New whooping cough strain in US raises questions

NEW YORK (AP) — Researchers have discovered the first U.S. cases of whooping cough caused by a germ that may be resistant to the vaccine.

Health officials are looking into whether cases like the dozen found in Philadelphia might be one reason the nation just had its worst year for whooping cough in six decades. The new bug was previously reported in Japan, France and Finland.

"It's quite intriguing. It's the first time we've seen this here," said Dr. Tom Clark of the Centers for Disease Control and Prevention.

The U.S. cases are detailed in a brief report from the CDC and other researchers in Thursday's New England Journal of Medicine.

Whooping cough is a highly contagious disease that can strike people of any age but is most dangerous to children. It was once common, but cases in the U.S. dropped after a vaccine was introduced in the 1940s.

An increase in illnesses in recent years has been partially blamed on a version of the vaccine used since the 1990s, which doesn't last as long. Last year, the CDC received reports of 41,880 cases, according to a preliminary count. That included 18 deaths.

The new study suggests that the new whooping cough strain may be why more people have been getting sick. Experts don't think it's more deadly, but the shots may not work as well against it.

In a small, soon-to-be published study, French researchers found the vaccine seemed to lower the risk of severe disease from the new strain in infants. But it didn't prevent illness completely, said Nicole Guiso of the Pasteur Institute, one of the researchers.

The new germ was first identified in France, where more extensive testing is routinely done for whooping cough. The strain now accounts for 14 percent of cases there, Guiso said.

In the United States, doctors usually rely on a rapid test to help make a diagnosis. The extra lab work isn't done often enough to give health officials a good idea how common the new type is here, experts said.

"We definitely need some more information about this before we can draw any conclusions," the CDC's Clark said.

The U.S. cases were found in the past two years in patients at St. Christopher's Hospital for Children in Philadelphia. One of the study's researchers works for a subsidiary of Johnson & Johnson, which makes a version of the old whooping cough vaccine that is sold in other countries.

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JournaL: http://www.nejm.org

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Wall Street ends flat as investors pull back

NEW YORK (Reuters) - Stocks ended mostly flat on Wednesday, taking another pause in the recent rally that has driven the S&P 500 to five-year highs, as transportation and technology shares lost ground.

Transportation stocks were among the worst performers. Shares of CH Robinson Worldwide fell 9.7 percent to $60.50 and the stock was the biggest percentage loser on the Nasdaq 100 after the freight transport company posted a lower-than-expected adjusted quarterly profit.

Without a strong catalyst, the market could struggle to continue its rally, analysts said. The benchmark S&P 500 index has advanced 6 percent this year, reaching its highest since December 2007, while the Dow Jones industrial average <.dji> has risen above 14,000 recently.

Bank of America-Merrill Lynch analysts see a near-term pullback likely, based on strong equity inflows at the start of the year, said Dan Suzuki, the bank's equity strategist in New York.

"The fact that we've gone since November without seeing one, from a timing perspective, it wouldn't be a surprise to see one now."

With fourth-quarter earnings nearing an end, the market will be losing one of its big supports, said Frank Lesh, a futures analyst and broker at FuturePath Trading LLC in Chicago. "That's one thing that's been holding the market up," he said.

Shares of Time Warner Inc jumped 4.1 percent to $52.01 after reporting higher fourth-quarter profit that beat Wall Street estimates, as growth in its cable networks offset declines in film, TV entertainment and publishing units.

The Dow Jones industrial average <.dji> was up 7.22 points, or 0.05 percent, at 13,986.52. The Standard & Poor's 500 Index <.spx> was up 0.83 points, or 0.05 percent, at 1,512.12. The Nasdaq Composite Index <.ixic> was down 3.10 points, or 0.10 percent, at 3,168.48.

Amazon.com shares, down 1.7 percent at $262.22, led the decline on the Nasdaq.

