Iain or kmeat:
Use an "Small Hyphen" (& #173;) to force a line break when the word is too long (no space after the '&'! i insert it cause the forum does not display it)
MyCoolStationHasA& #173;FarTooLongNameFor& #173;TheYellowPages
If the container is wide enough to display the word, the hyphen will not be shown and the word will remain unbroken.
You can try it, it's a hack and maybe not compatible to all browser / versions.
There is a <wbr> tag too but it's non-standard html (works in IE and ???)