What To Eat For Lunch And Dinner When You Have Rheumatoid Arthritis

wtedrChanging a diet when having rheumatoid arthritis is a good idea. Eating junk food, a lot of meat and drinking alcohol will not help you. Smoking is bad for your health, as well as bad sleeping habits. If you found out recently that you suffer from rheumatoid arthritis, then you should react quickly and get yourself a good RA-friendly diet. Consult with your doctor and a nutritionist if you are not sure about certain ingredients, but eating fruits and veggies and drinking pure, fresh water can only affect your body in a positive way.

For lunch, you should not eat only meat, but also cereals, nuts and veggies. For example, you can make a pumpkin soup and spaghetti with broccoli. Add a salad which you have made with many ingredients like lettuce, onion, olive oil and lemon juice. That will be excellent and delicious lunch that will give you important nutrients. For a dinner, you can make eggs with whole wheat bread and tomatoes. Try to reduce the amount of dairy products. If you can’t stop eating milk and cheese, try to eat small amounts. You may try soymilk or rice milk. Almond milk can be a good substitute for cow milk.

Mediterranean Diet As Part Of Rheumatoid Arthritis Diet Plan

Facing the fact that you have rheumatoid arthritis could be stressful. No one of us would like to be ill and suffer from any disease. But when the diagnosis is given, you can only do your best to help your body. Medicaments are always prescribed in such cases, but there is also rheumatoid arthritis diet plan you can make and ease your problem.

Experts claim that eating well can help you in easing pain you feel in your bones. Not all agree on type of a diet, but many of them mention Mediterranean diet. What does this diet include, at the first place? Mediterranean diet got its name after places near the Mediterranean Sea, where people have been growing olive trees, figs and vegetables for ages. Countries like Italy, Greece or Croatia still grow these plants and their citizens include them into their meals. Mediterranean diet uses a lot of vegetables such as tomatoes, cucumbers, onions and eggplants, which are very healthy. Healthy food makes body to function better, and if you include olive oil in your diet, it can only make positive changes in your life. Consider eating dried plums or figs; they are healthy. It is important to eat fresh fruit as well.

How To Detoxify Your Body With Water And Juices

If you have ever heard of detox programs, then you know how good it can be for a body. People who suffer from cancer often consider detox and there are some who refuse the chemotherapy and choose the detox. Detoxication is also part of treatments for rheumatoid arthritis, so if you suffer from RA, maybe you should try it. If you have severe RA, then you should ask an expert to lead you through this process. But if you have mild symptoms, maybe you can go through the detox alone. But it is always good to ask someone for advice if you are not sure about some issues.

Detoxication is a serious method that is proven to give results. It may last for five days, but in serious cases, it may last for a month. During detoxication, a patient does not eat cooked food, but only raw. Meat is not allowed in these types of healing programs, but you should eat only plants. Detox demands drinking at least six glasses of water and eating fresh fruits. But mostly, detox means drinking natural juices you can prepare at home. What fruits and veggies you can use for juices? You can combine oranges, lemons, strawberries and ginger with beetroot and carrots.

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Ways To Fix Hard Drive Clicking

Don’t be confused by hard drive clicking issues.

In order to fix hard drive clicking problems, you are best served to find a company that has experience with regards to this issue. Sometimes it is difficult to find the right technician because there are too many of them in the market. However, you will not have a lot of difficulty when you do proper research. Try to find a technician to fix hard drive clicking via the web. There are numerous forums and websites where you can find suggestions or recommendations from different people. Of course, you have to validate all the information you obtain so you can be sure that you are transacting with the right company or technician. Ask how long does the company operates or provides services. This can really help you identify the credibility of the company, especially in their excellence of providing the right services.

Furthermore, you should not forget to check the guarantees. Do not forget to check whether the company provides a warranty in case your computer does not function right after the repair. Through this, you can be assured that you fix your clicking hard drive at a good and reasonable price.

Repair Hard Drive Crash With The Help Of A Professional

You should consult a professional if you need to repair hard drive crash issues. There are numerous computer technicians these days who are capable of fixing any troubles related to hard drive. However, choosing among these technicians are sometimes difficult. Hence, to ensure safety on your computer, call a professional technician that has years of experience with repair hard drive crash. It is important to deal with the right person so that there will be no damages that are encountered later on. You should also consult important forums like this.

Another thing to consider is the cost of the services. Make sure that you get what you pay for. If you are looking for affordable services, you should not expect a lot because sometimes, the services are limited. Hence, if you have more money, try to go for a reasonable price. Some companies require a higher fee because of their expertise and level of equipment. This is the reason why it is worth the investment. The price to repair hard drive crashes will always vary on the company and the people providing it.

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Call Tracking Software Vs. Online Help Desk Software

The online help desk software is a very useful tool that can take care of customers’ requests at any time. On the other hand, the call tracking software has the similar purpose; it can also answer complains and requests thanks to customers service agents. These two tools cannot replace each other, but they can add more values to every business if working together.

ctsCompanies that have products well-known all over the world, also have a proper customer support for them. Nonetheless, with time differences, it is impossible to take all calls in the middle of the night, so help desk software can be a better choice. Many types of this software have every online chat options, so the customer can contact the company anytime. Through this online software, companies also manage to cut down expenses, because they do not need to hire so much call representatives. Still, computer is not a human, so there may be complains and questions that online help desk software cannot handle, so the call software is the only choice for more complicated issues. The call tracking software solves all questions immediately, and there are no upgrades that must be done, since everything is handled by workers. The help desk software needs constant updates, so the company can express its full potential. In depth details at this website.

Live Chat In Help Desk Software

The Internet related world constantly seeks for technology improvements, so that everyone’s business can keep up with rising customers’ needs. Therefore, the online shopping has become very popular, along with online information exchange, so getting the perfect online help desk software everybody needs. Nonetheless, there are different types of these packages, and some of them have live chat feature, and some neglect its importance.