Also causing some strain on the market, investors have been speculating about leadership changes in Spain and Italy and watching for comments from European leaders, analysts said. European Central Bank policymakers are due to meet Thursday.

The Dow Jones Transportation average <.djt> was down 0.2 percent after hitting another record high on Tuesday. The average is up 10.7 percent for the year so far and has made a series of new highs since mid-January.

According to Thomson Reuters data, of 301 companies in the S&P 500 that have reported earnings, 68.1 percent have exceeded analysts' expectations, above a 62 percent average since 1994 and 65 percent over the past four quarters. In terms of revenue, 65.8 percent of companies have topped forecasts.

Fourth-quarter earnings for S&P 500 companies are estimated to have risen 4.7 percent, according to the data, above a 1.9 percent forecast at the start of the earnings season.

Walt Disney Co's stock was up 0.4 percent at $54.52, after the company beat estimates for quarterly adjusted earnings and gave an optimistic outlook for the next few quarters.

Volume was roughly 6.5 billion shares traded on the New York Stock Exchange, the Nasdaq and the NYSE MKT, compared with the 2012 average daily closing volume of about 6.45 billion.

Advancers outpaced decliners on the NYSE by roughly 17 to 12 and on the Nasdaq by about 13 to 11.

(Editing by Bernadette Baum, Kenneth Barry and Nick Zieminski)

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New Skirmishes Reported in Mali as France Promises Withdrawal

Jerome Delay/Associated Press

French armored vehicles moved toward the Niger border before making a turn to the north on Wednesday in Gao, northern Mali.

PARIS — Amid reports of continued skirmishes with Islamist extremists driven out of the main settlements of northern Mali, France renewed a promise on Wednesday that its soldiers would begin returning home within weeks, handing over authority to West African and Malian units charged with keeping the vast desert area under government control.

But French officials acknowledged that, despite their claimed military successes so far, new hostilities had erupted on Tuesday near the northern town of Gao between what were depicted as remnants of the insurgents and French and Malian forces, possibly foreshadowing a new phase in the conflict.

“From the moment our forces, supported by Malian forces, began missions and patrols around the towns which we have taken, we have encountered residual jihadist groups which fight,” Defense Minister Jean-Yves Le Drian said in a radio interview. He called the conflict a “real war.”

“We will seek them out,” he said, pledging to bring security to the recaptured areas. “Yesterday there was some rocket fire from residual jihadist groups in the Gao region,” he said, without going into detail.

In an interview published in the newspaper Metro, Foreign Minister Laurent Fabius of France said that, starting in March, “the number of French troops should fall.”

“France has no intention of remaining in Mali,” Mr. Fabius said. “It is the Africans and the Malians themselves to guarantee the security, the territorial integrity and the sovereignty of the country.”

Mr. Le Drian, the defense minister, said the French deployment for the lightning offensive launched last month had reached 4,000 soldiers, “and we won’t go beyond that.”

The deployment is far higher than the 2,500 soldiers France initially projected, and it was bolstered by the arrival over the weekend of 500 more troops.

But the French officials seemed eager to convince their citizens that the country’s armed forces were not being pulled inexorably into a perilous long-term commitment risking higher casualties.

“The progressive transfer from the French military presence to the African military presence can be made relatively quickly,” Mr. Le Drian said. “In several weeks, we will be able to begin to reduce our deployment.”

France intervened after Islamist forces who had controlled northern Mali for months began a sudden drive to the south almost a month ago. After halting the rebel advance with airstrikes, France sent in ground troops who advanced along with Malian units, apparently meeting little resistance as the insurgents seemed to melt back into their hiding places in the rugged northeast of the country.

But the latest reports of skirmishes near Gao seemed to suggest that the insurgents had not completely withdrawn.

News reports on Wednesday said that the secular National Movement for the Liberation of Azawad, a rebel movement, had claimed to control a string of small settlements in the northeast. Azawad is the name for the region used by Tuareg separatists.

