MBN, Monte Bubbles Network

Written by Joyce L Chow & William Hoehne March 30 2006

MBN

A once-unidentified sailor killed in the Pearl Harbor attack almost 65 years ago was laid to rest today with full honors and a grave marker bearing his name, thanks to sleuth work by a Pearl Harbor survivor and U.S. Joint POW/MIA Accounting Command's expertise.

Seaman 2nd Class Warren Paul Hickok was reinterred this morning at the National Memorial Cemetery of the Pacific in Honolulu, more commonly called the Punchbowl. The 18-year-old Kalamazoo, Mich., native had been among more than 1,500 sailors, soldiers, Marines and civilians killed during the Dec. 7, 1941, attack but never identified. Hickok was assigned to the light mine layer USS Sicard when the Japanese attacked Pearl Harbor. According to defense officials, many Sicard crewmembers had been dispatched at the time to help the crew of USS Cummings, a destroyer docked nearby. The Cummings got under way and cleared Pearl Harbor after the attack and reported no injuries. An investigation into those still unaccounted-for determined that Hickok may have been among the Sicard crewmen aboard USS Pennsylvania during the attack.

However, he was not among those reported lost, officials said. In the days following the attack, the unidentified dead, including a sailor identified only as "X-2," were buried in Nuuanu Cemetery in Oahu, Hawaii. Years later, after World War II ended, the Army Graves Registration Service disinterred the remains and attempted to identify them. Those that couldn't be identified, including "X-2's," were reburied at the Punchbowl on June 9, 1949, defense officials said. About 1,000 others are interred aboard USS Arizona in Pearl Harbor.

This might have been the end of the story, except for the detective work of Ray Emory, a Pearl Harbor survivor and researcher who has spent the past 12 years trying to help match names to unknowns. Emory, a sailor assigned to USS Honolulu during the attack, calls his effort a labor of love to help honor the memories of those who died and to bring closure to their families. "I'll be doing this to my dying day," said the 84-year-old Hawaii resident. He scrubs deceased servicemembers' military records, most obtained through the Freedom of Information Act, looking for details that link them to those unidentified from the Pearl Harbor attack. "You usually need five or six documents to put the puzzle together,' he said, calling the effort "a lot like chess." As in many of the other cases he investigates, dental and medical records offered the critical clues in linking the unknown sailor designated as "X-2" to Hickok, he said.

When he thought he was on to something, Emory said, he contacted JPAC, which found his evidence convincing enough to exhume the grave last June. Forensic anthropologists from the command used historical reports, dental and anthropological analysis and mitochondrial DNA to successfully match the remains with information in Hickok's military records, defense officials said. Heather Harris, the JPAC historian who wrote the historical report for Hickok's case, verified the new information, which led to a second examination of the remains and his ultimate identification. "We got lucky in our reexamination of the case," said Harris. "During the original processing of X-2 Nuuanu, they noted in their paperwork that he had a healed right femur. Hickok's medical records had no indication of this injury, but when I looked at his paperwork from his enlistment to the service (paperwork that wouldn't have been previously available), I noticed that he had written that he'd broken his right leg as a boy."

The Defense Department announced the successful identification Dec. 16, 2005. Harris said information from third parties often proves valuable in bringing a case to JPAC's attention. "Mr. Emory has been collecting and analyzing information about World War II unknowns and the unknowns associated with the attack on Pearl Harbor for longer than I have been alive," Harris said. "He amassed a prodigious amount of information and developed a keen understanding of how the information he obtained fit together. "That said, JPAC historians and analysts often have easier access to much of this information and can obtain information that Mr. Emory may have a difficult time obtaining," she said. "In this instance, we were able to use the information Mr. Emory provided as a starting point for researching the case." Emory said he gets a huge lift by helping to piece together an unsolved case.

"You don't know how good it feels to get a call from JPAC saying, 'You've done it again," he said. But the biggest reward, he said, is being able to call family members and tell them that their loved one has been identified. In the Hickok case, tracking down his only living survivor took a bit of detective work, too, Emory said. Failing to locate them through a records search, he contacted the Kalamazoo newspaper, which ran an article about the successful identification and the attempt to locate Hickok's sister.

The article made its way to the Internet, and eventually Hickok was able to make contact with Marilyn "Kay" Woodring, now living in Florida. "She was astounded," Woodring said. He was looking forward to meeting her for the first time today, at Hickok's funeral. Harris said it's important to identify all unknowns from past conflicts to acknowledge and honor each individual's sacrifice. Of the 88,000 unaccounted-for Americans from all conflicts, 78,000 are from World War II. "To acknowledge the commitments of the dead, we also recognize the loss incurred by their family and friends and, while we can never return their loved one, we can offer them the solace that comes with knowing what happened and being able to bury them," she said. "We recommit ourselves to a national sentiment that we will not leave our soldiers, sailors, airmen, and Marines behind and we won't forget their sacrifice."

Faith Hill Leads With Most Nominations, But Still A Close Race As Votes Are Spread Evenly Among Country's Top Stars The Fifth Annual CMT MUSIC AWARDS Premiere Live on Monday, April 10 Country superstars and fiery newcomers make strong contenders in the race for top honors at the 2006 CMT MUSIC AWARDS, it was announced today at a press conference hosted by multi- platinum artist Trace Adkins and singer/songwriter Miranda Lambert. More than 1.2 million votes were cast at CMT.com to determine the finalists for the genre's only fan-voted awards show. The 2006 CMT MUSIC AWARDS premiere live from The Curb Event Center at Belmont University in Nashville on Monday, April 10 at 8 p.m., ET.

Faith Hill leads with four nominations, three of which also include husband Tim McGraw for their video "Like We Never Loved At All," which is up for Video, Collaborative and Video Director of the Year. Hill's "Mississippi Girl" rounds out her total nominations for Female Video of the Year.

Also on top with three nominations each are McGraw, Trace Adkins, Miranda Lambert, Carrie Underwood, Keith Urban, Brooks & Dunn, Toby Keith and Kenny Chesney. Country newcomers make a strong debut in the 2006 nominations lineup as well, with first time nods for Carrie Underwood, Jason Aldean, Miranda Lambert, Sugarland and Little Big Town.

No CMT Awards show would be complete without a few surprises, and this year is no exception as Hollywood stars make the list for Joaquin Phoenix and Reese Witherspoon's rendition of the Johnny Cash and June Carter duet "Jackson." In addition, Bon Jovi brings a little rock flair to the list for his duet "Who Says You Can't Go Home," which features Sugarland's Jennifer Nettles.

Fans can vote online at CMT.com through April 7 to determine the winners in each category. The final nominees for Video of the Year will be announced during the live awards telecast, and voting held online at CMT.com throughout the show to determine the night's big winner.

Below is a complete list of final nominees for the 2006 CMT MUSIC AWARDS:

CMT MUSIC AWARDS BREAKTHROUGH VIDEO OF THE YEAR

Best video from an artist's major debut album; awarded to the artist (male, female, or group/duo).

- Carrie Underwood - "Jesus, Take The Wheel"

- Jason Aldean - "Hicktown"

- Miranda Lambert - "Kerosene"

- Sugarland - "Something More"

CMT MUSIC AWARDS HOTTEST VIDEO OF THE YEAR

Sexiest video, awarded to the artist (male, female, group/duo or collaboration).

- Billy Currington - "Must Be Doin' Somethin' Right"

- Dierks Bentley - "Come A Little Closer"

- Keith Urban - "Making Memories Of Us"

- Trace Adkins - "Honky Tonk Badonkadonk"

CMT MUSIC AWARDS MOST INSPIRING VIDEO OF THE YEAR

Video that celebrates the human condition in a positive and optimistic way; awarded to the artist (male, female, group/duo or collaboration).

- Brad Paisley feat. Dolly Parton - "When I Get Where I'm Going"

- Brooks & Dunn - "Believe"

- Carrie Underwood - "Jesus, Take The Wheel"

- Reba McEntire - "You're Gonna Be"

CMT MUSIC AWARDS VIDEO DIRECTOR OF THE YEAR

Video with the best direction (video that best captures the mood, tempo, and intensity of the song); awarded to the video director for work on a specific video and accepted by the director and the artist.

- Michael Salomon / Toby Keith - "As Good As I Once Was"

- Shaun Silva / Kenny Chesney - "Who You'd Be Today"

- Sophie Muller / Faith Hill with Tim McGraw - "Like We Never Loved At

All"

- Trey Fanjoy / Miranda Lambert - "Kerosene"

CMT MUSIC AWARDS COLLABORATIVE VIDEO OF THE YEAR

The best video that featured a special collaborative appearance by artists; awarded to the artists (male, female or group/duo).

- Bon Jovi feat. Jennifer Nettles -"Who Says You Can't Go Home"

- Brad Paisley feat. Dolly Parton - "When I Get Where I'm Going"

- Faith Hill with Tim McGraw - "Like We Never Loved At All"

- Joaquin Phoenix and Reese Witherspoon -"Jackson"

CMT MUSIC AWARDS GROUP / DUO VIDEO OF THE YEAR

Best video by a group or duo; awarded to the artists.

