Freetopia

Sunday, October 30, 2005

Corporate Blogs: Measure Their Value!

Media placements. Like traditional PR efforts, blogs generate media placements. Though these don't readily translate to financial numbers, at a minimum you can monitor for the quantity, media format, quality, brand, and reach. Based on your specific business needs and culture, establish a method to assess these factors value. (Check out this site for insights on evaluating PR.)

Alternatively, assign a dollar equivalent for placements using the outlet's ad rates as a guide. This assumes the value of editorial and advertising media impressions are similar. Many PR professionals don't approve of this approach as they believe it undervalues editorial endorsement. Further, they claim it doesn't take into consideration quality differences in placements (e.g., a technology mention by Walt Mossberg in "The Wall Street Journal" versus a minor mention buried in Yahoo!) and whether it's on message. While I appreciate their perspective, companies need a way to assign a value to placement results. Ad cost equivalents are a good starting point.

Direct revenues or traffic. When the objective is to grow a business or create an alternative media venue, new leads and ad revenue can be tracked directly. Blogs drive site traffic in a trackable manner, such as the GoDaddy Super Bowl ad discussed on GoDaddy CEO blog.

Consider discreetly and judiciously placing offers in your blog. Use a unique URL, and they're measurable. Readers received a special NetFlix offer on Steve Rubel Micro Persuasion blog, for example. If the blog is the only component of the mix that changed during this period, any sales left can be attributed to it.

Improved search rankings. Because blogs are spidered by search engines, monitor links and trackbacks for measures influencing branding and revenues. Many companies pay for search placement, so assign an equivalent dollar amount based on average placement cost or by use of a search engine calculator.

Brand effect.Use surveys to monitor consumer perception of your brand and company before and after blogging. In some businesses, a percentage point change in mind share has a dollar value, making this calculation relatively straightforward. If not, create an equivalent metric based on the amount of marketing investment needed to achieve similar results.

Increased buzz. Monitor improved consumer perception. This can translate into increased sales using word-of-mouth measures or surveys. Like other branding efforts, give an approximation for sales lift. At a minimum, you know what it would cost to drive equivalent buzz using another format.

Promotion generation. Consider the value created by similar promotions, such as a microsite or guerilla marketing effort, as a measure.

refer : Corporate Blogs: Measure Their Value!

How To Make Money With Your Blog Site

1) Google AdSense
2) Blogads
3) Amazon Associate
4) Text Links
5) Premium Content Sponsorships
6) Related Reports
7) Affiliate Sales
8) Online Guides and E-Books
9) Bookstore Distribution and POD Publishing You can also increase profitability
10) Merchandising
11) Collections - Anthologies - Compilations - Curated content on CD-ROM
12) Paid Assignment
13) Donations(Paypal)


- Make Money off Your Blog
- How To Make Money With Your Blog Site

Online Social Networking Goes Mobile

First there was Friendster, which introduced the concept of six degrees of separation to the Internet. Then came MySpace.com, which more than 26 million people now use to make friends, date, or post their blog or music recordings. It has more monthly page views than any site on the Web other than Yahoo, AOL, Microsoft MSN or eBay. And now there's Rabble, which creator Intercasting Corp. says is the first piece of software designed to allow people to create and publish their own content -- whether photos, video clips or a blog entry -- to a personal channel from a mobile phone. Users can also search for others who share an interest or location, since all content includes location tags, or what Intercasting chief executive Shawn Conahan calls "virtual breadcrumbs." < more >

Thursday, October 27, 2005

Jo says writers must face truth of history

FRANKFURT, Oct. 21 (Yonhap) -- South Korea's best-selling novelist, Jo Jung-rae, has lived a life as turbulent as modern Korean history torn apart by ideological conflicts.

"I've received tremendous physical and mental abuse over the past decades," Jo recalled Friday in an interview with Yonhap during the Oct. 19-23 Frankfurt Book Fair. He is one of the 12 writers selected to represent South Korea, the fair's guest of honor this year.

Soon after his 1980s epic novel series, "Taebaek Sanmaek," or the Taebaek mountains, made a splash at bookstores, conservatives derided them as pro-North Korean. The novel's name Taebaek means the mountain chains which stretch down almost vertically through the length of the Korean Peninsula.

For years, the novel was a must-read for the country's university students. It was the first Korean novel to deal with the pro-North Korean partisan fighters' dream of establishing a communist regime in pro-Western South Korea. The series also had historical value as a spotlight on lives torn apart by the 1950-53 Korean War.

But in focusing on the human side of communist fighters, Jo broke a long-standing taboo and suffered heavy consequences. He was suspected of violating the nation's tough anti-communist National Security Law.

Jo's long ordeal ended in April of last year, when prosecutors decided not to file charges against him.

"I want to cry out to the world that oppressing a writer simply because of the idea that he preaches is a political evil that the entire human society might commit, not just South Korea," he said.

Jo maintains that novelists must step in where historians fail.

"When there is something wrong with historians who have a mission of writing down what is worth being remembered, writers should do that," he emphasized. "If they disregard the truth, they are no longer writers."

After a year of study and research, Jo began another multi-volume epic novel, "Arirang," a story of farmers who lost land during the 1910-1945 Japanese colonial rule of the Korean Peninsula and moved to Hawaii, Manchuria and Russia with anti-Japanese sentiments. The novel was completed in 1995.

After traveling himself to such countries as Vietnam, Saudi Arabia and Germany, Jo in 1997 embarked on his third historical novel series, "Han River," and completed it four years later. Han is the river running through Seoul, the South Korean capital.

Today, at 62, he looks back on 20 years of writing that has produced 51,500 manuscript pages, forming a stack three times as tall as he.

Jo was an elementary school student when the Korean War broke out. His still-fresh memories of the war inspired him to write a novel set in that period.

"I still feel the pain that I felt at the time. As other Koreans in my age might do, I always try to eat three meals a day. I already bought an woolen robe because it was too cold here in Germany. That's a kind of mental disease. But the scars of war remain in mind," he said.

This is borne out at the South Korean box office, where most hits are about the Korean War or ideological confrontation, he said, citing "Taegukgi," "Silmido," "JSA (Joint Security Area)" and "Welcome to Dongmakgol."

"South Koreans have aspirations for inter-Korean reunification and to wash out scars of war in their mind," he said.

"Taebaek Sanmaek" was published in Japan eight years ago and the complete 12-volume series of "Arirang" was published in France by the country's L'Harmattan publishing house in 2003. The same publisher is translating the "Taebaek Sanmaek" series in French with two of the 10 volumes already published.

"The Japanese publisher of 'Taebaek Sanmaek' told me that the books are not simply a story of the Korean War, but about how superpowers torment people of a weak country," he said. "The message of 'Arirang' is the same. That's how imperialists persecuted people of smaller countries. That's exactly what I meant to say in these novels."

The common virtue of human beings is "co-existence and peace," he emphasized.

Wednesday, October 26, 2005

Scientists Gain Insight Into Earth

By Kim Tae-gyu
Staff Reporter

A team of Korean scientists has analyzed magma in precision, which may be described as a crystal ball to occurrences in the mysterious innermost part of the earth.

The team, led by Prof. Lee Sung-keun at Seoul National University, Tuesday said they found how magma’s atomic structure changes with increased pressure inside the earth.

``When we racked up pressure on borate glass, which constitutes magma, its atomic structures and properties changed,’’ the 34-year-old said.

``Up until now, the study of magma has been difficult due to a lack of technology to measure microscopic atomic structures of non-crystal lines like liquid and glass. However, we could view the alteration of magma through X-ray scattering,’’ he added.

The finding is expected to ignite brisk research on magma, the molten rock located beneath the surface of the earth.

``If we dig a little deeper, we will be able to gauge the amount of radioactive isotopes in magma, a turbine engine of the earth. Then we can determine the life expectancy of this planet by projecting when the fuels will run out,’’ Lee claimed.

In addition to the academic purposes, Lee said the new finding can be applied for commercial use.

``Glasses used as advanced optical materials have similar atomic structures to borate glass. Subsequently, we can apply our new technology to make new substances,’’ Lee said.

The breakthrough will be featured in the next edition of the Nature Materials, a Britain-based peer-reviewed scientific journal published every month.

from the korea times

Monday, October 24, 2005

How to Spark More Consumption

Focus of the week
Impact of the US Rate Hike on Korea

Financial markets
Money & Bond Markets (Oct. 12 ~ 18)Stock MarketForeign Exchange Market

Issue report
How to Spark More Consumption

Major events of the week
Major Events of the Week (Oct. 12 ~ 18)

Economic Indicators
Macroeconomic IndicatorsIndustrial ActivityInternational TradeBalance of Payments & Foreign ExchangeMajor Economic Indicators of North Korea

< Link >

Saturday, October 22, 2005

Poll : Japan's Prime Minister Junichiro Koizumi

Do you think Japan's Prime Minister Junichiro Koizumi is justified in making annual visits to the Yasukuni Shrine?