In a rough tally of the casualties, Mr. Le Drian said the French intervention had killed “several hundred” insurgents, both in airstrikes and in “direct combat” in two towns in the center and north of the country: Konna and Gao.

France has said that it lost one member of its armed forces, a helicopter pilot, while Mali has said that 11 of its soldiers were killed and 60 were wounded in the fighting in Konna last month.

At the United Nations on Wednesday, France formally proposed to the Security Council that it approve a peacekeeping force for Mali in the coming weeks. Both the French ambassador, Gérard Araud, and the head of peacekeeping operations, Hervé Ladsous, said that there had to be a peace to keep before it could be deployed. “I think that we have to wait several weeks before assessing the security environment and taking the decision of deploying a peacekeeping operation,” Mr. Araud told reporters.

Although the force was originally envisioned as an African one with some United Nations backing, the planning is now focused on creating a new United Nations peacekeeping organization, but it would still rely heavily on regional troop contributions. About 2,000 soldiers from countries in the region and another 2,000 from Chad have already deployed to Mali, and they would probably become part of the United Nations force, Mr. Ladsous said. It is about half of the number of peacekeepers envisioned.

The hybrid model — deploying African troops with United Nations financial and logistics support — which was used in Darfur and Somalia, has fallen out of favor because of a lack of sufficient United Nations control over the resources it contributes. A United Nations force is “much more predictable for the actors on the ground, for the troop contributors,” Mr. Ladsous said.

Both the African Union and the regional economic bloc have endorsed the idea, but Mali, whose consent is required, has yet to sign off on the idea. There is some opposition in Mali to the idea that the peacekeeping force would be deployed not just in the north, but in Bamako as well.

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El director de Linux llega a Colombia a promover el uso de software libre y buscar talento

Bogotá, 5 feb (EFE).- El presidente de Linux Internacional, Jon “Maddog” Hall, se encuentra en Colombia con el objetivo de promover el uso de software libre, al considerar que se trata de una oportunidad para toda América Latina en la generación de empleo, y además, buscar talento.

Hall expresó sus planes en una entrevista con Efe en Bogotá, en víspera de la inauguración de Boya.ca, la versión que Campus Party celebra desde mañana en Colombia y donde espera reclutar creativos.

“Yo estoy buscando los mejores programadores del mundo y seguramente no todos serán de Estados Unidos“, apuntó, al mostrarse confiado en que América Latina tiene mucho talento que puede aprovecharse para desarrollar la industria del software libre, en la que él trabaja a través de “Project Cauã”.

La ciudad de Tunja, capital del departamento de Boyacá y ubicada en el centro del país, recibirá hasta el 10 de febrero a cerca de 450 invitados dispuestos a debatir sobre desarrollo de software, hardware, electrónica, entre ellos el presidente de la empresa desarrolladora del sistema operativo Linux.

Hall, experto en software libre, trabaja desde 2007 en este proyecto con el que calcula que se pueden generar entre “uno y dos millones de empleos en el sector de la tecnología en Brasil y, por lo menos, uno o dos millones en el resto de América Latina“.

Por eso presentará “Project Cauã” en esta versión especial del Campus Party, donde espera que los asistentes entiendan las bondades del software libre, que, según él, puede ofrecer soluciones más sencillas de las que en ocasiones presentan empresas que venden sistemas cerrados.

Para Hall, trabajar con software libre permite dejar de depender de empresas desarrolladoras cuando se quiere un servicio tecnológico y se le puede pagar, por ejemplo, “a un programador colombiano, que compre con ese dinero una casa o comida en el país”, una dinámica que colabora en la generación de empleo en la región.

Los dispositivos móviles Raspberry Pi, desarrollados en el Reino Unido y disponibles en el mercado desde febrero de 2012, son para el presidente de Linux la prueba reina del buen funcionamiento de los sistemas libres, pues la mayoría de estos elementos tecnológicos utiliza el que desarrolla la empresa que él lidera.