- Brooks & Dunn - "Believe"

- Little Big Town - "Boondocks"

- Rascal Flatts - "Skin (Sarabeth)"

- Sugarland - "Just Might (Make Me Believe)"

CMT MUSIC AWARDS FEMALE VIDEO OF THE YEAR

Best video by a female artist; awarded to the artist.

- Carrie Underwood - "Jesus, Take The Wheel"

- Faith Hill - "Mississippi Girl"

- Miranda Lambert - "Kerosene"

- Sara Evans - "A Real Fine Place To Start"

CMT MUSIC AWARDS MALE VIDEO OF THE YEAR

Best video by a male artist; awarded to the artist.

- Keith Urban - "Better Life"

- Kenny Chesney - "Who You'd Be Today"

- Toby Keith - "As Good As I Once Was"

- Trace Adkins - "Honky Tonk Badonkadonk"

CMT MUSIC AWARDS VIDEO OF THE YEAR

Best video of the year; awarded to the artist (male, female, group/duo or collaboration). Final four nominees announced during live telecast, with final voting held online at CMT.com during the show.

- Brad Paisley - "Alcohol"

- Brooks & Dunn - "Believe"

- Faith Hill with Tim McGraw - "Like We Never Loved At All"

- Gretchen Wilson - "All Jacked Up"

- Keith Urban - "Better Life"

- Kenny Chesney - "Who You'd Be Today"

- Toby Keith - "As Good As I Once Was"

- Trace Adkins - "Honky Tonk Badonkadonk"

CMT, America's No. 1 country music network, carries original programming, specials, and live concerts and events, as well as a mix of videos by established country music artists and new cutting-edge acts, including world premiere exclusive videos. Founded March 6, 1983, CMT, owned and operated by MTV Networks, reaches more than 80.9 million households in the United States. Go to country music's biggest web site at http://www.cmt.com/.

In a move that will almost certainly boost political ad spending on the Internet, the Federal Election Commission gave political blogging more freedom while tightening controls for paid advertising.

In a unanimous decision, the six-member FEC said paid political ads have to be disclosed -- but not much else -- on the Internet, unless the activity is specifically done by a campaign or a political committee. Under the new rule, e-mails, blogs, newsletters and Web sites that are not created by political committees would be exempt from most FEC regulation, a prospect that could increase their use.

The FEC has given considerable carte blanche to Web sites not run by political parties or candidates, not only maintaining a hands-off approach but specifically expanding exclusion for blogging. Under the new rules, bloggers that receive pay from campaigns don’t have to disclose the payments, though political committees that give bloggers the money have to disclose the payments.

The fear had been that new rules on Internet political activity, which until now had been largely unrestricted, would significantly rein in political activities on the Net.

In a joint statement, public interest groups including Common Cause, the League of Women Voters and Public Citizen praised the new rules. “The regulation adopted by the FEC today strikes the right balance. [It] makes clear that bloggers and other individuals communicating on their own Web sites are not covered by the campaign finance laws,” the statement said. “The regulation also makes clear that federal candidates and political parties buying campaign ads on the Internet to influence federal elections must comply with federal campaign finance laws and cannot use soft money to fund such ads.”

Congressman Marty Meehan (D-Mass.), one of two congressmen who sued the FEC for the rule change, said, “The landmark 2002 campaign finance reform law was protected today by the FEC’s decision, in response to a court order, to make clear that paid political advertising on the Internet is subject to federal campaign finance laws. The FEC’s regulation rightfully protects bloggers and other individuals who communicate on the Internet, while at the same time does not open up new loopholes in the existing campaign finance law.”

The marketer has quietly canned an elaborate “mash-up” campaign from famed director Kinka Usher that mixes music from Kiss, Will Smith, EMP and Cyndi Lauper, and ordered up new creative to be produced before the crucial Memorial Day kickoff to soft-drink season. The company attributed the switch to a new strategy.

“From last year into this year we had some different strategies that changed,” a spokesman said.

Now, Y&R, San Francisco, is moving forward on a new campaign concept.

The shelved spots were from the WPP Group agency’s New York office, which hired music licensing firm Thwak, New York, to mix tunes together to accompany morphing visuals. The effort’s aim was to play up the notion that Dr Pepper has 23 flavors that make up its unique taste and used the tagline “There’s more to it.” One executive close to the marketer said Cadbury had spent up to $5 million in production costs for the effort, much of it in securing rights for the music. Thwak, Usher Films and Y&R all referred calls to Cadbury.

This isn’t the first concept for the brand that’s been nixed. Originally, the company planned to present bottlers with an ad showing a tumbling Rubik’s Cube. That idea was pulled ahead of the meeting, and for the first time, Dr Pepper creative wasn’t shown to bottlers at the annual confab. Instead, Cadbury managers described the mash-up concept to delegates.

“The bottler meeting was six months ago,” said a spokesman. “We’ve continued to refine our strategy and the new DP ads, which begin running in May, reflect compelling consumer insights." He would not discuss production costs.

He added, “We’re pleased with the creative that’s going on from Y&R and we’re pleased with the relationship.”

Cadbury’s decision comes at a critical time for the brand, which was one of few major carbonated soft-drinks to grow in 2005, but has started to lose volume this year. Dr Pepper is Cadbury’s largest soft-drink brand and accounts for 23% of its total beverage sales and more than half of its carbonated-soft-drink sales. Cadbury Schweppes spent $54 million in 2005 on Dr Pepper.

AL GORE'S CURRENT TV IS gaining some popular support, or at least appearing on more ballots. The network, which launched last August, will become available in 7.5 million additional homes as part of a new deal with Comcast.

The deal will boost Current's distribution to 28 million homes as of June 1 (that's more than halfway toward the 51 million votes Gore received in his 2000 run for the White House). Current, which is carried on the digital tier, had been in only 500,000 Comcast homes; it also is carried by satellite operator DirecTV and Time Warner Cable.

"With the additional distribution of Current on Comcast's digital cable lineup, we look forward to continuing to empower young adults to share the stories they are passionate about, but now to a much larger audience," said Gore, Current's chairman, in a statement.

Current targets adults 18 to 34, and seeks to involve them in creating both content and, now, advertising. The network labels its viewer-created content "VC2," which makes up about a third of its programming. Now, the network has launched "V-CAM," or viewer-created ad messages, where amateur filmmakers have the chance to create an ad for Sony

(Current is hoping to add other advertisers to the program).

Current is not yet rated by Nielsen, although it has signed advertisers Sony, L'Oreal, and Toyota.

Meanwhile, as Gore guides Current, he is also working on one of his favorite issues: global warming. The former vice president plans a major ad campaign to launch next month aimed at combating the problem--an effort funded by environmental and faith-based organizations. At the recent American Association of Advertising Agencies Media Conference and Trade Show, Gore implored agency executives to match the money raised for the cause "dollar for dollar" via pro bono contributions.

"It is the most serious challenge that our civilization will experience," Gore said at the event.

The Department of Defense announced today the death of a soldier who was supporting Operation Iraqi Freedom. Sgt. Michael D. Rowe, 23, New Port Richey, Fla., died in Rutbah, Iraq on March 28, when an improvised explosive device detonated near his HMMWV during combat operations. Rowe was assigned to the 46th Engineer Battalion, Warrior Brigade, Fort Polk, La.

Among Prizes for Registering Cards, Redeeming Them for Points: a Private Clinic With Derek Jeter Baseball hall-of-famer and Cleveland Indians great Bob Lemon once said: "Baseball was made for kids, and grown-ups only screw it up."

However, in the world of baseball cards, it's the adult collector base that has helped support the category for years.

Looking to grow a new generation of enthusiasts, Upper Deck is launching the trading card industry's first-ever Kids Reward program. The program is simple: kids buy packs of any 2006 Upper Deck Baseball product, register the four-digit alpha-numeric code found on the back of their cards -- and get a point award for each unique card. Kids can then redeem their points for prizes.

Along with video games, iTunes songs, movie passes and autographed memorabilia, every card entered is an entry into a sweepstakes to win the reward program's grand prize: a private clinic with all-star shortstop Derek Jeter.

The program starts April 1 and will be hosted at Upper Deck's kids-specific Web site, www.upperdeckkids.com.

"Through extensive research, we've learned that most trading card collectors are over 35," said Upper Deck senior marketing manager Kerri Stockholm. "Because of that, the industry has become less kid-friendly, with more of a focus toward older customers that buy cards on speculation."

"While not wanting to alienate our solid core of older collectors, we realized the need to build for the next 10, 20 years -- not just for tomorrow," continued Stockholm. "We had to reconnect with and create interest among kids, making cards relevant to them again."

To do that, Stockholm mentioned their efforts must do two things: add an element of interactivity while also giving each card -- non-dependent of what player is featured -- a significant and relatable value.