When it comes to sellers, this feature can help them get in touch with customers easily, and solve product or service related questions. On the other hand, the company will know if the management system is working properly, and what parts of their operations must be improved. The customers are usually impatient if they run into a problem, so they expect fast and efficient solutions, and thanks to live chat, that is finally possible. Some questions are more frequent that the others, so this feature let the representatives sort out the tickets, and even create pre-written answers to some questions in order to save time. When buying a product, customers want to feel secure, and want someone to rely on in case of emergency, so live chat in online help desk software gives them that feeling, and makes them love the company’s product even more.

Can Help Desk Outsourcing Help?

Every business needs help desk assistance today, and some may choose to manage the online help desk software on their own, but others think that hiring an outsourcing company is a better choice. The most important thing is to fulfill the customers’ needs whenever they need it, and following facts will show if outsourcing company can really help.

When it comes to good sides of outsourcing, it can really increase the productivity of the company, and let everyone concentrate on their own job. The major role of every business is reaching a certain level of customers’ satisfaction, and the professional company can make that possible. With outsourcing company, one may be sure that only professionals work on their issues, so there is no need to hire extra staff. When companies put everything on paper, it is easy to see it is that hiring someone to do the help desk job is worth spending money for. On the other hand, inconsistent services are at every corner, and that mistake can cost company lots of money and time, and the company may do the job better on online help desk software. Even cultural differences can become a problem, since most services do the job superficially, and do not care if that affects the product sales.

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Retail Advertising Moving Toward Different Techniques

ramtdMention retail advertising and most people think of crowded circulars or busy newspaper ads touting one-day sales with a laundry list of marked-down items.

But amid all the formidable spending, there are occasional bursts of real creativity. Witness Old Navy’s TV commercials that mix Carrie Donovan with Morgan Fairchild and the Smothers brothers. Or Target’s clever visual puns that depict household items as fashion, such as a $7.99 beaded car-seat worn as a dress with a $17.99 Gucci handbag knockoff.

Gap and sister company Old Navy Clothing Co. have been responsible for some of the most innovative retail advertising to come down the aisle in recent years. Both companies have flouted the convention of showing fashion models in pretty poses, featuring poets, musicians and kitschy Seventies and Eighties-era actors instead.

Last May, Gap broke new ground with its Easy Fit Jeans TV campaign featuring Aerosmith, L.L. Cool J., Lena Horne, Junior and Tanya Ray Brown, and Luscious Jackson. The performers sang their own renditions of the company’s tag line, “Fall into the Gap.”

Easy Fit Jeans was the company’s first TV campaign in many years and can still be seen in certain markets, a spokeswoman said. Gap reportedly spent in the neighborhood of $160 million on advertising last year for its Gap, Old Navy and Banana Republic divisions.

Gap’s new campaign for khakis encompasses television, print and outdoor, and is a direct call to battle against Levi’s Dockers. The three TV spots, which were directed by Matthew Rolston, Josh and Jonas Pate and Roman Coppola, the son of Francis Ford Coppola, set in-line skating, swing and hip-hop dance performances to different music.

Old Navy’s new TV campaign, a quirky trilogy called “Destination,” stars Old Navy regulars Magic the Dog, Carrie Donovan and Morgan Fairchild. Set in the first-class cabin of a luxury jet from the Seventies, the commercials are a spoof on value, with guest appearances by Dr. Joyce Brothers, Isabelle Sanford and Sherman Hemsley of “The Jeffersons” TV series, and Joan Collins.

The Collins spot, entitled “Woof,” was scheduled to air last night along with a Gap khaki commercial on the final episode of “Seinfeld,” for which NBC charged $1.7 million to $1.8 million per a 30-second spot.

Old Navy, with 300 stores in the U.S., has rescued more than one actor from obscurity, and Donovan, a former New York Times fashion editor, has found a new calling as a recurring TV character. Her authoritative voice lives on in an ongoing “column,” which is actually an ad, that runs in the Times every Friday.

“Carrie has been someone great to introduce as `that lady with the big glasses,”‘ an Old Navy spokesman said. “We think Carrie gets people talking about the ads, wondering who she is. Carrie can talk about an item or a style in the ads, but she’s penning them from the perspective of a fashion editor.”

As Gap’s main competitor, The Limited, which operates some 3,800 stores, has historically shunned advertising. The company has long believed its stores are the best form of promotion, giant beacons in malls and urban shopping districts that reinforce a chain in the consumer’s consciousness.

But the divisions with the least advertising, Limited Stores, Express and Lerner New York, have suffered from weak sales and fuzzy brand image, while sales have soared at Victoria’s Secret, which according to Competitive Media Reporting (CMR) spent $16 million last year.

The Limited is now rethinking its advertising strategy.

mdb“We’d be comfortable spending up to 2 percent of sales on advertising for any one of the brands in our portfolio that has its act together in terms of merchandising, internal marketing and store design,” said Edward Razek, president of Limited Brand & Creative services. Given that The Limited’s total sales will be $10 billion this year, the company could spend $200 million on advertising. But Razek indicated that not every brand is ready for prime time.

“Express is coming on strong and getting their collective act together,” Razek said. “Their merchandise and business is much improved. Limited Stores is a candidate. Their fall merchandise mix is the best I’ve seen in years.”

But he said, “I wouldn’t do any advertising for Lerner New York.” Victoria’s Secret catalog is its own best advertiser, according to Razek, noting its circulation of 420 million copies a year. The catalog bolsters Victoria’s Secret stores. Nonetheless, the stores will spend $60 million this year, primarily on TV, to hone their image, Razek said.

Sears, Roebuck & Co., the biggest retail spender, with a $1.3 billion budget in 1997, occasionally steps out from the safer side of Sears to produce quirky advertising. For example, the company juxtaposes soft goods with descriptions of hard goods in its “Softer Side” campaign.