“Alrededor de un millón de unidades han sido solicitadas en un año” de este producto, que ha estado a la venta por un precio de 35 dólares en Estados Unidos, recordó “Maddog”, quien remarcó la importancia de que los dispositivos permiten ver imágenes y vídeos de alta calidad.

El impacto, agregó, de los sistemas libres que promueve ha hecho que Wall Street y empresas como Google, Facebook y EBay lo usen para sus negocios, en lugar de implementar software cerrado.

“Ellos quieren una solución y por eso pagan, para que todo funcione como ellos quieren”, dijo Hall a Efe, al destacar que es necesario acabar con la idea de que lo libre es gratis.

Por eso, “Maddog” confía en encontrar talentos en Boya.ca que puedan aportar en sus proyectos, pues ya cuenta con las experiencias de pasadas versiones del Campus Party en Colombia, Brasil, Ecuador y España, de donde reconoció ha quedado sorprendido por la creatividad e innovación de sus participantes.

“Estoy en el proceso de reclutar personas y los Campus Party pueden servir”, afirmó el presidente de Linux al recordar que dos años atrás en un evento similar conoció a un colombiano que creó un busto humano robótico que mueve los ojos y la boca cuando recibe patrones de voz y ahora el inventor estudia en Estados Unidos.

También recordó a un joven que inició su empresa cuando tenía 18 años, después de haber diseñado una pequeña casa de madera que podía controlar completamente con su celular, así como a un español que comenzó su negocio tecnológico a los 12 años y a los 18 ya tenía más de 20.000 clientes.

Sin embargo, Hall alertó de que “hay gente que se quiere aprovechar y hacer que los creativos regalen su trabajo”.

“Eso hay que pagarlo y estoy ajustando mi plan de negocios para lograrlo” en “Project Cauã”, el que espera implementar en América Latina en los próximos años.

El presidente de Linux Internacional, Jon “Maddog” Hall habla durante una entrevista con Efe en Bogotá, (Colombia). EFE

Linux/Open Source News Headlines – Yahoo! News

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See the Stylish Photo Shoot Jessica Simpson Did Between Babies

Stylewatch
Style News Now

02/05/2013 at 04:00 PM ET

Courtesy Jessica Simpson Collection

Jessica Simpson is no stranger to buzzworthy photoshoots, but the glamorous shots she snapped for her Spring 2013 clothing line may take the cake.

The sunlit campaign photos, shot in November on Malibu’s El Matador Beach by famed fashion photographer Ellen von Unwerth, show the mom-to-be showing off her fab, Harley Pasternak-toned bod in pieces from her clothing, shoe and sunglasses collections.

“Last fall’s campaign was shot while I was pregnant [with daughter Maxwell Drew] so I worked behind the scenes on the shoot,” Simpson tells PEOPLE exclusively. “I was really excited to be back in front of the camera for this year’s campaign.”

Of the photographer, Simpson gushes: “Ellen is incredible and was able to really capture the essence of the spring collection – it’s playful, all-American, classic.” Simpson demonstrates those qualities herself as she poses in items from a tie-dye skirt to a denim romper, sky-high neutral wedges to cheetah-print sunglasses — all while rocking her signature loose blonde waves, smoky eyes and light pink lips.

And the final word on the collection, straight from the star? “I want everyone to be able to wear my designs,” she says of the pieces, which are almost entirely under $200 and are starting to ship to stores including Macy’s and Nordstrom now. “The collection is accessible — from extra-small to plus and maternity, there is something for everyone to feel great in.”

Click to see another exclusive image from the campaign, then tell us: Are you excited to try on Jessica Simpson’s spring collection?

Courtesy Jessica Simpson Collection

–Alex Apatoff

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Critics seek to delay NYC sugary drinks size limit

NEW YORK (AP) — Opponents are pressing to delay enforcement of the city's novel plan to crack down on supersized, sugary drinks, saying businesses shouldn't have to spend millions of dollars to comply until a court rules on whether the measure is legal.

