1
YELLOW ***** FRIDAY, DECEMBER 28, 2012 ~ VOL. CCLX NO. 151 WSJ.com HHHH $2.00 CONTENTS Arena................................ D1 Corporate News... B2-5 Film................................... D8 Global Finance........... C3 Heard on the Street C10 In the Markets.......... C4 Mansion......................... M1 Market Data................ C5 Opinion.................. A13-15 Sports.............................. D9 U.S. News................. A2-6 Weather Watch........ B6 World News... A7-10,16 DJIA 13096.31 g 18.28 0.1% NASDAQ 2985.91 g 0.1% NIKKEI 10322.98 À 0.9% STOXX 600 280.60 À 0.04% 10-YR. TREAS. À 12/32 , yield 1.716% OIL $90.87 g $0.11 GOLD $1,662.60 À $2.80 EURO $1.3237 YEN 86.11 s Copyright 2012 Dow Jones & Company. All Rights Reserved Vital Signs Homeownership looks like a relative bargain, as mortgage rates keep tumbling to near-record levels. The fixed rate for a 30-year mortgage fell to an average of 3.35% for the past week, edging down from the previous week’s 3.37%. According to Freddie Mac, for all of 2012, the 30-year fixed-rate mortgage averaged 3.66%, the lowest annual average in at least 65 years. Fixed rate on a 30-year mortgage Source: Freddie Mac '09 '10 '11 '12 ’08 0 2 4 6% > W orking to forestall onerous regulation, prac- titioners of high-frequency trading and their lobbyists cite research, some of it seeded by the firms, that says their trading is benefi- cial to the broader market. A1 n Consumers are worrying more about the economic out- look, according to a new report suggesting they have begun focusing on possible tax in- creases and government spend- ing cuts in the new year. A4 n The Dow industrials re- couped most of a 151-point in- traday loss amid speculation about budget talks, ending 18.28 points lower at 13096.31. C4 n The stock market’s fear gauge vaulted above a closely watched level amid a return of jitters about the impact of the fiscal cliff. C4 n A contract dispute that may close East Coast ports on Sun- day hinges on a 1960s-era pay provision that has ballooned with greater cargo volumes. B3 n Wal-Mart plans to monitor subcontractors’ U.S. warehouses after protests, fines and law- suits stemming from complaints about worker treatment. B4 n Apple CEO Cook received an estimated $4.2 million in com- pensation for this year, a rela- tively modest figure compared with his 2011 pay package. B2 n Berkshire Partners is spending more than $2 billion to buy and merge two pro- viders of fiber-optic networks, Lightower and Sidera. B3 n Raj Rajaratnam agreed to pay $1.45 million to resolve an SEC lawsuit related to his alleged insider trading based on tips from Rajat Gupta. C3 n SeaWorld Entertainment filed for an initial public of- fering, three years after a $2.3 billion buyout by private- equity shop Blackstone. B3 n Japanese leaders’ deter- mination to weaken the yen could complicate Tokyo’s re- lations with the U.S. and other major trading partners. A7 n Finra fined five financial firms a total of $4.5 million for allegedly funneling money from California bond-sale pro- ceeds into lobbying efforts. C3 n Insurers are expected to face a host of lawsuits by businesses over coverage disputes stemming from su- perstorm Sandy claims. C1 n Toshiba said it is negoti- ating with three parties to sell up to 16% of its Westing- house Electric nuclear- power subsidiary. B4 n The mutual-fund industry is appealing a ruling that would require commodities funds to register with the CFTC in addition to the SEC. C2 n Russia’s proposed ban on U.S. adoptions raised tensions. Putin said he would sign the bill to ban U.S. citizens from adopting Russian children— retaliation for a U.S. law to punish Russian human-rights violations. The proposal has become an international is- sue, raising pressure on the White House to respond more forcefully at a time when it is seeking Moscow’s support in Syria. A1, A10 A ban, set for Jan. 1, would hit U.S. adoption agencies and some 1,000 households trying to adopt in Russia. n As the fiscal cliff looms, Obama invited congressional leaders to a last-ditch meet- ing this afternoon, and the House plans to reconvene on Sunday. But the Senate’s Reid said deal prospects be- fore year-end are low. A1, A4 n EPA chief Lisa Jackson said she would leave her post in early 2013, ending a tumultuous four years. GOP and industry groups had of- ten criticized her. A2 n Hospitals nationwide are confronting a surge in babies born dependent on drugs such as oxycodone, a conse- quence of the prescription- pain-pill epidemic. A3 n China’s seafood hunger is testing relations with other countries. Argentina said it had captured two Chinese fishing vessels