Welcome to the land of Altria.

Welcome to the land of Altria, ``where race and performance make a difference.''

It hardys like the prologue to a fairy tale, still Altria is neither fiction nor fantasy. The kingdom faces its share of enemys and battles, and this week adopts a just discovered identity, crowns a new king and anoints a novel court.

To some, the Altria arrange is simply a new name for an old-fashioned empire: Philip Morris Cos. still Altria could end up an entirely modern place. Observers anticipate change ahead for the $90 billion behemoth, including perhaps a formal split of tobacco and viands operations, a ...