In one commercial, the jingle, “Hey, sunshine, I need a dropcloth now,” refers to a bathing suit, and “metal screens” are silver shoes.

The campaign, which has been running since 1993, “continues to be very successful,” said John Costello, senior executive vice president of marketing at Sears. “It is continuing to generate increases in awareness, positive attitudes and traffic for Sears apparel. The merchandise continues to be the focal point of the advertising.

Asked how much longer before it runs its course, Costello said, “The theme has lasting potential, but we will continue to evolve it to make it fresh. The tag line and music have the potential to last for a long time.”

“We are continually testing new media, ranging from in-store displays to the Internet,” Costello said. “Newspaper is the foundation of our advertising effort, but we have significantly increased TV, direct marketing and new media expenditures in recent years.”

With its middle-American mentality, J.C. Penney — Sears’ key competitor — won’t push any creative boundaries with its advertising, but it uses plenty of muscle to deliver a mainstream message.

Penney’s annual advertising budget for department stores is $400 million to $500 million, with $129 million allotted for television alone, according to knowledgeable sources. Although the company declined to specify how much it spends solely for its department stores, its total annual advertising budget last year, including catalog costs and promotions for its Eckerd drug store chain, came to $977 million.

“We’re a national department store,” said Lynn Wisdom, national broadcast media manager, noting that the chain has 1,200 stores. “If you were to regionalize our spending it would be more in line with [competitors].”

Penney’s puts a lot of money into television and radio advertising because they are cost-effective ways of reaching its target audience of women. “Even with a lot of talk about TV viewership decline, it’s still the place to reach more current customers and prospective customers at one time,” Wisdom pointed out.

Penney’s won’t soon be changing its year-old slogan, “I love your style.” Research has shown the tagline is “one of the strongest we’ve had in a long time, and the jingle is memorable,” Wisdom said. “It’s a feel-good campaign that women can identify with. We are very careful to cast commercials so they are real people, not fashion models.”

Far more adventurous is Neiman Marcus, whose Art of Fashion series features the photography of Deborah Turbeville, who shot models in elegant gowns from the spring collections of Chanel, Giorgio Armani, Gianni Versace and Christian Lacroix in front of crumbling buildings and graffiti-riddled walls in Mexico.

The fall installment of the Art of Fashion was photographed last week in a studio here by Giovanni Gastel, an Italian photographer.

“We really see the Art of Fashion as an evolution,” said Steven Kornajcik, senior vice president of creative services at Neiman’s. “The last thing we want to do is repeat ourselves. We continually seek and find new approaches. The photographers and artists we’ve used we think have unique perspectives on fashion.”

In other advertising news, the company named a new songstress, Diana Krall, twice nominated for a Grammy Award for best jazz vocalist, to succeed Bobby Short as the NM crooner in all upcoming radio commercials.

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Campaigns Hit Or Miss At Recent Championship Game

rcgPrint work was even better. We see a b&w photo of an age 7 or so Lilly wearing a soccer uniform, jack-o-lantern smile and tiny Adidas shoes. In the color panel opposite, she’s seen in all her full soccer glory. The ad really drives home the message that an athlete can graduate from a small town program to Olympic Gold and World Cup triumph. Grade: A+

Bud Light: The only ad the official beer of the 1999 WWC aired featured U.S. team captain Julie Foudy undergoing a physical exam. When the male doctor goes to test her patella reflex, Foudy kicks him so hard that he ends up imbedded in his office wall. Problem? I thought this was a Nike ad the first two times I saw it. C+

Coca-Cola: Field boards at stadium sites don’t a well-coordinated national marketing effort make, especially from Coke, which allots more money to sports sponsorship than most brands do to marketing for an entire year. I spotted no media nor any national promotion behind the event. Sad, because it wouldn’t have been too difficult to prompt Midwesterners and East Coasters baking in record temperatures to pick up a soda. C

EDS: Before the Women’s World Cup games, I had no idea what EDS was. Nor do I now after three weeks of media coverage. While you have to tip your hat to any corporation with the insight to step up and sponsor this key sporting event, if a tree falls in the forest and no one hears it… C

Hewlett-Packard: In addition to running a “Color is a kick” contest that sent families to the finals, HP served up its Heartstream ForeRunner Automated External Defibrillators as the official defibrillator for four of the WWC venue cities. I guess they just relied on jumper cables in the other markets. C+

McDonald’s didn’t advertise or promote its sponsorship, choosing instead to support Disney’s boycentric Tarzan. Having taken a car full of kids to Mickey D’s post-goal numerous times, McDonald’s lack of support was the tournament’s biggest surprise, on or off field. C

After forking over fees, some sponsors appeared to be no shows. I’ve got to believe that acquiring new female card users is a major part of MasterCard’s strategy, and the brand has a history of using members of the U.S. Women’s Team as spokespeople. So where was the touching “Priceless” ad centering around one of the ’99 team’s charismatic kickers? … After watching the games and reading a number of magazines, I still have no sense of what Fuji Film did to support this event The Fuji blimp was replaced in telecasts by the Goodyear Blimp, resulting in an expensive aerial bummer… JVC, maker of stereo equipment or whatever the kids are calling it these days, is yet another brand that paid up front and then failed to deliver any visible marketing … Nothing from Hyundai either, not surprising since the carmaker didn’t sign on until two months before the start of the tournament … Gillette designated Lady Gillette as its lead element and featured this fact on field boards. Who is Lady Gillette? Did she go to Edward’s wedding? Was she the one who handed out trophies at Wimbledon? Gillette never told me. Each: C

And these were the brands with the vision to sign up as sponsors in the first place.

