Marketing 101: Know your audience



One of the ways to know your audience is through research. My never-ending quest as a TV marketing guy is to understand viewer behavior and how to influence that decision-making process. We study why TV viewers choose what they choose.


Recently, I traveled with members of my team to Las Vegas to ask these questions and more at our world-class CBS Television City research facility at the MGM Grand Hotel. The 9,000-square-foot space is equipped with state-of-the-art facilities, cutting-edge technology, and an expert research staff. This is where we test audience response to new TV shows as well as our advertising.


The input we gather from real people who represent a good cross-section of our audience helps us shape our marketing campaigns to be the most effective. We learn what they like, don't like, how they watch, and what is important to them. It's all great feedback that helps us do our jobs smarter.


Oh, yes, in the "I wish I had thought of this" category: one of the most interesting observations during the trip: Restroom TV and ads at the sinks in the MGM Grand Hotel (see picture below). Only in Vegas.


Stay tuned!


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Apple Drops Manufacturer Using Underage Workers













Apple has stopped doing business with a Chinese manufacturer after a report said it had employed 74 underage workers. According to Apple's Supplier Responsibility Report, which was released by the company Thursday, Guangdong Real Faith Pingzhou Electronics was employing workers under the age of 16.


"Our auditors were dismayed to discover 74 cases of workers under age 16 — a core violation of our Code of Conduct. As a result, we terminated our business relationship with PZ," the company says in the report.


Apple has now lost its spot as the most valuable publicly traded company, one year after it first firmly overtook ExxonMobil. Even though it announced a record number of iPhone and iPad sales in its last quarter earnings, its stock price has fallen over 12 percent.


Apple says it is working hard to improve labor conditions at the factories of its Chinese contractors. It said it also discovered that one of the region's labor agencies had conspired with the manufacturer, providing children to them and helping forge age-verification documents. Apple said in its report that it alerted the provincial government, which fined the agency and suspended its business license.


Apple To Start Making Some Mac Computers in America in 2013


"The children were returned to their families, and PZ was required to pay expenses to facilitate their successful return," Apple says in the report.










In an interview with Bloomberg, Apple's Senior Vice President of Operations, Jeff Williams, said child labor was being used more than companies care to admit. "Most companies, they either don't report on it at all, or they say they look for it and found none, or they obscure the data in some way," Williams told Bloomberg. "If they're not finding it, they're not looking hard enough."


ABC News' Bill Weir visited the factory of Apple's Foxconn supplier last year and did not see any underage workers. "But while we looked hard for the kind of underage and maimed workers we've read so much about, we mostly found people who face their days through soul-crushing boredom and deep fatigue," Weir wrote about his visit.


PHOTOS: Inside Apple's Factories in China


In the 37-page Supplier Responsibility Progress Report, which can be viewed here, Apple said there had been a 72 percent increase in facility audits. According to the report, Apple achieved an average of 92 percent compliance with the goal, for now, of a maximum 60-hour work week.


Apple vowed last year to improve working conditions at its manufacturing facilities in China, vowing to work specifically on reducing working hours for Chinese workers. In March 2012, the Fair Labor Association released a report on the poor conditions at Apple's Foxconn supplier. The organization gave a long list of recommendations to Apple and Foxconn, and both Apple and Foxconn agreed to follow them.


In August, the FLA said that that Foxconn had completed 280 action items on time or ahead of schedule. By July 1, 2013, Foxconn has promised to reduce workers' hours to 49 hours per week and stabilize pay -- though the limit is rarely enforced because workers often want to work overtime and make ends meet.


Apple announced in December that it would begin to make some of its Mac computers in America in 2013.



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Shrinking proton puzzle persists in new measurement



































A puzzle at the heart of the atom refuses to go away. The most precise measurement yet of the proton's radius confirms that it sometimes seems smaller than the laws of physics demand – an issue that has been hotly debated for two years.












The latest finding deepens the need for exotic physics, or some other explanation, to account for the inconsistency. "If we were in a hole before, the hole is deeper now," says Gerald Miller of the University of Washington in Seattle, who was not involved in the new measurement.












The saga of the proton radius began in 2010, when a group led by Randolf Pohl at the Max Planck Institute of Quantum Optics in Garching, Germany, determined the width of the fuzzy ball of positive charge – and found it was smaller than had been assumed.












Previous teams had inferred the proton's radius, which is impossible to measure directly, by studying how electrons and protons interact. One method uses the simplest atom, hydrogen, which consists of one electron and one proton. A quirk of quantum mechanics says that an electron in an atom can only orbit its proton at certain distances, corresponding to different energy levels. The electron can jump between levels if it absorbs or releases energy in the form of a photon of light.