that it said were illegally fishing. A7 n Chinese authorities ap- peared to tighten their grip over a restive portion of western China following a spate of ethnic Tibetans set- ting themselves on fire. A10 n The U.S. military ended plans to equip the Afghan Air Force with Italian-made transport planes, a setback in building a more self-suffi- cient Afghan military. A16 n Kurds rallied in Turkey on the anniversary of a deadly military jet attack. A16 n Mubarak’s health is more fragile. The ousted Egypt strongman was moved to an army hospital from a prison hospital after a fall. A10 n The State Department is closing its embassy in the Central African Republic as violence there escalates. A10 n Smokers will be banned in more U.S. public places, with some rules set to kick in on New Year’s Day. A6 n New York City’s subway is preparing its first smart- phone application, catching it up in the tech race. A2 n Florida paleontologist Eric Prokopi pleaded guilty to conspiracy in connection with importing dinosaur fossils. n Rep. Markey plans to run for the Massachusetts Sen- ate seat of John Kerry. A6 n Died: Retired Gen. Norman Schwarzkopf, 78, led 1991’s Operation Desert Storm. A6 Fontella Bass, 72, St. Louis soul singer of “Rescue Me.” Business & Finance World-Wide Follow the news all day at WSJ.com MANSION Real-Estate Game Changers Of the Year THE BEST OF 2012 ARENA 10 What’s News– i i i i i i The chief executive of Knight Capital Group Inc. told Congress in June that rapid-fire trading, the backbone of its business, is a boon to the overall stock market. He cited a study that cautioned regulators against unintended con- sequences of curbing the prac- tice known as high-frequency trading. It was a 2010 study Knight it- self had commissioned. Its lead author that year joined the board of a stock-exchange com- pany that caters to high-speed traders and is partly owned by Knight. Less than two months after the Knight executive’s testimony, Knight nearly imploded when computerized trades went hay- wire, costing it $461 million in losses. Last week, the hobbled firm agreed to a takeover. High-frequency trading firms are fighting to fend off regula- tion as scrutiny of their practice of unleashing blizzards of orders coincides with repeated techni- cal glitches in the markets. As the firms work to convince pol- icy makers their practices are benign or even beneficial, one of their primary tools has been re- search seeded by the industry it- self, promoted by lobbying that has increased in recent years. Yet research conclusions pre- sented as firm endorsements of Please turn to page A12 Congress and the White House took small steps toward breaking the budget impasse Thursday, but Democrats and Republicans grew increasingly fearful they won’t be able to avert the tax increases and spending cuts known as the fiscal cliff, a prospect that is un- nerving consumers and investors. President Barack Obama in- vited congressional leaders to the White House on Friday afternoon for a last-ditch effort to broker a deal, as the Senate returned to Washington on Thursday. House GOP leaders said in a Thursday conference call with Republicans, who are growing nervous about their party being blamed for the deadlock, that the House will re- convene Sunday evening. It is still possible the two sides can reach a deal, especially with the leaders meeting Friday. Any resolution would be a scaled-back version of the package Mr. Obama and congressional leaders had anticipated passing after the November election. The White House is pressing for the Senate to extend current tax rates for in- come up to $250,000, extend un- employment benefits, keep the alternative minimum tax from hitting millions of additional tax- payers and delay spending cuts set to take effect in January. The 11th-hour strategy carries enormous risk because it leaves no margin for error in Congress’s balky legislative machinery. Sen- ate Majority Leader Harry Reid (D., Nev.) said the prospects for passage of a bill before the last day of the year are fading rapidly. “I have to be very honest,” he said. “I don’t know time-wise how it can happen now.” Anxiety about Washington’s ability to resolve its budget bat- tles is roiling the economy. Con- ference Board figures showed that consumer confidence fell in Please turn to page A4 BY JANET HOOK AND CAROL E. LEE Cliff Talks Down to the Wire Both Sides to Meet at White House Today; Any Deal Is Likely to Be Limited MOSCOW—President Vladimir Putin said Thursday he will sign a bill banning U.S. citizens from adopting Russian children, rais- ing tensions with Washington as the Obama Administration is try- ing to win Moscow’s support to end the war in Syria. Russian officials portrayed the latest legislation as a tit-for-tat retaliation against a new U.S. law that seeks to punish Russians ac- cused of human-rights violations. Moscow’s legislation—which would also ban U.S.