The merits of non-sponsors, meanwhile, were also a mixed bag. Ambush marketer Nike got noticed without coughing up sponsorship fees. The “I will have two fillings” ad was great, but it’s a pity that the company didn’t buy much media during the games, when its all-for-one message would have had the most impact. B+

A marketing partner rather than official sponsor of the WWC, Allstate ran its “Here’s to the women who play” ad heavily during the games. Unfortunately, it suffered by saturating with a single, rather generic spot. Give Allstate an “A” for effort, a “C” for execution.

Gatorade’s energetic “Anything you can do, I can do better” spot comically updates the Billie Jean King/Bobby Riggs battle of the sexes, pitting Mia Hamm against Michael Jordan. Anything with these two superhumans will move product. B+

Powerbar ran an offbeat “Don’t Bonk” campaign. They win my James Stockdale award: Who are you and why are you here? C

Monistat: Kim Alexis was onscreen at each break heralding an “important medical breakthrough!” Monistat was far and away the most ubiquitous advertiser; judging from frequency, this malaise must be reaching pandemic proportions. C

That’s the bad news. The good news is that the team will defend its gold medal next fall in the 2000 Olympics. The fans will be there; the question is, will marketers?


chomrcFrankly, what consumers do with their appliances after they leave the store is their own business. But, luckily for the inquisitive in us all, electric utility consortium Energy Star, Boston, queried New Englanders about their habits and they were more than happy to share quirky uses for TVs, fridges and other appliances.

Most versatile appliance: The refrigerator, temporary home for everything from clothing and art supplies to live bait and dead pets.

Most enterprising invention: A Vermont respondent rigged the washing machine to help in watering lawns.

Most lethal appliance: A Connecticut newlywed blew the door off her oven by cooking a turkey without removing its innards.

Most coveted creation: The elusive “do all of the housework” machine.

Most sexy coveted creation: A Brad Pitt robot that could do “anything and everything,” said a lonely RI. woman.

Laziest sex: Men named the TV and the fridge as their favorite appliances.

Most amnesiac sex: Your guess is as good as ours. 98% of women said they do chores and 48% said they get help from men. 94% of men said they do chores with only 63% of women pitching in.

Smelliest state: In Vermont, chosen resting place of aging hippies like Ben & Jerry, laundry is done only once every 7.9 days.

Michael Radolf


U.S. Soccer: Federation president Hank Steinbrecher said Sunday after the game: “We caught lightning in a bottle.” What lightning? Which battle? The U.S. women won two World Cups, the 1996 Olympic Gold medal and the 1997 Goodwill Games.

General Mills did an abrupt about-face after announcing a week ago Friday that it was not planning to feature the U.S. Women’s team on a Wheaties box. At press time, Mills was seriously reconsidering the wisdom of that announcement due to the tremendous groundswell of support for the team after their emotional victory in the championship shootout.

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Fragrance Sales Getting Weak

fsgwSoftness in fragrance advertising crimped results at fashion and lifestyle magazines in the first half. Fashion pages contributed to many of the gains, but publishing executives said sluggish beauty business at retail kept the numbers down.

They are much more bullish about the second half, when a number of fragrance launches — notably Ralph Lauren’s Romance, Calvin Klein’s Contraction for Men, Estee Lauder’s Dazzling and Lancome’s O Oui — are expected to produce better figures.

As for the first half, In Style, Vanity Fair, Architectural Digest, Conde Nast House & Garden and W all enjoyed double-digit gains; Vogue and Cosmopolitan reported slight gains, and Harper’s Bazaar, Allure, Elle and Marie Claire suffered declines, according to Media Industry Newsletter.

While the fashion business contributed to many of the gains, publishers said there was continued softness in the beauty business and a drop in fragrance advertising.

“Beauty is down for everyone due to the softness at retail,” said Ronald A. Galotti, publisher of Vogue, the fashion leader. “The advertising we’ve seen is reflective of that.”

Fashion, on the other hand, was up 3 percent, which Galotti attributed to both European and American lines.

“I think the business is going to get tougher,” he said. “I think it’s a continuation of a difficult retail business.”

He did note, however, that luxury-goods business is “holding its own.”

Galotti believes the second half will be tough.

“We had our single best year in our history last year,” he said. “We’ll have a fabulous year when all’s said and done, but will it be easy? It’ll be a fight. The next four to six weeks will be a very telling part of the story. We close September in July. At this stage of the game, we’ll be relatively strong in September.” (See related story on Vogue’s market share plan, this page.)

The beauty downturn particularly hurt Allure, which does 70 percent of its business in the category.

rc“It wasn’t great,” said publisher Alexandra Golinkin, who attributed the decline to several accounts that ran fewer ads — or no ads — in the half. “Renaissance Cosmetics, while regrouping, was dark; Revlon’s not advertising fragrances anymore; Donna Karan sold her beauty company to Lauder, and they were totally dark for six months, and Calvin Klein Cosmetics, which is launching in the second half, was very quiet in the first half.”

However, Golinkin noted, “June, July and August are up, and we’re looking at a very strong second half.” She said she’s running an exclusive Nordstrom “magalog” and expects to carry a lot of fragrance launch business.

As for fashion, Golinkin said she lost the Tommy Hilfiger fashion business and was cut back by Ralph Lauren, but made up that business with advertisers such as Bisou-Bisou, Chloe, DuPont Lycra, Louis Feraud, Trussardi and Dayton Hudson.

Vanity Fair just completed the best first half in its history, said publisher Mitchell Fox. From January to July, fashion pages were up 14 percent, while beauty pages were off 19 percent. The automotive, jewelry and watch, retail, technology and entertainment categories were all up.

As for the second half, Fox said: “We’re cautiously optimistic as the economy continues to be strong.”

Ann Jackson, publisher of In Style, which reported a 40.9 percent jump in ad pages for the first half, said the biggest gains were in its fashion, beauty and automotive categories. Among the new advertisers during the first half were Baume & Mercier, Ralph Lauren Home, Tag Heuer, Burberrys, Bobbi Brown, Shiseido and Gucci Envy.