Ball of charge













By measuring the energy of photons emitted by an excited hydrogen atom, physicists can figure out how far apart the energy levels are, and thus the distances of the permitted electron orbits. A theory called quantum electrodynamics then allows them to calculate how far the proton's ball of charge must extend to keep the electrons at those distances.












This method gave a charge radius for the proton that was about 0.877 femtometres, less than a trillionth of a millimetre.












Pohl and colleagues used a novel method. They created an exotic version of hydrogen that replaces the electron with a muon, a particle that has the same charge as the electron but is 200 times heavier. Its extra bulk makes it more sensitive to the proton's size, meaning radius measurements based on muons are orders of magnitude more precise.












The new method didn't just make the measurements more precise. It also changed them: the muonic hydrogen gave a radius of 0.8418 femtometres, 4 per cent less than before.











Scandalous result












That might not sound like much, but in the world of particle physics, where theory and experiment can agree to parts in a billion, it was scandalous. A lively discussion sprang up, with some physicists claiming problems with Pohl's experiments and interpretations, and others suggesting gaps in the standard model of particle physics.













Pohl and colleagues have now repeated their experiment. The measurement of the radius is now even more precise than in 2010 – and it is still 4 per cent smaller than the value from hydrogen-based experiments.












Pohl reckons that there are three likely explanations. His experiment could have errors, although the confirmation makes that less likely. Alternatively, the electron experiments could be off. "This would be the most boring possibility," says Pohl.












The third, and most exciting, possibility is that muons do not interact with protons in the same way as electrons. In other words, the proton's apparent radius changes a little bit depending on which particle it is interacting with.












If true, that might require the existence of unknown particles that alter the way the muon interacts with the proton. Those particles could, in turn, solve some of the problems with the standard model of particle physics. They could, for instance, provide a candidate for dark matter, the mysterious stuff that makes up more than 80 per cent of the mass in the universe.











Monumental idea













Miller, Pohl and Ron Gilman of Rutgers University in Piscataway, New Jersey helped organise a workshop with 50 proton experts in Trento, Italy, last October to hash out the details of the problem – and arrived at a verdict of sorts. "Because the muon experiments seem to be so solid, the most popular answers were that there's some beyond-the-standard-model physics differentiating between muon and electron, which would be very important," Gilman says.












"That would be monumental, truly," Miller says.












But Miller also has a less radical suggestion, which could reconcile all the measurements without invoking new particles. According to quantum electrodynamics, two charged particles can interact with each other by exchanging a photon – it's as if they spontaneously create a basketball and throw it between them, he says.












The equations also allow for a more complicated interaction where the particles create two balls, and juggle them. Until now this type of interaction was considered too rare to be important, but Miller reckons that the muon's greater mass could make it a better juggler. That would strengthen the proton's interaction with it and make the proton look smaller to the muon without requiring any new physics.












All these ideas will be up for review in a few years' time when new experiments, including shooting muons at protons to see how they scatter and building muonic helium atoms to measure their energy levels, are completed.












"It's quite likely that through other experiments, in two to three years we might get an end to this," Miller says. "It shouldn't take forever."












Journal reference: Science, DOI: 10.1126/science.1230016


















































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Israel talks of military option as Kissinger warns over Iran






DAVOS: Israeli officials said Thursday that military action against Iran needed to stay on the table, as former US secretary of state Henry Kissinger warned of a crisis over Tehran's nuclear ambitions in the "very foreseeable future".

Speaking at the World Economic Forum in Davos, Israeli President Shimon Peres and Defence Minister Ehud Barak said the threat of military action was vital to efforts against Iran's nuclear programme.

"There will be more attempts to try and negotiate, but there will always be in the horizon a military option, because if the Iranians think it's only economic and political, they won't pay attention," Peres told global political and business leaders at the annual gathering in the Swiss ski resort.

Israel and Western powers accuse Iran of seeking to acquire a weapons capability under the guise of its nuclear energy programme but Iran denies the charge, saying its work is for peaceful purposes only.

Prime Minister Benjamin Netanyahu, who emerged from an election Tuesday with a new term as Israel's leader, has frequently warned about the danger of Iran's nuclear programme.

Israel has refused to rule out a military strike to prevent Iran from obtaining nuclear arms.

Barak, who has announced plans to retire after Netanyahu forms a new government, told the forum that stronger sanctions were needed against Iran.

"There is a need for much more drastic sanctions, a kind of quarantine of all imports and exports," Barak said, though he admitted that China and Russia were unlikely to agree.