-funded civic groups in the country—would put concrete action to rising Rus- sian complaints, voiced most ve- hemently by Mr. Putin, that the U.S.’s own human-rights failings give it no credibility to lecture others. But the proposed adoption ban has exposed Mr. Putin to criticism both internationally and within his own government. Crit- ics allege that the law makes po- litical pawns out of Russian or- phans, whose living conditions can be dire and prospects for adoption often slim. The Russian ban, if signed, would go into effect Jan. 1. Adop- tion workers and Russian offi- cials said it would effectively halt new adoptions and end those al- ready in progress. The Russian moves raise pres- sure on the White House to re- spond more forcefully, highlight- ing the challenge the Obama Administration faces in trying to continue its “reset” policy of im- proving relations with Russia now that Mr. Putin has returned to the presidency. Mr. Putin’s election campaign earlier this year played heavily on anti-American themes. The Kremlin later moved to crack down on critics, with laws limit- ing protests and upping pressure Please turn to page A10 BY GREGORY L. WHITE Putin Set To Sign Ban on U.S. Adoptions BY JENNY STRASBURG AND SCOTT PATTERSON High-Speed Traders Race To Fend Off Regulators BORN INTO PAIN: A Tampa baby receives doses of narcotics to combat withdrawal from prescription drugs his mother took while pregnant. Hospitals across the U.S. are seeing a wave of such newborns. A3 Jason Henry for The Wall Street Journal Handing Down a Drug-Dependent Legacy Making Their Case High-frequency trading firms ramped up payments to lobbyists in recent years. Source: OpenSecrets.org The Wall Street Journal *2012 data are annualized based on figures through October. Note: Spending is for firms whose primary business is high-frequency trading; it doesn’t include all firms that do such trading. $3.0 0 0.5 1.0 1.5 2.0 2.5 million 2008 '09 '10 '11 '12 $2.1 million* Coke Calls a Doc to Put Fizz In Sales, but Is He the Real Thing? i i i A 19th-Century Pharmacist’s Image Adds Mystery; 2.5 Miles of Memorabilia Doc Pemberton, the 19th-cen- tury pharmacist who invented Coca-Cola by mixing naturally caf- feinated kola nuts with coca leaves, which naturally contain co- caine, is selling Coca-Cola again. Coke won’t comment on whether its original soft drink ever contained cocaine. Until lately, it hasn’t had much to say about Doc Pemberton ei- ther. Now, though, it’s leaning on his legend to put some fizz back into its flagging U.S. cola sales. Doc Pemberton— whose real name was John Stith Pemberton— is regularly featured on an elec- tronic billboard for all to see as they enter downtown Atlanta. His likeness often greets visitors to the company’s website and Face- book page. Pictures are posted on- line of him wrestling with an alli- gator and walking on the moon. He has more than 100,000 follow- ers on Twitter. Doc makes an irreverent new pitchman compared to Coke’s tra- ditional mainstays—polar bears and Santa—conjuring up a myste- rious time in Coke’s past, which is perhaps what the global marketer needs right now. But here’s a mystery the company hadn’t an- ticipated: What did Doc Pemberton look like, and is Coke’s image of a handsome, robustly bearded Doc the real thing? A well driller in Maine is betting it isn’t. He re- cently plunked down $17,825 at an auction to buy an 1888 photo- graph the auction house claimed to be the only original of Doc. It depicts a slight man who is bald- Please turn to page A12 Doc Pemberton BY MIKE ESTERL What’s Your Business News IQ? Take our annual year-end quiz and find out. B1 Consumer outlook darkens..... A4 What’s expiring at year-end... A4 DARK MARKETS 4G speeds not available everywhere. ©2012 AT&T Intellectual Property. Service provided by AT&T Mobility. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. All other marks contained herein are the property of their respective owners. What’s more? It’s not complicated. More is beer. The nation’s largest network. AT&T. 1.866.MOBILITY – ATT.COM/NETWORK – VISIT A STORE C M Y K Composite Composite MAGENTA CYAN BLACK P2JW363000-5-A00100-1--------XA CL,CN,CX,DL,DM,DX,EE,EU,FL,HO,KC,MW,NC,NE,NY,PH,PN,RM,SA,SC,SL,SW,TU,WB,WE BGN,BMT,BRX,CCA,CHR,CKP,CPD,CXT,DNV,DRG,HAW,HLD,KCS,LAG,LAT,LKD,MIA,MLJ,NMX,PAL,PHI,PVN,SEA,TDM,TUS,UTA,WOK P2JW363000-5-A00100-1--------XA

