British marketing executives, hoping to capitalize on publicity for the "Bridget Jones" sequel, are using the lovable character to sell services. Banking, online dating, and credit cards are a few of the businesses linking themselves to the single, thirtysomething main character in "The Edge of Reason," out Friday in British theaters, Britain's Guardian reported Wednesday. "As Bridget Jones fans know, finding 'the one' can be hard enough without having to worry about the cost, so it's important that people look at ways to get the most from their spending," said Tom Allder, head of credit cards at American Express. Dating Web site Match.com solved the riddle of why there are so many long lunches in Newcastle, England. Because more than a quarter of single women in the northeast identified with Bridget's tryst with the cad Cleaver and have slept with their boss, a Match.com survey said. The tour agency Visit London is planning a special Bridget Jones walk for tourists who are expected to descend on London after watching the film. © Copyright 2004 by United Press International

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