“The second half looks strong,” said Jackson. “While some [prestige] businesses have been hurt by Asia, what we’re seeing is they’re spending more money in the U.S. market.”

W was up 15.2 percent in ad pages in the half and had a 27.6 percent increase in beauty and a 4 percent gain in fashion, according to Stephanie George, senior vice president and group publisher.

George attributed some of the beauty increase to the Pampered Woman section that ran in April.

“It kicked off the second quarter with a bang and attracted new advertisers such as Annick Goutal and Stila Cosmetics,” said George.

In the first half, said George, W brought in $1 million in non-endemic business from liquor, credit-card and electronics advertisers.

Another growing category is shopping destinations such as South Coast Plaza in Costa Mesa, Calif., and The Americana in Manhasset, N.Y.

“Things are looking excellent, particularly in August and September,” George said. “August will be very strong because of W’s Black Book, which is the `Best of the Best.’ It’s been well received by the ad community. It will generate $1 million in incremental business.”

George said she also expects an increase in September’s fashion issue. For the year, George expects ad pages to be ahead 18 to 20 percent.

From January through May, Cosmopolitan’s fashion business increased 48 percent, while beauty was up 7 percent, said Donna Kalajian, publisher. Kalajian attributed the jump in fashion to new business, as well as more pages from such existing advertisers as Gap, Ralph Lauren and Esprit.

Carl Portale, senior vice president, publisher of Elle, attributed his magazine’s first-half decline to “being up against three years of great numbers.” Portale expects to be even for the year.

“We’re very bullish about the remainder of the year and going into 1999,” he said.

Jeannette Chang, publisher of Harper’s Bazaar, said the prestige beauty category, the core of the magazine’s beauty business, has been languishing.

“Most of the growth in this beauty category has been from mass beauty advertisers, which is not the core of Bazaar’s beauty advertising mix,” said Chang. However, she predicts increased prestige beauty business for fall due to a number of upcoming fragrance launches.

Chang said the magazine has decided to concentrate on the high end of the market and doesn’t want to go after mass advertisers, despite published reports that the magazine wanted to broaden its ad base. She cited gains in the first half in U.S. designer apparel, European apparel and fine jewelry and watches. Bazaar’s new non-endemic business includes Evian, American Express, Lexus, General Motors Corp., Grand Marnier, Chopard and Christolfe.

According to Mary Berner, publisher of Glamour, ad pages are up 6.9 percent, with the fashion category ahead 8 percent. Among the new fashion advertisers to Glamour were Adrienne Vittadini, Anne Klein, BCBG and Kasper.

“Beauty was slightly down,” Berner said, attributing that to fewer fragrance launches. The May issue was its biggest issue in Glamour’s history, with 231 ad pages.

Berner said she’s encouraged by new fashion advertisers such as Jones New York and Danskin coming into the marketplace this fall.

Nina Lawrence, who became publisher of Mademoiselle in March, said the fashion and beauty businesses were both flat in the first half, but added, “We’re holding our share.”

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Rolling With The ROM

rwtrThe average number of discs bundled with OEM hardware has exploded from four to more than 10 CDs per computer) — corporate America hasn’t really caught on to the blazing potential of the technique. But all that is about to change, mostly because of the exciting abilities of hybrid disc technology to marry CDs with cyberspace.

“Although the Internet has basically taken over the dialogue about e-marketing, CDs still have a very powerful role to play,” argues Rettie, “especially with their ability to deliver heavy graphics. And with CDs, the marketer finds the customer, rather than the customer having to find the marketer on the Internet.”

Among the most aggressive users of CD-ROMs as marketing tools in the near-term will be publishers, who are making deals with disc technology companies on both coasts.

“We’ve trademarked a product called MAG-CD and we’re talking to magazines and their advertisers about it,” says Steve Bulger, president of Clifton Park, NY-based Digital Marketing Technologies, which specializes in transferring video material to disc. “The products we’re discussing would include the magazine’s advertiser’s commercials on disc, direct links to advertiser websites on the disc, even information and entertainment on the disc as value-added product for readers. All of that on a disc inserted into the magazine. We’re now gearing up towards having our first discs on the market by the Christmas shopping season. “San Carlos, CA-based ImaginON, meanwhile, which owns and markets hybrid technology, calls the technique “sell onstream” CDs. Says president David Schwartz, “Times-Mirror is going to be using our technology to extend their advertising program. Golf magazine will be the first vehicle. Their advertisers will have the opportunity to put video in our format on a CD that is distributed to the magaz ine’s subscribers. It will be advertiser-supported. For example, there will be an interactive golf video in which viewers will be able to click online to a golf resort website, then asked to click on a room to see what it looks like, and so on. It’s one step past print. And our first one will be out this summer.”


In 1993, top executives of Union Transport met in Costa Rica to determine what they wanted the company’s future to look like. If a journalist interviewed them in the year 2000, they said, what would they tell the reporter were the success factors that made them one of the best in the shipping business?

The company, a competitor to other worldwide freight movers such as Flying Tigers, settled on a distinct brand difference: they were the most technologically innovative in their business. To show that, they would create a “glass pipeline,” making their system literally transparent, so that any of their 6,000 customers around the world could not only track their shipments, but follow the Union process every step of the way.

They called it U-TRAC. They talked about “glass performance.” It was a good concept, but marketing it with Union’s Internet site proved problematic. Customers could access U-TRAC with a password. But what about prospects? How could they get the “glass performance” message, since they would not have password-access to the Union process?

The answer, ironically, came not from the marketing department but from the marketing department but from Information Technology. They recommended producing a CD-ROM to accompany Union salespeople.

“We weren’t convinced that it would work but the IT people said they were so convinced that a CD would reduce their workload that they were willing to fund half of it,” recalls Gene Ochi, Union senior vice president/worldwide marketing. “We first committed to an initial batch of 10,000, but that was a guess in the wind. We really didn’t know how much acceptance there would be.”

