Word: screens
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...early breast cancer patients with recent diagnoses. At Duke University, molecular geneticist Joseph Nevins is testing a similar gene-based test for lung cancer. Researchers are aiming for tools that will tell them not only whether chemo is needed but also which specific drugs to use. Such a screen already exists for Herceptin, and many others are in development. Meantime, at the M.D. Anderson Cancer Center in Houston, Dr. Roy Herbst, chief of thoracic medical oncology, is looking for protein markers on lung tumors that will enable doctors to make the best choice among four different drug combinations...
...media seem to be. I am no fan of Cheney's, but his vice presidency has been a political footnote. Only the media are hyping the Libby story. Compared with the scandals of the Clinton Administration, this one seems mild. It's barely a blip on most Americans' radar screen. Ed Lybrook, Cincinnati, Ohio...
...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 new models in China last year, it tried mobile-video ads as well as downloadable screen "wallpaper" and ringtones. "The click-through rates were unbelievable," says BMW marketing manager Alan Yang. "It's the most effective brand-building tool we've tried." To promote its bB minivan in Japan, Toyota offered concert tickets to those who took snapshots of the vehicle with camera phones...
...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...
...feed their growing digital appetites, Allen says, consumers want something even more powerful that can handle the spreadsheets, video, e-mail attachments and software that mobile phones can't deal with. Allen is betting that even a smart phone like Apple's won't have the computing power--or screen size--to satisfy users...