This is definitely some exciting news. The simpsons are coming to Disney brand new streaming service Disney plus the simpsons- have become undeniable part of television history, and this is the first time that the first thirty seasons will be available to stream completely commercial free, oh get excited because the Simpsons and so much more will be streaming on Disney plus beginning November 12th, the US, sorry, first one thousand nine hundred and seventy three Lamar Muse ceo of Southwest Airlines, sits down to fisters Dallas home. He unfolds a copy Dallas Morning news headlines the Vietnam WAR dominate the front page music the first page then opens the paper on page three there's a full page ad that stops in cold. Just four lines. Take up the whole page. Braniff's get

We sale half price to Houston's hobby airport, teen dollars. Coach seven teen dollars. First class Muse nearly spits out as coffee, those bastards braniff A Dallas based carrier has been suing everyone it can think of, since one thousand nine hundred and sixty seven just to keep southwest airlines from competing with it inside Texas. But since West won the last round. Braniff is now ready to fight its competitor using SW's best weapon against it. Cheap fares, this is the first volley in a price war that promises to be bruising. Aimed at sinking southwest dollar, coach price is

map of southwest twenty six dollar fare from Dallas to Houston and to make things worse for muse. Braniff is offering those rock bottom fares on struggling southwest only profitable route. You, can hardly contain his rage. He grabs the kitchen phone kill her her. Her this man get the hell, outta bed, get yourself to the airport and be on the first southwest flight out of San Antonio to Dallas. Why bastards of Braniff. That's why they're trying to is down. Muse rushes to his office. He knows the situation is dire. Who's, could get Keller her to sue Braniff we've long been locked in legal battle or or he could play chicken and Match Braniff. At thirteen dollars. Both airlines will bleed money, but so

west is already highly leveraged. It can't afford to sustain losses for as long as Braniff probably can an extended fare war. Could end with Sw Nose diving into bankruptcy suddenly. As he's driving to meet Kelleher, he remembers that he has a meeting with a realtor. This say morning he's buying and Condo for his wife Muse calls up to cancel tell the agent of his predicament the realtor offers him an idea when banks want to win over New trimmers for mothers. They just give stuff away. You know toasters, waffle, irons, maybe y'all should try that Muse ends the call and at first he writes off the realtor, is out of touch but then heroes, the idea around in his head waffle, irons and toasters seem like strange things to hand out to people on a plane

but giving them something? Yes, actually that makes sense. Muse, thinks to himself what would are mostly male. Mostly business. Traveling customers like to get for free almost instantly. He has it lots and lots of booze yeah south I still be flying high, alright, but only part of that will be because of the altitude. Whether your reaction is we and excellent, or I can. This is definitely some exciting news. This since are coming to Disney's brand new streaming service Disney plus the Simpsons is the longest running primetime scripted television series in history- it's one hundred and thirty, four Emmys, including outstanding animated program in two thousand and nineteen, the series has become a

television history- and this is the first time that the first thirty seasons will be available to stream completely commercial free that six hundred and sixty two episodes of the Simpsons Commercial free want to relive the in 90s and head back to Homerpalooza. Well Disney Plus. Has that episode want to watch the episode Marge versus the monorail, and they have that to all these iconic moments will be available on Disney plus starting November 12th so get excited because the Simpsons and so much more will be streaming on Disney plus beginning November 12th in the US

From wondering Wondery David Brown- and this is business Wars- episode of our SW versus American Airlines Series dogfight over Dallas, our last episode Southwest Airlines battled its rivals, Braniff and Texas International in court for years. Just so, it could finally win the right to fly once a lot the airline immediately ran into financial headwinds, overextending itself by buying too many planes too soon its solution, was revolutionary. It came up with

way to turn planes around at the gate in just ten minutes faster by far more than anyone else in the business this? southwest to squeeze in more flights than its competitors and to keep its prices at rock bottom. Thousands of customers arrive. Sensing arrival that could eat into the lucrative legacy airline market SW's competitors Now, trying to snuff out southwest with a fare war When Herb Kelleher arrives at the love field, office muse launches into a rant about Braniff's offer of thirteen dollar airfares, half of what southwest charges and worse Braniff is targeted a route that generates seventy percent of Southwest's revenue, even though The offer is only good for two months: Kelleher worries that consumers won't appreciate the long term effect of what this price war could do

