Word: directs
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Marketers love the interaction with consumers, and it's easy to see why: the results are immediate and measurable. "For the advertiser, it really turns out-of-home into a direct-response mechanism," says Alasdair Scott of Filter in London, the firm that developed BlueCasting, the Bluetooth-based system used in the Absolut campaign. The rock band Coldplay used BlueCasting last summer to launch its album X&Y. During a two-week period, 20,000 people downloaded video clips and sample tracks directly from posters in London's main rail terminals. Fifty bus-shelter ads in Britain for the movie...
...first graduate program in landscape architecture (at Peking University) and he serves as its dean. He writes prolifically and, again at his own expense, has mailed copies of his book, The Road to Urban Landscape: A Discussion with Mayors, to some 3,000 city officials. The book is a direct but gently mocking assault on monumentalism: its illustrations show absurdly massive plazas and people squatting on low fences designed to keep them off mosaics of hedges that can only be appreciated from the sky. Recently, Yu's ideas have gained new traction in high places. Environmental sustainability, green growth...
...into Alaskan waters. Exxon says it has already paid out more than $3 billion and owes nothing else. The oil giant has spent an estimated $400 million fighting in court. "The company took immediate responsibility for the spill, cleaned it up and voluntarily compensated those who claimed direct damages," says Mark Boudreaux, an Exxon spokesman...
...Borjas calculates that all immigration, by increasing the labor supply from 1980 to 2000, "reduced the average annual earnings of native-born men by an estimated $1,700, or roughly 4%." Borjas says African Americans and native-born Hispanics pay the steepest price because they are more often in direct competition with immigrants for jobs...
...female politicians, tears are, of course, toxic. No one wants to imagine the tragedy grand enough that Hillary Clinton or Condoleezza Rice could let their waterworks flow. I am, however, less confident that this means they are raring to engage in direct debate. Hillary and Condi will never cry in public - but that doesn't mean we'll ever know what they're really thinking, even...