He said he understood Washington's desire to have "all alternatives" exhausted before military action over Iran, but that there was also a need to be ready to carry out targeted attacks.

"If worst comes to worst, there should be a readiness and capability to launch a surgical operation that will delay them by a significant timeframe and probably convince them... the world is determined to block them," Barak said.

In a wide-ranging talk on foreign affairs, Kissinger said he expected the Iranian nuclear issue to soon come to a head.

"For 15 years, the permanent members of the United Nations Security Council have declared that a nuclear Iran is unacceptable, but it has been approaching," he said.

"People who have advanced their view will have to come to a determination about how to react or about the consequences of non-reaction," he said.

"I believe this point will be reached within a very foreseeable future."

Kissinger said negotiations with Iran needed to be given "a real chance" and that "unilateral action by Israel would be a desperate last resort."

He said he expected "Iran to be high on the agenda" of US President Barack Obama's new administration, and said failure to deal with the question could lead to a spread of nuclear weapons in the region.

"That would be a turning point in human history," Kissinger warned.

Israel has been pressing Obama to set a red line for Iran on the nuclear issue, after Netanyahu warned at the UN General Assembly in September that Tehran could have the necessary material for a first bomb by the summer of 2013.

The new US secretary of state nominee, Senator John Kerry, told a confirmation hearing on Thursday that "the clock is ticking", and that Washington will not be satisfied with just containing Iran.

- AFP/jc



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Belkin buying Linksys




Previous reports of Cisco looking to sell its home router division have turned out to be true.


Belkin announced this afternoon that it is planning to acquire Cisco's home networking business unit, which includes the Linksys brand.


While Belkin will also be grabbing some other products, resources, and employees from Cisco's home networking group, it maintained that the Linksys name will remain intact.


Belkin also promised to offer support for Linksys products, and guaranteed that it would honor valid warranties for current and future Linksys products.


Linksys will enhance Belkin's capabilities to meet the needs of OEMs, as well as provide access to a large user base. Belkin and Cisco intend to pursue a strategic relationship focused on a variety of initiatives, including retail distribution, strategic marketing, and products for the service provider market.


Cisco originally purchased the home router company for $500 million in 2003.


After selling or killing off a few other consumer-focused units and products (such as the Flip camcorder), San Jose, Calif.-based Cisco appears to be dedicated to only business and enterprise products.


The buyout is also expected to grow Belkin's reach considerably. After the transaction closes, Belkin asserted, it will account for approximately 30 percent of the U.S. retail home and small business networking market.


Financial terms of the deal have not been disclosed, but the merger is expected to be completed by March.


This story originally appeared at ZDNet's Between the Lines under the headline Belkin buying Cisco's home networking business Linksys.


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Deformed Dolphin Accepted Into New Family


In 2011, behavioral ecologists Alexander Wilson and Jens Krause of the Leibniz-Institute of Freshwater Ecology and Inland Fisheries in Germany were surprised to discover that a group of sperm whales (Physeter macrocephalus)—animals not usually known for forging bonds with other species—had taken in an adult bottlenose dolphin (Tursiops truncatus).

The researchers observed the group in the ocean surrounding the Azores (map)—about 1,000 miles (1,600 kilometers) off the coast of Lisbon, Portugal—for eight days as the dolphin traveled, foraged, and played with both the adult whales and their calves. When the dolphin rubbed its body against the whales, they would sometimes return the gesture.

Among terrestrial animals, cross-species interactions are not uncommon. These mostly temporary alliances are forged for foraging benefits and protection against predators, said Wilson.

They could also be satisfying a desire for the company of other animals, added marine biologist John Francis, vice president for research, conservation, and exploration at the National Geographic Society (the Society owns National Geographic News).

Photographs of dogs nursing tiger cubs, stories of a signing gorilla adopting a pet cat, and videos of a leopard caring for a baby baboon have long circulated the Web and caught national attention.

A Rare Alliance

And although dolphins are known for being sociable animals, Wilson called the alliance between sperm whale and bottlenose dolphin rare, as it has never, to his knowledge, been witnessed before.

This association may have started with something called bow riding, a common behavior among dolphins during which they ride the pressure waves generated by the bow of a ship or, in this case, whales, suggested Francis.

"Hanging around slower creatures to catch a ride might have been the first advantage [of such behavior]," he said, adding that this may have also started out as simply a playful encounter.

Wilson suggested that the dolphin's peculiar spinal shape made it more likely to initiate an interaction with the large and slow-moving whales. "Perhaps it could not keep up with or was picked on by other members of its dolphin group," he said in an email.