We've been trying to give people more for less, not less for less new planes more on time, flight nicer people, what is Brad I've been doing other than suing us if they think it's all low prices and they just don't get it and it might be too late for us once they do figure it out. I've got something I think I'll understand Kelleher runs his hand through his hair and wonders wedding God's name uses come up with this time bill, just hang on. Until we see our admin man to get into muses car. They make the shore fifteen minute drive for bluff field to the down round. Dallas offices of the Bloom Agency, Sw tossing for their there we use pulls out a Manila envelope. An unfolds A2 page newspaper ad he's already sketched out. He hands it a couple of bloom executives. Ok, now, look here,

the right page right here we're going to list all the reasons you shouldn't fly. Brennan all the anti that competitive things, they've done like suing us nonstop for three one slash two years: the age executives look worried, Lamar Are you aiming for a libel suit? What do you mean? This is Kind of aggressive advertising we've always done I don't remember you objecting when we flew a plane ride at one of our hostesses, what Lamar talking about here is Southwest's first tv ad in nineteen. Seventy one, it feature: seven hundred and thirty seven flying just. Couple one hundred feet off the ground: barrelling down a runway, Tordon actress portraying a hostis she rest in the airline's trademark, outfit of orange hot pants breast. Hugging sweater and Gogo boots the

in sales over her remember what it was like before there was somebody else up there who loved you. There was no such thing as executive class service to Dallas, Houston and San Antonio, with first class legroom break up. Tails for everyone, Anna Schedule, you could depend on something as memorable as that racy ad, but that's less about the nod and wink sex appeal that played on the double entendre of the company's home base love field southwest because self the love airline, but today news is not in a loving mood, in fact, he's ready to pick a fight with Brandon, look. Just matching Braniff, isn't good enough: will match all right, but will also the customers are reason to pay full price. Airplane

would be Braniff is to get your customers to pay full price, damn straight we're going to I'm a fifth of whiskey, maybe It's vodka, their choice. Why would anyone pay full fare just to get a fifth of booze, because most of our passengers, a businessman with expense accounts, they're we don't really care whether they reimburse their businessmen, thirteen dollars or twenty six dollars in expenses, but it does matter to the passengers. They get walk away with a bottle of boots Kelly. Mucin Southwest's own mad men agree that this plan is just the enough to work just two days after Braniff's initial at appears s test runs A2, page response in Dallas and Houston papers. It southwest call to arms on the left hand, page in big, bold type. It reads

no one is going to shoot Southwest Airlines out of the sky for a lousy thirteen dollars uses Signature is right under that the right side page reads: if they'll fly, you thirteen dollars, and that's what you really want will fly you for Teen dollars or read on the finer print list, the terms of the liquor giveaway muse fifty thousand flyers with a similar message, southwest including hostesses and pilots in their flight uniforms, Volunteer to spend two days fanning out across downtown Dallas and Houston Distrib. The flyers to passers by choose other staffers to load up love field. With cases of Chivas Regal Jack Daniels Crown role, Ellen Smirnoff Vodka and any non drinkers get on board. He or

is one thousand leather padded ice buckets from a Dallas based discount retailer. Send the giveaway southwest gets a call from a friend whose husband is a frequent southwest. Passenger. My friend- has well it's not a complaint. Actually, how much of this stuff are you SW people going to give away? I just opened our hallway is it. The other day in a stack of whiskey bottles fell over on main nearly three slash. Four of all passes. Which choose to fly SW at twice: the Braniff, fair and Clutch their fifth of booze as they get off the plane. Still, the work of fighting a fare war does take its toll. One march. Kelleher returns home to San Antonio, his twelve year old daughter watches as Kelleher lumbers to the front door, shoulders are slumped. What's the matter Dad You look really down.

