Word: phoning
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...book, A Death in Belmont (W.W. Norton; 320 pages), and that is the question he tries to answer. "My journalism initially took me overseas a lot, and it took me a while to see the amazing story that I had right back at home," he says in a phone call en route to his home in New York City. Junger is by trade a prowler of battlefields and wildernesses, and his placid, well-heeled hometown was not the most obvious starting point. "I liked the idea partly because it was the exact opposite kind of story from The Perfect Storm...
Entertainment isn't the only thing being advertised on digital signs. When Lancôme launched its new fragrance, Hypnôse, in France last summer on JCDecaux bus-shelter signs, cell-phone users with Bluetooth could download coupons for a sample. The supply ran out in three days. In the fall, British fashion retailer New Look used Hypertags, small electronic devices embedded in billboard panels that sent digital discount vouchers via infrared and Bluetooth technology to customers to spend immediately at nearby stores. Hypertag counts Procter & Gamble, Ford, Nike and Vodafone as clients. "It tends to be big companies who want...
Enter Nielsen Outdoor. The research group last fall tested the Npod, a GPS-based device about the size of a cell phone. The media group gave the gadget to 850 consumers as they moved around Chicago for 10 days and counted when they passed 12,500 ad sites. Layering demographic and TAB traffic data over maps of billboard locales, the study delivered the sharpest outdoor ratings the industry has seen. Nielsen found that, on average, Chicagoans pass 66 outdoor displays each day. TAB is conducting its own industry-funded study to measure the likelihood that a person passing...
That's not to say new billboard technology is free of challenges. Advertisers and privacy advocates are worried that interactive campaigns could be intrusive. Not everyone wants to be talked to by a billboard. "If somebody starts pinging phones, there's going to be consumer backlash," says Tom Burgess, CEO of Third Screen Media, a mobile-marketing and software consultant. For that reason, the newest high-tech outdoor campaigns invite consumers to opt in, say, by sending a text message. For example, Nationwide, the insurance and financial-services company, encourages visitors on Times Square's Reuters billboard to send...
...means person, but tu is more complicated. Literally the word translates as "earth" or "soil," but it's often used as a slur, a put-down for anything that is backward or unsophisticated?the manners of a migrant worker, bad teeth, cloth shoes. When Yu's colleagues answer the phone, "Turen," it sounds like they're calling themselves bumpkins. Yu himself remembers being called tu when he arrived in Beijing from a rice farm in Zhejiang to enroll at the Beijing University of Forestry in 1980. He was 17, could barely speak Mandarin and was awestruck by the straightness...