In order to increase competitiveness and market expansion of its services, Western Union launched a program of loyalty Western Union Gold Card for customers, who has repeatedly made money transfers via Western Union. In 1935, Western Union has put into operation first intercity fax communication. In the early 60s Western Union has put into operation transcontinental microwave system of data transmission via radio waves, completely replacing the web of telegraph poles and wires. In October 2006 the company made an initial public offering of shares on the New York Stock Exchange, becoming independent from First Data company. In 1991, Western Union has sold some low-profit division of the company AT & T, GM Hughes Electronics, and to some others. In the same year the company changed its name to New Valley Corp. On the market was placed about 765 million of ordinary shares of the company. On the first day trading on the exchange the company's shares rose by 3.3% and the cost was $ 19.96. The first offices of company were located in the Reynolds Arcade building in Rochester, New York. The sign above the main entrance to the building - In October 1871 the company Western Union began to provide money transfer services, drawing on its own extensive telegraph network. Number of active holders of "Golden Card" of Western Union amounted to 9.5 million people worldwide.