BACK IN 1888 when George Eastman decided on a name for his fledgling camera and photographic equipment company, his only criteria were that the name be easy to pronounce, easy to spell, meaningless in any language, and 100 percent his own. Hence, the name Eastman Kodak Co.

Today there exists an even keener awareness among corporate America that the name is important. A survey by a New York City corporate identity consultant, Anspach, Grossman, Portugal Inc., shows that 950 corporations changed their names in the first nine months of 1986.Despite the success of some firms with names consisting of two or three initials, most corporate namers recommend names that include real words

because they are easy to associate with and are more memorable.

That's precisely why, in 1827, our forward-thinking founder, Samuel F.B. Morse, christened this newspaper The Journal of Commerce. Mr. Morse, who later became better known as the inventor of the telegraph, didn't expect the paper to be that, in fact. But he felt the name would appeal to the merchants who were expected to support the paper, and who, in fact did.

And that's undoubtedly why, after 159 years, we are still The Journal of Commerce.

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