Anthony Missano, an executive at Sbarro, was looking for a way to attract teens to the pizza-and-pasta chain when a soft drink sales rep handed him a fountain drink with a mini music CD tucked inside the plastic lid.

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By replacing the opaque plastic "tray" inside the CD case with clear material, for example, Shindo has been able to utilize even that tiny space.

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But he moves memorably inside his listeners, as evidenced in his current CD, "Joe Alterman: Give Me the Simple Life" (mileshighrecords.com) with bassist James Crammach, drummer Herlin Riley and, of course, Mr. Person.

WSJ: Joe Alterman Strikes a Chord | By Nat Hentoff

For example, when we created a lullaby CD for newborns for Sears, we had immunization schedules and health care tips for the new parents printed inside the new package.

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