Word: network
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Perhaps it was too good to last. Although it has been nearly 30 years since the first commercial cellular-phone network was launched, advertisers have yet to figure out how to get their messages out to mobile-phone users in a big way. There are 2.2 billion cell-phone subscribers worldwide, a total that is growing by about 25% each year, according to the Mobile Marketing Association (MMA). Yet spending on ads carried over cellular networks last year amounted to just $1.5 billion worldwide, a fraction of the $424 billion global ad market...
...perhaps, but corporate spending on handset advertising is expected to soar to $13.9 billion by 2011, according to marketing-research firm eMarketer. The field got a boost on March 27, when Yahoo! became the first major Internet firm to introduce a mobile-ad network, a service that allows companies to more easily place text, display and video ads on mobile-phone websites in 19 countries. Also leading the way are blue-chip brands including BMW, McDonald's and Proctor & Gamble, companies that are experimenting with mobile-marketing campaigns to find cost-effective ways to tap the medium. When BMW launched...
...Still, the industry faces a host of technical obstacles. Handset technology, network bandwidth and even screen sizes differ among phone manufacturers, countries and carriers, so campaigns must be tailored to individual markets. "It is virtually impossible for a brand or its agency to make a cross-carrier media buy for mobile," says eMarketer senior analyst John du Pre Gauntt. "Brands, agencies and carriers will need to cooperate or risk losing out on one of the world's most prevalent interactive platforms...
...Southern thinkers had to fight to connect with each other, and they had to fight against a culture that didn’t always treat scholarship with respect. Yet Faust shows how the Southern circle built a network of ideas; an American Quarterly article from 1979 has a particularly elegant circular map of the connections between Southern intellectuals, connections that we at Harvard try to make. Connections that started in one area produced shared insights in totally different fields. The business of Harvard is to produce knowledge through the connection of scholars and students; Faust has spent her life thinking...
...wouldn’t be too farfetched to imagine that if someone in a terrorist network were to be discovered giving information, well, that’s another beheading waiting to happen,” Koski, who directed the Federal Office for Human Resources Protections when it was created in 2000, said in a phone interview...