Default

But the "million-dollar question," as Wilson puts it, is why the whales accepted the lone dolphin. Among several theories presented in an upcoming paper in Aquatic Mammals describing the scientists' observations, they propose that the dolphin may have been regarded as nonthreatening and that it was accepted by default because of the way adult sperm whales "babysit" their calves.

Sperm whales alternate their dives between group members, always leaving one adult near the surface to watch the juveniles. "What is likely is that the presence of the calves—which cannot dive very deep or for very long—allowed the dolphin to maintain contact with the group," Wilson said.

Wilson doesn't believe the dolphin approached the sperm whales for help in protecting itself from predators, since there aren't many dolphin predators in the waters surrounding the Azores.

But Francis was not so quick to discount the idea. "I don't buy that there is no predator in the lifelong experience of the whales and dolphins frequenting the Azores," he said.

He suggested that it could be just as possible that the sperm whales accepted the dolphin for added protection against their own predators, like the killer whale (Orcinus orca), while traveling. "They see killer whales off the Azores, and while they may not be around regularly, it does not take a lot of encounters to make [other] whales defensive," he said.


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Will Women Register for Selective Service?


Jan 24, 2013 5:53pm







ap women combat nt 130124 wblog Will Women Register for Selective Service?


Defense Secretary Leon Panetta today lifted the ban on women serving in combat positions, opening the door to more than 200,000  new military posts and raising a number of important questions, including: Will women eventually be eligible for the draft?


By law, all male U.S. citizens and permanent residents must register with the Selective Service System within 30 days of their 18th birthday. Registration puts those “male persons” on the list the government uses if ever the draft returns and conscription in the military is deemed necessary in a time of war.


As of a 1994 review, women were still exempt from registering because they did not serve in combat positions. Today’s change in Pentagon policy, however, could ultimately result in a change to the law.


But it will take more than just the stroke of the defense secretary’s pen for the Selective Service Act to include mention of women.


With any change to personnel policies, the Defense Department  is “required to provide an analysis of its impact on the Selective Service Act,” said a senior Pentagon official said on the condition of anonymity.  “So that will be part of the notification to Congress.”


But what comes next is  unclear.


“With regard to what will happen from there, I can’t say,” said the official.


Defense Secretary Leon Panetta later admitted to reporters that he, too, did not know the potential impact of the change to the Selective Service Act.


“That’s not our operation,” said Panetta.


Known for his use of colorful language, Panetta then said, “I don’t know who the hell controls Selective Service, if you want to know the truth.”


“But, you know,” Panetta added. “Whoever does, they’re going to have to exercise some judgment based on what we just did.”


The Selective Service System is a federal agency independent of the Department of Defense.



SHOWS: World News







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Wallace: Wonders of nature have been solace of my life






















Alfred Russel Wallace discovered natural selection independently of Charles Darwin. Through his letters, available online for the first time, he tells us of his research, expeditions and enduring fascination for nature's mysteries.






















You are famously joint author, with Darwin, of the first paper describing the origin of species and natural selection, published in 1858. When did you first get the idea?
I begin [in 1847] to feel rather dissatisfied with a mere local collection – little is to be learnt by it. I sh[ould]d like to take some one family, to study thoroughly – principally with a view to the theory of the origin of species. By that means I am strongly of [the] opinion that some definite results might be arrived at.












This desire led you to Brazil to collect birds, butterflies and beetles to try to discover what drives the evolution of new species. Were there any incidents on the voyage?
On Friday the 6th of August [1852]… the Captain (who was the owner of the vessel) came into the cabin & said "I am afraid the ship's on fire. Come & see what you think of it."












Despite that harrowing experience, you next undertook an 8 year expedition to the Malay Archipelago, where you discovered the invisible boundary between the animals of Asia and the Australian region, which would later be called the Wallace Line in your honour. What fascinated you most on that trip?
The Birds have however interested me much more than the insects, they are proportionally much more numerous, and throw great light on the laws of Geographical distribution of Animals in the East… As an instance I may mention the Cockatoos, a group of birds confined to Australia & the Moluccas, but quite unknown in Java Borneo Sumatra & Malacca… Many other species illustrate the same fact.












You have been famously good-natured about sharing the discovery of natural selection with Darwin…
I also look upon it as a most fortunate circumstance that I had a short time ago commenced a correspondence with Mr. Darwin on the subject of "Varieties", since it has led to the earlier publication of a portion of his researches & has secured to him a claim to priority which an independent publication either by myself or some other party might have injuriously effected












What did you and Darwin have in common?
In early life both Darwin and myself became ardent beetle-hunters. Both Darwin and myself had, what he terms "the mere passion of collecting"… Now it is this superficial and almost child-like interest in the outward forms of living things, which, though often despised as unscientific, happened to be the only one which would lead us towards a solution of the problem of species.












