Microsoft executive exits at a shaky time

Turns out Microsoft Corp.'s radical overhaul of its Windows operating system last month wasn't the only big change in store for the company.

The abrupt departure of Steven Sinofsky, president of Windows and Windows Live, is being called poor timing for the tech behemoth. It's also seen as a sign that longtime Chief Executive Steve Ballmer has no plans to step down anytime soon.

Sinofsky's exit, just weeks after the company rolled out the Windows 8 operating system, "doesn't necessarily reflect well on the company," said Kirk Materne, managing director at Evercore Partners.

"I think if you're Steve, having this happen right after creates a level of distraction that you don't want in the first place," he said. "It's never great when you've had this much turnover at the senior level of a company that is really trying to gain its footing in markets like tablet and mobile."

Shares of Microsoft slid 90 cents, or 3.2%, to $27.09 on Tuesday. Its stock has languished in the last decade — virtually unchanged — while shares of rival Apple Inc. have climbed more than 6,700%.

Microsoft is under pressure to impress consumers and investors with its latest offerings, which include Windows 8 and its new Surface device, a hybrid tablet-laptop that launched last month.

But both products have been met with lackluster interest. Windows 8 debuted to low investor expectations, and reviews for the revamped operating system have been mixed, with some users saying it's at times confusing to use.

The Surface, meanwhile, was buzz-worthy when it was first unveiled, but analysts seem unconvinced that it will make a dent in a market currently dominated by Apple's iPad. Although the hardware is sleek, the Surface lacks applications compared with the iPad, and its highly touted snap-on keyboard that doubles as a cover is difficult to accurately type on, reviewers have said.

The Windows 8 launch was said to be the biggest revamp of the operating system in nearly two decades. The latest update includes a new interface called the Start screen that was designed for tablets and touch-screen computers and features moving tiles similar to those on Windows Phone devices. Microsoft wants the new Start screen interface to be the future of Windows.

"The general conclusion of Win 8 is on the surface, it's a solid first start," Materne said. "It's not mind-blowing, it's not going to immediately recapture market share, but it gets them back in the ballgame to a certain degree."

Sinofsky, a 23-year Microsoft veteran, was in charge of the Windows 8 and Surface efforts at the Redmond, Wash., company. He was a polarizing figure in the office with a tough management style and was rumored to be in line to succeed Ballmer, who has been chief executive since 2000.

In an employee memo Monday, the day Microsoft announced his departure, Sinofsky said he had decided to leave to seek "new opportunities."

"With the general availability of Windows 8/RT and Surface, I have decided it is time for me to take a step back from my responsibilities at Microsoft," he said. "I've always advocated using the break between product cycles as an opportunity to reflect and to look ahead, and that applies to me too."

Now that Sinofsky has left, analysts — some of whom speculated there had been a rift between Sinofsky and Ballmer — say they expect a new direction for the Windows division.

"Sinofsky was a highly talented operator who hit product release dates, got delivery in Windows to be more reliable, and was pivotal to successful Office and Win 7 releases," Morgan Stanley analyst Adam Holt said in a note to investors. "While he is a loss for Microsoft, Windows has entered a different phase where cultivation of developers, collaboration between product groups, integration with the mobile operating system and a focus on applications become more important."

Sinofsky will be replaced by Julie Larson-Green, who has been with the company since 1993 and oversaw program management, user interface design and research for Windows 7 and 8. She will lead all Windows software and hardware engineering.

Tami Reller, Windows chief financial officer and chief marketing officer, also will assume responsibility for the business of Windows.

There could be a bit of a learning curve in the meantime, said equity analyst Angelo Zino of S&P Capital IQ.

"We are surprised by the announcement, given Sinofsky's recent success as well as a belief by many that he could eventually have been the successor to CEO Steve Ballmer," he said. "While we are confident in the abilities of both individuals, we see the change increasing product development risk to future Windows releases."

andrea.chang@latimes.com

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A challenge unmet

Chicago elementary school students with learning or emotional disabilities miss far more school days than their peers without disabilities, the Tribune found in an analysis of internal attendance data from the district.

These missed days undermine the education of an already-vulnerable population.