Yes, it's purely an internal political issue.
No, the visit is an affront to Japan's WWII victims.
Maybe he should put a stop to it.
I'm not sure.



* Vote to see the result.

English Premier League footballers Lee Young Pyo and Park Ji Sung go head to head

In the 24-hour society that is modern Korea, 11 p.m. on Saturday night is hardly considered late but this weekend there will be even less people tucking into bed at that time.

The reason is that 9,000 kilometers away in northwest England, Park Ji Sung and Lee Young Pyo will go head to head for the first time in their careers, as Manchester United host Tottenham Hotspur in the English Premier League.

This is a big game in its own right, as second and third in the standings do battle. A year ago, such a meeting would have seemed impossible with both players starting for PSV Eindhoven.

Though a last minute coaching decision could leave one or both off the roster for Saturday's game, a number of factors seem to hint at their being called up.

Tottenham's Lee has played every game he has been fit, while Park's chief rival in United, Ryan Giggs, fractured his cheekbone in a Wednesday match.

South Korea's two most famous soccer stars are starting to make waves after summer moves north from the southern Netherlands. The fact that the "Taeguk Duo" spent almost three years together near the North Sea under Guus Hiddink only makes their encounter on Saturday all the more fascinating.

Lee and Park are firm friends and have played on the same team, the national team and PSV, so often that they know each other's games inside out. It will be in the Old Trafford Stadium, on a late autumn afternoon in Manchester, that the pair will get a chance to apply that knowledge.

After an indifferent start at the home of global giants, Manchester United, Park has shone in recent weeks in wins against Fulham and Sunderland. Tottenham, in second place, will be a tougher place but the frontrunner to be the Asian Player of the Year is full of confidence, especially upon being made captain for 10 minutes in United's midweek Champions League game with Lille.

Lee has slotted into the left side of the Spurs defense and already plays like he has been at the London club for years. The game at United will be big one for the 28-year-old but with a wealth of World Cup and Champions League experience already under his belt, Lee, like his junior, will have no problems performing in front of 68,000 fans.

To make the encounter yet more salivating is the highly possible prospect of Park lining up on the right side of United's attack and Lee taking his usual position on the left of Tottenham's defense. It all presents a delicious dilemma for all involved in South Korean soccer and OhmyNews spoke to a few of those and asked them for their take on the clash.

Ian Porterfield (Busan I'Park coach)

The Scot has a wealth of experience around the world and has managed Chelsea, succeeded present United boss Sir Alex Ferguson at Scottish club Aberdeen and has coached various national teams.

"I spoke to Sir Alex Ferguson by phone recently and he was delighted with Park -- his attitude, work ethic, desire to win-everything is impressive.

The arrival of the two boys in England shows the great progress that has been made in Korean football - it is really good. It's a message to all the young players; that it's possible to play in the Premier League. In my opinion, it's the most exciting league in the world, the one that everyone looks to."

Ka Sam Hyun (Director General of the Korean Football Association)

"It's important that both players play.

Both Manchester United and Tottenham Hotpsur are in good positions and I hope that Lee and Park play well and get the result according to their performances."

As for the result - how could I possibly say? I wish them good luck, 50 percent to each player.

I hope many Korean fans watch the game on Saturday night and I'm sure that they will."

Lee Eun Ho (Public Relations Manager of Suwon Samsung Bluewings- Park's hometown club)

"It's a milestone. One year ago there were no Koreans playing in the Premier League but now we have two players.

It is a milestone that we've passed, one that shows how much we've improved. We have two players in one of the best leagues in the world.

As for the result, Lee Young Pyo said that the ideal scenario is for Park Ji Sung to score but Tottenham to win and I agree with that.

My only hope is that both players put on good performances."

Choi Sung Dae (Marketing Manager FC Seoul -- the club formerly known as Anyang Cheetahs, Lee's former team)

"There's a lot of expectation as these two players are representing Korean in one of the biggest leagues in the world - we are very happy to see that.

Lee used to play for Anyang Cheetahs before it became FC Seoul and some of the staff have special feelings for him and feel very proud.

Tottenham is playing well this season in second and United always do well -- it's great."

Yang Te Sam (Yonhap News Soccer Reporter)

"Park is excellent for South Korea -- very physical and clever, he's the most crucial player in the team. All Korean fans hope that he can start instead of Ryan Giggs or Christiano Ronaldo.

We hope that both play well but Park Ji Sung wins. I hope he scores, the time has come for him to score."

Kim Myung Joo (Fan)

"I feel so happy that our players are in the English Premier League. It's a big league and they play for big teams, I feel so proud.

I hope they both play well but I want United to win because Park needs more support. Of course I hope Lee does well as he has been injured recently.

Ideally they both score and get in the spotlight but don't meet on the pitch. If Park plays on the left and Lee also, they won't meet - they know each other so well."

from ohmynews

Thursday, October 20, 2005

The 2005 Frankfurt Book Fair


The 2005 Frankfurt Book Fair opens on Wednesday, and Korea is the "Guest of Honor." This year's event will be the largest ever, with approximately 12,000 printing houses from 110 nations will be participating and some 300,000 visitors and 10,000 news crew members. We inevitably have special expectations for this year's book fair, because the nation chosen as "Guest of Honor" is given a special opportunity to show off its cultural past, present, and future. It is a "cultural oympics," in the spirit of the Olympics and the World Cup.

During the course of the fair Korea will hold special events large and small in 29 areas, not just in publishing and literature but including also music, drama, and art. The traditional Jongmyo Jerye'ak and the modern musical "Subway Line #1" will go on stage simultaneously, and Korea's Jikji Simgyeong, the world's earliest book published with metal type, will be displayed next to the German Gutenberg Bible. It is welcome news to learn that the "100 Korean Books – Ubiquitous Books" program, which demonstrates Korea's excellence in information and communication technology, is already attracting a lot of interest.


This year's fair will be a fine opportunity for the Republic of Korea to rise as a culturally advanced nation in the international community. When Japan was the Guest of Honor in 1990, it worked hard at planting Japanese culture around the world. It is probably not entirely a coincidence that four years later Kenzaburo Oe won the Nobel prize for literature.


They say that about 4,000 local news reports are filed about Guest of Honor events alone. We call on officials to work hard at making the fair, in the words of fair president Juergen Boos, "a chance to let Europe and the whole world know of the identity and excellence of Korean culture." We hope to see the hard work and many complications over the past two years of preparations move the hearts of the world's people.


The Hankyoreh, 19 October 2005.

Turning on the Tap: Is Water the Next Oil?

Water, not petroleum, may emerge as this century's most essential—and contested—product. Here's how new, private enterprises are exploring the complexities of water delivery and treatment globally. From HBS Alumni Bulletin.


by Garry Emmons

Flush, shower, rinse, swallow—fumbling through their first waking moments, most Americans are probably too groggy to see competitive advantage in their early morning routine. But there it is: All the H2O they need—cheap, clean, treated, pressurized, and home-delivered—available at the turn of a faucet. Not so for 1 billion other residents of planet Earth, whose day begins quite differently. With their basic health already compromised for lack of water-based sanitation, those less fortunate must also worry that their drinking water—often requiring several hours each day to collect—may sicken or even kill them.

The ocean-dominated Earth is indeed the "blue planet," but only 1 percent of its water, the equivalent of one tablespoonful in a gallon, is fresh and accessible. Agriculture and industry are thirsty for that limited supply, too. They consume—often inefficiently—amounts that far exceed residential and personal use. And with the global population skyrocketing, the demand for water to sustain, feed, and employ the world's people is projected to double by 2025. By that date, nearly half of the estimated population of more than 6 billion will be living in "water-stressed" countries, where either the quantity or the quality of water supplies will have sunk to levels ranging from inadequate to economically crippling. At the same time, another valuable water-infrastructure system, the environment, is in steep decline because of human mismanagement. All these competing forces lead some experts to believe that water will replace petroleum as the twenty-first century's core commodity, with nations rich in water enjoying enormous social and economic advantages over those that are not.

Water is a $400 billion global industry.
In an age of global water scarcity, with governments scrambling to create new water systems or repair deteriorating ones, there is money in water. Already a big business attracting major corporate players such as General Electric, Siemens, ITT, Suez, and Tyco, water is a $400 billion global industry. While just 15 percent of U.S. drinking water is delivered by for-profit, or "investor-owned," entities, with the remaining 85 percent operated by municipalities themselves, the Environmental Protection Agency says that the U.S. water industry needs $500 billion of infrastructure investment over the next twenty years. All this portends opportunity for private companies and for investors, who've sent water-related stocks soaring 113 percent over the last five years. As replacement costs for old facilities and equipment combine with increasingly stringent and expensive regulations, more and more communities are also contending with municipal budget squeezes and tax-averse citizens. Turning over water operations to private companies that can offer economies of scale, financial resources, expertise, and efficiency is an attractive option.

