AT&T 10-10-345 to challenge MCI

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AT&T Corp. formed Lucky Dog Phone Co. to launch its 10-10-345 dial-around long distance service. TV, print, radio and outdoor from Y&R Advertising, New York, support the introduction. Commercials feature voice-overs by actors Larry Hagman, Kathleen Turner, Sherman Helmsley and Isabel Sanford. The service will initially be available in 15 markets, followed by others nationwide. Ad spending was not disclosed. 10-10-345 is priced at 10 cents per minute, 24 hours a day when calling from home with no minimum and no monthly fee. AT&T has been losing revenue to MCI's 10-10-321 since its introduction two years ago.

Copyright October 1998, Crain Communications Inc.

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