Consider the students in grades K-8 whose designated primary diagnosis is a learning disability — a disorder generally affecting the ability to use or understand language. On average, each of these 17,000 students racked up two weeks of truancy and excused absences in the 2010-11 school year. That's about 20 percent more than those with no disability.

Also frequently gone from school were the 1,500 elementary students with a primary diagnosis of an emotional disorder — children whose behavior or feelings impede their learning and ability to get along with others.

On average, students in grades K-8 with an emotional disorder missed four weeks of school to truancy and other absences. They also accrued 10 times as many suspension days as children without a disability, the Tribune's analysis found.

Federal law requires schools to provide these students with counselors, aides and other support to help them succeed, and it specifically protects them from being excluded from school through excessive suspensions or informal push-outs.

But in Chicago, advocates for the disabled say, many children with learning and emotional disabilities go undiagnosed for too long and are then given inadequate assistance. Alienated from classrooms they find humiliating and unrewarding, youth tend to tune out or lash out, leading to suspensions and other missed days.

One school report for a student with a learning disability showed that "an intervention for minor infractions has been for her mother to bring or keep (the girl) home with her in order to avoid further escalation of (the girl's) anger and behavior."

That intervention — which advocates for the disabled called a potential violation of federal law — "has resulted in poor exposure to the general education curriculum," the report noted.

Chicago Public Schools officials denied that the intervention was intended to keep the child at home in violation of school policies or the law.

While not commenting specifically on any Chicago cases, Harvard University education professor Thomas Hehir said excessive suspensions and informal exclusions from school are a nationwide problem for youth with disabilities.

"Once you get into that pattern, the implicit message you're giving the child is that school is not important, you don't need to be here," Hehir said. "It becomes a vicious circle."

Students with learning and emotional disabilities "are kids who have a lot of potential," Hehir added. "It's a myth that they can't be highly successful in school, if given the appropriate supports."

Read the full story, "A challenge unmet," as a digitalPLUS member. To view videos and photos and for a look at the rest of the series, visit chicagotribune.com/truancy.

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U2′s Bono to urge U.S. politicians not to cut aid programs

WASHINGTON (Reuters) – Irish rocker and anti-poverty campaigner Bono will appeal to Democrats and Republicans during a visit to Washington this week to spare U.S. development assistance programs from cuts as Congress tries to avert the looming “fiscal cliff” of tax hikes and spending reductions early next year.

The U2 lead singer’s visit comes as the Obama administration and congressional leaders try to forge a deal in coming weeks to avoid the economy hitting the “fiscal cliff” – tax increases and spending cuts worth $ 600 billion starting in January if Congress does not act.

Analysts say the absence of a deal could shock the United States, the world’s biggest economy, back into recession.

Kathy McKiernan, spokeswoman for the ONE Campaign, said Bono will hold talks with congressional lawmakers and senior Obama administration officials during the November 12-14 visit.

During meetings he will stress the effectiveness of U.S. foreign assistance programs and the need to preserve them to avoid putting at risk progress made in fighting HIV/AIDS, tuberculosis and malaria, she said.

Bono, a long-time advocate for the poor, will argue that U.S. government-funded schemes that support life-saving treatments for HIV/AIDS sufferers, nutrition programs for malnourished children, and emergency food aid make up just 1 percent of the U.S. government budget but are helping to save tens of millions of lives in impoverished nations.

The One Campaign would not elaborate which lawmakers and senior Obama administration officials Bono will meet.

On Monday, Bono will discuss the power of social movements with students at Georgetown University. He will also meet new World Bank President Jim Yong Kim for a web cast discussion on Wednesday on the challenges of eradicating poverty.

(Editing by W Simon)

Music News Headlines – Yahoo! News

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Q & A: Weighing the Evidence

Q. My husband weighs twice as much as I do, yet we take the same dose of over-the-counter medications, as recommended on the packaging. Shouldn’t weight be a factor?

A. There is little information about using weight as a factor in adjusting doses of either prescription or over-the-counter medications, said Dr. Steven A. Kaplan, director of the Iris Cantor Men’s Health Center at NewYork-Presbyterian/Weill Cornell hospital.