Privatization, however, troubles some consumer advocates and other activists. Critics argue that water is an essential human need and should not be subject to the vagaries of profit-driven management or the potential manipulation of markets. But it is these same market forces that could well drive crucial changes in water use. In theory, when water becomes expensive, it will be used more efficiently.

"The really important point is not whether public or private providers deliver the service but the efficiency, quality, and cost-effectiveness of that service," says Jeremy Pelczer (AMP 162, 2002), president and CEO of American Water. "We agree that water is a human and social right and understand that it deserves special public protections and oversight. Because it's scarce, it has an economic value, but that value must be affordable to the communities we serve."


Water for People



Based in New Jersey, American Water is part of the British multinational RWE Thames Water, which operates in twenty-five countries. American Water is responsible for water services and wastewater treatment for 17 million people in 1,800 communities in the United States and Canada. American Water typically owns and/or operates the municipal water system in a community, while the community continues to "own" the local water supply. The company agrees that it will provide necessary capital investment and expertise, treat and deliver drinking water, and bill and collect revenue. Treatment and quality standards for that water, how much of it can be extracted, and how much the company can charge are all determined and regulated by public authority. Compared with other developed countries, U.S. consumers pay relatively little for water, mostly because of public subsidies. But as demand and infrastructure needs grow, public authorities may decide cheap water can no longer be justified.

Another major opportunity in the water business lies in the industrial sector. From 2003 until earlier this year, Doug Brown (MBA '85) was CEO of Ionics, Inc., a company based, aptly, in Watertown, Massachusetts, that specializes in water treatment and desalination. Brown points out that many diverse industries (e.g., food, pharmaceuticals, computer chips, electric-power generation) require purified water that is treated to much higher standards than drinking water. He observes, "In North America and around the world, industrial customers are increasingly interested in how water quality affects the economics of their manufacturing operations. They're willing to outsource water treatment because of its increasing complexity and strict regulatory requirements. Industrial water treatment is a capital-intensive industry, so that tends to drive it into the hands of large multinationals." Indeed, Ionics itself was purchased last February for $1.3 billion by General Electric and its CEO Jeff Immelt (MBA '82). GE has announced its intention to reach $10 billion in water-business sales over the next decade.

Worldwide, as water becomes increasingly precious, it is often predicted that more conflicts will arise as several nations compete for the same limited source of water. Indeed, tensions have emerged in such situations, as is the case with the aquifers of the Middle East. But water strains can also breed cooperative efforts, such as the Nile River pact involving some ten countries. As it happens, water fights are just as likely to be intranational, between sectors within countries, as international.

Agriculture will need ever-greater amounts of water to feed growing populations, even as burgeoning cities—with their greater wealth and political clout—typically draw off more water for their residents, industries, and power plants. With their huge populations, China and India (where groundwater supplies in Delhi are expected to run dry by 2015) are especially susceptible to these water stresses. Dry nations will increasingly abandon agriculture because of water scarcity, as is now happening in the Middle East and North Africa, and will turn to the water-rich countries for grains and other foods. This trade in comestibles—flowing from lush lands to parched places—has earned wheat, rice, and other crops the sobriquet "virtual water."

For most water-stressed or water-scarce countries, essential steps, along with conservation, are more efficient and productive use of water in irrigation and industrial processes. A primary aspect of this is the upgraded and expanded treatment of industrial wastewater and sewage water, which can then be reused for irrigation and industrial applications. Currently in the developing world, some 90 percent of sewage and 70 percent of industrial wastewater are untreated, frequently finding their way into the usable water supply. As Doug Brown observes, "Water infrastructure in the developing world is generally inferior to that of the industrialized countries; in addition, many of those nations now view water as a strategic asset. So for them, making unusable water usable again is in effect making a valuable product. The technology, capital, expertise, and managerial know-how to accomplish this is required all over the developing world, thus offering an array of opportunities for water multinationals."

The municipal water sector in Third World countries is also in need of support. The World Bank, which advocates privatization, reports that a third of public utilities in developing countries lose up to 40 percent of their water due to poor infrastructure and mismanagement. That's one reason why communities outside the United States, Brown notes, have been more inclined than their American counterparts to outsource their local operations.

As demand and infrastructure needs grow, public authorities may decide cheap water can no longer be justified.
Seeking new sources of supply, many coastal regions are turning to desalination technology. General Electric, for one, says it will be opening several "desal" plants a year worldwide, costing up to $300 million each. "Seawater desalination provides the ultimate answer for water-supply problems because its source is effectively limitless," says Brown. "Its drawbacks are that even though technology is rapidly reducing costs, it still remains the most expensive way to produce usable water. In addition, water is not economically transportable from coastal to inland areas. Right now, for agricultural and industrial use, it's more cost-effective by half to recycle municipal wastewater."

Equitable and efficient use of the world's water is becoming an ever-more urgent issue and one that inevitably will mean increased involvement for the private sector. Says American Water's Jeremy Pelczer, "On their own, or working with NGOs, or in public-private partnerships, investor-owned companies have a role to play in managing the world's water. But at the end of the day, it starts with governments implementing the correct policies, not just regarding water reform, but in matters such as poverty alleviation, environmental regulations, and so forth. We need to focus on the UN Millennium Development Goals of halving the number of people without water and sanitation by 2015. The essential element is leadership from the public sector."

Doug Brown agrees. "Water issues are addressable, but they require a commitment of resources and capital. That people drink water downstream from where waste is disposed of is completely avoidable. Water issues can definitely be fixed. The technology, experience, and management expertise exist. What's required is the will to do it."

Reprinted with permission from "Water Ltd.," HBS Alumni Bulletin

Garry Emmons is the senior associate editor of the HBS Alumni Bulletin.

Marzipan???








hmmmmmmmmmmmmmmmmm^^;;

from empas_korea

Wednesday, October 19, 2005

Social Marketing Comes In Four Flavors

Consumers' trust in traditional forms of advertising is waning. In 2004, less than 50% of consumers trusted TV and radio ads, and only slightly more trusted print ads. What's more, consumers increasingly say they're bombarded with too many irrelevant ads. These negative attitudes toward traditional marketing have led consumers to take measures to block direct mailers, telemarketers, and TV advertisers from their homes in an accelerating consumer ad backlash.

Social or viral marketing -- with its minimal obtrusiveness and trustworthy sources (often other consumers) -- avoids most of the anti-ad reactions that fuel the backlash. By engaging consumers in a dialogue about their products or encouraging consumer-to-consumer dialogue, marketers inevitably lose some control over the message of their campaigns. But what marketers may lose in control, they gain in audience attention, velocity of communication, and much-needed trust from loyal consumers.

Tools For Social Marketing
How can marketers connect with jaded consumers who avoid traditional campaigns with spam-blockers, DVRs, and Do-Not-Call lists? Four flavors of social marketing can help:




1: Word-of-mouth (WOM) Marketing
Disillusioned consumers -- those who've lost trust in marketers -- now turn to each other for trustworthy product information. This consumer-to-consumer "buzz" naturally occurs without the intervention of marketers -- 46% of North American consumers often tell friends and family about products that interest them. When marketers get involved to stimulate WOM activity -- like P&G did when it offered to donate money to an energy-saving charity if Tide Coldwater users sent along product samples -- they must relinquish the control they would have had over a traditional campaign. But this is a small price to pay for the increase in consumer trust created by WOM marketing. While Tide created a buzz arou! nd Coldwater based on environmental awareness, Burger King's successful "Subservient Chicken" Webcast created a humorous buzz for its BK Tender Crisp.

2: Blogs
Blogs (think: online journal) provide a venue for marketers and consumers to open a dialogue and facilitate WOM marketing among consumers. Blogs can be a space where corporate executives post their musings and consumers respond, marketers solicit consumers to post reviews of products, or consumers connect and recommend products to each other. Blogs about kids' issues help Stonyfield Farm create a dialogue with parents. Vespa's blogs give its consumers the opportunity to share Vespa scooter experiences.

3: RSS
Really Simple Syndication (RSS) is an XML standard that gives consumers the opportunity to aggregate all of their information into one location. RSS provides marketers with many options to reach consumers: Feed sponsorships, ad placements within feeds, and ad headlines are only a few. Though current adoption of RSS is relatively low (only 2% of North American online adults use RSS today), those who use this technology now are the valuable, information-hungry consumers of tomorrow (see figure above). Marketers like Purina and Apple use RSS to inform consumers about new products, send updates about product support, and disseminate consumer-generated content from their Web sites.

4: Podcasting
Like RSS, podcasting separates media from a single channel, delivering audio content in a new way. For marketers, podcasts provide opportunities for sponsorships, on-air ads, and original product-specific content. The upside? A captive audience. The downside? A small audience (only 10% of online adults are familiar with podcasting) but a growing one, especially with the addition of a podcasting library in iTunes, which lists more than 600 podcasts about technology and 100 about travel. Marketers looking to repeatedly reach a valuable, younger, tech-savvy crowd should actively explore this new medium.

