San Francisco Examiner Trademarks Logo Here; Spokesman Says Billionaire Owner Isn't Planning on Starting Newspaper, Though

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Byline: JOE BLACK and JESSIE-LYNNE KERR, The Times-Union

The billionaire owner of the The Examiner newspaper in San Francisco wants to trademark names and logos for newspapers in 63 cities, including Jacksonville.

Although a spokesman said the filings are not an intent to begin papers in each of the cities, he would not comment on the specific reasons for the action.

The trademark applications include six other Florida cities, such as already competitive Tampa, St. Petersburg and Fort Lauderdale. Applications also were filed for Orlando, Miami, Palm Beach, Las Vegas, Indianapolis and Detroit, among others.

Denver billionaire Philip Anschutz bought control of the The Examiner in San Francisco less than a year ago. His holdings also grew to include three newspapers in Washington, D.C., area about three months ago.

The acquisitions and the patent applications were filed by a recently formed Anschutz holding company, Clarity Media Group. According to the U.S. Patent and Trademark Office, each of the trademarks costs $335. Clarity filed two logos for The Examiner in each city, one simple and one being a near replica of the San Francisco design, bringing the total to more than $42,000.

Jim Monaghan, Anschutz's spokesman, said the decision to file for the trademarks is meant to protect the name of the San Francisco-area paper because of The Examiner's success.

"It's the prudent thing to do from a business standpoint,'' Monaghan said.

However, not using the trademark in business could end the company's rights to it, said Laurence Alexander, an associate professor of journalism at the University of Florida.

He said the trademark office doles out trademarks to protect a company or brand name. …