It didn’t take long to find out. Ochi was amazed at how well the CD worked as a marketing tool.

“It’s unbelievable how useful it’s become,” he says. “We used the CD at trade shows and people grabbed them up like crazy. We used them in several direct mail campaigns, but primarily where we found the biggest impact was with direct sales calls. We used to have a company video, but our sales people don’t even want it anymore, they just want the CD.”

There are multiple reasons for the success of the Union CD-ROM, Ochi believes. Live demos in front of customers using the company’s website could be tricky due to slow download times, the threat of a modem going down, and so on. With the CD, a technology most of Union’s customers were more familiar with than the Internet, customers could tour U-TRAC at their leisure and salespeople could follow a prospect s interest with the CD far more effectively.

“The sales people feel the CD is a much more powerful marketing tool than our printed material,” says Ochi. “It makes the presentation more interesting for our customers and it’s easier to move around to areas that the customer wants to talk about. Plus, in our industry, the tiebreaker between us and our rivals is technological superiority, and our CD is the perfect instrument for us to demonstrate that advantage.”

The other big advantage to the CD was economic. “A lot of the work on it was done inside the company,” Ochi explains, “and outsourcing was mostly limited to a designer and producer, who were very reasonable. I’d say including publishing our budget was in the $10,000-15,000 range. But you could do one for well under $10,000, depending on how elaborate you wanted the CD to be, how many bells and whistles you want graphically, how many voiceovers, that kind of thing.”

Union Transport is currently designing its second CD, and Ochi says the technique has paid off handsomely for his company, with some caveats for business-to-business applications.

“You’ve got to use it in support of a sales process,” he concludes. “People only want to talk about what they’re interested in. That transfers to technology; you need interactivity, the ability to jump in and out. With a CD, the customers can do it themselves.”


For a quarter-century, Trashy Lingerie has helped liven up couples’ lives. The famous (and frilly) Hollywood lingerie retailer smoothly entered modern times with trashy.com, its virtual store on the Internet. Business was good, both on the Boulevard and in cyberspace. Then David Schwartz, ceo and chairman of ImaginON, called from Northern California with an intriguing proposition.

What Schwartz proposed was a Trashy Lingerie CD-ROM using “hybrid” technology, meaning the CD would connect viewers directly to trashy.com. The technology is brand new, and Schwartz was looking for a very active e-commerce website that sold something difficult to portray with just a picture. Something sexy but clean he could use to draw attention to the marketing potential of this exciting new approach to CD-ROM. Trashy Lingerie fit the bill, but the company’s savvy owners were skeptical. They had explored “streaming video,” or moving images on the Web, and it hadn’t been smooth or high-quality. Pictures of their lingerie was better in cyberspace, they believed.

They told me that they couldn’t stream video from our servers,” Schwartz recalls. “I explained that they could if they took a hybrid approach and combined the Internet browser and disc-based video. It isn’t an easy concept to grasp technically. But they were open-minded enough to invite me to come show them the next time I was in Hollywood.”

Schwartz made a point of visiting Southern California as soon as he could, and explained hybrid CD as a marketing tool in person at the store. He took out his laptop, used it to install Pentium PC-hardware on the Trashy PC and showed a hybrid video selling World cities 2000’s San Francisco travel website. The trick of course, is to appear seamless, so that the viewer discerns no difference whatsoever between the CD and the website. “Very intuitive,” says Schwartz. “No navigating, no typing. You don’t need to know how a browser works. You just click a Play button. They thought it was streaming video and I explained that it really wasn’t. The video they were seeing wasn’t coming from a website. That’s the trick, to make the level of integration high enough so nobody knows the video isn’t coming from the Web.”

To Trashy Lingerie’s sophisticated marketers, that was what they needed to know. “It sounded like a different angle of marketing,” says Trashy executive director Mary Loomis.

The retailer commissioned a CD-ROM which will be distributed in late 1999. The Trashy disc features full-motion sound and video of models wearing its lingerie in various settings and provides links to trashy.com as well. Users can click on a specific model and see a range of Trashy lingerie.

It’s a powerful marketing tool, and David Schwartz knows more than most about marketing with CDs. He was formerly vice president of new media systems at Atari Corporation.

“The question at Atari was what else could we do besides bonking ground hogs on the head or blowing things up,” he says. “What else could you do on a CD that would be compelling and fun to watch?” My response was streaming television. We spent millions of dollars and over two years developing the earliest version. Then I bought the technology and started ImaginON.”

Now that search for the next step beyond bashing ground hogs is turning into a hot new marketing tool. Schwartz says acceptance depends on experience.

“People don’t get it unless they’re in front of people and can see it. When you put it in a PC and boot it up, they get it, like Trashy Lingerie did. We have lots of projects in process, including some with Fortune 500 companies. And they’re all based on people having seen the Trashy demo.”


cd-romLike many other marketers, Joe Sewald, vice president of marketing for Bosley Medical Group, first heard about the power of marketing with CD-ROM because someone came to him with the concept. Steve Bulger, president of Digital Marketing Technologies in Clifton Park, NY, called up Sewald, whose Beverly Hills, CA-based company is one of the leading companies in the hair replacement industry.

Within two minutes of seeing the Digital Marketing video presentation on computer, Sewald said, “Let’s do it.”

Digital Marketing transfers video presentations off VHS tapes to CD or DVD-ROMs. Using “hybrid” technology, the discs include direct links to specific website locations. Like other marketers, Bosley was interested in the CD’s ability to overcome the Internet’s inherent marketing limitations, including high-quality graphics and convenience of use.

Bosley does a significant amount of advertising in magazines and through television commercials and infomercials, but one of its key marketing tools is a 25-minute video presentation sent out at no charge to anyone who requests it. The VHS contains a variety of information, including testimonial interviews with both doctors and clients. Typically, thousands of tapes are mailed each month all over the world. The Bosley CD included all the VHS material plus additional text and graphics information from the Bosley brochures, and a direct link to the Bosley website.

