It is the only national magazine that offers advertisers a pure play in the twins market.

"Over time, there may be a decline in what pure plays can afford to pay," he said.

That question will soon be answered, as investors get a chance to buy the first "pure play" available.

He is constructed out of the stuff and spirit of pure play.

However, its narrow focus makes it a pure play in the hazardous-waste field.

"This company is one of the few pure plays in that area."

"Investors want a pure play, rather than an indirect interest in such volatile businesses."

"Network computing is booming and we are a pure play in this market."

It is a pure environmental play and had about 45 percent of its assets invested overseas last year.

Another argument for creating targeted stock is that the market prefers a pure play.