2012 12 28 cmyk NA 04online.wsj.com/public/resources/documents/pageone1228.pdf · cocaine.Until lately,it hasn’t had much to say about Doc Pemberton ei-ther.Now,though, it’s leaning

  • Upload
    others

  • View
    0

  • Download
    0

Embed Size (px)

Citation preview

Page 1: 2012 12 28 cmyk NA 04online.wsj.com/public/resources/documents/pageone1228.pdf · cocaine.Until lately,it hasn’t had much to say about Doc Pemberton ei-ther.Now,though, it’s leaning

YELLOW

* * * * * FRIDAY, DECEMBER 28, 2012 ~ VOL. CCLX NO. 151 WSJ.com HHHH $2 .00

CONTENTSArena................................ D1Corporate News... B2-5Film................................... D8Global Finance........... C3Heard on the Street C10In the Markets.......... C4

Mansion......................... M1Market Data................ C5Opinion.................. A13-15Sports.............................. D9U.S. News................. A2-6Weather Watch........ B6World News... A7-10,16

DJIA 13096.31 g 18.28 0.1% NASDAQ 2985.91 g 0.1% NIKKEI 10322.98 À 0.9% STOXX600 280.60 À 0.04% 10-YR. TREAS. À 12/32 , yield 1.716% OIL $90.87 g $0.11 GOLD $1,662.60 À $2.80 EURO $1.3237 YEN 86.11

s Copyright 2012 Dow Jones & Company. All Rights Reserved

Vital Signs

Homeownership lookslike a relative bargain, asmortgage rates keeptumbling to near-recordlevels. The fixed rate for a30-year mortgage fell to anaverage of 3.35% for the pastweek, edging down from theprevious week’s 3.37%.According to Freddie Mac,for all of 2012, the 30-yearfixed-rate mortgage averaged3.66%, the lowest annualaverage in at least 65 years.

