Prestige Plastic

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American Express, meanwhile, is trying to turn its gold card into all-purpose plastic. Last month the company introduced a fitness program that gives cardholders access to more than 100 health clubs around the world. The financial services firm is also using Shearson Loeb Rhoades, its Wall Street subsidiary, to promote the gold cards. Shearson-American Express is now launching a financial management account that combines stock and bond trading, banking and credit card transactions. The price of that service is $100 a year, which is automatically charged to the credit card account. ∎