So while traditional one-way marketing campaigns are losing their audience to consumers' ad fatigue, multitasking, and distrust of marketing messages, marketing itself is not dead. It's just gone to the masses. Get involved in the dialogue.


reference : Forrester Research

Tuesday, October 18, 2005

How Does Cubism Really Work in Asia?

'Misunderstanding' the essence of the genre leads to a unique interpretation

Soon after the introduction of cubism by Pablo Picasso and Georges Braque in early 20th century, it spread widely across other European nations, going through Eastern Europe, Russia, the United States, and later onto Asia. As one of the forces of Western modernism, cubism brought a kind of revolutionary approach in portraying an object. With cubism, the essence of an object might be captured by looking at the painting from different points simultaneously.

An early work of Picasso, "Landscape with Posters" (1912), might be a good example for a beginner to understand the genre. This painting produces three-dimensional effects of flat and sharp planes of the objects. If we look closely at the painting from different angles, we might have a multidimensional view of the same object.

As for Asia, Western contemporary theory suggests that Asian artists experienced less influence compared with Westerns artists. The problem occurred as Asian artists merely interpreted the genre as a technique to draw objects using firm, straight lines and planes. Cubism as a driving force of Western Modernism was acknowledged by Asian artists as being an innovative idea, although the concept was received with various interpretations. Japan was the first Asian country, followed by China, 100 years later. Meanwhile, other Asian countries experienced the influence in 1950s and 1960s, mostly after gaining their independence from Western colonization.

Earlier this month, I had a chance to confirm what contemporary art theory suggests about cubism in Asia, by looking at 120 works of Asian artists from 11 countries in the Museum of Modern Art in Tokyo. It was the first time in the world to examine comprehensively, cubism in Asia. Researchers and curators worked for years to compile 120 paintings from 11 Asian countries. While some might easily find a misconception of cubism, I, however, argue that Asian artists with their lack of theory in cubism have developed the idea in unique ways.

Some experts might call them misunderstandings, because they could not assess the works using text-book-based criteria. But for Asian painters who are more familiar with other genres such as surrealism, cubism is perhaps just another gate to generate their own style, later called semi-transparent shapes, which does not appear in Western artists' work. Vincente Manansala from the Philippines, for example, is one prominent artist that promotes semi-transparent shapes. His works are really eye-catching and produce the multidimensional effect found in any cubist's work.

Again, some experts and scholars might argue that a misunderstanding does exist among Asian painters, but in the later period, explorations performed by Asian painters are easily found during 1990s, and they do not merely obey the firm and sharp-lined doctrines of cubism.

Prominent Indian artist Jehangir Sabavala in his work "Jugs in Consonance" (1959) translated this genre not merely into sharp and straight lines and planes, but also into semi-transparent planes, curves and round shapes in the late 1950s, when the genre was just spreading in Asian countries.

Akira Tatehata, one of the researchers examining cubism in Asia, argues that there is a kind of misconception or misunderstanding of cubism among Asian artists. As the result, some paintings from Asian countries might not fit into any genre of cubism.

However, if the misconception ends up creating a unique and extraordinary work, regardless if it does not fit into any cubism category based on Western modern art theories, why should we worry? So, let cubism be spread in an unusual way in Asia.



Lily Yulianti Farid is a writer based in Tokyo.

Monday, October 17, 2005

From eCRM to SEM

Digital marketing is growing fast. But it is still a mystery to many people. Case studies help to explain what works, and why

Do you know your search engine marketing from your search engine optimisation? Should you use pay-per-click deals or plan online media on the number of eyeballs they will reach? Sometimes, the best lessons come from other companies which have already considered the same questions.

A range of digital marketers offer the benefit of their experience at this year's DM Show. Rachel Johnson, vice-president of marketing, Europe, at Ask Jeeves, together with Matt Powell, creative director of Profero, present the session "Best practice online creative" on Wednesday, October 26, at 11.15am. Among the issues they will consider are optimising campaigns, testing variables, and how much you can really say in a banner.

"Maximising the effect of your search engine marketing strategy" is the theme for Martin McNulty, head of online marketing at Thomas Cook, as part of the same session. He will reveal how the company has deployed search engine marketing (SEM) to great effect in building its online presence to match its retail status.

Mobile marketing is becoming a critical new route to market because it offers the chance to reach consumers anywhere, any time. Sally-Anne Burwell, head of marketing at Vodafone Target, considers "Overcoming the mobile challenge to improve CRM and maximise ROI" on Wednesday, October 26, at 1.30pm. She will examine the role of content and how to integrate mobile phones with other marketing channels.

Search engines are steadily claiming a place as the epicentre of consumer demand. Google explains "A customer-centric approach to ensuring the effectiveness of online campaigns", with head of the vertical markets group James Cashmore speaking in the same session as Burwell. If you want to know how to use offline campaign performance as an indicator of online marketing effectiveness, he has the answer.

"Customers now have a choice, and their decisions will shape the market going forward. This is something the mailing industry needs to do better," says Ivers.

TNT Mail is aiming to provide the full spectrum of deregulated postal services. This degree of change will take some time, but David Higham, business development director at TNT Mail, is confident it will come.

"The more people who use our services, both downstream access and eventually end-to-end, the more confident they will get," he told Precision Marketing earlier this year. The company already works for Sky, Call All, Booker and Express Gifts.

Royal Mail still holds 99 per cent of the market, and erosion is likely to be slow, but steady.

It has faced its own challenges this year, from making its first ever loss to missing performance targets.

There have also been long wrangles with the direct marketing industry about introducing a new pricing system based on size and weight, rather than weight alone.

Some observers believe that the future of the sector will mean more electronic communication. "Direct marketing will increasingly have to embrace new media channels, because that is what consumers are doing," says Mike Dodds, managing director of OgilvyOne, a participant in the opening keynote session on the future of the industry (Tuesday, October 25, 10am).

He points to Ford, which has found that 80 per cent of its customers do research online before visiting a dealership. There will be more options in the future - the question is how to mix them. According to Dodds: "Clients are very clear that it's not about one media taking over from another. It's about how on- and offline direct media work in a more integrated way."Digital marketing service providers, covering data to email distribution, will be highly visible at this year's DM Show. Buoyed by figures showing expenditure on new media marketing growing to an estimated £1.5bn this year, from £1.2bn in 2004, they are operating in a space that is getting hotter.

Interactive Prospect Targeting (IPT) recently published a five-volume guide to email marketing. It provides a step-by-step guide to the basics of campaign planning, intelligent data management for email marketing, writing and creating emails that get results, understanding the art of email broadcasting, and measuring email marketing effectiveness. The company also recently added a guide to questions clients should ask a managed solutions provider.

Prospects can ask IPT about its services by visiting the company at the exhibition, having taken advantage of the free download from its website (www.ipt-ltd.co.uk). As a data owner, the company offers nearly 5 million opted-in email addresses, with hundreds of selectable variables. It also has 2.1 million postal prospects with lifestyle information.

If you are looking for freshly captured permission marketing data, IPT runs www.myoffers.co.uk - a data collection website that, together with partner brand sites, has acquired over 7 million registered members. New registrations are running at 170,000 per month.

Youdata will also be at the show promoting its 5 million-strong, opt-in email database - 45 per cent of the online market. Set up by Unanimis Consulting, the dataset has been built by asking consumers what products they are interested in, via co-registration and the Youdata anonymity programme. Offers and competitions are also delivered to specified target groups via the www.youdirect.net site.

Email delivery has become a more technically complex and difficult proposition as a result of the rising tide of spam. As many as nine out of ten emails carried by Internet service providers (ISPs) may be bulk emailings or fraudulent messages.

To cope with this deluge, ISPs have put in place spam filters. The problem is, these also take out legitimate marketing communications. The level varies. Yahoo! filters 25 per cent of opted-in messages, while Hotmail only takes out around 12 per cent. To make sure your campaign results are not affected by this situation, you need to work with a company

For more information and stories in this area visit the UK's top direct marketing title at http://www.precision-marketing.co.uk

Saturday, October 15, 2005

David Levine's Economic and Game Theory

This site uses the tools of modern economics and game theory to explore how the interaction of intelligent goal-seeking individuals determines social outcomes. Find out more about game theory.

by David K. Levine

Proop that girls are evil and..

A Soft-Landing for China's Economy

Focus of the week
New Market for NAND Chips

Financial markets
Money & Bond Markets (Oct. 5 - 11)Stock MarketForeign Exchange Market

Issue report
A Soft-Landing for China's Economy

Major events of the week
Major Events of the Week (Oct. 5 - 11)

Economic Indicators
Macroeconomic IndicatorsIndustrial ActivityInternational TradeBalance of Payments & Foreign ExchangeMajor Economic Indicators of North Korea

Thursday, October 13, 2005

Daniel Bell

A Harvard academic and prominent figure in the American Academy of Arts and Sciences, Bell is best known as one of the theorists of post-industrialism. Bell's best known works are The End of Ideology (1960) and The Coming of Post-Industrial Society (1973).