Do you feel your contribution has been overlooked?
The idea came to me, as it had come to Darwin, in a sudden flash of insight: it was thought out in a few hours – was written down with such a sketch of its various applications and developments… then copied on thin letter-paper and sent off to Darwin – all within one week.












I should have had no cause for complaint if the respective shares of Darwin and myself in regard to the elucidation of nature's method of organic development had been thenceforth estimated as being, roughly, proportional to the time we had each bestowed upon it when it was thus first given to the world – that is to say, as 20 years is to one week.












You helped Darwin with the puzzle of bright colouration in animals, which led to the concept of warning colours. To ask his question again, why are some caterpillars so brightly coloured?
[Since some]… are protected by a disagreeable taste or odour, it would be a positive advantage to them never to be mistaken for any of the palatable caterpillars… Any gaudy & conspicuous colour therefore, that would plainly distinguish them from the brown & green eatable caterpillars, would enable birds to recognise them easily as a kind not fit for food, & thus they would escape seizure which is as bad as being eaten.












How did you feel looking back on your life's work, at the age of 89?
The wonders of nature have been the delight and solace of… life. Nature has afforded… an ever increasing rapture, and the attempt to solve some of her myriad problems an ever-growing sense of mystery and awe.












Do you have a message for our readers?
I sincerely wish you all some of the delight in the mere contemplation of nature's mysteries and beauties which I have enjoyed.






















































If you would like to reuse any content from New Scientist, either in print or online, please contact the syndication department first for permission. New Scientist does not own rights to photos, but there are a variety of licensing options available for use of articles and graphics we own the copyright to.




































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'Avatar' director Cameron accused over screenplay






LOS ANGELES: A US judge ordered director James Cameron to hand over drafts of the screenplay for "Avatar" Wednesday, to lawyers for a man claiming he wrote the script on which the 3D blockbuster was based.

Eric Ryder is seeking compensation from Cameron and his production company Lightstorm Entertainment, claiming that the 2009 Oscar-nominated film is based on a story he wrote called "K.R.Z. 2068."

He filed a lawsuit in December 2011, saying he spent two years developing the story. On Wednesday Los Angeles Superior Court Judge Alan Rosenfield ordered Cameron's lawyers to turn over screenplay drafts.

"We have to be careful and sensitive about ideas and information," said the judge.

But he denied a request by Ryder's lawyers to grant access to the personal calendars of Cameron and Jon Landau, the chief operating officer of Cameron's Lightstorm Entertainment Inc.

Ryder's lawyer K. Andrew Kent said his legal team will also get access to backup tapes from computers used by Cameron.

"Avatar," about a paraplegic US marine with split loyalties after being sent to a distant world wanted for its mining potential, was seen as a breakthrough in the use of 3D technology, and has grossed more than US$2.7 billion worldwide.

- AFP/jc



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'Dell dude': I can save Dell, dude



He was a wonder in his day.



(Credit:
TelevisionArchives/YouTube Screenshot by Chris Matyszczyk/CNET)


I already know what you're thinking. I'm like that sometimes.


You're thinking: "What is he, high?"


You're thinking that because Ben Curtis, he who once used to invade your home through your TV and say, "You're getting a Dell, dude," believes he can make a comeback and resurrect the brand.


You're also thinking that because Curtis was once arrested for trying to buy marijuana in New York.


On the other hand, it's clear that Dell isn't in quite the shape that it used to be, and vultures -- I mean, admirers -- are circling to lend a hand.


Perhaps this is why it took just one e-mail from Bloomberg to Curtis in order to learn of his master plan.


"I think they're making a huge mistake and simply need to bring back the Dell Dude!," he wrote. "That's it. That's all they need to do. If they brought me back, their sales, stock and media presence would skyrocket. That is by FAR the smartest move they could make."



More Technically Incorrect



Curtis knows smart. When he was ludicrously arrested in the pot bust, he did happen to be wearing a kilt.


It would be fair, too, to ask what the word "Dell" has conjured in people's minds since the company chose to release Curtis because of that arrest.


In my mind, the name is associated most strongly with "The Rich Kids of Instagram" and Padma Lakshmi's baby.


Why wouldn't a return of the Dude, deftly conceived, at least create a little renewed affection for the brand?


Perhaps it could start with him living in Colorado, creating a brand-new (and very legal) pot-growing business and running the whole thing on Dell machinery.


In successive episodes, he rises in the business world, all the time making the Dell product more aspirational. One day, he is asked to become CEO of Dell.


The tagline? "Dell Will Get You Higher," of course.


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