"Our reward program is unique in that Upper Deck cards will have varying point values. Kids are encouraged to registers all of their cards to find out how many points they're worth," said Stockholm.

"And, points are random: an A-Rod or a top rookie isn't necessarily worth more points than a so-called common card. No longer will cards be discarded, put away to collect dust in a shoebox. Every card is now worth something to someone, whether they're building a set of their favorite team, a collection of their favorite players -- or trying to increase their rewards point total."

Rewards Program for All MLB Sets, Not Just Higher-Priced Cards

Another element to attract kids is keeping the cost of cards low.

"For many young collectors, price point is a major factor," said Stockholm. "It's also something that parents -- who help drive buying decisions -- take into account when steering their children toward certain sets or packs."

According to Upper Deck, every card in every baseball set -- from its $2.99-a-pack UD Series 1 to the 99-cent First Pitch -- will be a part of the rewards program. And, points-per-card won't be based on the cost of the set.

Said Stockholm: "In fact, First Pitch is the first product to include codes for the Kids Rewards program."

"Even though it only hit retail last month, we've already seen a tremendous response, with kids anxious to go online when the program goes live next week to see the value of their cards, be that much closer to winning prizes."

Upper Deck will have 20 MLB sets in the Kids Reward program mix.

Not Just MLB; Kids Campaign to Carry Over to Other Sports This Fall

In a ESPN Sports Poll unveiled last week, more than half of kids aged seven to 11 (54.4 percent) chose Major League Baseball as its sports league of chose when it came to collecting cards.

Following MLB: the NFL (39.6 percent), the NBA (25.7) and the NHL (7).

"We know that baseball is still the most popular sports card category among kids," said Stockholm. "Because of that, we wanted to use baseball to launch the Kids Rewards program. But, the program will be extended to our NFL, NBA and NHL product lines throughout the year."

"The momentum we gain will carry over," she continued. "After participating for months, kids will not only begin to tell their friends -- creating a word-of-mouth buzz -- but then incorporate the rewards program into their daily hobby routine, returning to the Web site on a regular basis, inspiring future purchase and program participation."

Timing for non-MLB product launch, reward program integration: NFL (August), NBA (September), NHL (October).

Reward Program Trend: Airlines and Credit Cards

"Reward programs aren't new. Airlines and credit card companies have had them for years," said Stockholm.

Stockholm continued: "But they're geared toward adults, and they don't inspire social interaction among them to gain points. Their loyalty to a brand goes only so far as the miles gained or gasoline dollars earned, not by a passion to be a part of a community."

"Also: oftentimes that prize is years in the making," she said. "With Upper Deck's kids reward program, the gratification is nearly immediate."

Reward points per card vary, starting at 50 and going as high as 250, with an average of 100 points per card. The starting prize redemption for Upper Deck's kids reward program will be 1000.

"We too hope to lead the trend in our industry, building a program that will grow Upper Deck's business in the decades to come."

About the Upper Deck Company

Founded in 1988, The Upper Deck Co. is a premier global sports and entertainment-publishing company that delivers a portfolio of relevant, innovative and multi-dimensional product experiences to collectors, sports and entertainment enthusiasts.

GIVEN THE OFT-REPEATED STATISTIC that consumers spend about 18 percent of their time on the Web, why do marketers spend just 4 percent of their media budget online?

Marketing and media executives at the OMMA Hollywood Conference & Expo Monday proposed different theories, ranging from the belief that television is the safer choice, to difficulties with measurement, to simple reluctance to embrace change.

Tom Bedecarre, CEO of interactive shop AKQA, asserted that disproportionate spending on TV ads stemmed from denial about television's waning influence, as well as a strong desire to preserve the status quo. The spending decisions, he said, are made by "people who have their head in the sand, and like to go to sandy beaches to shoot TV commercials."

Other panelists to weigh in included David Cohen, executive vice president, U.S. Director of Digital Communications at Universal McCann; Nick Pahade, president of Denuo, a unit of Publicis Groupe; Scot McLernon, senior vice president of advertising, CBS Digital Media; and Clark Kokich, worldwide president, Avenue A/Razorfish.

Kokich proposed that ad executives are fundamentally "risk-averse" and, at least until now, have perceived TV as the safer, tried-and-true ad medium. Executives believed they wouldn't "get in trouble by recommending a television campaign," even if it didn't work, but greenlighting a Web campaign that bombed was perceived as a black mark.

But, he added, those perceptions are quickly changing. The "herd mentality" of ad executives "has shifted to the benefit of the industry," he said.

Universal McCann's Cohen said that marketers don't take a one-size-fits-all approach to Web spending. "It's about an overall plan that gets you results," he said. Currently, Cohen added, clients in some categories, like travel, spend 20 to 30 percent of their budgets online; others, especially consumer packaged goods marketers, spend closer to 3 to 5 percent on the Web.

Cohen also stated that problems with measurement, including diverging statistics about site visits, contribute to marketers' hesitation to shift budgets online.

Trophy Entertainment, Inc. and Trophy Pageants announced the launch of the first annual Ms. Trophy USA bikini competition today. Trophy Pageants recruiters have set out on a world wide tour to locate trophylicious talent worthy of wearing the tiara and taking the throne of Ms. Trophy USA.

Contestants will compete and share in a trophy treasure chest valued at over 250k of cash, prizes and exclusive modeling opportunities with Trophy Models and the esteemed sponsors of the Ms. Trophy USA competition. Finalists and the winner of the competition will also set off on a world wide publicity tour including television and radio talk shows, magazine layouts, and act as the cover models for Trophy Calendars, Trophylicious Magazine, Trophy Cosmetics, Trophy Swimwear and Trophy Couture. Talk about launching your career... The Ms. Trophy USA contestants and finalists will even hit the silver screen in Trophy Films. Always a thrill, finalist and winners of the Ms. Trophy USA competition can expect to also walk their Jimmy Choos and Manolos over the red carpet as Trophy Red Correspondents to interview celebs and other entertainment industry folks.

Details of the star studded celebrity judging panel and event are still in development. The atmosphere is abuzz with anticipation. But the entire Trophy Entertainment staff appears to be under the husha husha. "Trophy Entertainment, Inc. definitely believes in pampering our judges and sponsors! Selecting the winners is a tough job! Our judges will be on trophy chill in chaise lounges while being attended to and fanned by Trophy beauties from around the globe and fed the finest delicacies and fruits! So we've got to take care of our people. It's absolutely the Trophy way..." said founder, Rhonda Coleman.

"Network and cable syndication deals are in development to take the event into households worldwide. Those details are better left to Trophy Law, our legal team. I'm simply here for the show!" said Trophy Entertainment PR staff member, Ridgely Rosenberg.

Interested candidates can apply and upload their photos at www.trophymodels.com .

Source: Trophy Entertainment, Inc.

CONTENT PROVIDERS AND ADVERTISERS need to make "radical changes" in the way they operate and reach consumers who are demanding ubiquitous access to entertainment on-demand and on any device, said Albert Cheng, executive vice president digital media, ABC Television Group, on Monday during the opening keynote of the OMMA Hollywood Conference & Expo.

Cheng told attendees that Disney is embracing the challenge of navigating a media and entertainment space that is changing almost daily, and where the consumer is in control and providing feedback that is both instantaneous and direct. "Distributors [of content] are still somewhat important, but their leverage is challenged by the Internet, consumer electronics, broadband, and technology."

ABC Television, according to Cheng, is focused on investing in superior content--something that its telecom, cable, and even Web portal rivals and some-time partners like Yahoo, are hungry for--and beyond that, in new types of content that will offer deep interactive experiences. He cited Disney's partnership with Apple's iTunes for downloads of popular ABC shows like "Desperate Housewives" and "Lost" as examples of new kinds of content, in addition to content packages made specifically for mobile environments, and broadband shows.

In a time of volatile change, Cheng said ABC needs to redefine what it means to be a broadcast network, and its cable properties like the Disney Channel, need to redefine what it means to be a cable network. "We must build assets and a marketing platform to reach audiences wherever they are. We have to build franchises--we can't limit ourselves as broadcast or cable. We have to define ourselves as an entertainment network regardless of technology, and based on individual consumer preferences."

Cheng told attendees that ABC needs to have a branded programming presence everywhere--online, on cable, on cell phones, on TV, on a Nintendo GameBoy Advanced. "We plan to be everywhere our consumers are. But we must understand that the Internet gives us a direct two-way connection to consumers to deliver a personal, customized experience," he said, continuing: "We should be asking, 'How should we look at broadband as a VOD [video-on-demand] service? Are there community aspects around someone's favorite program? Will streaming [video] or IM [instant messaging] change the experience, or games with video clips? How do you create a more engaging experience and not a distraction?'"

