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Monday, April 25, 1988 / University Daily Kancan
McDonald's fights 'Mc' users
Legal battles continue in the protection of the trademark
The Associated Press
SAN FRANCISCO — When McDonald's renewed a legal battle to force a vegetarian fast-food joint named McDharma$^a$ to drop the "Mc" prefix, it was the latest in some 50 "Big Mac" attacks by the corporation since 1975.
In an effort to protect its prefix, McDonald's has embroiled itself in court wranglings against other companies that attempt to use "Me" or "Mac" in their business and product names, according to Adweek magazine.
The Oak Brook, Ill., based McDonald's Corp. has taken on Mceleep, a proposed name for some Quality Inns International lodgings; Molly
McButter, a butter substitute; and McTravel, a Chicago travel agency, in pending lawsuits.
Businesses in Australia, Yugoslavia and Israel also have been targeted. Other cases have been resolved without formal proceedings, said John Horwitz, McDonald's senior corporate attorney.
McDonald's contends that it has an enormous investment in its trademarks. Company officials said it was the most advertised brand in the world.
Another motive, Horwitz said, was policing its marks so they didn't turn into unprotected generic terms under a legal doctrine of "use it — and protect it — or you lose it."
The company's motive in dealing with trademark problems is to protect its reputation for quality by guarding against consumer confusion, said Horwitz.
McDonald's said its registration of a multitude of "Mc" and "Mac" names gave it exclusive use of all such names "in the food areas in which we operate and in all other areas in which we operate, such as distribution of toys, premiums, clothing and other areas," said Horwitz.
McDonald's said it had more than 5,000 product and service marks registered in 110 foreign countries and about 500 marks in the United States, including 100 that have "Mc" or "Mac."
Jagger fans observe plagiarism trial
The Associated Press
WHITE PLAINS, N.Y. — It wasn't just another week at the small federal courthouse here, and it looks like more to come as Mick Jagger takes the stand again today in the trial over whether he plagiarized his 1985 hit "Just Another Night."
Excited fans, autograph-seeking court employees, rumors of free concerts and milling reporters like the black star's court battle into a circus.
The unimposing, cramped court, a former office building converted in 1983, is 25 miles north and light years away from the majestic Beaux Arts federal courthouse in Manhattan's Foley Square, where the suit was first filed. The build
ing has a single elevator and only four telephones — a frustration for the horde of reporters who've come from as far away as Australia.
The building hosted the yearlong Chapter 11 bankruptcy case of Texaco, but even that high-profile event did not prepare the courthouse for what would happen when a rock legend came to town.
It began when Patrick Alley, a 36-year-old reggae musician from the Bronx, filed a lawsuit Jan. 2, 1966, charging Jagger with copyright infringement over the song's chorus. The suit was filed in Foley Square and was assigned to U.S. District Judge Gerard Goettel.
Goetel later was transferred to White Plains, and the case moved north.
Jagger managed one day of obscurity when the trial opened April 18; but the media was alerted Tuesday, and by Wednesday, Goettel's fourth-floor courtroom was beginning to fill with reporters and excited fans.
It was on Wednesday that Jagger greeted a handful of journalists at the start of the day with a "How are we all today?" He said he was battling the case because his "credibility was on the line."
It was also Wednesday that one of Jagger's lawyers, Helene Freeman, was stopped by federal marshals as she entered the building on Tuesday. US Magis trust Joel Tyler. Tyler ordered the lawyer to get autographs for his two daughters, his law clerk and secretary.
JAYHAWKER
APPLICATIONS
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*Author of Between Washington and Jerusalem:
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*Blitzer's column appears in The New York Times,
The Washington Post, and The Wall Street Journal
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Now you can say goodbye to your favorite graduating senior with a personal ad in the special "Kansan Graduation Classified Section." Your ad will run on April 29th. The cost of the ad is $2.25 for 15 words. Each additional word is 15¢. The deadline is April 26th at 4 p.m. Simply write your ad in the space provided below and drop it off at or mail it to:
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