April 17th, 2008 11:00pm

Madison Avenue is making like Little Jack Horner, pulling out plum after plum for the presumed delectation of consumers.

Examples of how plum may become the new black for advertisers and media companies include a new Plum Card from American Express, coupon inserts in Sunday newspapers under the RedPlum name and plum-colored labels for products like Penta water.

There is also Plum TV, a channel available in resort communities; PlumChoice Online, a PC services company; and even books by Janet Evanovich featuring a character called Stephanie Plum. The titles include “Plum Lovin’ ” and “Plum Lucky” and, coming in January, according to Dori Weintraub of St. Martin’s Press, which publishes Ms. Evanovich, “Plum Spooky.”

Read the full article www.nytimes.com