Economics played a role in the decision. Each disc cost less than one dollar, a 25-percent savings off the cost of producing a tape. Even greater savings were achieved because of the smaller size and weight of the CD-ROM packaging, which reduced postage rates. In fact, the total direct savings realized by Bosley’s switch from tape to disc came very close to paying for the total cost of the CD-ROMs.

“It’s so hard to get your target market to your website,” says Bulger about the Bosley decision to market with CD-ROM. “Search engines are a frustrating method, and most corporate problems with the Web as a marketing tool stems from that limitation. The CD combines the best of both worlds, delivering video quality the Internet cannot provide but offering the focused, target-marketing approach the website offers. Bosley liked the idea that their customers don’t have to dig up a VCR to watch their video. Their customers, obviously, often want their privacy, and with the CD they can watch in their office or at home on a computer screen.”

The hybrid advantage also appealed to Bosley, Bulger concludes. “Upon watching the CD presentation, now their potential customers can click a button on the bottom of the screen and go right to the Bosley website. That way, they can get the most current information, and they can capture names and addresses of the CD viewers for follow-up.”

How excited is Bosley about the use of CD-ROM as a marketing tool? So excited that it decided to produce an entirely new infomercial to put on the disc, which will be distributed in the third quarter of 1999.

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Micron Took The Risk; Fell As A Result

Micron Electronics, a direct seller of computer systems, is ready to raise brand awareness, and maybe raise a little hell in the process.

The Nampa, Idaho-based company, a distant third after Deli Computer Corp. and Gateway in direct selling of personal computers in the U.S., is known by savvy computer users for manufacturing powerful products with leading-edge technology and for winning prestigious industry awards. But overall brand awareness is virtually non-existent.

compaqSo Micron is in the midst of a radical repositioning, a rebuilding so significant that insiders are calling Micron a $2 billion start-up. Next month, it will unveil a new, more defined branding strategy.

Micron will target small and midsize businesses, including home businesses, as well as individuals, analysts say, rather than the Fortune 500 companies that are so well-served by Compaq Computer Corp., Houston; Dell, Round Rock, Texas; and IBM, Armonk, N.Y.

To accomplish this, the company has been recruiting management and marketing executives who are considered among the best minds in the industry, along with a new advertising agency, a public relations agency, a database company and a Web site design company.

Add to this Micron’s zeal to be innovative and outrageous, and the company promises to be one of this year’s most interesting brand creation stories.

Ready for a turnaround

A turnaround is in order. The most recent snapshot of a reason: Micron reported net income of $5.9 million for the third quarter of fiscal 1998, which ended May 28, on net sales of $340.8 million, compared with net income of $19.7 million on net sales of $511.4 million for the same period last year.

So Micron, with increasingly poor financial results, consolidated domestic and international operations and reassigned about 400 of its 4,000 employees to its parent, Boise, Idaho-based Micron Technology., a $4 billion manufacturer of memory components. The company shelved international expansion plans and began recruiting top computer industry managers.

The task is to create a brand strategy that will increase awareness.

“It’s not that they don’t have outstanding products. . . . I think they do. What they don’t have is a brand,” said Scott Miller, senior industry analyst for Dataquest, the San Jose, Calif., research unit of Stamford, Conn.-based Gartner Group. “Micron’s biggest issue is creating demand, and branding can help you do that. . . . If you go out and ask customers why they would buy Micron, they say, ‘I don’t know.'”

The new Micron team vows the company will do whatever it takes to be more than a blip on the PC radar screen. To get a sense of how significant the changes will be at the usually conservative Micron, consider Michael Rosenfelt’s title. Mr. Rosenfelt, who joined the company in March, is creative director-marketing weasel.

“We’ll kick down doors to be successful,” he said. “There will be an aggression the likes of which Micron and the PC industry has not seen before.”

pcMr. Rosenfelt had gained acclaim for his marketing prowess as founder of Power Computing, the highly successful manufacturer of Mac clones that was acquired in September by Apple Computer, Cupertino, Calif., and which earned a reputation for in-your-face, outrageous marketing.

Micron’s U.S. market share is 2.0%, compared with 9.4% for Dell and 7.2% for Gateway, North Sioux City, S.D. The worldwide picture is even more bleak: A share of 0.74%, compared with Dell’s 5.6% and Gateway’s 3.2%, according to Dataquest.

Team captains

To mastermind the rebuilding, Joel Kocher, 42, on June 22 was appointed chairman-CEO. Tapped in January as president-chief operating officer, he will continue to hold the title of president.

Mr. Kocher replaces Joseph Daltoso, 36. Mr. Daltoso, who was chairman-CEO of Micron since its inception in April 1995, will provide consulting services to the company for an indefinite period, after which he plans to retire.

Also, Mark Gonzales, a former top Apple marketing executive and VP-marketing for Be Inc., a Menlo Park, Calif.-based software company, joined Micron in February as VP-worldwide marketing. Bill Coins, a former executive at Apple and Power Computing, is VP-branding.

Micron recently hired Bam! Advertising as its advertising agency of record. The Austin, Texas-based agency replaces Trahan Burden & Charles, Baltimore, which was fired, said Mr. Rosenfelt, after Micron discovered it had low brand awareness levels despite spending $65 million on advertising last year.

Bam! created Power Computing’s ads. Agency principals David Bernert and Mike Bevil have experience in high-profile accounts including Sega of America, Redwood City, Calif.; Motel 6 Corp., Dallas; and Dell.

Direct Impact, Austin, headed by Janet Rubio, who formerly was responsible for Dell database marketing programs, will handle Micron’s customer contact management, database marketing and direct marketing.