The End of Ideology has been a seminal text in the development of what has been called 'endism': the notion that history and ideology have come to an end thanks to the twin triumphs of Western democratic politics and the economic system underpinning it, capitalism. Bell himself in his later career has become somewhat worried by the right-wing slant of much 'endist' theory; although it is worth pointing out that in its day The End of Ideology was vigorously attacked by left-wing critics who claimed that it ignored the reality of life in the Third World and helped to maintain their status quo. For such critics, endism was merely another ideology, that of Western political liberalism, whose concern was to discourage the view that any opposition was possible.

The Coming of Post-Industrial Society, subtitled A Venture in Social Forecasting, suggested that we were on the brink of a new kind of information-led, service-oriented society that would replace the industrial-based model that had been dominant in the West in the nineteenth and twentieth centuries. A post-industrial society has for Bell three main components: 'a shift from manufacturing to services'; 'the centrality of the new science-based industries'; and 'the rise of new technical elites and the advent of a new principle of stratification'.

Since The Coming of Post-Industrial Society was published, much of what Bell has forecast has indeed come to pass in the 'mass consumption' societies of the West, although, as many critics would be quick to point out, not without considerable social cost in terms of unemployment and job insecurity. Bell has, however, clearly foreseen the direction Western culture would take, and his work now looks to prefigure much postmodern thought, which has similarly emphasized the socially transforming power of information technology.

The need to break with the outdated narrative of modernism, which included within it an uncritical belief in industrial progress and exploitation of the material world, has come to be widely recognized, and in a very real sense most of the advanced Western economies could be described as post-industrial to at least some degree. Certainly, service-industries, knowledge-production, and information technology form an increasingly important part of Western life, particularly as regards wealth-creation. Whether they agree with Bell's particular vision or not, the kind of ideal society envisaged by most postmodernists is unmistakably post-industrial . (ed. Stuart Sim: Routledge)

Wednesday, October 12, 2005

How earthquakes happen

How and why the earth moves, and different types of quake

from bbc

Tuesday, October 11, 2005

15th European Union Film Festival 2005

7.00pm ONE DAY IN EUROPE(Germany) directed by Hannes Stoehr
9.30pm EVERYBODY FAMOUS!(Belgium) directed by Dominique Deruddlere
< Link>


I hope you enjoy this film festival^^*

Sunday, October 09, 2005

Singapore 3rd-Qtr GDP Probably Expanded at 3.7% Annualized Pace

The following table gives forecasts for the percentage change in gross domestic product from a year earlier, the annualized, seasonally adjusted change from the previous quarter, and estimates for 2005:

Korea's Export Strategy

Focus of the week
Factors Behind Korea's Bull Market

Financial markets
Money & Bond Markets (Sept.28-Oct.4)Stock MarketForeign Exchange Market

Issue report
Korea's Export Strategy

Major events of the week
Major Events of the Week (Sept.28-Oct.4)

Economic Indicators
Macroeconomic IndicatorsIndustrial ActivityInternational TradeBalance of Payments & Foreign ExchangeMajor Economic Indicators of North Korea

Friday, October 07, 2005

'Dongmakgol' deeply touching with imagination, humor



By Shim Sun-ahSEOUL

The feature debut by director Park Gwang-hyeon, "Welcome to Dongmakgol," is set in a tiny mountain village in South Korea in the early stages of the 1950-53 Korean War.

It begins with the arrival in the village of Dongmakgol of wounded Allied Forces U.S. naval pilot Smith (played by American actor Steve Taschler) after his plane crashed on a nearby hillside.

More strangers then find their way to the remote village apparently oblivious to the war outside: Three North Korean soldiers accidentally isolated from their unit amid the confusion of the battle and two South Korean deserters. Magic butterflies and a cheerful simpleton village girl called Yeo-il (Kang Hye-jeong) draw the visitors into the peaceful hamlet so far unaffected by the war due to its location deep inside the Taebaek mountains of Gangwon Province.

For the people of the village, the newcomers are viewed simply as people "wearing a round gourd and holding long sticks" and who "look irritated a lot," because they have never seen a gun nor military helmet. When the soldiers explain war has broken out across the Korean Peninsula, the villages ask with surprise, "Who invaded? The Japanese or Chinese?"

This is an amusing prologue to a film that portrays the tragedy and absurdity of war.

The soldiers from the opposing sides initially confront each other with their weapons, but the warmheartedness and innocence of the villagers starts to open their minds and bring them together. When they later become aware of an Allied Forces plan to destroy the village in a bombing raid, the soldiers combine forces to defend and protect it.

Adapted from the popular play of the same title staged by movie director Jang Jin and with a soundtrack composed by Joe Hisaishi, renowned for the theme music for Japanese animation hits by Miyazaki Hayao such as "Howl's Moving Castle" and "Spirited Away," this film is packed with fun, energy and deeply touching moments.

Park, a veteran of television commercials, adds artistry, fantasy and imagination to the original story. Contrasted with the tranquil Dongmakgol, where butterflies fly among wild flowers and children play a wide grassy fields, the war feels more tragic.

The fable-like film has two scenes that rank among the greatest in recent films: Popcorn falling like a snow after a grenade explodes in the village's corn storehouse. The other impressive scene is of the indiscriminate aerial bombing of a snow-covered hill as if a fireworks.

Of special visual attraction was the folk festival in which villagers dance to the rhythm of percussion instruments and some children play on bamboo stilts. The beautiful pumpkin lamps lightening up the path leading to the village serve to add to the festive mood. Combined with Hisaishi's music, the scene bring to mind the festival scenes that often appear in Japanese films.

The movie never feels rushed in allowing the South and North Korean soldiers to develop real relationships during a lull in action.

Park was not foolish enough to have the U.S. pilot engage in the battle to defend Dongmakgol. If the American had eventually involved in the fight against the Allied Forces, the film could have been criticized for overindulging in sentimentality.

The battle scene at the end of "Dongmakgol" is spectacular to all the senses, and audiences can fully appreciate the 8 billion won (US$7.7 million) spent producing the film.The leading North Korean and South Korean soldiers are played respectively by Jeong Jae-yeong of "Someone Special" and Shin Ha-gyun of "Sympathy for Mr. Vengeance" and "Save the Green Planet!."

"Welcome to Dongmakgol" opens Thursday nationwide. It was produced by Film It Suda and is distributed by Showbox.The running time is 133 minutes.

Michelle Wie Turns Pro

Michelle Wie has turned pro, the Korean golf phenomenon announced on at the Kahala Mandarin Hotel in Honolulu, Hawaii on Thursday.

Wie will be turning 16 on Oct. 11 and two days later take part in the Samsung World Championship in Palm Desert, California, which will mark her pro debut. Flanked by Mike Fasulo, chief marketing officer of Sony, and Bob Wood, president of Nike Golf, Wie confirmed she signed endorsement deals with the two companies worth $10 million a year and will use Nike golf clubs.

However, except extraordinary measures are taken, it is impossible for Wie to join the LPGA Tour until she turns 18. LPGA commissioner Carolyn Bivens, sent Wie a welcome message, congratulating her on taking the next step in her golf life. She said Wie had the qualifications and talent to attract global golf fans and would help open a new chapter for women's golf.

Wie, who is still in high school, held the press conference at 8:00 a.m. local time to get to school on time.
She looked like a mere teenage girl, but in answering questions from reporters at the press conference, she boldly announced her ambition to become the world’s greatest golfer. Excerpts follow.

Your life will change a lot from now on. How do you feel now?
I felt a little nervous in the morning, but now I am very excited and buoyant. I will do my best to become the best golfer in the world. I know there is much expectation about me. Just thinking of becoming a pro makes me feel excited.
When did you make up your mind to turn pro?
I thought about it for a long time and felt this is the right time. I feel I am well prepared and comfortable to play as a pro. Everything is going well.
What are you going to do with your studies?
My first priority is school. I will finish high school and go on to college.
What are your immediate and long-term plans?
I will play the Samsung World Championship on the LPGA tour next week, and in the men’s Casio World Open in Japan next month. I want to play on both LPGA and PGA tours. And I really want to become the fist female golfer to play in the Masters at Augusta National.
What level do you think you are at now?
I always tell myself that I can beat any players on the LPGA tour, but I am not at that level yet.

from chosun

Wednesday, October 05, 2005

How To Build 6,000 Nuclear Plants

We asked nuclear engineer James Muckerheide how many nuclear plants would be needed to bring the world's population up to a decent standard of living, and how to do it. Here are his answers.
In 1997-1998, I made an estimate of how many nuclear plants would be needed in the world by 2050. It reflects an economy that is directed to provide the energy necessary to meet basic human needs, especially for the developing regions.
The initiative required is not unlike what the U.S. government did to build the nation: for example, to bring electric power to rural areas; to provide transportation by building roads and highways and canals, and the intercontinental railroads, and airlines; to develop water supplies and irrigation systems; to provide telephone service, medical and hospital services; and many other programs that were essential to develop an advanced society, and to lift regions out of poverty.
However, we need to do more to meet those needs, both within the United States and for the developing world, to bring those people into the economic mainstream, instead of leaving them to be just cheap sources of our labor and raw materials.

