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...doesn't seem like a person especially interested in moving 10,000 garlic slicers before Christmas, but he enjoys his role in shaping the brand. "When I was trying to define Mario's brand, I came up with three things," says Purcell, his brand manager. "Authenticity, education and enjoyment. Except when I told Mario that, he said, 'Scratch that last one, Darcie. It's f______ hedonism.'" Batali's greatest gift may not be his ability to figure out a winning new way with a scallop but rather his understanding of how to use his image. Batali constantly projects a sense...

Author: /time Magazine | Title: Super Mario! | 4/2/2006 | See Source »

...Except that often they don't, which is why the House rejected President Bush's proposed guest-worker plan when it passed its immigration bill in December. But House leadership strategists say privately they believe this time, with a strong lobbying effort by business and some additional pressure by Bush, they may find the votes they need to support a guest-worker program in a conference bill. The Senate Judiciary bill would allow at least 87,000 guest workers a year to apply for permanent residency, a step toward citizenship--which may be more than House Republicans can swallow...

Author: /time Magazine | Title: Should They Stay Or Should They Go? | 4/2/2006 | See Source »

...semimolten rock. By keeping tabs on the position of key landmarks on either side of the fault, scientists can measure the speed at which the plates are traveling, in this case about 2 in. a year. The problem for the Bay Area boils down to this: except for one short section, the plates on either side of the San Andreas are tightly locked together. It's only when the stress becomes overwhelming that the San Andreas breaks apart, allowing the plates to lurch forward, 10 ft. to 20 ft. at a time...

Author: /time Magazine | Title: Lessons from the San Francisco Earthquake | 4/2/2006 | See Source »

...Except for the researchers taking notes, a Nickelodeon focus group looks like story time at a preschool. In one recent New York City session, four 4- and 5-year-olds heard a story from a future episode of the cable network's hit show Go, Diego, Go!, in which a boy enlists a falcon to recover a magic flute. "The snake sings, 'Yuka, yuka, yik yik ...'" the storyteller reads. Kids giggle, observers scribble, and Nickelodeon finds another way into kids' imaginations--and their parents' wallets...

Author: /time Magazine | Title: Briefs: The Next Kids' Superbrand? | 4/2/2006 | See Source »

...shirt, fatigue pants and a pistol in a shoulder holster. Despite setbacks suffered by his 10,000-strong forces in skirmishes with ECOMOG troops, he vowed that he would not give up the fight. "Look here," he said, pointing to a map of Liberia. "This is all ours -- except for this little piece called Monrovia, and we are going to keep on fighting as long as one foreign ECOMOG soldier remains on our soil." The damage inflicted on Liberia by ECOMOG artillery fire and aerial bombing, which is carried out by Nigerian air force planes, he claimed, amounts...

Author: /time Magazine | Title: Liberia In the Land of Blood and Tears | 3/29/2006 | See Source »

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