“We are beginning to study different responses by weight,” he said, but he and other researchers have reached no conclusions on recommendations for therapy.

“In my own field, urology,” he added, “my opinion is that it is more likely for the recommended dose to be ineffective in a larger person rather than to be toxic in a thinner adult.”

Some prescription drugs, like chemotherapy agents, already have their dosages adjusted for weight because of their highly toxic nature. As for over-the-counter drugs, recommended doses generally tend to be weighted in favor of safety rather than efficacy, Dr. Kaplan said.

He and other doctors emphasized the importance of following package directions. For example, acetaminophen (like Tylenol) can present a life-threatening risk if the liver cannot process a high dose. If you find that the recommended dose does not work for you, Dr. Kaplan said, speak to your doctor.

C. CLAIBORNE RAY

Readers may submit questions by mail to Question, Science Times, The New York Times, 620 Eighth Avenue, New York, N.Y. 10018, or by e-mail to question@nytimes.com.

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Chicago's top employers named

The Chicago Tribune released its annual Top Workplaces survey Monday, with a broad cross section of companies -- and dozens of new names -- earning recognition as the best places to work in Chicago. 

Abt Electronics and Coyote Logistics repeated as the top large and midsize employers, respectively, with iD Commerce + Logistics making the list for the first time as the top-ranked small company.  

This is the third year the Tribune has partnered with Workplace Dynamics to rank the top 100 companies as judged by their own employees, using criteria ranging from clued-in managers to flexible work schedules. More than 1,600 companies were invited to participate, with a record 254 completing the survey.

Pennsylvania-based Workplace Dynamics partnered with 32 newspapers and surveyed 1.5 million employees nationwide last year as part of its research efforts into what environments are best for employees. 

"We all spend an awful lot of time at work," said Doug Claffey, CEO of Workplace Dynamics. "Creating a really great workplace for employees is something that I think businesses have an obligation to do.  In addition to making money, you need create an environment where your people want to be."

Beyond Glenview electronics retailer Abt,  the top five large companies were Hyatt Hotels, Baird & Warner, ATI Physical Therapy and FedEx -- all new to this category this year.

Chicago-based Coyote Logistics was followed by kCura, Slalom Consulting, Edward Jones and Mercy Home for Boys & Girls among companies with 250 to 999 employees.  

Wood Dale-based id Commerce topped Webster Dental, 2011 winner Red Frog Events, Assurance Agency and LeasePlan USA among small companies.

Full survey results and a variety of top workplace profiles will be published in a magazine insert included in Tuesday's Chicago Tribune.

rchannick@tribune.com | Twitter @RobertChannick

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Bears lose Cutler to concussion, fall 13-6 to Texans

The Chicago Bears had their six-game winning streak snapped and lost quarterback Jay Cutler to a concussion in Sunday night's 13-6 loss to the Houston Texans in front of a crowd of 59,989 at rainy Soldier Field.
 
Cutler, who was not playing well prior to suffering the concussion, took a hard hit to the head late in the second quarter but remained in the game until the intermission. He did not return in the second half as Jason Campbell took over.
 
Houston improved to 8-1, while the Bears fell to 7-2.

"You can't make the mistakes we did early on," Bears coach Lovie Smith. "If we're ever minus-2 on the turnover differential, it's not going to be a good day for us. ... But we got beat by a good football team tonight. You have to give the Texans a lot of credit.

"We're disappointed right now with the loss, but we have to get back up as soon as we possibly can."

As for Cutler's status, Smith said it was too early to say if he would be available for next Monday night's game at San Francisco. Smith did say that Cutler's concussion symptoms started to clear up during the second half and that the quarterback wanted to go back in, but "that decision was made for him" by the team doctors.

Smith said he didn't know which hit that Cutler took might have caused the concussion, and said he didn't know what concussion symptoms were present.

"I try not to be Dr. Smith too often," said Smith, adding that he accepted what he was told by the doctors.

Asked what he took away from the game, Smith said, "It's a loss, so you have to go from there. We were beaten by a good football team. We're 7-2, though. It's one game. ... There's a lot of football left to go. We'll bounce back."