The Role of Nuclear Energy
My projections simply envisioned nuclear energy growing from supplying 6% of world energy needs today to one third of the energy demand in 2050, which was taken to grow by about a factor of 3 from 2000. But, of course, that begs the question: Can fossil fuels continue to provide energy at or slightly above present levels, to produce about one third of the energy demand in 2050? And is it likely that hydro, wind energy, and other alternatives can provide the other third, which is also the equivalent of 100% of today's total energy use?
So, nuclear power in 2050 would be roughly 18 times its current use. This requires fewer than the number of plants I projected in 1997, and is equivalent to about 5,100 1,000-megawatt-electric (MWe) plants.
But nuclear energy must produce more than just electricity; it must produce fresh water by desalination of seawater, hydrogen production to displace gasoline and diesel fuel for transportation, process heat for industry, and so on.
Note that, in this case, nuclear energy does not displace coal, oil, and gas. About 200% of current energy use would still have to come from fossil fuels and alternative sources. If oil and gas production cannot be maintained up to about 100 millions barrels per day, this would require an even greater commitment to nuclear energy, especially if nuclear energy is needed to extract oil from tar sands, oil shales, and coal.
There are pollution-control and other cost pressures limiting supply that will make fossil fuels more costly in any event. We need to consider this in the light that nuclear energy can be produced indefinitely at roughly the cost that it can be produced today.
The alternative is to continue "business-as-usual." These conditions are even now producing international conflicts over oil and gas supplies, large environmental pollution costs in trying to increase fossil fuel production, and high costs to try to subsidize uneconomical "alternative" energy sources. This is leading the world into economic collapse, without adequate energy supplies, where the rich feel the need to acquire the significant resources of the economy, with growing disparities in income and wealth, even in the developed world, and frustration in the developing and undeveloped world from the limits on their ability to function economically.

Calculating Energy Demand
By 2050, given current trends, world population will increase from today's 6 billion-plus people to an estimated 9 to 10 billion people, with most of the increase coming from the developing world. The current development in China, India, and elsewhere, indicates the enormous growth now in progress. Today, if anything, such development projections may be understated.
The industrialized world per capita energy use may drop to 65 to 75% of current use, with increased efficiency, however there will be greater energy demands for the new, non-electrical applications, using more energy to extract end-use energy such as oil and hydrogen.
The developing world will substantially increase per capita energy use, to 40 to 50% of current use in the developed world. Going from a bicycle to a motor scooter, may require only a few gallons of fuel per year, but it's a large increment over the amount being used with the bicycle. And motorbikes lead to cars. Even in the last 5 to 10 years, there has been an enormous increase in vehicles, in China especially, and in other developing regions. These are large population—more than 2 billion people—and their need for oil is becoming enormous.
Therefore, if we are to achieve a world that is providing the energy required for developed and developing societies, along with substantial relief of human suffering and deprivation, energy use will be around three times that of today.

Nuclear Energy is Competitive and Cost-effective
Nuclear power is currently competitive and cost-effective. Numerous pragmatic current and recent construction projects around the world provide a strong basis for cost projections in the United States, Europe, and other locations that do not have current experience. Electricity from available nuclear power plant designs is lower than current costs from recent coal and gas plants, and reasonable projections of electricity costs from future coal and gas plants.
There is a popular view that nuclear power is the high-cost option. However, during the 1968 to 1978 nuclear power construction period, there were economic benefits even when there were almost 200 plants ordered and being procured and constructed, with massive construction costs. All of those plants established strong competition with oil, gas, and coal, and the competitive pressure brought down the cost of fossil-fuel-generated electricity a great deal. Ratepayers in the United States saved billions of dollars in fossil fuel costs over almost three decades.
Without the nuclear option, we have lost that competitive pressure. Prices are not constrained by that competition and have been increased, along with increased demand for scarce oil, gas, and coal resources. So, if we build nuclear power plants, even before a significant number of plants are operational, and especially if we have the ability to build plants in a timely manner, we will have an effect of reducing the excessive demand for, and costs of, coal and gas for providing electricity—to the benefit of the whole economy. We must consider that as part of the economic equation that doesn't presently exist in the way we evaluate nuclear power costs: the externalized benefits to society.
We know about calculating externalized costs, but we do not adequately calculate externalized benefits. It's time to do so.
Of course, people still consider the very high costs of the large nuclear plants ordered in the early 1970s. But these suffered the unanticipated effects of high component and labor costs, design changes in process after the Three Mile Island accident, and long construction times with high financing costs.
Today, we are prepared to manufacture and pre-build modules, reducing construction schedules to limit that long-term financial exposure, even if there were increases in interest rates. Future projects will undertake plant construction with approved designs, with "constructability" incorporated. The current generation of early plants are simply artifacts of the historical first phase of nuclear power plant design and construction, just as the Ford Tri-Motor and the DC-3 are artifacts of the first phases of passenger aircraft.

The Mass Production Road to 2050
Because the time frames for these construction requirements are long, and we need significant contributions to power supplies by 2020, we can't just increase production exponentially to put a lot of the power on line in the decade from 2040-2050. We need a substantial amount of nuclear electricity before 2030, and need to install a construction capacity that would produce a stable plant production rate for the future, to meet both a nominal energy growth and to replace old nuclear, and other energy plants. Consider that China is building roughly one new coal plant per week now, and the United States has about 100 coal plants on the drawing board. These plants and hundreds of others will need to be replaced after 2050.
Obviously, we would install much of that capacity between 2030 and 2050. But to get from here to 2030, we have to re-examine how we plan, and commit, to installing nuclear plants. The current idea in the United States, of building one plant by 2010, and 10 more by 2020, is a long way from the needed 2,000 or so in the world by 2030. Fortunately, other countries are doing more to meet the need.
We have to commit now to manufacturing the pressure vessels and other large components in mass quantities, instead of waiting for future ad hoc contracts from individual companies. Waiting leads to substantial overheads and delays to develop contracts, which are subject to the ad hoc process of integrating such plans into the production capabilities of vendors, with, again, rising costs and/or extended schedules, as negotiations are entered for limited production capacity, with high risks perceived for commitments to expand manufacturing capacity vs. the assurance that the industry will not collapse again. Individual companies would still have to develop plans and contracts for new plants, but those plants would come from national policies that engage the developed and developing countries to commit to the production and installation of nuclear power plants to produce a large, worldwide plant manufacturing capacity.
We must also commit to working on evolutionary designs that can reduce the cost of current and future plants. For example, current requirements for containment pressure and leakage, radiation control, including ALARA (the as low as reasonably achievable standard), and so on, can be made more reasonable, along with designs that have less conservatism in design and analysis, without reducing nuclear power plant safety. In addition to engaging the manufacturing industries directly, we must engage the major national and international standards organizations, and other international non-governmental organizations, in this effort.
A plan for rapid growth to a level long-term production capacity to support long-term energy growth and replacement of old plants and fossil fuels, would result in producing roughly 200 new units per year. We can plan for 6,000 equivalent units, taking our present operating plant capacity as about 300 1,000-MWe equivalent units (from about 440 actual units).
There are about 30 units now in construction in the world, with construction times of five to six years, so we are now building about 6 units per year. This will substantially increase in the next two to three years, so we can take something more than 10 units per year as a current baseline, and can plan for a rapid increase in current capacity to a level of about 200 units per year after 2040. We would use current and near-term nuclear power plant construction experience to adopt initial plant designs and major suppliers. We would focus primarily on the required fuel cycle capacity and major component manufacturing, and primary materials and infrastructure, including the required people, to produce nuclear units more like the way we build 747s, with parts in modules being delivered for assembly from around the world, while moving to a more regional manufacturing strategy.
Note that "manufacturing" applies to on-site and near-site support of construction by producing major modules outside of the construction area of the plant itself. The modules built on-site in Japan to construct the two 1,356-MWe ABWRs (advanced boiling water reactors) in about four years, which came on line in 1996 and 1997, weighed up to 650 tons and were lifted into the plant.

