Word: journalism
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Dates: during 2000-2009
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According to the yogis, the thick black Manduka mat makes a real difference. First off, you're paying for superior traction. "When you sweat during yoga, it's easy to slip and slide," says Dayna Macy, a managing editor for Yoga Journal, a trade publication. "You don't slip with the Manduka." Also, the mat's extra cushioning softens the stress on your joints. "If you practice vigorously, you'll be moving up and down a lot, and you'll use your knees," says Macy. "The mat is comfortable. And when you feel what's under your feet...
...yogi demographics, however, offers clues into purchasing behavior. Yoga practitioners no longer fit the stereotype of weird women chanting the Hare Krishna mantra. They're young: 40.6% of those who do yoga are between 18 and 34, according to a 2008 Harris Interactive poll commissioned by Yoga Journal. They're smart: 71.4% are college graduates, and 27% have postgraduate degrees. And they're affluent: 44% of yogis have household incomes of $75,000 or more (that figure, of course, might be trickling down during the recession). In other words, yogis are yuppies. And if there's one thing yuppies...
Also, it's easier to justify a $100 yoga mat than a lot of other expenses. "With hedonic consumption, at some point you're going to feel quite a bit of guilt," says C.W. Park, a marketing professor at USC's Marshall School of Business and editor of the Journal of Consumer Psychology. "If the luxury item has some kind of functional value, you're not going to feel that guilt." You feel like you're investing in your health, so a little splurge can't hurt. Plus, Manduka mats carry a lifetime guarantee. If the mat lives...
Microblogging platform Twitter has 32 million users, an increase from about 2 million a year ago, according to research mentioned in the Wall Street Journal. Some Internet measurement services show that figure increasing 50% to 100% month over month. While it is not clear that Twitter will become as large as social networks MySpace and Facebook or video-sharing site YouTube, the company could certainly have 50 million visitors by the end of the year...
...that current players' high level of physical fitness "more or less mitigates the effect of large size when it comes to cardiovascular risk," says Dr. Andrew Tucker, head physician for the Baltimore Ravens and co-author of the study, which was published in the May 27 issue of the Journal of the American Medical Association (JAMA...