Campbell replaced Cutler, who took a big hit from Texans linebacker Tim Dobbins late in the second quarter, to start the second half with the Bears trailing 10-3. Robbie Gould's 24-yard field goal pulled the Bears to within 10-6 with 1:55 left in the third quarter, but Shayne Graham connected from 42 yards with 4:49 to play in the game to put the Texans ahead 13-6.

Gould tried to bring the Bears to within a point early in the final quarter, but missed a 48-yard field goal attempt that caromed off the left upright with 11:40 left after the Bears had driven to the Houston 30.

Campbell was unable to direct another scoring threat and finished 11-for-19 for 94 yards. Matt Forte was held to 39 rushing yards on 16 carries. Brandon Marshall had eight receptions for 107 yards.

"It was tough," Campbell said. "Tonight was my first reps since the season started. If I have to play (next week at San Francisco), then of course, during the week, I'll get those practice reps and get the guys used to (having) me as the quarterback."

The Texans entered with the best record in the AFC, matching the Bears’ NFC North-leading record. The hitting was fierce from the outset, with six turnovers being forced in the first half and Bears rookie defensive end Shea McClellin also being ruled out for the game early in the first quarter with a concussion.

Arian Foster made a diving catch of a 2-yard pass from Matt Schaub to give the Texans a 10-3 lead with 4:14 remaining in the first half.

The Bears trailed at the break after accumulating a mere 99 total yards of offense. Cutler completed 7 of 14 first-half passes for 36 yards. He was intercepted twice and had a passer rating of 16.7.

Cutler did manage to run for 37 yards in the first half to lead the Bears’ rushing game. Forte ran for 11 yards on seven carries and Michael Bush had one run for 11 yards, although he lost a fumble at the end of that run.

Gould's 51-yard field goal pulled the Bears into a 3-3 tie with 12:52 to play in the second quarter. The score was set up when Tim Jennings intercepted his second pass of the night and returned it 10 yards to the Houston 38. The interception was Jennings' league-high eighth of the season. A deep third-down pass intended for Marshall into the end zone failed.

The Bears turned the ball over on their first play from scrimmage when Cutler passed six yards to tight end Kellen Davis. A fumble was forced by former Bears safety Danieal Manning at the Bears' 43 and recovered by Dobbins. When the Texans' drive stalled at the 2, Graham kicked a 20-yard field goal for a 3-0 lead.

The Bears also turned the ball over on their next possession when Bush fumbled after an 11-yard run and Houston recovered at the Texans' 27. The fumble was forced by Glover Quin and recovered by Bradie James with 4:40 left in the first period.

The Bears got the ball back when Schaub's pass intended for Keshawn Martin was intercepted by Jennings at the Houston 45 with 2:24 left in the first quarter.

On second down, however, Cutler's deep pass intended for Davis was intercepted by Manning at the Houston 5.

The Bears entered with a six-game winning streak, their longest such stretch since they won seven in a row in 2006 en route to a Super Bowl appearance.

fmitchell@tribune.com

Twitter @kicker34

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BBC head says broadcaster must reform or die

LONDON (Reuters) – Britain‘s BBC could be doomed unless it makes radical changes, the head of its governing trust said, after its director general quit to take the blame for the airing of false child sex abuse allegations against a former politician.

BBC Trust chairman Chris Patten said on Sunday confidence had to be restored if the publicly funded corporation was to withstand pressure from rivals, especially Rupert Murdoch‘s media empire, which would try to take advantage of the turmoil.

“If you’re saying, ‘Does the BBC need a thorough structural radical overhaul?’, then absolutely it does, and that is what we will have to do,” Patten, a one-time senior figure in Prime Minister David Cameron‘s Conservative Party and the last British governor of Hong Kong, told BBC television.

“The basis for the BBC’s position in this country is the trust that people have in it,” Patten said. “If the BBC loses that, it’s over.”

George Entwistle resigned as director general on Saturday, just two months into the job, to take responsibility for the child sex allegation on the flagship news programme Newsnight.

The witness in the Newsight report, who says he suffered sexual abuse at a care home in the late 1970s, said on Friday he had misidentified the politician, Alistair McAlpine. Newsnight admitted it had not shown the witness a picture of McAlpine, or approached McAlpine for comment before going to air.