Cheng argued that ABC wants to cultivate direct relationships between its brands and consumers. "People use brands to navigate their options; we must sharpen our brands." He said that partnerships with Web content aggregators and syndicators like Yahoo and Google don't always work to the best advantage for ABC because they don't highlight its content brands powerfully enough. In addition, ABC seeks partners that will bring their considerable marketing and promotional heft to the table, and not leave marketing to ABC alone.

Later, in a panel discussion with executives from America Online, FoxSports.com, Yahoo, and MSNBC.com, Scott Moore, Yahoo's vice president of content operations, noted ABC News' content partnership with Yahoo--a relationship the portal pays good money for. "We have a great relationship with Yahoo at this point," Cheng responded. "They're a great way to customize and aggregate information, but when it comes to reaching people at an emotional level, video is the best way to do that. How we distribute that video is debatable...do we do a deal with Yahoo? What does that mean for our brand?" Cheng underscored that it might be easier for consumers to find ABC content via its own branded platforms than on a portal.

"From Yahoo's perspective, we're totally focused on relationships," Moore said, citing the company's recent deal with CBS' "60 Minutes" which saw traffic jump some 17 percent after an exclusive video interview with Tiger Woods and other content went live on Sunday. "It's good for CBS because the '60 Minutes' demo is older, and it's good for us."

Charlie Tillinghast, president and publisher of MSNBC.com, said: "I agree with Albert...you want to build a brand experience and have a deep rich connection. But you can put out pieces of content to introduce people to your brand. You really need both [portal/syndication deals and self-branded content]. It's difficult to have people come [directly] to your experience all the time."

Cheng said online video that offers meaningful and relevant interactivity for consumers is key for ABC. "There's nothing better than video--it strikes an emotional chord, and has a halo effect." He noted that ABC is trying to introduce interactivity into advertising to make it more valuable, and targeting advertising and sponsorships such as those offered by "Extreme Makeover: Home Edition," which features an interactive application for Sears' products.

In addition, Cheng argued for flexible business models--downloads for 99 cents apiece, $1.99, and free ad-supported content. Also, agencies and advertisers "need to think through the rights they are acquiring. The majority of [TV] ads can't be played online. We can't take a 'Lost' spot and play it on the 'Lost' Web site," he said. "Advertisers need to be more creative to meet these challenges. Standard rights agreements aren't sufficient."

Live Simulcast on Broadband Video Service will Offer Kids a Personalized Kids' Choice Awards Experience along with Behind-the-Scenes Footage and More! Marking a first in TV awards show and kids' broadband history, Nickelodeon's TurboNick, the network's broadband video service available on Nick.com, will simulcast live Nickelodeon's 19th Annual Kids' Choice Awards, which airs on Nickelodeon television Saturday, April 1 (8-9:30 p.m. ET/PT). TurboNick will stream Nickelodeon's 19th Annual Kids' Choice Awards' pre-show (7-8 p.m. ET/PT) as well as the entire 90-minute awards show itself, and offer live streams with TurboNick host Lil' JJ from the Orange Carpet along with exclusive backstage and on-stage views that kids will not be able to view anywhere else. In addition, a Nick.com reporter will be on-site to keep kids on top of all the action with blogs and photos directly from the Orange Carpet and backstage

Kids will be able to have a personalized awards experience as well. Nick.com will use several webcams to capture the awards show, offering kids the opportunity to choose various camera angles such as behind-the-scenes, audience cam, and more, while they watch on TurboNick. TurboNick will also feature three Kids' Choice Awards themed skins that kids can choose for their broadband video player on their computers while watching the event. Multiple themed playlists, exclusive clips, mini-games and links to the official Kids' Choice Awards website will also be available.

"On April 1, TurboNick will serve as the interactive broadband home base for all things Nickelodeon's Kids' Choice Awards," commented Mike Skagerlind, Senior Vice President and General Manager, Nickelodeon Online. "In this multiplatform era, we want to super-serve our audience wherever they may be. Nick.com will offer kids the opportunity to personalize their Kids' Choice Awards experience, and provides another screen for kids to watch the star-studded event with a twist of exclusive content, and a view of what's happening behind-the-scenes, which they would not find otherwise."

Leading up to the show, kids can begin voting on Nick.com and special new voting categories will be featured on-air each week. Kids will also have the opportunity to vote

in real time on Nick.com on April 1 for a special category, which will be incorporated into the awards show.

TurboNick also features a Nickelodeon's Kids' Choice Awards playlist, along with various highlights from past awards shows like the Best Burp Awards and celebrity slimings, and current promotions running on-air for the 19th Annual Nickelodeon's Kids' Choice Awards. Winners' pictures will also be posted on Nick.com as soon as they are announced during the show, making sure users have the most up-to-date information available.

Free promotional Podcasts will be available on Nick.com for various media players, including Jack Black video content and more. These Podcasts will be available on the iTunes Music Store (http://www.itunes.com/) for download to iPods. Nickelodeon also will join forces with Comcast's broadband platform Comcast.net to feature a half-hour Nickelodeon's Kids' Choice Awards nominee special running on the Fan (TM) (Comcast's multimedia broadband player on its consumer portal, Comcast.net). The special also will be featured at Comcast's 26 kiosk mall locations across the country.

Following the April 1st Nickelodeon's 19th Annual Kids' Choice Awards, Nick.com will make a list of this year's winners available, along with a half-hour version of the awards show which will be featured on TurboNick.

Nickelodeon's 19th Annual Kids' Choice Awards gives kids the opportunity to honor their favorites from the worlds of film, music, sports and television in a star-studded live telecast (tape delayed on-air for West Coast) from UCLA's Pauley Pavilion. Held fittingly on April Fools' Day this year, the no- holds-barred event will feature pranks aplenty along with messy, noisy, slime- filled fun. Kids will rule and stars will revel with them at the oft-dubbed "mini-Oscars."

Nickelodeon's Kids' Choice Awards will be seen in more than 200 million households on Nickelodeon's international channels across the UK, Europe, Russia, Israel, Asia, Australia, Latin America and Brazil, as well as the US. There are seven fully localized versions of Nickelodeon's Kids' Choice Awards around the world. The most recent to launch, Nickelodeon's Kids' Choice Honours on CCTV in China, reached more than 300 million households across the country.

Nickelodeon's 19th Annual Kids' Choice Awards is being produced by Nickelodeon Productions in association with Bob Bain Productions. Bob Bain, Mike Burg and Marjorie Cohn are Executive Producers. Kia, Hasbro, General Mills and Burger King are the presenting sponsors of Nickelodeon's 19th Annual Kids' Choice Awards, with Firefly Mobile and Pepperidge Farm serving as associate sponsors. Media outlets can reference the most up-to-date information on Nickelodeon's 19th Annual Kids' Choice Awards by logging onto http://www.nickkcapress.com/.

Nickelodeon, in its 26th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 89 million households and has been the number- one-rated basic cable network for more than ten consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc.

“Syndication,” as far as the big TV networks are concerned, has traditionally meant distributing reruns of successful shows, four or five years down the road, to local stations. But the TV business is nontraditional now, and the very meaning of syndication is changing.

The syndication concept is spilling into such new-media platforms as broadband, video-on-demand, iTunes and mobile video. No longer does a show have to rack up 100 episodes before plans are made to take it off-network. There’s still a time delay in the new syndication, but it can be hours instead of years, as when an episode runs on the network and is available later that same day for download on an iPod.

Advertisers and local TV stations may fret that this new form of syndication could diminish the allure of programs when they eventually take the conventional path off-network. But advocates of moving content quickly to new platforms point out that such tactics can expand the fan base and keep viewers interested in a show, making the program more appealing when it moves to local stations years later.

Distribution via new-media platforms can co-exist with traditional syndication by driving popularity for the shows, affirms Barry Wallach, president of NBC Universal Domestic Television Distribution, the syndication arm of NBC Universal.

The new syndication at this early stage is more about building an audience than drawing advertisers since few of the new platforms accept much advertising.

NBC’s “The Office” is benefiting from the new syndication; episodes are available the next day on iTunes. CBS’ “Survivor” and “CSI: Crime Scene Investigation” can be seen on Google Video and Comcast Corp.’s VOD service immediately after broadcasting ends on the West Coast.

While these early new-media forays have yet to have a tangible effect on traditional syndication, early evidence indicates the rebroadcasts grow rather than splinter audiences. Take the case of “The Office” on iPod.

Since shifting to Thursday nights on Jan. 5, the show has averaged a 4.7 rating/11 share in adults 18-49, up 27% over earlier this season and an 88% rise over last season, according to Nielsen Media Research.

The new time slot has played a role in the ratings burst, but “The Office” has been rising on iTunes, too. It’s been among the top 10 most-downloaded videos since it went live in December, according to NBC Universal. Frederick Huntsberry, president of NBC Universal Television Distribution, posits that iTunes is bringing new viewers.

By boosting the show’s audience and ratings, the new platform could even help “The Office” survive long enough to reach traditional syndication, Mr. Huntsberry says. “The Office,” critically acclaimed but initially ratings-challenged, could use the increased interest via iTunes to help reach the 100-episode threshold for living on in syndication.