The World War II and TVA Precedents
We have the experience of the expansion of production capacity in a few years before and during World War II. President Roosevelt anticipated the need, by engaging industry leaders before the U.S. entry into the war, including earlier production to support U.S. merchant marine shipbuilding, and to supply Britain and Russia using the "lend-lease" program. Henry Kaiser built Liberty ships, which took six months before the war, delivering more than one per day.
The early TVA experience built large projects that integrated production and construction, with labor requirements and capabilities. Unfortunately, as with many large organizations, the later management failed to fully understand and maintain the capabilities that were largely taken for granted as the historical legacy of the organization, with inadequate commitments to maintain that capability. However, there are examples of maintaining those capabilities, in organizations like DuPont and the U.S. Nuclear Navy. These principles must be applied.
In addition, our original nuclear power construction experience demonstrates that these capabilities are readily achievable. Today there are 103 operating nuclear units in the United States, ordered from 1967 to 1973. There were about 200 units in production and construction by the late 1970s. So, even with little management coordination—poor management by many owners and constructors, with plant owners, vendors, and constructors jockeying for position and running up costs in the marketplace—we were building about 20 units per year.
But we got ahead of ourselves. Costs were driven up by competitive bidding and capital constraints, but more important, there was much lower electricity growth following the 1973 oil embargo, which had not returned to near pre-embargo rates as had been expected by many in the industry. The then-existing excess baseload plant capacity was sufficient to satisfy the slower growth in demand for two decades, relying primarily on coal, which we have in abundance, and in the 1990s, by building low-cost natural gas-burning plants, when the cost of gas was low. But that was an obvious failure to do competent planning, which has clearly exacerbated our current inadequate ability to provide for long-term energy needs of the U.S. and the world, with rising costs that will threaten the world economy.

The Industrial Gear-up Required forMass Production
What kind of industries would have to gear up—steel, concrete, new materials, nuts and bolts, and reactor vessel producers?
The cornerstone of manufacturing for an accelerated program is in fuel supplies and reactor pressure vessels, along with steam generators and turbines, and large pumps. Much of the piping and plumbing, power systems, cables, instrumentation and other systems, plus the concrete and steel for the containment and other buildings, are high volumes of materials, but these should be more readily met within the general industrial production of concrete and steel, and other industrial components and equipment.
This also contributes to redevelopment of essential production capacities that need to expand and to be retooled, along with reactivating substantial steel capacity.
The fuel supply is critical. Initially, uranium mining can be substantially expanded. However, high-grade uranium supplies will be exhausted, along with surplus nuclear weapons materials, requiring the use of lower-grade ores. Ultimately, uranium can also be extracted from ocean water, at only about 10 times the extraction costs of lower grade ore, where it is replenished from natural discharges into the oceans. Because, unlike other fuels, the cost of uranium is a relatively small fraction of the cost of producing nuclear energy, such an increase does not substantially affect the costs and advantages of nuclear power. Extraction of uranium might be effectively done in conjunction with desalination plants. Uranium from seawater, combined with breeder reactors, makes it clear that these resources are good for thousands of years.
The need for conversion and enrichment capabilities would be substantial, along with fuel assembly manufacturing, including the need to establish large-scale ceramic fuel manufacturing for the high-temperature gas reactors, and develop reprocessing facilities to extend uranium fuel supplies. Initially, this would be done by making plutonium-uranium mixed oxide (MOX) fuels, and then later developing breeder reactor fuels. India, for example, is developing a thorium-based breeder reactor to take advantage of its thorium resources, and limited uranium.

Production to Follow the Eurasian Land-Bridge
As to where the facilities would be located: The idea of Land-Bridge development applies here. Today, pressure vessels are built in a few locations and transported around the world. But in planning for necessary nuclear power plant construction, it would be rational to locate pressure vessel, steam generator, large pump and valve manufacturing, and other major component facilities relative to the major plant construction and transportation locations, along with steel sources. These decisions would be made with the industries and countries that would produce the components.
Initially, two or more major pressure vessel facilities might need to be developed to be able to produce about 20 vessels per year. These would be massive facilities. With an initial target to ultimately produce 200 plants per year in the 2040s, we would decide later whether to develop 10 to 20 such facilities around the world, or to make larger and fewer facilities. This will reflect the capabilities of the various companies that must do the work. We can get that capability into simultaneous production. We can construct the large PWRs in four to five years, even three-and-one-half years or so, and down to two years for the gas reactors, using factory production, and on-site manufacturing production of modules. On-site plant construction is therefore more of an assembly process, as well as the construction process that we normally think of in building large concrete and steel structures and facilities.
Manufacturing facilities would be located with consideration of the known and anticipated locations of future power plants, steel suppliers, transportation capabilities, and so on. A constructive competitive environment can be established to keep the system dynamically improving and reducing costs, with necessary elements of competition and rewards to the companies and people producing the components.
Strategic development and implementation of nuclear plants, like the Eurasian Land-Bridge concept, lies in building networks, not just building out linearly as the United States did in moving to join the East and West in building the transcontinental railroad. It is more like the following period in railroad history, when simultaneous railroad lines were tying together the country; for example, the north and south in bringing Texas cattle to the Chicago stockyards, supported by the telegraph with its ability to implement network communications. The process is explicitly oriented to develop along a strategic path, rather than ad hoc plans to develop energy sources and communications around cities that grow as a result of a non-planned, non-networked, model. To be more precise, in the 1800s the city-region was the network, even in large cities where water and power had to be brought from hundreds of miles away. Today, intercity infrastructure needs to be integrated with intracity-regional systems.
Such strategic plans anticipate growth of large nodes that require substantial infrastructure, which rely on and include power requirements—as in industrial complexes and large cities of more than a few hundred-thousand people. We can consider somewhat separately the mega-cities of 20-plus million people that are being created. They require an obvious, localized, large energy component, with a primary role for electricity, but with a heavy demand on the transportation capacity to supply the population and industries, and export the products of the cities. The growing cities of an integrated industrial economy are networked by transportation and communications. Electrification of the railways, and non-electric energy for heat, for example, to provide desalinated water, must be considered.
Electric grids also require that power loads be balanced, which further requires planning in a network strategy, instead of linear development as occurred in the early United States, where, even after the beginning of installing electricity, "the grid" was essentially localized to cities.
In building out a network, we can take a manufacturing mode with the construction of nuclear plants to supply the network that is growing an industrial economy, instead of a focus on the major cities, as occurred with the original U.S. electric power system development. This fragmented result of ad hoc private decisions, responding to individual profit opportunities, had to later be fixed by government, including, for power, government agencies like the great Tennessee Valley Authority (TVA), the creation of the Rural Electrification Administration, and so on, to bring the nation together. As still is true today, this could not have happened effectively by leaving ad hoc decisions with the private financial interests, focussing on assured quick-return profit opportunities in individual projects. It could be delivered by corporate America when given the opportunity, just as with the great dam projects, providing power and water for cities and irrigation, and even recreation, with the associated economic development of the American West.
So, nuclear power plant construction should be transformed from the mode of plant-by-plant construction of ad hoc projects, into a manufacturing-based strategy. France is a prototype. In 1973-1974 a national decision was made to build nuclear plants in convoy series, to make decisions on designs and to install those designs multiple times, with evolutionary enhancements in size, costs, and safety for future plants. Many plants are put on line in a manufacturing planning mode, not constrained by plant-by-plant decision-making and plant construction mode only as individual project profits can be reasonably assured.
This allows the advantage of mass production, with programmatic commitments to make the vessels and major components to support a plant assembly approach. Individual plants would be installed to meet the electric power market needs. This is especially true of the modular gas reactors.
There are areas that have high power demands now—southern China for example. In addition, there are developing areas extending inland to produce energy for local development along a Silk Road model. Initial energy demands in such areas are not enormous, so that instead of large light water reactor plants, we could incrementally build dozens of modular units over decades, combined with evaluating power to eventually be fed to, and supplied from, the growth of the larger regional and national grid.
Installation sequences would dynamically respond, to both lead and follow growth. We could build two or four plants in one location, and move down the road 200 miles and build two or four more; then build two or four more at the original location as the demand grows. This would be very responsive to local conditions and growing demand over time, while the central facilities would build units in a long-term planned strategy for a number of pressure vessels per year. Although the 285-MWe GT-MHR (General Atomics' gas-turbine modular helium reactor) modular plants are small, compared to light water reactors, the pressure vessels are as large as 1,200-MWe pressurized water reactors (PWRs). When, 10 or 20 years later, we need to expand the capacity to build pressure vessels, we will work with the manufacturers either to expand existing facilities or to select and develop other locations.