Fixed rate on a 30-yearmortgage

Source: Freddie Mac

'09 '10 '11 '12’080

2

4

6%

>

Working to forestallonerous regulation, prac-

titioners of high-frequencytrading and their lobbyistscite research, some of itseeded by the firms, thatsays their trading is benefi-cial to the broader market. A1n Consumers are worryingmore about the economic out-look, according to a new reportsuggesting they have begunfocusing on possible tax in-creases and government spend-ing cuts in the new year. A4n The Dow industrials re-couped most of a 151-point in-traday loss amid speculationabout budget talks, ending 18.28points lower at 13096.31. C4n The stock market’s feargauge vaulted above aclosely watched level amid areturn of jitters about theimpact of the fiscal cliff. C4nA contract dispute that mayclose East Coast ports on Sun-day hinges on a 1960s-era payprovision that has balloonedwith greater cargo volumes. B3nWal-Mart plans to monitorsubcontractors’ U.S. warehousesafter protests, fines and law-suits stemming from complaintsabout worker treatment. B4nApple CEO Cook received anestimated $4.2 million in com-pensation for this year, a rela-tively modest figure comparedwith his 2011 pay package. B2n Berkshire Partners isspending more than $2 billionto buy and merge two pro-viders of fiber-optic networks,Lightower and Sidera. B3n Raj Rajaratnam agreed topay $1.45 million to resolvean SEC lawsuit related to hisalleged insider trading basedon tips from Rajat Gupta. C3n SeaWorld Entertainmentfiled for an initial public of-fering, three years after a$2.3 billion buyout by private-equity shop Blackstone. B3n Japanese leaders’ deter-mination to weaken the yencould complicate Tokyo’s re-lations with the U.S. and othermajor trading partners. A7n Finra fined five financialfirms a total of $4.5 millionfor allegedly funneling moneyfrom California bond-sale pro-ceeds into lobbying efforts. C3n Insurers are expected toface a host of lawsuits bybusinesses over coveragedisputes stemming from su-perstorm Sandy claims. C1n Toshiba said it is negoti-ating with three parties tosell up to 16% of its Westing-house Electric nuclear-power subsidiary. B4n The mutual-fund industryis appealing a ruling thatwould require commoditiesfunds to register with theCFTC in addition to the SEC. C2

n Russia’s proposed ban onU.S. adoptions raised tensions.Putin said he would sign thebill to ban U.S. citizens fromadopting Russian children—retaliation for a U.S. law topunish Russian human-rightsviolations. The proposal hasbecome an international is-sue, raising pressure on theWhite House to respondmore forcefully at a timewhen it is seeking Moscow’ssupport in Syria. A1, A10A ban, set for Jan. 1, wouldhit U.S. adoption agenciesand some 1,000 householdstrying to adopt in Russia.n As the fiscal cliff looms,Obama invited congressionalleaders to a last-ditch meet-ing this afternoon, and theHouse plans to reconvene onSunday. But the Senate’sReid said deal prospects be-fore year-end are low. A1, A4n EPA chief Lisa Jacksonsaid she would leave herpost in early 2013, ending atumultuous four years. GOPand industry groups had of-ten criticized her. A2n Hospitals nationwide areconfronting a surge in babiesborn dependent on drugssuch as oxycodone, a conse-quence of the prescription-pain-pill epidemic. A3n China’s seafood hunger istesting relations with othercountries. Argentina said ithad captured two Chinesefishing vessels that it saidwere illegally fishing. A7n Chinese authorities ap-peared to tighten their gripover a restive portion ofwestern China following aspate of ethnic Tibetans set-ting themselves on fire. A10n The U.S. military endedplans to equip the AfghanAir Force with Italian-madetransport planes, a setbackin building a more self-suffi-cient Afghan military. A16n Kurds rallied in Turkey onthe anniversary of a deadlymilitary jet attack. A16nMubarak’s health is morefragile. The ousted Egyptstrongman was moved to anarmy hospital from a prisonhospital after a fall. A10n The State Department isclosing its embassy in theCentral African Republic asviolence there escalates. A10n Smokers will be bannedin more U.S. public places,with some rules set to kickin on New Year’s Day. A6n New York City’s subwayis preparing its first smart-phone application, catchingit up in the tech race. A2n Florida paleontologistEric Prokopi pleaded guilty toconspiracy in connection withimporting dinosaur fossils.n Rep. Markey plans to runfor the Massachusetts Sen-ate seat of John Kerry. A6n Died: Retired Gen. NormanSchwarzkopf, 78, led 1991’sOperation Desert Storm. A6… Fontella Bass, 72, St. Louissoul singer of “Rescue Me.”

Business&Finance World-Wide

Follow the news all day at WSJ.com

MANSIONReal-Estate

GameChangersOf theYear THE BEST OF 2012

ARENA

10

What’s News–i i i i i i

The chief executive of KnightCapital Group Inc. told Congressin June that rapid-fire trading,the backbone of its business, is aboon to the overall stock market.