Already under pressure after revelations that a long-time star presenter, the late Jimmy Savile, was a paedophile, Entwistle conceded on the BBC morning news that he had not known – or asked – who the alleged abuser was until the name appeared in social media.

The BBC, celebrating its 90th anniversary, is affectionately known in Britain as “Auntie”, and respected around much of the world.

But with 22,000 staff working at eight national TV channels, 50 radio stations and an extensive Internet operation, critics say it is hampered by a complex and overly bureaucratic and hierarchical management structure.

THOMPSON’S LEGACY

Journalists said this had become worse under Entwistle’s predecessor Mark Thompson, who took over in the wake of the last major crisis to hit the corporation and is set to become chief executive of the New York Times Co on Monday.

In that instance, both director general and chairman were forced out after the BBC was castigated by a public inquiry over a report alleging government impropriety in the fevered build up to war in Iraq, leading to major organizational changes.

One of the BBC’s most prominent figures, Newsnight presenter Jeremy Paxman, said since the Iraq report furore, management had become bloated while cash had been cut from programme budgets.

“He (Entwistle) has been brought low by cowards and incompetents,” Paxman said in a statement, echoing a widely-held view that Entwistle was a good man who had been let down by his senior staff.

Prime Minister Cameron appeared ready to give the BBC the benefit of the doubt, believing that “one of the great institutions of this country” could reform and deal with its failings, according to sources in his office.

Patten, who must find a new director general to sort out the mess, agreed that management structures had proved inadequate.

“Apparently decisions about the programme went up through every damned layer of BBC management, bureaucracy, legal checks – and still emerged,” he said.

“One of the jokes I made, and actually it wasn’t all that funny, when I came to the BBC … was that there were more senior leaders in the BBC than there were in the Chinese Communist Party.”

Patten ruled out resigning himself but other senior jobs are expected to be on the line, while BBC supporters fear investigative journalism will be scaled back. He said he expected to name Entwistle’s successor in weeks, not months.

Among the immediate challenges are threats of litigation.

McAlpine, a close ally of former Prime Minister Margaret Thatcher, has indicated he will sue for damages.

Claims for compensation are also likely from victims who say Savile, one of the most recognizable personalities on British television in the 1960s, 70s and 80s, sexually abused them as children, sometimes on BBC premises.

INQUIRIES

Two inquiries are already under way, looking at failures at Newsnight and allegations relating to Savile, both of which could make uncomfortable reading for senior figures.

Police have also launched a major inquiry into Savile’s crimes and victims’ allegations of a high-profile paedophile ring. Detectives said they had arrested their third suspect on Sunday, a man in his 70s from Cambridgeshire in central England.

Funded by an annual license fee levied on all TV viewers, the BBC has long been resented by its commercial rivals, who argue it has an unfair advantage and distorts the market.

Murdoch’s Sun tabloid gleefully reported Entwistle’s departure with the headline “Bye Bye Chump” and Patten said News Corp and others would put the boot in, happy to deflect attention after a phone-hacking scandal put the newspaper industry under intense and painful scrutiny.

He said that “one or two newspapers, Mr. Murdoch’s papers” would love to see the BBC lose its national status, “but I think the great British public doesn’t want to see that happen”.

Murdoch himself was watching from afar.

“BBC getting into deeper mess. After Savile scandal, now prominent news program falsely names senior pol as paedophile,” he wrote on his Twitter website on Saturday.

It is not just the BBC and the likes of Entwistle and Patten who are in the spotlight.

Thompson, whom Entwistle succeeded in mid-September, has also faced questions from staff at the New York Times over whether he is still the right person to take one of the biggest jobs in American newspaper publishing.

Britain’s Murdoch-owned Sunday Times queried how Thompson could have been unaware of claims about Savile during his tenure at the BBC as he had told British lawmakers, saying his lawyers had written to the paper addressing the allegations in early September, while he was still director general.

(Editing by Kevin Liffey and Sophie Hares)

TV News Headlines – Yahoo! News

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The Neediest Cases: Single Mother Battling Breast Cancer Takes Strength From Her Children

She had not expected her fingernails to feel as if they had been hollowed out.