With the rule set to take effect March 12, beverage industry, restaurant and other business groups have asked a judge to put it on hold at least until there's a ruling on their lawsuit seeking to block it altogether. The measure would bar many eateries from selling high-sugar drinks in cups or containers bigger than 16 ounces.

"It would be a tremendous waste of expense, time, and effort for our members to incur all of the harm and costs associated with the ban if this court decides that the ban is illegal," Chong Sik Le, president of the New York Korean-American Grocers Association, said in court papers filed Friday.

City lawyers are fighting the lawsuit and oppose postponing the restriction, which the city Board of Health approved in September. They said Tuesday they expect to prevail.

"The obesity epidemic kills nearly 6,000 New Yorkers each year. We see no reason to delay the Board of Health's reasonable and legal actions to combat this major, growing problem," Mark Muschenheim, a city attorney, said in a statement.

Another city lawyer, Thomas Merrill, has said officials believe businesses have had enough time to get ready for the new rule. He has noted that the city doesn't plan to seek fines until June.

Mayor Michael Bloomberg and other city officials see the first-of-its-kind limit as a coup for public health. The city's obesity rate is rising, and studies have linked sugary drinks to weight gain, they note.

"This is the biggest step a city has taken to curb obesity," Bloomberg said when the measure passed.

Soda makers and other critics view the rule as an unwarranted intrusion into people's dietary choices and an unfair, uneven burden on business. The restriction won't apply at supermarkets and many convenience stores because the city doesn't regulate them.

While the dispute plays out in court, "the impacted businesses would like some more certainty on when and how they might need to adjust operations," American Beverage Industry spokesman Christopher Gindlesperger said Tuesday.

Those adjustments are expected to cost the association's members about $600,000 in labeling and other expenses for bottles, Vice President Mike Redman said in court papers. Reconfiguring "16-ounce" cups that are actually made slightly bigger, to leave room at the top, is expected to take cup manufacturers three months to a year and cost them anywhere from more than $100,000 to several millions of dollars, Foodservice Packaging Institute President Lynn Dyer said in court documents.

Movie theaters, meanwhile, are concerned because beverages account for more than 20 percent of their overall profits and about 98 percent of soda sales are in containers greater than 16 ounces, according to Robert Sunshine, executive director of the National Association of Theatre Owners of New York State.

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Follow Jennifer Peltz at http://twitter.com/jennpeltz

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Wall Street bounces back after sell-off; results a boost

NEW YORK (Reuters) - Stocks climbed on Tuesday, recovering a day after the market's biggest sell-off since November, as stronger-than-expected earnings brightened the profit picture.

Dell Inc's stock rose after the world's No. 3 computer maker agreed to be taken private in a $24.4 billion deal, the largest leveraged buyout since the 2008-2009 financial crisis. The stock gained 1.1 percent to $13.42.

All 10 S&P sectors were higher, and the S&P 500 and Nasdaq gained more than 1 percent.

The market's bounce follows a sell-off on Monday that gave the S&P 500 its biggest percentage decline since mid-November. The benchmark remains up 6 percent since the start of the year and is less than 4 percent away from its all-time closing high of 1,565.15 from October 2007.

Analysts said fourth-quarter results have been among factors helping to boost stocks. On Tuesday, Archer Daniels Midland reported revenue and adjusted fourth-quarter earnings that beat expectations, boosted by strong global demand for oilseeds. Shares rose 3.3 percent to $29.38.

"There's not a huge upside surprise by any means, but we're definitely seeing slightly better-than-expected earnings overall," said Bryant Evans, portfolio manager at Cozad Asset Management, in Champaign, Illinois.

