Don't Cross Off Cross

Since 1952, when A.T. Cross (ATX.A) introduced its gold-plated ballpoint pen now synonymous with the Cross name, the product had been a huge success--until 1995, when sales peaked. And after hitting a high of 41 in mid-1996, its stock has since slid downhill, closing at 10 5/6 on Apr. 7. Earnings have followed suit, falling from 80 cents in 1995 to 40 cents in 1996 and a loss of 26 cents in 1997. End of the line for Cross?

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