Suzanne DeChillo/The New York Times

Josmery Batista, 34, with her children: Analisse, 4, left; Erika, 10; and Jeremy, 1. Ms. Batista is receiving chemotherapy treatment.

For the past 100 years, The New York Times Neediest Cases Fund has provided direct assistance to children, families and the elderly in New York. To celebrate the 101st campaign, an article will appear daily through Jan. 25. Each profile will illustrate the difference that even a modest amount of money can make in easing the struggles of the poor.

Last year donors contributed $7,003,854, which was distributed to those in need through seven New York charities.

Josmery Batista, 34, had braced herself for many of the side effects that would result from her palliative chemotherapy treatment. She knew about the dizzy spells, the head pain and the body aches, just as she knew about the fatigue, which weakens her so much at times that she is unable to bathe her infant son or even to hold him.

But when her nails became so brittle that she could not properly wash dishes, a development as alarming as it was discouraging, she sought comfort and reassurance from one of her new friends walking the same path.

Ms. Batista, a single mother of three, knows that she is blessed to have found a support group of others, like her, who are undergoing cancer treatment, and she gains additional courage from the memory of friends who did not survive. She also knows how blessed she is to have sisters to lean on for help.

But friends and siblings alone are not what fortify her will to survive.

“My children give me the strength to fight this illness, this disease,” Ms. Batista said. “My support system has been a great help. But what keeps me going is my kids.”

Five months into her pregnancy with her son, Jeremy Tavarez, now 1, Ms. Batista began to experience excruciating pain from her neck to her midsection. She had no idea what was wrong. When she sought help, examinations ruled out ailments like arthritis or liver problems. Tests for cancer would have involved radiation and, thus, potential harm to the baby, so Ms. Batista waited until after the birth to be tested further. Last November, one month after her son’s birth, Ms. Batista was told she had Stage 4 breast cancer. The disease has since spread to her liver and her bones.

She receives chemotherapy treatment every 21 days at Elmhurst Hospital Center, near her home in Flushing, Queens, and is then required to take pills for the next 14 days. The side effects of that medication are the cause of much of her discomfort.

Petite yet resilient, Ms. Batista is driven to take Tylenol instead of a nap. She will weather the lethargy and endure the pain to ensure that her son and her other two children, Erika, 10, and Analisse Tavarez, 4, can have as normal a life as possible. Whenever she is able to, she plays with her children, accompanies them to school or helps them with homework.

“Even though she’s battling every day, going to the hospital and stuff like that, she doesn’t let her kids fully know, and they’re happy,” said Ms. Batista’s sister Dalisa Batista, who assists with child care.

Josmery Batista, who came to the United States from the Dominican Republic in 1998, had been employed for 13 years as a jewelry sample maker in Manhattan. She has been unable to work since her treatment began and is living month to month as a result.

She receives $450 a month in food stamps and collects $868 monthly in workers’ compensation, a payment that is set to expire in January. Ms. Batista says her children’s father also provides $400 a month in child support. Her rent is $1,100 a month.

With her finances tight, Catholic Charities Brooklyn and Queens, one of the agencies supported by The New York Times Neediest Cases Fund, granted Ms. Batista $500 from the fund in September to cover five weeks of child care when she is at treatment and her relatives are unavailable. The agency also supplies the family with food from the Queens North Community Center pantry, which is affiliated with Catholic Charities.

“She stays very strong,” said Dalisa, who describes her sister as an inspiration. “I never really see her crying at home. She doesn’t cry in front of the kids.” Dalisa added that her niece Erika, who is still too young to fully grasp the severity of her mother’s situation, boosted morale with a child’s innocent honesty.

“Her daughter always gives her strength because she always tells her, ‘You’re beautiful with no hair,’ ” Dalisa said. “She tells her stuff like ‘I don’t want you to wear wigs. You’re beautiful to me.’ ”

The future holds many questions, but estimates are that Josmery Batista will be receiving treatments for at least the next six months. She says she will continue to do what she has been doing all along, basking in the love of those around her.