ABC has also seen ratings increases for “Lost” and “Desperate Housewives” since their iTunes debut last October. But serialized shows often struggle in traditional syndication. They should look for opportunities to be syndicated now in these new media, says Scott Haugenes, senior VP-group director for national broadcast at Initiative, New York.

A crucial question remains about at what point audience-building rebroadcast can become damaging overexposure. The goal is to strike a proper balance between maximizing profit now and maintaining interest in a show down the road -- the new syndication benefiting the old syndication.

“What we have done now to reduce the risk is be very careful about who our partners are [for new platforms],” says Albert Cheng, exec VP-digital media for the Disney ABC Television Group. “We don’t want to make our content too ubiquitous.”

There’s evidence that additional exposure can help drive a show that’s already in traditional syndication. The immense popularity of shows like “Seinfeld” and “CSI” on DVD apparently hasn’t hindered their syndication runs. The new syndication affects marketers on at least two fronts. Advertisers need to be convinced that programs will still be worth backing when they hit traditional syndication. But there’s also the challenge of how to involve marketers in the new syndication.

“We want to be in business with those guys who are looking to find different ways to do business,” says Initiative’s Mr. Haugenes. “If you have more content out there, that should help marketers. If it’s the right show, absolutely you want to be associated with it in all formats.”

Not all new ventures have room for ads, though. For instance, iTunes doesn’t offer network shows with ads. However, experts predict that will change. A study released earlier this month from eMarketer found the audience for podcasts will reach 25 million in 2008 and 50 million by 2010. With that growth will come ad dollars -- $300 million by 2010, says Mike Chapman, editorial director at eMarketer. He believes most of that money will flow into network content.

But with the seemingly never-ending new venues for reruns, it may be hard to convince advertisers there’s still a role for traditional syndication.

Joel Berman, president of CBS Paramount Worldwide Television Distribution, puts his faith in the content: “Good content, if offered in a variety of ways, will find its audience. ... It is the network or broadcasters or syndication network that creates the initial platform to expose people to it.”

The following is being issued by United Way of America:

WHAT: The online auction of the Academy Awards(R) Gift Bag received by George Clooney at this year's Oscar Awards ceremony, which the Oscar-winning actor/producer/director and member of United Way of America's Board of Trustees generously donated to United Way to support hurricane response and recovery efforts, has closed.

WHEN: The online auction of the transferable contents of Mr. Clooney's gift bag was scheduled to close Tuesday, March 28, 2006 at 11:59 pm ET. The high volume of bids in the closing minutes triggered a special feature called "bid extension" that allowed bidding to continue in five minute increments until no more bids were received, resulting in the $45,100 winning amount.

WHERE: The auction took place at www.unitedway.org and was powered by cMarket.com.

WHY: As a member of the Board of Trustees of United Way of America, Mr. Clooney has been a generous supporter of United Way's efforts to rebuild lives and communities devastated by the 2005 hurricanes. By auctioning the gift bag, United Way and Mr. Clooney hope to continue to focus attention on the long- term needs of the Gulf Coast areas devastated by the 2005 hurricane season as well as raise funds for ongoing rebuilding and recovery efforts.

About United Way of America

United Way of America is the national organization dedicated to leading the United Way movement in making a measurable impact in every community across America by focusing on the root causes of the most serious problems. The United Way movement includes over 1,300 community-based United Way organizations. Each is independent, separately incorporated, and governed by local volunteers. For more information about United Way of America, please visit: www.unitedway.org.

Source: United Way of America

According to the Pew Internet & American Life Project as summarized by Senior Research Fellow Deborah Fallows, the internet is increasingly a place where Americans just hang out. Some 30% of internet users go online on any given day for no particular reason, just for fun or to pass the time.

Compared to other online pursuits, the act of surfing for fun now stands only behind 52% of internet users sending or receiving email on a typical day, 38% using a search engine, and is in a virtual tie for third with 31% getting news online. About 25 million people went online in 2004 on any given day just to browse for fun. In the Pew Internet Project survey in December, 2005, that number had risen to about 40 million people.

In the earliest days of the Web, young, white men were the most likely people to go online just to surf around with no particular purpose or destination in mind. But this kind of idle browsing has a broader appeal now, cutting through all races, income groups, levels of educational accomplishment.

While percentages of both men and women increased to record highs in December 2005, the increase from a year before was ever higher for men, from 24% to 34%, than for women, from 19% to 26%. The younger the user, the more likely he or she is to surf for fun, either at all or on a typical day.

Some 36% of internet users with six or more years of experience will surf for no particular reason on an average day, compared to fewer than quarter of those with less experience online.

Some 72% of those with home broadband have surfed the Web for fun compared with 63% of those with dial-up. Almost twice the number, 39%, do so on a typical day, compared with 23% of dial-up

TECHNOLOGICAL ADVANCES MIGHT HAVE made it easy for consumers to skip ads these days, but that doesn't mean that they will. That's according to Eric Hirshberg, president and chief creative officer at Deutsch LA, who spoke about online advertising Tuesday at the OMMA Hollywood Conference & Expo.

"Ironically, just as technology has given people the power to avoid advertising," Hirshberg said, "those same people are engaging with marketing and brands and advertising in a more emotional and collective way than ever before."

"Brands are becoming a powerful part of our popular culture and a powerful part of our cultural expression," he said. Brands, he added, confer "this incredibly powerful shorthand--like religion has, about expressing who we are to the world."

For those reasons, he said, people don't object to advertising--provided that it's not done in a way perceived as condescending. "These consumers are ... sophisticated in terms of their relationship to marketing," he said. "They know the tricks. They don't mind being marketed to--as long as they're marketed to well."

Hirshberg also disputed the notion that click-through and conversion rates accurately reflect the success of a Web campaign. "The key to effective measurement is agreeing what a win looks like with a client at the beginning," he said. For instance, rather than click-through rates, examining factors such as how long people interacted with an ad might prove more useful, Hirshberg said.

In fact, Hirshberg added, focusing on metrics like user engagement--as opposed to click-through rates or conversions--also can help agencies convince marketers that the Web works for branding, as opposed to solely direct response.

Charity golf tournament to benefit local research center seeking treatments for ALS

Driving 4 Life is pleased to announce that PGA TOUR professional and local celebrity Brad Faxon will join a star studded line up of talent to kick off the Driving 4 Life Quest for a Cure Open at the Tournament Players Club of Boston in Norton, Massachusetts this May 8th. All Driving 4 Life charity golf tournaments benefit ALS TDF, a local nonprofit research center seeking a treatment and cure for ALS.

Commonly called Lou Gehrig's disease, ALS is an incurable disease affecting about 600 Massachusetts residents (30,000 in the US and 350,000 worldwide). While more is known today about ALS than during Gehrig's battle, the cause of ALS largely remains a mystery.

"We're thrilled to be holding this event in Boston. The Quest for a Cure Open will honor all ALS patients throughout New England, past and present, and provide our local community a chance to play on one of the best courses in the world, for a very worthy cause," remarks Driving 4 Life founder Kim Julian, widow of PGA TOUR professional and New England native Jeff Julian who succumbed to the disease in 2004, "when you combine the game of golf with a challenge such as ALS, you end up with a group of extraordinarily generous people, and an infinite amount of hope."

ESPN analyst John Buccigross will join Brad on the golf course, and NESN sportscaster Bob Neumeier will emcee the evening portion of the event. Sponsors are still needed for the event. For more information or to make a donation to Driving 4 Life, visit http://www.driving4life.org/questforacureopen.

"We will break ALS down gene by gene, protein by protein and begin the tedious task of tracking how it develops in, and changes the body. We will stop this disease one protein at a time if we have to." says James Heywood, ALS TDF Founder and CEO.

About the Event: The Quest for a Cure Open is a charity golf event to benefit the ALS Therapy Development Foundation (ALS TDF). Part of the Driving 4 Life Signature Series, this event will play a major role in raising the $500,000 needed to fund a new microscopy core at ALS TDF. Driving 4 Life is a fundraising campaign founded by PGA TOUR member Jeff Julian, World Golf Hall of Fame golfer Tom Watson, his long-time caddy Bruce Edwards and their wives, in 2003. Driving 4 Life has provided more than $3 million raised through nearly 100 golf fundraisers for ALS research.

Source: ALS Therapy Development Foundation

Univision is the leading Spanish-language broadcaster by far, generating $1.5 billion in ad revenue last year--more than double Telemundo's $746 million, according to Nielsen Monitor-Plus.

Univision has been aggressive in trying to establish itself as a peer to the six broadcast networks in order to extend its viability as a place to spend more dollars--and tap into budgets other than ones earmarked solely for Spanish-language media. "We're confident that this move will validate Univision's ability to successfully compete against any network in the country, and provide us with a powerful tool to attract marketers that had previously been reluctant to advertise in Spanish," said President-COO Ray Rodriguez in a statement when the network announced in December that it would join NTI.

