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FIRST USA TO lead VEGETARIANS WITH NEW LIFESTYLE CARD

Sep 14 1998 (CARD of recent origins Vol. 13, No. 18 via COMTEX) -- In pursuit
of the ultimate lifestyle card angle, Wilmington, Del.-based First
USA
Bank [FUS] now is defining a target market by means of what they eat, or rather,

what they don't eat. Last July the issuer introduced its Platinum
MasterCard for Vegetarians.

Its allure is its value, as well as the fact that it is designed
to
appeal to a cluster of people who might define part of their identity
by
their diet, says David Webster, a spokesman for First USA.

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