It's just as fair war is such a tough fight. Keller. Hers contemplates the statement for a few seconds. Well, dad you started it Finally, on April fools day, one thousand nine hundred and seventy three Braniff blinks it ends its sale. Southwest continues to offer thirteen dollars fares to San Antonio, but it and it's liquor. Giveaway and thirteen dollars weekday fares to Houston use, tallies the numbers and for some remarkable findings to the board. Over breakfast in Dallas lots of February March Southwest Airlines gave away more Shiva's Regal, then was actually sold in all of Texas and she was hasn't even bothered to send us a thank you note our past. Your account was up. Sixty six percent in the last month of the thirteen dollars, sale and March Southwest Airlines posted its first monthly profit, hey

in two thousand one hundred and seventy three dollars. Ok, okay, so it's not a ton of money but the first time since Keliher begged the board five years ago to fight its rivals in court S, West Airlines is in the black? but in his presentation to the board muse, leaves out one crucial piece of bad news, a new trial. Under way this time this ease of Dallas and Fort Worth are suing southwest. The airline refuses to move to the New Dallas Fort Worth Airport. That's just about to open on eighteen thousand acres of Texas Prairie, Keliher amuse and everyone else at SW thinks that Dfw is remote. Location is too far for their commuter airline, passengers going from, say, Dallas to Houston, who offers the same line to city leaders who call and ask him to reconsider. No,

want to drive forty five minutes and take a fifty five minute flight to a place. You can drive two and three hours will go broke. Trials opening day, Kelleher picks up muse in his brand new Mercedes. He's a Eagle genius in a tireless worker but is not a detail person and he's to find out one thing: Lamar Where exactly is the federal courthouse Damn herb. I don't know where it is we're in one of the most important business trials of the century. How we supposed to win of my own, damn lawyer, can't even find a freaking courthouse. Eventually clumsily they navigate their way to the building. They don't it when they arrive at the trial, but they have also just steered themselves and southwest onto a collision course with yet another competitor America.

Airline, no matter where you're headed off to work to that second date, you're hoping goes well or the airport to catch a flight. It's important to look feel and some your best, especially the smell part, and no matter what your needs are dollar shave club has got. You covered I'm a huge fan of DSC's amber and lavender body wash when I use it. I smell fresh and clean feel con ready to conquer my day. Whatever. That thing is that helps you feel your best when you're getting ready. Well, you can find it with dollar shave. Why not try out some of their amazing products with a great deal on any one of their starter set, I reckon, the daily essentials starter set, but you can't go wrong with any of them. Head over to dollarshaveclub dot com, Slash Bw, to pick up your own DS

starter set for just five dollars. After your starter set products ship at regular price, that's dollar, shave, club dot com, slash, B, W dollar shave, club dot com, Slash B, W support for business. Worse comes capital one with the spark cash card from capital one! You earn unlimited two percent cash back on all of your business purchases, think about it! Unlimited two percent cash back on everything you buy for your business and that cash back and add up to thousands of dollars, which you can reinvest back in your business. So you can keep growing. Imagine what unlimited two percent cash back could do for your business. Learn more capital dot com. What's in your wallet,.

in June of one thousand nine hundred and seventy three Robert Bob Crandall vice Is it for data services in American Airlines boards plane from New York bound for Tulsa Oklahoma. That's American Airlines runs a data center them Airlines is already the most computerized company in the industry, It's been running, IBM's, semi automatic business, research, environment or saber, as it's known since one thousand nine hundred and sixty two the day. Collection system is given American an advantage. No other airline has as complete a picture of how many people are flying on its planes in any given day many airlines still use typewriter style terminals to enter reservations or even them by hand this era of government regulation. Airline, live in a protective, Cocoon There is little incentive for the airlines to capture market efficiencies and competitive advantages through technology. So

few carriers bothered to address this complex error prone system. Crandall is one of the few who believes this is mission, critical, and he's only been with American. For three months, the thirty eight year old, six foot, two inch rail, thin, Rhode Island with a foul mouth, is all given Americans Board of directors, an earful he's told them that the we can make a lot more money by you big data to more tightly scheduled its flights now he's on route to Tulsa to find a way to do just that as Crandall arrives at the Tulsa Data Center MAX Hopper greets him Copper is a thirty seven year old, Texan man, a pioneer bring wiz with corporate data processing four leads Crandall down a long hallway and into an elevator they're going to the basement.

