers. Ads from BBDO West, Los Angeles, will run in November in some 20 magazines, with each ad highlighting about 10 software products. In-store promotions by Resource Marketing, San Francisco and Columbus, Ohio, will draw attention to Mac software. The efforts are separate from Apple's new strategy to repackage and sell software bundles (AA, Oct. 7).

Copyright January 1996 Crain Communications Inc.

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