Other partners include Frog Design, Sunnyvale, Calif., for industrial design and product development, and its new-media division in Austin for Web site, interactive and electronic commerce. Krause Taylor Associates, Campbell, Calif., will handle public relations.

Micron’s current ad campaign from Bam! is creating quite a buzz: One already has been pulled. They take an anti-advertising flavor and use language not usually found in PC ads. “If you just bought a notebook, don’t read this ad or you’ll probably get pissed off,” reads one huge black headline on a bold yellow background.

The ads are running in core computer magazines, including PC World and PC Week, said Mr. Bevil.

The ads “are garish,” Mr. Rosenfelt said. “We don’t try to be obnoxious, but we ran 14-page inserts before and no one knew us. Calls are up 20% to 40% over previous ads.”

Maybe the ads have brought in too many calls. The “pissed off” ad was pulled after negative response. “I think it was a little too jarring for PC buyers,” Mr. Bevil said.

Creating customer loyalty

So in mid-August, Micron will launch the new positioning.

“It will be a very precise, very well-defined strategy,” Mr. Bevil said. “With the new brand strategy, you could say Micron is taking a risk, a gamble. They won’t be wishy-washy. They will put a stake in the ground for what Micron stands for.” Micron will shift from being product driven to customer driven, and research indicates its customers are intensely loyal. “They talk of falling in love. . . . That is missing in the PC industry,” Mr. Rosenfelt said. “Apple buyers were giddy, excited; there were bumper stickers. With Micron, you see that evangelism.”

An important piece will be Micron’s online marketing effort. Mr. Rosenfelt estimates Micron does a larger percentage of total business online than either Dell or Gateway. Stephen Shore, formerly director of market development for PC World Online, is Micron’s director of Internet marketing.

While analysts agree the new Micron team is impressive, it may not be enough.

“The dynamics of the industry make it very difficult to build a PC business today,” Dataquest’s Mr. Miller said. “Three years ago, building a PC business was much more opportunistic.”

For example, the PC industry is characterized by pricing strategies that often lead to low margins. Top-tier companies enjoy stronger name recognition, offer broader product lines, and have more significant marketing, financial and technical resources than Micron.

Also, it’s become harder to differentiate technology in the PC industry.

“It comes down to marketing, broadly set, not just marketing communications. . . . Product capabilities have a very fleeting advantage in the PC business, so you need more than that,” said Eric Lewis, manager of personal systems research in the Mountain View, Calif., office of Framingham, Mass.-based International Data Corp., a high-tech research company.

However, Mr. Gonzales said he expects opportunities for product innovation to increase next year.

“If you look at it that the product is only hardware and software, then yes, our industry has matured. But the product is also service, support, the process of selling and how you work with the customer,” he said.

Opportunities for growth

In addition to brand name recognition, Micron sees its opportunity for growth tied to customers increasingly accepting the direct sales channel worldwide.

“People and the press focus on overall growth of the market, but I see a war between direct vendors – Dell, Gateway and Micron – and indirect vendors like Compaq, IBM, HP (Hewlett-Packard Co., Palo Alto, Calif.),” Mr. Gonzales said.

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Price Should Never Be The Number One Sell

Yes, all advertisers encounter buyers who habitually make choices based solely on price, but these buyers are not for you. They’ re for your competitors who are willing to cut their price (and their profits) to make a few one-time customers happy.

* Are You Really Giving Enough Reasons to Buy?

psnbtnoI’ve heard many advertisers proudly say that their product or service is far superior to their competition because of “this and that,” and therefore they can’t afford to compete with them on price – the playing field isn’t level. Bravo! I’m happy to hear it. Then I preview their marketing material and they say very little about “this and that” and the playing field appears to be very level – from the buyer’s perspective. Do their buyers know that they are better? No. So far only the advertiser knows. Therefore the advertiser is encouraging his buyers to make a decision based on price, since all the options look about the same. Instead, the advertiser needs to constantly feed buyers with reasons to buy his product. These reasons can be tangible or intangible. Both are valid, and effective.

But the fix isn’t simply informing buyers of what they haven’t been told. The information must be presented as good reasons to buy, and they must be convincing. That’s when you want to bring in your facts, testimonials, specifics about your manufacturing process, proof from third-party sources and other details. Your reasons should be good and plentiful.

* A Real Life Success Story

Here’s a real life example of how effectively this idea works. For the past month or so I’ve been working on and off with a large Caterpillar dealer in California. As I interview managers and employees, I hear that competition is heating up, the way Caterpillar users must do business has changed dramatically and Cat products have never been the cheapest option.

Bingo! That means this piece must be packed with lots of reason-why copy so buyers are not swayed to try the competition. But I’m also paying close attention to how this 65-year-old company has been able to maintain a healthy market share – through good times and bad times in California – without ever competing based on price. These reasons will be the main focus above all other reasons I plan to offer the buyer.

* Reason-Why Copy “Kicked Up a Notch”

It’s getting easier to spot advertisers who have run out of reasons why their product or service should be purchased. Many are offering buyers old or weak reasons to buy.

So it’s not just about offering reasons, it’s more about keeping fresh, new reasons in front of new and long-time customers.

How? One way is to present the same reasons, but in a different way. The new way will instantly appear fresh and exciting to buyers. You could also go looking for some new reasons within your company. Most likely there are details about your product, services, company, customers, and so on that you either haven’t shared or only briefly introduced in your advertising. Once you’ve uncovered these details, use them to create new reasons.

One more solution is to simply come up with new intangible reasons. For example, your service brings people closer to their families, your product makes kids happy, your service offers peace of mind, your product offers independence and freedom, and so on.

* Why the Extra Creative Work Is Worth It

The extra creative work you’ll go through to dream up new reasons will be worth it. I promise. The alternative, which you won’t like, is to watch buyers make decisions based on price. In that case your product or service might never be selected. If you constantly feed buyers with new reasons, you will also gain more control over your sales and your market share.

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