Political Framework: The Rai1roads as a Model
So, we have the intercontinental railroad model: Start at key nodes, and expand toward other nodes. The railroad development in the United States is a paradigm. It shows that we need a central strategy, to empower the private sector to build in the national interest. The people doing the work were competing for contracts and building from, and developing, private industrial growth. Meanwhile, President Lincoln and the Congress made national decisions to establish routes, resolve public domain issues, provide incentives, and so on, that were required to support that strategic development. So, governmental direction and vision are needed, with private development, initiative and competition. This has to establish the framework in which the private industries can compete and succeed, to implement that vision in the national economic interest.
COMSAT is another model. Congress chartered a for-profit corporation to build a global system based on geosynchronous satellites instead of having to later fix a system that AT&T was ready to build based on low earth-orbit satellites with tracking-antenna to address the most profitable city links first, but would have left much of the world without satellite communications. COMSAT also developed contracts with many nations for their own communications development.
We need a similar government vision now on behalf of the nation, and the world, as a whole, with an orientation to critical infrastructure, that recognizes the human and economic needs, that rely primarily on low-cost energy. This does not need to be done by government directly, as was done, for example, with the TVA. But it must reflect a vision that engages the private sector and the public, to inspire people to see that their future security and opportunities are going to be provided by adequate development and growth in national and world economies, that are geared to meet human needs.
Otherwise, we are all going to be in a real crisis. That will become increasingly visible to the general public as our lack of adequate economic infrastructure, especially for energy supplies, with associated environmental and financial costs, as overwhelming the nation, and the world.
So, how do we proceed with this ambitious building and development program? We need both top-level direction and authorization, and private-sector initiatives.
Certainly, the fundamental decisions can only be made at the top. An organization must be created that has the resources and authority to make plans and commitments. But just how centralized that would be beyond the essential commitments and responsibilities for infrastructure planning and financing, how it works as a government/private sector implementation program, is flexible. It does not have to be large.
Private initiatives can be authorized, directed, and supported by government, more like the transcontinental railroad development. It was justified by national needs for mail delivery and military purposes, which also supported stage coaches and early airlines development, providing guarantees and funds for services. Or it can be a more centralized government role, like the TVA development, but thinking of this like Admiral Rickover thought of it, in using the private sector and competition to build the U.S. Nuclear Navy: Get the private sector to develop and deliver the technology, while government makes major strategic and programmatic decisions, contracting to undertake production capacity to meet demanding specifications and performance requirements.
We need a dynamic, competitive, management-driven enterprise, to prevent becoming trapped or captured by either private interests or self-serving government bureaucracies that don't, or don't continue to, perform well, either on the technology side or on the economic side. Such failures leave the national interest hostage to self-serving organizations and financial interests, whether private or governmental.
Consider the building of the transcontinental railroads in the United States, where the Union Pacific and Central Pacific were chartered to do the job, with subsidies, but they had to raise their own money, with government direction and guarantees. This was compromised in many ways, however, including buying Congressional support with Credit Mobilier stock for changes favorable to the owners, and so on. That was not a clean process.
Thomas Durant, who headed the Union Pacific effort, saw that most of the wealth would be generated from developing the track-side land and resources. The companies weren't making much progress on actually building the railroad, so Lincoln worked to shift incentives to have to build so many miles of track, and the company with the most miles of track at the end was going to make more money. Without that, the Union Pacific would have built out only slowly, focussing more on developing the more valuable land resources. So, for many years it was a substantial competition that had them going "hammer and tong." When they were building out, the Central Pacific was trying to get past Salt Lake City, Utah, to the coal deposits in the Wasatch mountains. They failed to do that when they could only get to Promontory Point, where the railroads joined up. But construction was being driven by rewards in obtaining such resources.
But historically, the transcontinental railroads, originally championed by Stephen Douglas, even with the major scandals, were a great and economically important success, as a national economic and political achievement. They captured the imagination of the country.
Achieving a great project transcends such details, and provides for the generation of great wealth for the economy as a whole, for the nation and the world. This wealth is greatly out of proportion to the costs from any such malfeasance.
So, there are lessons from considering where the interests and values are in developing an economy, beyond just thinking of it as a point A to point B transportation construction project, unlike ocean shipping. Or the need to have airlines serve smaller cities as well as the large cities.

What a Nuclear Energy InitiativeCan Bring to the World
First, even though such a nuclear power enterprise is an enormous project to salvage the world energy lifeline and to limit conflicts, while being a primary economic development engine, it is just the core of the larger decisions to provide adequate energy from coal and other technologies, plus other critical infrastructure required to provide for the human needs of the developing and undeveloped world, and expanding productive wealth in the developed world.
In addition, such a nuclear power and/or energy technology development initiative is also a foundation of common science and technology, and common purpose, for the world. It can be a model. It is a national and international enterprise, founded on government and private industry participation. It has the power to limit those non-productive machinations of both government and private financial interests that are in conflict, which constrain responsible government and private interests from working for greater general wealth and constructive progress for both the developed and developing world, while being enormously successful financially.
Nuclear power also has the advantage that it currently has a high international profile, and substantial, if relatively non-productive, ongoing national and international government organizations. For example, the United Nations, especially with the International Atomic Energy Agency, the International Energy Agency, and the Non-Proliferation Treaty, which is essential to our need to safeguard uranium enrichment and plutonium production, plus many other institutional components. The major industry organizations are also more coordinated and compatible, with technologies and capabilities that are more complementary than other equivalent industries.
In addition, such actual public/private mechanisms can transcend some of the destructive national conflicts and destructive financial conditions, to meet actual worldwide energy needs, and to actually implement essential nuclear power energy supplies to prevent world conflicts over energy—in the real world. This can provide an initiative with a productive purpose that can push current non-productive governmental organizations to replace non-productive dialogue and make actual progress in meeting the human needs of the world.
With any success, these mechanisms can also contribute to models that can address other substantial national and international purposes, to engage the developed and developing nations to enable solutions, beyond current "policy discussions." These mechanisms can enable productive cooperation, along with healthy competition, that can enhance relevant technologies, and lower costs, instead of seeing little actual progress in major projects. This can include basic infrastructure, health care, and drug delivery, education and communications, and so on. These initiatives can constrain costs, and preclude destructive financing costs on developing and undeveloped nations.
The nuclear power enterprise can reduce the coming world energy conflicts, create wealth, and be a model to address the inability to deliver technology and services to the developing and undeveloped world and bring these societies into the economic mainstream. This can be the primary economic engine, the wealth-generating machine, for the 21st Century.
James Muckerheide, the State Nuclear Engineer for the Commonwealth of Massachusetts, is a founder and President of Radiation, Science, & Health. He is also director of the Center for Nuclear Technology and Society at Worcester Polytechnic Institute, which is working to establish a level playing field for decisions on the costs and benefits of nuclear technologies that are essential to human prosperity in the 21st Century.

A full version of this article < 21st Century Science & Technology magazine >

from Executive Intelligence Review

Tuesday, October 04, 2005

Coping With Anxiety

Tip: Change What You Can, Accept the Rest


Part 1: What's normal?

Part 2: What are symptoms of harmful anxiety?

Part 3: How can you cope?

Divorce, layoffs, threat of terrorism -- there's plenty of anxiety around for everyone these days. And very often, the source is something we can't change. How do you know when it's time to get help dealing with your anxieties?

By Jeanie DavisWebMD Features

-----------------------------------------

Sunday, October 02, 2005

Corporate Blogs: Measure Their Value!

Media placements. Like traditional PR efforts, blogs generate media placements. Though these don't readily translate to financial numbers, at a minimum you can monitor for the quantity, media format, quality, brand, and reach. Based on your specific business needs and culture, establish a method to assess these factors value. (Check out this site for insights on evaluating PR.)

Alternatively, assign a dollar equivalent for placements using the outlet's ad rates as a guide. This assumes the value of editorial and advertising media impressions are similar. Many PR professionals don't approve of this approach as they believe it undervalues editorial endorsement. Further, they claim it doesn't take into consideration quality differences in placements (e.g., a technology mention by Walt Mossberg in "The Wall Street Journal" versus a minor mention buried in Yahoo!) and whether it's on message. While I appreciate their perspective, companies need a way to assign a value to placement results. Ad cost equivalents are a good starting point.

Direct revenues or traffic. When the objective is to grow a business or create an alternative media venue, new leads and ad revenue can be tracked directly. Blogs drive site traffic in a trackable manner, such as the GoDaddy Super Bowl ad discussed on GoDaddy CEO blog.

Consider discreetly and judiciously placing offers in your blog. Use a unique URL, and they're measurable. Readers received a special NetFlix offer on Steve Rubel Micro Persuasion blog, for example. If the blog is the only component of the mix that changed during this period, any sales left can be attributed to it.

Improved search rankings. Because blogs are spidered by search engines, monitor links and trackbacks for measures influencing branding and revenues. Many companies pay for search placement, so assign an equivalent dollar amount based on average placement cost or by use of a search engine calculator.

Brand effect.Use surveys to monitor consumer perception of your brand and company before and after blogging. In some businesses, a percentage point change in mind share has a dollar value, making this calculation relatively straightforward. If not, create an equivalent metric based on the amount of marketing investment needed to achieve similar results.

Increased buzz. Monitor improved consumer perception. This can translate into increased sales using word-of-mouth measures or surveys. Like other branding efforts, give an approximation for sales lift. At a minimum, you know what it would cost to drive equivalent buzz using another format.

Promotion generation. Consider the value created by similar promotions, such as a microsite or guerilla marketing effort, as a measure.

from Corporate Blogs: Measure Their Value!