Ratings give Univision some ammunition, at least compared to The WB and UPN. NTI prime-time ratings this season show that Univision outdraws both networks in both the adult 18-to-49 and adult 18-to-34 demos. Of course, the two struggling networks will combine to form the new CW network next fall, which could capture Univision's fifth-place status in the network rankings.

In the adult 18-to-49 rankings, Univision trails the Big Four by considerable margins. But in the adult 18-to-34 battle, the Hispanic network is within a rating point of both CBS and NBC.

On one level, Univision's bid for a greater share of the general ad market is vindicated by a disproportionately low amount spent in Spanish-language media. Hispanics make up 14 percent of the U.S. population, according to the U.S. government--but Spanish-language media accounted for only 2.9 percent of the $143 billion U.S. ad market in 2005, according to TNS Media Intelligence.

"The argument is for the 150 of the top-300 advertisers who aren't buying Hispanic television, or those who aren't spending as much as they should," said Clabiorne.

However, the market for Univision and its competitors is growing. TNS predicts that spending on Hispanic network television will grow by 10.4 percent in 2006, more than any other sector of the ad market.

The growth reflects the boom in Hispanic buying power and marketers' desire to tap into it. Hispanic buying power is set to grow to more than $1 trillion in 2010--up 48 percent from last year, according to the Selig Center for Economic Growth at the University of Georgia.

"The growth in terms of advertising has not mirrored the growth of the market," said Clabiorne, who believes moving to NTI will drive more revenue for both Univision and Telemundo.

Still, Univision's bid to capture more dollars may be slowed by its limited appeal. "Traditionally, they've been a niche," said Lisa Quan, vice president and manager of broadcast research at Magna Global. "(Buyers) are not going to think if you go to Univision you're going to get the same broad audience as an ABC."

The inevitable shift to NTI has sparked some debate within the Hispanic ad community, since it may prompt more general-market media buying shops to try and capture some of their business.

Hispanic media executives acknowledged that the change may make it easier for large-scale general shops to buy Hispanic television, but said that Hispanic agencies will maintain a leg up in planning and strategy--which are increasingly receiving attention in the media arena.

"You may have an agency that can get you a 'cheaper buy,' but that doesn't necessarily mean it's the best buy," said Lucia Fernandez-Palacio, West Coast media director for Dieste Harmel & Partners.

"Insight is not a commodity," said Clabiorne. "Whereas the buying function can be reduced to a commodity, the nuances of the Hispanic market, the expertise of Hispanic planning, will always be at Hispanic advertising agencies."

Dale Jarrett Racing Adventure, Inc. (BULLETIN BOARD: DJRT) announced today that they have completed the redesign of their online presence with their new website at www.racingadventure.com. In addition to a more appealing graphic design, the new website is also easier to navigate, more intuitive with enhanced interactivity.

"It is a great pleasure to announce the completion of this major project to improve our online presence and revenue. The company's website was already generating well over a half million dollars a year in online sales, and we are expecting the new site, coupled with the national marketing campaign we are launching to at least double these gross revenues in the short term," said Ronda Robertson, marketing director. "Our research suggests that improving the functionality of our site while making it more appealing will increase our return on traffic brought to the site through effective promotions. Even an increase in our capture rate of a couple of percentage points can significantly increase our total sales without greatly increasing our cost of those sales."

The Dale Jarrett Racing Adventure provides lifetime experiences with all of the drama, thrills and excitement that driving your own authentic NASCAR Nextel Cup race car on a nationally renowned Superspeedway can deliver. The company books various dates during the year at NASCAR tracks near you and customers can purchase packages ranging from a 3-lap ride to a 100-lap super drive. Students can achieve speeds of up to 165 mph at the Superspeedways and are allowed to pass and draft with other students. In order to reach these speeds safely an instructional session is provided to acquaint the student with the racecar, safety precautions and the proper groove of the racetrack. DJRT was founded in 1998 and is backed by NASCAR Champions Dale and Ned Jarrett, as well as Dale's brother Glenn, Dale's son Jason and Green Bay Packers quarterback Brett Favre. More information is available on the Racing Adventure by visiting www.racingadventure.com.

Blogs and newspapers have been getting cozy of late. The successful journaling experiments at dailies like the Greensboro News & Record and the Houston Chronicle, along with the launch of the Guardian's Comment is Free site, are just a few examples that speak to the increasingly important role blogs play in newspapers' coverage. Even the staid New York Times launched several blogs last year.

But perhaps the biggest sign that the turf battle between bloggers and journalists may be drawing to a close is the upcoming launch of a blog syndication network that will help newspapers republish existing blog content on their websites.

"I like to call it the AP newswire for blogs," said Dave Panos, the CEO of Pluck, who quietly debuted the network, called BlogBurst, at a party in Silicon Valley last month.

Several large newspapers, including The Washington Post, the San Francisco Chronicle, the Houston Chronicle and the San Antonio Express-News, have signed up as "lighthouse partners" in the network. Syndicated blogs will begin appearing on those papers' sites in the next few weeks.

While blogs have previously networked together to achieve greater exposure -- Pajamas Media being one obvious example -- BlogBurst is apparently the first network that was created specifically to syndicate blogs directly to newspapers.

"You have a lot of great bloggers out there, and a lot of time they blog about a subject you may not be as strong on on your own site," said Jim Brady, executive editor of washingtonpost.com, adding that the paper was interested in supplementing sections like food and travel. "We just thought we'd get on the front lines and see if it's something that would work long term for us."

Newspapers are only testing BlogBurst right now. But in theory, the service will work like this: Pluck signs bloggers to BlogBurst and examines each blog to see if the blog's content and quality are appropriate for syndication. A list of approved bloggers is then made available to newspapers through an online interface, and editors can pick and choose which blogs they want to syndicate, and for how long.

The blog content will appear on the paper's site, but will be embedded with the site's look and feel. Ostensibly, newspapers will benefit by supplementing their coverage, and bloggers will profit from increased exposure. Pluck plans to eventually share a percentage of ad revenue with the bloggers.

"Historically, blogs have been very tech and very political," said Panos, "But mainstream media's interest is much broader -- food, wine, travel, for example. BlogBurst will help them tap into that feature level content around the Web."

Newspapers are also attracted to BlogBurst for the advertising revenue the blogs could generate.

"If we're selling plenty of travel advertising but don't have the page views to actually serve it all, then it might be a good idea to syndicate a really good set of travel blogs," said The Washington Post's Brady, by way of example.

Brady may be understating the situation. By most accounts, companies are lined up to advertise online like planes waiting to land at O'Hare.

Revenue for the online ad business was only about $12.5 billion in 2005, or around 15 percent of what was spent on print, but it's expected to grow by about 30 percent in 2006 and reach $55 billion by 2010, according to analyst firm Piper Jaffray.

But directly increasing ad inventory by publishing more pages isn't the papers' only goal. If a newspaper can spark a conversation on its site by using syndicated blogs, it may be able to increase its traffic, and thus its ad impressions.

"Blog content is significantly better than message board content," said Jim Debth, general manager of statesman.com. "Just the level of discourse is so much better. We expect the blogs [we syndicate with BlogBurst] to be very engaging. We hope readers will come back again and again."

Newspapers have been striving to engage their audience online for several years now. In syndicating blogs, newspapers are borrowing a page from the blogosphere's playbook: Start conversations and build communities.

That goal was most recently iterated by Reuter's CEO Tom Glocer in a speech to the Online Publisher's Association last month. Glocer said media companies must be "seeders of clouds" by starting conversations and embracing responses by both traditional journalists and bloggers.

By inviting that community inside the tent of its brand, a newspaper could tap audiences and voices beyond its general readership, increasing its visibility and relevance to the blogosphere.

"If the [newspapers are] managing a bunch of syndicated blogs then there's ultimately going to be a relationship between the papers and those bloggers," said Jim Kennedy, director of strategic planning for the Associated Press. "That's a good thing."

But do newspapers need to rely on a vendor to help them build relationships with bloggers? Why can't publishers hire an editor to pull in the best and most relevant content from the blogosphere, which is already easily and freely available through RSS feeds?

The answer is less one of ability than editorial control. Newspapers need to pre-approve content for fear of diluting their brand. BlogBurst provides the first filter in that approval process.

"It's a newspaper's job to add editorial value," said Barry Parr, a media analyst with JupiterResearch. "It looks like BlogBurst will give them a level of control they didn't have before."

Can a stodgy old newspaper reciprocate, adding value to the blogosphere? Well, if numbers from a recent Gallup poll are any indication, the answer is yes.

According to Gallup, only one in five Americans, or about 40 million of us, read blogs. By comparison, more than 55 million people visited newspaper websites in November of 2005 alone, according to a Nielsen//NetRatings analysis conducted for the Newspaper Association of America.

BlogBurst won't reach nearly that many people, at least not at first. But NYU journalism professor and blogger Jay Rosen says that the syndication network is a first step in helping mainstream media readers understand and navigate the immense variety of blogs.