The Dow Jones industrial average <.dji> was up 99.22 points, or 0.71 percent, at 13,979.30. The Standard & Poor's 500 Index <.spx> was up 15.58 points, or 1.04 percent, at 1,511.29. The Nasdaq Composite Index <.ixic> was up 40.41 points, or 1.29 percent, at 3,171.58.

The market shot higher at the start of the year after U.S. lawmakers were able to come to a last-minute agreement to avoid a national "fiscal cliff," but questions on spending cuts remain.

President Barack Obama on Tuesday urged Congress to pass a small package of spending cuts and tax reforms. Though the plan was quickly rebuffed by Republican leaders, investors are looking for an agreement.

"I think there's some hopefulness out there that a reasonable compromise will be made," Evans said.

Also in earnings, Estée Lauder Cos Inc reported a higher quarterly profit and raised its full-year profit forecast. The stock rose 6 percent to $64.71.

With results in from more than half of the S&P 500 companies, 69 percent have beaten profit expectations, compared with the 62 percent average since 1994 and the 65 percent average over the past four quarters. Sixty-six percent of companies have beaten on revenue.

Fourth-quarter earnings for S&P 500 companies are expected to rise 4.5 percent, according to the data, above the 1.9 percent forecast at the start of earnings season.

On the down side, McGraw-Hill shares slumped 10.7 percent to $44.92 after the U.S. Justice Department filed a civil lawsuit seeking $5 billion over mortgage bond ratings. Standard & Poor's, a McGraw Hill unit, was accused of inflating ratings and understating risk out of a desire to gain more business from investment banks.

On Monday, McGraw-Hill stock suffered its worst one-day decline since the 1987 market crash.

Volume was roughly 6.7 billion shares traded on the New York Stock Exchange, the Nasdaq and the NYSE MKT, compared with the 2012 average daily closing volume of about 6.45 billion.

Advancers outpaced decliners on the NYSE by nearly 11 to 4 and on the Nasdaq by about 3 to 1.

(Editing by Kenneth Barry and Nick Zieminski)

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North Korean Propaganda Video Imagines Attack on U.S.

SEOUL, South Korea — North Korea is not known for its subtlety, famous instead for its soaring patriotic rhetoric and threats to turn the capital of its rival, South Korea, into a “sea of fire.”

But even by those standards, the latest volley of North Korea propaganda is noteworthy. Posted recently on YouTube, a video by one of the North’s propaganda agencies shows an animated version of Manhattan in flames — part of a dream in which a young Korean man envisions a glorious future of rocket launchings and the reunification of the Korean Peninsula. The background music to the celebration of perceived military might: an instrumental version of “We Are the World.”

“I see black smoke billowing somewhere in America,” the text that scrolls across the screen says in what are, in essence, subtitles of the man’s dream. “It appears that the headquarters of evil, which has had a habit of using force and unilateralism and committing wars of aggression, is going up in flames it itself has ignited.”

By Tuesday afternoon, the video had been removed from YouTube after a copyright complaint from Activision, the maker of the video game “Call of Duty,” from which the fiery New York scene was lifted. Copies, however, were up elsewhere on the Web, including on Live Leak.

The three-and-a-half-minute clip — titled “On Board Unha-9” and posted on YouTube on Saturday by Uriminzokkiri, a North Korean government Web site — is the latest evidence of the propaganda mileage Pyongyang is extracting from its Dec. 12 launching of its Unha-3 rocket, which the West considers North Korea’s first successful test of long-range-missile technology.

North Korea has been trumpeting the success of the rocket, which put a satellite into orbit, to its people, saying it was proof that their country was advancing toward a high-tech future. But the latest video is part of a years-long effort by the North to reach South Koreans and Koreans around the world through the Internet. (North Korea keeps its people, except for a tiny portion of its elite, cut off from the Internet.)

This is not the first time North Korea has portrayed attacks on the United States. Propaganda posters have shown a missile striking what looks like Capitol Hill.