They enter a room packed to the ceiling with boxes well. Here we are bobbed in these boxes we have one thousand cathode ray tube monitors, still in the original plastic bin right here for two years and never been touched, and- and we can use these things to computerize our reservations to give us all kinds of new data we can. We can the displays with keyboards in our main frames could really be something powerful. I've been trying to tell everyone that we computerized reservations. We could collect better data and have under control over flat scheduling. I don't get it why aren't we using these the problem is that the marketing department oversees reservations. I don't care, streamlining things they'd have to pay to have these systems put into use and they were used to do that. So here in the basement. Well, this got damn stupid

We get these things out of here, we're going to change everything. Just after midnight on January 13th, one thousand seventy four couple thousand feet above interstate thirty, five in Dallas American Airlines Flight three, four one dips right in the dark and sky for decades, all other air traffic on this approach. Path into Dallas is turned left at this point. Heading for love field american flight. Three four one from Memphis isn't going to love field. One hundred and seventy Notts American three hundred one. Three hundred and forty one runway, seventeen right, clear, land, land, America treat forty one. Thank you the plane touches down at one thousand two hundred and seven am it is the first, Herschel Passenger Flight to arrive at the brand New Dallas Fort Worth or Dfw airport?

flights from Braniff in Texas, international and delta and united in T, will follow soon behind, but Southwest Airlines pledges never to put its wheels down at the new airport just hours after Eric and three four one touches down Muse signs off on a press release announcing Southwest airlines first annual profit? If those profits are going to continue, they need to keep flying from love field which Only fifteen minutes by car from downtown Dallas compared to forty five minutes to Dfw at love. Southwest has a heartbeat at Dfw it'll be dead. Trouble is everyone in the business and the politicians to have lined up to four southwest to move a few months after first american flight lands at Dfw on a hot mitt,

Your new day in June, one thousand nine hundred and seventy four MAX hop is standing on a corner in Manhattan. Waiting again for Bob Grant hoppers planning to accidentally bump into Crandall on his lunch break as he's leaving American Airlines headquarters, hoppers been planning this for days. Finally, He spies, Crandall, slim frame from across the street and makes a quick dash over to him hey, hey Bob! How are you so funny I run into you? You know I've just word that the american society of travel agents is trying to develop a computerized reservation system, it would take all of Flight data from the airlines, you know, like the information we have about our airline inside of Saber, We put it into one system. Agents would be able to book flights this system without even making a phone call to any airline, and they don't this system. Amare

and is built at schedule to take advantage of the current way: travel agents. Typically book flights, a technical People change like this could hurt them, as it is now parking gets preferential treatment from travel agents, damn it if they own the system, they could get preference to some other carrier like those bastards at United. Oh my god, if we don't have a say in the system they develop. Who knows what might happen? He's peep could cut out American Airlines altogether for in Crandall, stand on that noisy corner for a moment in silence. Hopper knows What this means, and now go back to they are on the cusp of a new battle. One many of their competitors don't even know about if they can make saber the or of the new computerized reservations system. Travel agents use American will gain.

This is inside insight, competitors, flights, insight that can tip the competitive balance in its favor American has the weapon of destruction at its disposal. Just has to deploy it in the episode of Southwest versus American Airlines. America engines up Saber opening a new, Frontier in the war with southwest and no amount of Chivas Regal. Stop that. From wondering this is business. Wars hope boy. This episode, please Scribe one apple podcast, Spotify, Google, podcast stitcher, I heart radio, or where ever you listen to the podcast you'll, find a link on the episode notes. You know what to do just tap or swipe over the cover art you'll also see some offers from our sponsors, and you

port our show by supporting them. If you, which you've been hearing. We'd love it. If you could give us a five star rating friends how to subscribe. To another way you can support us is to answer a short survey at wondering: dot com, slash survey, we'd love, hear from you and while you're at it tell us what business war stories you'd like to hear a quick note about the conversations you've been hearing. We can't know what was said, but this dialogue is based on our best research. Host David Brown, Joseph Quinto wrote this story. Who is our senior producer and editor Jenny Lowerys our producer, sound design by Bay Area, sound hours the producers Marshall. Goodbye or Non Lopez, four wondering Winery winery.