"It's part of a bigger thing which is the rationalizing of the blogging system, which started out as no system at all," he said.

As bloggers become more acquainted with syndication, it should be interesting to see whether and how blogging habits change to accommodate newspapers' publishing schedules and content interests.

There is a danger that syndication could change content expectations on both sides of the newspaper/blogger divide.

Clive Thompson noted in a recent New York Magazine article, "Blogs to Riches," blogs are already becoming increasingly similar to traditional publications.

As for newspapers' role in the relationship, said Rosen, "If it starts to become 'blog this way because this is what we need from you,' then I think it won't be effective."

Newspapers, meanwhile, will doubtless be wary of diluting their own voices by becoming effectively just another news aggregator in a media landscape populated by the same. Sites such as topix.net, Digg.com and Tinfinger already have a head start, drawing over $45 million in funding in the last two years, according to VentureOne.

Regardless, experimenting with blog syndication is a good way for newspapers to learn more about the vicissitudes of the blogosphere. At the very least, they'll be broadening the dialogue with bloggers everywhere.

"We've been talking to publishers for the last 15 months, and there's been a relative sea change in how pervasive the mainstream media interest in blogging is," said Pluck's Panos. "They're all going to adopt the format, the only question is when and how."

AMERICA ONLINE TODAY WILL MAKE 30 Warner Bros. TV shows--ranging from classics like "F-Troop" to contemporary shows like "Lois & Clark" and cartoons such as "Beetlejuice"--available for free.

The initiative, "in2TV," will be available to all Web users, and will be entirely ad-supported. At launch, marketers include car company Kia, consumer packaged goods brands Kraft and Hershey, and Intel, which will promote Viiv. Earlier this year, AOL and Intel launched a partnership to market Viiv, which enables the transfer of digital entertainment from computer screens to TVs or other screens.

Intel will be the presenting sponsor for comedies like "Welcome Back Kotter," "Alice," and "Hangin' with Mr. Cooper," and dramas like "Sisters," "Falcon Crest," and "Scarecrow and Mrs. King," while Kia will be presenting sponsor for action-adventure shows like "La Femme Nikita" and "Kung Fu."

AOL intends to stream video ads before the show starts and where the original commercial breaks appeared. There will be no more than one to two minutes of ads per half-hour. In addition to run-of-site video ads, sponsorships will include synchronized ad curtains.

Ten episodes of each of 30 programs will be available as of today, with more shows online later this year. AOL intends to roll out 14,000 episodes of 300 shows throughout the year.

The global war against terrorism is as much a struggle of ideas as it is a military conflict, the Pentagon's No. 2 military officer said here today. The anti-terror war is actually a battle between Islamic moderates and extremists, and not a face-off between Western and Middle Eastern thought, Adm. Edmund P. Giambastiani, vice chairman of the Joint Chiefs of Staff, said during remarks at a luncheon at Syracuse University. "This is not a clash between civilizations, but within one civilization - the Muslim world," Giambastiani said. "This, in many senses, is an ideological civil war between one hard-line view of what Islam means and what such a meaning demands." Radical Islam adherents like Osama bin Laden preach a violent, exclusionary world view that preys on the impoverished, young and uninformed among Islam's 1 billion-plus followers, Giambastiani said. However, Muslim expressions of faith are largely peaceful and have comfortably coexisted in the modern world, Giambastiani said. Mainstream Islamic thought also abhors and rejects the violence committed by bin Laden and his followers, the admiral said. "In my view, this war of ideas targets the real center of gravity for what we call the 'Long War,'" Giambastiani said. The struggle between moderate and radical Muslims puts the interpretation of the religion at stake, he said. "And that acceptance or rejection is at the heart of this war of ideas that we are in fact engaged in today,"

Giambastiani said. Proponents of radical Islam want to chase the United States from the Middle East, Giambastiani said, and then overthrow the current governments, replacing them with functionaries that mirror radical ideology. The radicals also want to create safe havens across the world, he said, to be used to conduct ideological and terrorism training of new members. The Islamic extremists don't fly a national flag, nor do they field conventional armies, navies, or air forces, Giambastiani said. The radicals' chief weapon is terrorizing innocent people, and they do so through the use of improvised explosive devices to gather headlines and spread fear. "They use these IEDs to kill innocent civilians; victims with no tactical military value, but immense strategic import," Giambastiani said. The terrorists employ fake companies to raise funds, bribe politicians and financiers and enlist sympathetic charitable and civic organizations to parrot their ideas, Giambastiani said.

They employ the Internet for planning, recruiting, financing, propaganda and training, he added. The radicals are plotting to obtain weapons of mass destruction, Giambastiani said, and their plans also include seizing control of the world's oil resources. The ultimate goal of al Qaeda and other radical Islamic organizations is to "bankrupt and exhaust" the United States and other enemies and achieve world domination, the admiral said. "These enemies in this global war on terrorism seek to abolish our - your -- way of life," Giambastiani pointed out.

Governments that don't reflect the radicals' world view will be replaced "with the rules of an extremist, Islamic, empire," he said. The Islamic radicals are unified by their extremist ideology, and their loosely knit terror networks make it difficult to catch and defeat them on a conventional battlefield, Giambastiani said. "Ideas can't be eliminated by simply using guns," Giambastiani pointed out. And today, there's intense debate within the U.S. government and military about how to employ strategic communications to counteract the propaganda propagated by the terrorists, the admiral said. "But, to my mind, we still haven't come up with a good enough strategy or even enough good ideas for competing in the war of ideas in this Islamic civil war in a way which strengthens the hand of the Islamic moderates against their hard-line, extremist co-believers," Giambastiani said. In this struggle for the hearts and minds of the Islamic and Middle Eastern people, there's no doubt the United States' military "has great capability in our special forces to deal with other cultures," Giambastiani said to reporters during an after-luncheon news conference. And today, the "vast bulk" of the training of Afghan and Iraqi security forces is being performed by conventional U.S. military members embedded in training units, the admiral said.

Those U.S. trainers obviously have cultural and linguistic awareness as they work with and teach Afghans and Iraqis, Giambastiani said. "And we are extending this (concept) across-the-board" to more American soldiers and Marines, the admiral said.

The results of a nationwide poll in January, by Harris Interactive, show that seven in 10 u.s. adults watch broadcast news at least several times a week and two in five adults say they listen to satellite radio programming or read a national newspaper as often.

While broadcast television news appears to be the most popular medium sought, continues the report, 64% of adults also get their news several times a week or daily by going online to get news, 63% reading a local daily newspaper, 54% listening to radio news broadcasts, 37% listening to talk radio stations, 19% listening to satellite news programming, and 18% reading a national newspaper.

Those 59 years of age and older are most likely to rely on more traditional media outlets for information, with at least eight in 10 saying they watch local broadcast news (88%), watch network broadcast or cable news (88%), or read a local daily newspaper (80%) several times a week or daily.

Those 40 to 58 years of age use the most varied types of media, with at least one in five using each medium examined several times a week or daily. 68% of those 40 to 58 years of age and 70% 28 to 39 are most likely to go online for news.

Echo boomers (those 18 to 27 years of age) are the least frequent users of media, with only about half or less getting information several times a week or daily from each of the media types measured

World Premiere of All-New Suzuki XL7 and North American Debut of Suzuki SX4 Slated for April 13, at 12:05 p.m. American Suzuki Motor Corporation (ASMC) has been revving its engines at record pace, and U.S. sales have never been stronger. Thanks to an inspired product lineup that includes the media-acclaimed 2006 Grand Vitara, ASMC sold more vehicles in 2005 than any other year in its history. Now the company sets its sights on the 2006 New York International Auto Show (NYIAS) and the global debut of its next head-turning vehicle, the all-new 2007 Suzuki XL7 crossover SUV, which delivers expressive adaptability and redefines the midsize SUV. In addition to unveiling the XL7, Suzuki also will introduce to the North American market the all-new 2007 SX4, which delivers bold attitude and performance in a compact sport X-over with all-wheel drive (AWD). Both vehicles will be featured during Suzuki's 2006 NYIAS press conference on April 13, at 12:05 p.m., at the Suzuki display (#1215, Level 1) in the Jacob Javits Convention Center. With two new vehicle introductions scheduled for New York, rising sales and increases in its market share, ASMC is capturing consumers' attention.

"New York City is one of the most active cities in the world, and it serves as an appropriate venue to unveil two stylish and sporty vehicles to meet the needs of consumers with active lifestyles," said Koichi Suzuki, president of ASMC Automotive Operations. "American Suzuki is excited about the impact these vehicles will have on the company's success and the impression they will make across the automotive industry."

Suzuki XL7

In the creation of the XL7, Suzuki leveraged its SUV heritage and expertise to design an all-new vehicle for the midsize SUV crossover segment, providing style, room and adaptability for mobile lifestyles. The 2007 Suzuki XL7, equipped with a 3.6-liter, V6 DOHC engine, defines the new direction of the midsize SUV crossover market and is one of the first entries to combine room for family and cargo with performance, style and comfort not previously associated with midsize SUVs.