The latest propaganda assault comes after weeks of increasingly strident missives from the North, which is angered by a Washington-led United Nations resolution tightening sanctions as punishment for the rocket test. The country has since promised a nuclear test, its third, as it tries to build what it calls a deterrent against attack by the United States or others.

There is no evidence that the North has the ability to strike the United States mainland with missiles.

The launching of the Unha-3 has become a symbol of pride in impoverished North Korea, where the government has told its people the success came despite American plots to “strangle and stifle” North Koreans. Thousands of scientists and officials there who were involved in the rocket project have been awarded government medals, according to North Korean news media.

Another YouTube video, also uploaded on Saturday, showed the Unha-3 rocket blasting off while a narrator identified as a worker in a Pyongyang cosmetics factory compared the moment to “flame of love igniting at first sight.” She also likened South Korean diplomats who pushed for United Nations sanctions to “ugly things” and “confrontational maniacs.”

Uriminzokkiri has been running Twitter and YouTube accounts since 2010, uploading more than 5,470 songs, news reports and videos. Earlier pieces had called Hillary Rodham Clinton, when she was secretary of state, a “minister in a skirt” and South Korean officials “servile dogs.”

South Koreans are blocked by their government’s firewall from gaining access to North Korean Web sites, but they could watch Uriminzokkiri posts on YouTube.

The “On Board Unha-9” video shows a sleeping man dreaming of traveling in a space shuttle named Kwangmyongsong-21. (The suggestion is that the North has a bright technological future, since the country is apparently up to only the third version of the Unha rocket, and the satellite that North Korea put into orbit in December is named Kwangmyongsong-3.)

The shuttle circles the Earth, passing over the Korean Peninsula, where people are jubilant over a reunification of the two Koreas. The camera then zooms in on the cataclysmic Manhattan scene from “Call of Duty,” which features Russians invading New York.

Marc Santora and Robert Mackey contributed reporting from New York.

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Live action: Twitter grabs Super Bowl spotlight

NEW YORK (AP) — Beyonce’s splashy show, a freak power outage, and —oh, yeah— a captivating game of football combined to generate a record 24.1 million posts on Twitter during Sunday night’s Super Bowl.

That’s up from 13.7 million last year — and that doesn’t even include chatter surrounding the ads.

Twitter said in a late Sunday blog post that about half of the more than 50 national TV spots that aired during the game included a “hashtag,” a word or phrase preceded by a number sign that’s used to organize subjects on the short messaging site. During last year’s game, only one in five ads included one. Brands ranging from Oreo to Tide and Budweiser, meanwhile, captured online buzz by linking the blackout to their brands in humorous tweets.

Super Bowl XLVII, like the London Summer Olympics and the U.S. presidential election, was yet another moment in which Twitter became the platform for millions of people to share quick reactions and participate in a massive, public conversation. Though it’s not as popular as Facebook Inc. or its buttoned-up cousin LinkedIn Corp., Twitter’s surging popularity during big events is a testament to its reach and utility. The question is whether these moments can translate into revenue for the 7-year-old company.

The company makes money by charging advertisers to promote individual tweets, accounts or trends designed to spark a conversation. Research firm eMarketer estimates that Twitter will book advertising revenue of $ 545.2 million this year, up 89 percent from 2012. Next year, worldwide ad revenue is expected to hit $ 807.5 million, a 48 percent increase from 2013.

Tweetable events such as the 34-minute Super Bowl power outage are ripe with marketing potential, provided that brands act quickly.

“It’s really clear right now that Twitter has a lock on real-time conversation on the Internet,” says eMarketer analyst Debra Aho Williamson.

To capitalize on this, Twitter has to show advertisers that it pays to promote their tweets — even though fans are likely to spread the catchiest slogans on their own, free of charge.

That’s what happened with a certain cream-filled cookie on Sunday.