“I live my life as normal as possible, and I push myself to do the things I need to do,” Ms. Batista said. “I’m not going to allow the illness to dictate how I’m going to carry my life and what I need to do as a mother.”

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Phil Rosenthal: Forming a Bond with brands

On the big screen, a hero's mettle is established by showing how much punishment the star can withstand and how daunting the obstacles are while ultimately getting the job done.

Early in the latest James Bond movie, "Skyfall," an assassin seeks to escape on a train speeding through the Turkish countryside. His tireless pursuer is pelted with bullets, swats away bugs and, when the bad guy disconnects the trailing car, extends an arm to literally hold on to the rest of the train so the chase can continue.

And the pursuer is, in fact, tireless because it is a modified Caterpillar 320D L excavator that Daniel Craig's Bond has commandeered. The bullets are bullets, but the bugs are Volkswagen Beetles, some swept off the train, others crushed. The logo-covered excavator's arm not only holds onto the rest of the train but provides Bond a perch from which to leap into the carriage, fixing the cuffs in his Tom Ford suit as he goes after the villain.

"For (the filmmakers), it wasn't an excavator, it wasn't what they would in the U.K. call a digger — it was for them a 'hero machine' because it was something that actually saves Bond," said Robert Woodley, the marketing executive for Peoria-based Caterpillar Inc., from his office in Geneva.

Woodley arranged and oversaw Cat's "Skyfall" star turn. "It's not just having the brand out there. It's seeing what light it's going to be viewed in."

"Skyfall" is practically "Skymall," what with all the brands and products mentioned and showcased.

The practice is neither new nor isolated. Yet even by the license-to-shill standards of increasingly commercialized James Bond movies, this one has an awful lot of brand exposure. All that's missing are the NASCAR-style logo patches for Bond, no slouch behind the wheel.

Especially now that the fictional covert operator is the focal point of an extremely overt ad campaign for beer, albeit Heineken.

Never mind the other products basking in the superspy's aura, such as Sony mobile phones and Vaio laptop computers, Macallan single-malt Scotch, Honda cycles, Bollinger Champagne, Globe-Trotter suitcases, Crockett & Jones footwear, Walther guns, Aston Martin cars, Swarovski jewelry, Omega watches, OPI nail polish, Land Rovers and Range Rovers and all the rest.

Some pay for the privilege, some make other arrangements. Some, like the new James Bond fragrance hawked by Procter & Gamble, aren't in the film. But all told, sponsorship and other ancillary deals for "Skyfall" are said to have brought in $45 million, about a third of what it cost to produce the film, one of the best in the Bond series.

"We have relationships with a number of companies so that we can make this movie," Craig told Moviefone on the "Skyfall" set this spring. "The simple fact is that, without them, we couldn't do it. It's unfortunate, but that's how it is."

The 007 tradition of brand integration, brand cameos, product placement or whatever you want to call it dates back to the original Ian Fleming stories. Some would say it's in the name of verisimilitude. But it's said Bond, originally a reader exclusively of The Times of London, also began reading the rival Daily Express when that paper began serializing Fleming's work.

Through a half-century of 007 films, the practice has grown as producers realized the potential economic windfall and marketers recognized the unique opportunity of association with the 007 franchise — as well as other entertainment.

"The challenge with product placement is it has to fit," said Timothy Calkins, a marketing professor at Northwestern University's Kellogg School of Management. "When it works, there's a natural connection between the brand and the story and when it doesn't work, there's an inconsistency, and both parties are worse for the deal."

Today's sophisticated media consumer expects to see brands in TV shows, movies and even video games, according to Tom Weeks, senior vice president at LiquidThread (formerly known as Starcom Entertainment), the branded entertainment and content development operation within Chicago's Starcom MediaVest Group. But proper context — proper casting — is a must.

"Brands are stars, too," Weeks said. "They've got their own Twitter accounts. They've got their own Facebook pages. And they're invited into content as part of the experience. But it has to be done right, in a way that's not obtrusive and doesn't interrupt the digestion of that content."