He cited a studythat cautionedregulators againstunintended con-sequences ofcurbing the prac-

tice known as high-frequencytrading.

It was a 2010 study Knight it-self had commissioned. Its leadauthor that year joined theboard of a stock-exchange com-pany that caters to high-speedtraders and is partly owned byKnight.

Less than two months afterthe Knight executive’s testimony,Knight nearly imploded whencomputerized trades went hay-wire, costing it $461 million inlosses. Last week, the hobbledfirm agreed to a takeover.

High-frequency trading firmsare fighting to fend off regula-tion as scrutiny of their practiceof unleashing blizzards of orderscoincides with repeated techni-cal glitches in the markets. Asthe firms work to convince pol-icy makers their practices arebenign or even beneficial, one oftheir primary tools has been re-search seeded by the industry it-self, promoted by lobbying thathas increased in recent years.

Yet research conclusions pre-sented as firm endorsements of

PleaseturntopageA12

Congress and the White Housetook small steps toward breakingthe budget impasse Thursday, butDemocrats and Republicans grewincreasingly fearful they won’t beable to avert the tax increasesand spending cuts known as thefiscal cliff, a prospect that is un-nerving consumers and investors.

President Barack Obama in-vited congressional leaders to theWhite House on Friday afternoon

for a last-ditch effort to broker adeal, as the Senate returned toWashington on Thursday. HouseGOP leaders said in a Thursdayconference call with Republicans,who are growing nervous abouttheir party being blamed for thedeadlock, that the House will re-convene Sunday evening.

It is still possible the two sidescan reach a deal, especially withthe leaders meeting Friday. Anyresolution would be a scaled-backversion of the package Mr.Obama and congressional leaders

had anticipated passing after theNovember election. The WhiteHouse is pressing for the Senateto extend current tax rates for in-come up to $250,000, extend un-employment benefits, keep thealternative minimum tax fromhitting millions of additional tax-payers and delay spending cutsset to take effect in January.

The 11th-hour strategy carriesenormous risk because it leavesno margin for error in Congress’sbalky legislative machinery. Sen-ate Majority Leader Harry Reid

(D., Nev.) said the prospects forpassage of a bill before the lastday of the year are fading rapidly.“I have to be very honest,” hesaid. “I don’t know time-wisehow it can happen now.”

Anxiety about Washington’sability to resolve its budget bat-tles is roiling the economy. Con-ference Board figures showedthat consumer confidence fell in

PleaseturntopageA4

BY JANET HOOKAND CAROL E. LEE

Cliff Talks Down to the WireBoth Sides to Meet at White House Today; Any Deal Is Likely to Be Limited

MOSCOW—President VladimirPutin said Thursday he will signa bill banning U.S. citizens fromadopting Russian children, rais-ing tensions with Washington asthe Obama Administration is try-ing to win Moscow’s support toend the war in Syria.

Russian officials portrayed thelatest legislation as a tit-for-tatretaliation against a new U.S. lawthat seeks to punish Russians ac-cused of human-rights violations.

Moscow’s legislation—whichwould also ban U.S.-funded civicgroups in the country—wouldput concrete action to rising Rus-sian complaints, voiced most ve-hemently by Mr. Putin, that theU.S.’s own human-rights failingsgive it no credibility to lectureothers.

But the proposed adoptionban has exposed Mr. Putin tocriticism both internationally andwithin his own government. Crit-ics allege that the law makes po-litical pawns out of Russian or-phans, whose living conditionscan be dire and prospects foradoption often slim.

The Russian ban, if signed,would go into effect Jan. 1. Adop-tion workers and Russian offi-cials said it would effectively haltnew adoptions and end those al-ready in progress.

The Russian moves raise pres-sure on the White House to re-spond more forcefully, highlight-ing the challenge the ObamaAdministration faces in trying tocontinue its “reset” policy of im-proving relations with Russianow that Mr. Putin has returnedto the presidency.