It took Oreo’s marketers roughly 10 minutes after the power went out to tweet a picture of an Oreo cookie in the half-dark with the words: “You can still dunk in the dark.” As of Monday afternoon, the image had been shared on Twitter more than 15,000 times. Tide followed suit with the slogan “we can’t get your blackout. But we can get your stains out” with more limited success. The message was re-tweeted about 1,300 times. Calvin Klein, meanwhile, tweeted a video of a shirtless, chiseled male model doing crunches “since the lights are still out…”

Such “real-time marketing” is still in its infancy, but Williamson expects this to change, as more companies develop the ability to respond to events immediately.”

“To do what Oreo did actually takes a lot of pre-planning,” she says.

Laurie Guzzinati, spokeswoman for Oreo owner Mondelez says the power outage was a natural moment to engage consumers. The cookie’s TV ad had a planned social media component asking people to follow Oreo on Twitter and post photos on Instagram. The company had set up a “social media command center” that included people from Oreo’s brand team, the ad agency 360i and other partners whose job was to follow the Super Bowl and interact with fans on Facebook, Twitter and elsewhere.

Mondelez likely spent the going rate of as much as $ 4 million on its Super Bowl television spot. But Guzzinati says the company didn’t pay Twitter anything for the “dunk in the dark” picture. Still, Twitter says advertisers moved quickly following the outage.

Matt McGee, editor-in-chief of the blog Marketing Land, counted 26 Twitter mentions in the 52 national spots that aired during the game. Facebook, meanwhile, got only four shout-outs, while Google Plus walked away with zero (though Google Inc.’s YouTube scored one mention from Hyundai).

“When it comes to second-screen advertising, it’s Twitter’s world now and there’s no close second place,” McGee wrote in a blog post late Sunday night. “Last year, brands split their focus on Twitter and Facebook with eight mentions each. This year, brands recognize that Twitter is where they need to try to attract the online conversation around one of the world’s biggest events.”

David Berkowitz, vice president of emerging media at 360i, which worked on the Oreo campaign, says Twitter has done a good job tying itself into major television events.

“If you look at (Twitter’s) trending topics any day especially during prime time or major events, they’re heavily fueled by television,” he says. “So TV is responsible for Twitter’s growth in general.”

He thinks Twitter has done a better job than other social media sites like Tumblr and Pinterest in proving it’s the place to be when it comes to talking about big events online.

“A large part of it right now is just showing this is where the conversation is happening and building their brand around that,” he says. “Even with other very successful social media sites, no one is better at conversation than Twitter.”

__

AP Retail Writer Mae Anderson contributed to this story.

Social Media News Headlines – Yahoo! News

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Which Star Admits To Wearing a Fluorescent Unitard With Doc Martens?

Stylewatch
Style News Now

02/04/2013 at 04:45 PM ET

Courtesy Women’s Health

It’s hard to believe that the star whose street style we most worship has ever made a wardrobe misstep. But rather than bury the evidence, Jessica Alba is sharing her biggest fashion fail with Women’s Health (proof that stars are not like the rest of us; we may or may not have burned our sixth grade class photos).

“What do I regret wearing? There’s so many, I don’t think I could choose just one,” she admits. “I definitely rocked a Lycra unitard-y thing … One fluorescent color on one side, another fluorescent color on the other side with keyhole cutouts all the way up the body. I rocked it so hard with my Doc Martens.”

These days, the actress and Honest Company founder prefers colored denim and moto jackets to full-body neon Spandex. On her must-have list: a denim jacket, a sharp coat, a great pair of jeans, a fitted blazer, neutral t-shirts and an LBD.

Check out an ab-baring exclusive photo from the Women’s Health shoot (below), and pick up the March issue of Women’s Health to find out more of Alba’s fashion and beauty tips, as well as details about her new book, The Honest Life. Tell us: What’s your biggest fashion regret?

Courtesy Women’s Health

–Jennifer Cress

PHOTOS: CHECK OUT MORE STARS WITH GREAT STYLE!

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