Some Bond aficionados scoff at the Heineken tie-in, preferring to think of their man as a martini and Dom Perignon man. But there was Red Stripe beer in 1962's "Dr. No." And besides the familiar green-bottled Heineken (whose logo also is emblazoned on an unlikely wooden crate toppled in an early chase scene) and a lightly sipped martini, there is a memorable scene built around 50-year-aged Macallan.

"When I was at Kraft, there were times when a film would come out and our brands would be in the film and we'd be delighted … or not," he said. "I never saw a time when one of our brands was used in a way that made us cringe, but it could happen."

Case in point: the VW Beetles, out-of-stock models, crushed in "Skyfall." "While we always look for opportunities for exposure in the form of product placement, we were not involved with this placement," Corey Proffitt, who handles product communications for Volkswagen of America, told the Tribune by email.

Caterpillar, which first tied up with 007 in 1999's "The World is Not Enough," hopes the "Skyfall" connection boosts brand awareness, particularly in emerging markets like China, which seems a manageable goal.

A theme of "Skyfall" is that today's world is changing faster than ever, which is as true of advertising as it is of espionage. That's why you're only going to see more brand cameos, a la the Bond films.

"The traditional tools of advertising are fading and marketers are looking for new things to do," Calkins said. "Product placement becomes one of those things that can engage people where other methods have no effect."

Talk about daunting obstacles to overcome while ultimately getting the job done.

philrosenthal@tribune.com

Twitter @phil_rosenthal

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Notre Dame moves to 10-0

CHESTNUT HILL, Mass. — The Notre Dame championship chase was, in fact, just that: A chase, a full-on sprint after others in clear sight but clearly ahead in the distance. It's not a hunt if you're ahead, and whatever the Irish did, they were going to need others to tumble and drop to pass them by.

And as they trotted onto the Alumni Stadium turf on Saturday for the usual mundane warm-ups and pregame routine, Notre Dame was one step closer to the BCS championship game, whether players knew it at the time or not. Thousands of miles away, No. 1 Alabama had fallen. It was a seismic ripple. It was precisely what the Irish needed.

With such supercharged stakes, of course, came the responsibility to avoid an unsightly meltdown against unsightly, two-win Boston College. There would not be another epic upset in this series, only mauled Eagles, dispatched by a 21-6 score that will ensure the No. 4 Irish creep up in the polls but not ensuring they won style points in doing so.

Everett Golson threw for 200 yards and two scores while running for another, Theo Riddick rushed for 104 yards and the defense stiffened from the second quarter on, but Irish tailbacks coughed up two momentum-killing fumbles. Notre Dame perfunctorily made its way to 10-0 for the eighth time in school history, and voters will decide how high they climb after that.

With Texas A&M stunning Alabama, the Irish were all but assured of moving to the No. 3 position, at least, in the next set of BCS rankings. But Oregon and Kansas State still were preferred in the human component that makes up two-thirds of that BCS formula. As tantalizing as being one spot away from the national title matchup is, it was still one spot away.

So the relative beauty of these victories may come into play if future losses by Oregon and Kansas State don't. And it remains to be seen if grinding, imperfect victories like Saturday's are anyone's style.

Notre Dame had just three first-half possessions, thanks to a ball-hogging, clock-chomping offense that excelled at keep-away. The first example: A 95-yard marathon on the Irish's first possession, capped by a Golson 2-yard touchdown run to open the scoring midway through the first quarter.

Boston College frayed some nerves with a field goal drive followed by forcing a George Atkinson III fumble, but the ensuing drive sputtered. Notre Dame's next series did not. That one would eat up 81/2 minutes of clock over 16 plays, with a Golson-to-Troy Niklas touchdown strike making it 14-3.

Golson hit a wide-open John Goodman for an 18-yard touchdown on the first series after halftime — a modest nine-play march — to extend the lead to 21-3.

It wasn't close, really, with the Irish converting 10 straight third downs through late in the third quarter. But it was uneven, even as Notre Dame suffocated the possibility of another season-killing Boston College upset, a la 1993 and 2002. The Irish won, which is what they needed to keep doing.

But was it aesthetically pleasing? Was it enough if the final stages of the BCS race is essentially a pageant? Beauty may be in the eye of the vote-holder.

bchamilton@tribune.com

Twitter @ChiTribHamilton

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