The all-new XL7 has cargo and seating flexibility for all aspects of active lifestyles, on-road performance capabilities, sleek and distinctive style and advanced safety features that provide a confident feeling of being in control in any condition. Suzuki's new generation midsize SUV crossover is slated to go on sale in the United States in the fourth quarter of 2006.

2007 Suzuki XL7 Specifications

Wheelbase: 112.4-in./2,857mm Overall width: 72.2-in./1,835mm

Overall length: 196.6-in./4,995mm Overall height: 68.9-in./1,750mm

Suzuki SX4

Globally introduced at the Geneva Motor Show in March 2006, the Suzuki SX4 compact sport X-over with AWD will make its North American debut at the

NYIAS. The all-new SX4 features a versatile, rigid five-door design, a standard all-wheel-drive system and for the U.S. market, a sophisticated fuel-sipping 2.0-liter DOHC engine.

The Suzuki SX4's advanced intelligent all-wheel-drive system (i-AWD) sends power to the rear wheels as needed with no additional input necessary from the driver. Called the Three-Mode Switchable AWD system, it features a selector switch on the center console that allows the driver to select from three modes: 2WD, AUTO (AWD High) and LOCK (AWD Lock). Customers in the United States will have a choice of a five-speed manual transmission or an available four-speed automatic transmission.

With its contemporary styling, high-output engine, the security of AWD and ABS and five-door versatility, the all-new Suzuki SX4 delivers the bold attitude and performance designed for those who live an adventurous life. The SX4 is slated to go on sale in the United States in the third quarter of 2006.

2007 Suzuki SX4 Specifications

Wheelbase: 98.4-in./2,500mm Overall width: 69.1-in./1,755mm

Overall length: 162.8-in./4,135mm Overall height: 63.2-in./1,605mm

In February, Suzuki posted a sales increase of 39 percent, the best February and second-best sales month in company history. The new monthly sales record continues Suzuki's recent sales momentum, which included record sales in January and sales of 82,101 in 2005 -- the best sales year in American Suzuki's 21-year history.

Expanded Product Line

The Suzuki XL7 and SX4 join an impressive and versatile product line, with the media-acclaimed Grand Vitara, the popular Forenza sedan and Forenza Wagon, the five-door Reno, the Aerio sedan and Aerio SX and the Verona.

About American Suzuki

The Automotive Operations of American Suzuki Motor Corporation (ASMC), Brea, Calif., was founded in 1985 by Suzuki Motor Corporation. ASMC markets its vehicles in the United States through a network of more than 540 automotive dealerships in 49 states. ASMC's parent company, Suzuki Motor Corporation (SMC), based in Hamamatsu, Japan, is a diversified worldwide automobile, motorcycle and outboard motors manufacturer with sales of more than 2 million new vehicles annually. Founded in 1909 and incorporated in 1920, it has operations in 125 countries. For more information, go to www.suzukiauto.com or www.media.suzuki.com.

_DEFENSE INFORMATION SYSTEMS AGENCY Pearson KEI Inc., was awarded on March 24, 2006 a firm-fixed-price contract with an estimated life-cycle value of $32,235,209. The award is made on the behalf of Defense Information System Agency/Procurement and Logistics Directorate/Defense Information Technology Contracting Organization (DISA/PL/DITCO). The contract has a two-year base + 5 one-year option cycle. The total award amount of $22,841,228.41 for the two-year base period will be funded using Defense Working Capital Funds. The goal of the Enterprise Business Modernization project is to create a single integrated procurement system that is accessible worldwide, shares consistent data and processes and provides accurate and easily retrievable information for PL/DITCO contracting functions. The requirement was solicited on a best-value-evaluation criterion. Five proposals were received. The Defense Information Technology Contracting Organization - Scott Air Force Base, Ill. is the contracting activity.

_ARMY W.G. Yates and Sons Construction Co., Oxford, Miss., was awarded on March 24, 2006, a delivery order amount of $27,687,000 as part of a $300,000,000 firm-fixed-price contract for Design and Construction of a Student Pipeline Dormitory. Work will be performed at Sheppard Air Force Base, Texas, and is expected to be completed by Nov. 12, 2007. Contract funds will not expire at the end of the current fiscal year. There were 167 bids solicited on Nov. 10, 2005, and four bids were received. The Army Engineer District, Tulsa, Okla., is the contracting activity (W912BV-06-D-2002).

McMaster Construction Inc.*, Oklahoma City, Okla., was awarded on March 24, 2006, a $17,319,070 firm-fixed-price contract for Design, Construction and Upgrade of Building 3001 Infrastructure. Work will be performed at Tinker Air Force Base, Okla., and is expected to be completed by Sept. 29, 2007. Contract funds will not expire at the end of the current fiscal year. There were 91 bids solicited on May 12, 2005, and four bids were received. The Army Engineer District, Tulsa, Okla., is the contracting activity (W912BV-06-C-2006

Caterpillar Inc., Peoria, Ill., was awarded on March 24, 2006, a delivery order amount of $10,758,997 as part of a $49,080,350 firm-fixed-price contract for Airborne Water Distributors. Work will be performed at Fort Scott, Kan., and is expected to be completed by May 31, 2007. Contract funds will not expire at the end of the current fiscal year. This was a sole-source contract initiated on Dec. 21, 2001. The Army Tank-Automotive and Armaments Command, Warren, Mich., is the contracting activity (DAAE07-02-D-T012).

DEFENSE LOGISTICS AGENCY Force 3 Inc., Crofton, Md.,* is being awarded a maximum $25,000,000 fixed-price-with economic-price-adjustment contract for Picture Archiving and Communication Equipment for Army, Navy, Air Force, Marine Corps and other Federal Civilian Agencies. There were 455 proposals solicited, and 44 responded. Contract funds will not expire at the end of the current fiscal year. Date of performance completion is March 28, 2011. The contracting activity is the Defense Supply Center Philadelphia, Philadelphia, Pa. (SP0200-06-D-8302).

_AIR FORCE McDonnell Douglas Corp., Long Beach, Calif., is being awarded a $9,418,585 cost-plus, fixed-fee, firm-fixed-price contract modification to provide for C-17 Interim Contractor Support for activating Main Operating Base Peculiar Support Equipment. At this time, total funds have been obligated. Headquarters Aeronautical Systems Center, Wright-Patterson Air Force Base, Ohio, is the contracting activity (FA8614-04-C-2004/P00092).

Raytheon Co., Imagery and Geospatial Systems, Bellevue, Neb., is being awarded a $9,393,923 cost-plus award fee-contract modification. The Joint Environmental Toolkit Program (JET) represents the next generation of existing weather systems, focusing on the incremental integration, consolidation and potential replacement of existing and evolving Meteorological Operational Capability component system capabilities. The program will integrate, consolidate, extend, and possibly replace existing Air Force Weather Weapon System (AFWWS) systems and evolve JET component system capabilities to ultimately achieve the required architecture through incremental deliveries of enhanced capability. The JET program will realize the reengineered Air Force Weather concept by providing a next generation system that replaces disparate legacy weather systems with a single, integrated capability that provides tailorable weather products to the user with interfaces to applicable Command and Control systems. The JET Program implements the AFWWS architecture through the incremental fielding of system capabilities, which will eliminate redundancies and inefficiencies and ultimately extend, consolidate and/or replace the systems mentioned above. Additionally, the JET Program will also serve to consolidate the multiple contract vehicles for these systems, once there current periods of performance end. At this time, $8,748,972 has been obligated. Solicitations began October 2005, and negotiations were completed March 2006. The scheduled completion date is February 2015. Headquarters Battle Management Systems Wing, Hanscom Air Force Base, Mass., is the contracting activity (FA8720-04-C-0015/P00004).

Flight Safety Services Corp., Centennial, Colo., is being awarded a $6,956,952 firm-fixed-price contract modification. This action provides for C-5 Aircrew Training Systems Contract-Fund Option, CLIN installation, integration and testing of the AMP Production Kits. At this time, total funds have been obligated. The scheduled completion date is March 2008. Headquarters Ogden Air Logistics Center, Hill Air Force Base, Utah, is the contracting activity (F42630-99-C-0170/P00144).

Calculex Inc., Las Cruces, N.M., Heim Data Systems Inc., Belmar, N.J., and Enertec America Inc., Alpharetta, Ga., is being awarded a $5,000,000 (each) indefinite-delivery/indefinite-quantity, firm-fixed-price, Time and Materials contract. This action provides solid state flight recorders; a quantity of two each, per contract. The scheduled completion date is July 2007. Headquarters 96th Air Base Wing, Eglin Air Force Base, Fla., is the contracting activity (FA2823-06-D-0003, FA2823-06-D-0004, and FA2823-06-D-0005).