Mr. Putin’s election campaignearlier this year played heavilyon anti-American themes. TheKremlin later moved to crackdown on critics, with laws limit-ing protests and upping pressure

PleaseturntopageA10

BY GREGORY L. WHITE

Putin SetToSignBan onU.S.Adoptions

BY JENNY STRASBURGAND SCOTT PATTERSON

High-Speed Traders RaceTo Fend Off Regulators

BORN INTO PAIN: A Tampa baby receives doses of narcotics to combat withdrawal from prescriptiondrugs his mother took while pregnant. Hospitals across the U.S. are seeing a wave of such newborns. A3

JasonHenry

forTh

eWallS

treetJournal

Handing Down a Drug-Dependent Legacy

Making Their CaseHigh-frequency trading firmsramped up payments tolobbyists in recent years.

Source: OpenSecrets.orgThe Wall Street Journal

*2012 data are annualized based on figuresthrough October.Note: Spending is for firms whose primarybusiness is high-frequency trading; it doesn’tinclude all firms that do such trading.

$3.0

0

0.5

1.0

1.5

2.0

2.5

million

2008 '09 '10 '11 '12

$2.1 million*

Coke Calls a Doc to Put FizzIn Sales, but Is He the Real Thing?

i i i

A 19th-Century Pharmacist’s ImageAdds Mystery; 2.5 Miles of Memorabilia

Doc Pemberton, the 19th-cen-tury pharmacist who inventedCoca-Cola by mixing naturally caf-feinated kola nuts with cocaleaves, which naturally contain co-caine, is selling Coca-Cola again.

Coke won’t commenton whether its originalsoft drink ever containedcocaine. Until lately, ithasn’t had much to sayabout Doc Pemberton ei-ther. Now, though, it’sleaning on his legend toput some fizz back intoits flagging U.S. colasales.

Doc Pemberton—whose real name wasJohn Stith Pemberton—is regularly featured on an elec-tronic billboard for all to see asthey enter downtown Atlanta. Hislikeness often greets visitors tothe company’s website and Face-book page. Pictures are posted on-

line of him wrestling with an alli-gator and walking on the moon.He has more than 100,000 follow-ers on Twitter.

Doc makes an irreverent newpitchman compared to Coke’s tra-ditional mainstays—polar bearsand Santa—conjuring up a myste-

rious time in Coke’s past,which is perhaps whatthe global marketerneeds right now.

But here’s a mysterythe company hadn’t an-ticipated: What did DocPemberton look like, andis Coke’s image of ahandsome, robustlybearded Doc the realthing?

A well driller in Maineis betting it isn’t. He re-

cently plunked down $17,825 at anauction to buy an 1888 photo-graph the auction house claimedto be the only original of Doc. Itdepicts a slight man who is bald-

PleaseturntopageA12

Doc Pemberton

BY MIKE ESTERL

What’s YourBusiness News IQ?Take our annual year-endquiz and find out. B1

Consumer outlook darkens..... A4What’s expiring at year-end... A4

DARKMARKETS

4G speeds not available everywhere. ©2012 AT&T Intellectual Property. Service provided by AT&T Mobility. All rightsreserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. All other marks contained herein are theproperty of their respective owners.

What’s more?

It’s not complicated.More is better.

The nation’slargest network. largest largest largest largest largest largest largest largest largest network.network.network.

AT&T.

1 . 866 .MOB I L I T Y – ATT.COM/NETWORK – V I S I T A STORE

CM Y K CompositeCompositeMAGENTA CYAN BLACK

P2JW363000-5-A00100-1--------XA CL,CN,CX,DL,DM,DX,EE,EU,FL,HO,KC,MW,NC,NE,NY,PH,PN,RM,SA,SC,SL,SW,TU,WB,WEBGN,BMT,BRX,CCA,CHR,CKP,CPD,CXT,DNV,DRG,HAW,HLD,KCS,LAG,LAT,LKD,MIA,MLJ,NMX,PAL,PHI,PVN,SEA,TDM,TUS,UTA,WOK

P2JW363000-5-A00100-1--------XA