Word: targetting
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...That new perspective provided fertile ground for the growth of new classes of cancer therapies. While older drugs were like heavy artillery - obliterating cancer cells but causing lots of collateral damage - newer drugs are more like smart bombs. Some of them target communication signals within malignant cells, some cut off supply lines by interfering with the growth of blood vessels around a tumor, and others block the chemical agents that enable tumors to expand into new territory. These more targeted therapies tend to focus on frantically proliferating cancer cells while leaving healthy cells intact...
...Many newer drugs target other pathways for tumor growth. Herceptin, introduced in 1998, interferes with a protein called epidermal growth factor by blocking the her2 receptor, a binding site that is found on the surface of many cells but is overabundant in about 25% of breast cancers. Other smart drugs interfere with the same growth factor, using slightly different chemical strategies to do so, and some have proved useful in a range of cancers. Gleevec, for example, which was approved in 2001, prevents growth factors from attaching to cancer cells and activating an enzyme called tyrosine kinase, which regulates cell...
...programs on handsets. All of these activities give advertisers fresh options for reaching audiences. During soccer's World Cup last summer, for example, Adidas used real-time scores, highlight reels and games to lure thousands of fans to a website set up for mobile-phone access. "Our target audience was males ages 17 to 25," says Marcus Spurrell, Adidas regional new-media manager for Asia. "Their mobiles are always on, always in their pocket-you just can't ignore [cell phones] as an advertising tool." Says Geoffrey Handley, director of new business for The Hyperfactory, a Shanghai-based ad agency...
...Advertisers say mobile-phone marketing allows them to target customers efficiently because cellular carriers know who their subscribers are. And as Yang of BMW notes, consumers appear to be receptive. When Johnson & Johnson recently introduced a new contact-lens line in China, it sent an "m-coupon," good for free samples, to tens of thousands of young, urban women via text messages. Nearly 10% of recipients redeemed their coupons by showing the message to store clerks. That's a far higher response rate than the average 0.2% rate for e-mail ads, says David Turchetti, head of the Shanghai-based...
...realize I'm not close to TIME's target demographic, but I have been a subscriber for a while and noticed the many formatting changes. I feel that readers have been robbed of a battle-tested magazine structure. I'm well aware that at this point, far too much money and time have been invested to revert to the old order, but the magazine now feels like a sellout to tabloid-size pictures and overzealous fonts. TIME can look forward, but don't lose sight of what you have left behind. Jason Zimmerman, PITTSBURGH...