Exclusive: TV networks start seven-day ratings push with advertisers

LOS ANGELES (Reuters) – U.S. television broadcast networks are taking the first steps to persuade advertisers to pay for commercial viewership that occurs up to seven days after a program airs, a shift that would provide a new revenue stream to help combat ratings erosion.

The networks argue that the rising popularity of digital video recorders is pushing a sizeable number of viewers to delay watching their favorite programs beyond the first three days, the time period most often used for calculating ad payments.

Some advertisers are ready to make the move to a seven-day metric. One of the big four networks, Walt Disney Co’s ABC, earlier this year reached deals with some sponsors that bring in payments for eyeballs counted between days four and seven.

The other broadcasters have begun talks with advertisers and hope to convince them to switch to the longer window in time for the “upfront” selling season that starts early next year, when billions of dollars in ad commitments will be made, according to people familiar with the discussions.

Since 2007, most TV ad time has been bought and sold based on “C3,” a ratings measurement based of the average number of commercial minutes watched during a program either live or within three days of its airing.

TV networks want advertisers to shift to “C7,” which captures commercials watched within seven days.

Advertisers hesitate to pay for the added days, particularly for time-sensitive ads pitching a department store’s one-day sale or the opening of a summer movie blockbuster. Media buyers are pushing for precise measurements of each commercial viewed, rather than an average for an entire program, as well as a tabulation of how many people are watching on mobile devices.

The debate intensified after Nielsen data showed a sharp decline in three-day viewing at the start of the fall TV season compared with last year.

The drop is partly due to “the greater penetration of DVRs and the greater usage of DVRs, which clearly have shifted the rating in the direction of C3, and ultimately, hopefully, C7,” Disney CEO Bob Iger told analysts on a November 8 conference call.

Most viewing of network prime time shows still takes place within three days. But the post-three day viewers are growing and can be significant. Ratings for ABC comedy hit “Modern Family” increased by 5 percent, to 6.5 million viewers age 18 to 49 viewers, when counted by the C7 measurement instead of C3.

The later viewers also are among the most-coveted by advertisers, according to ABC research, which showed people who watched a show after three days were more highly educated and had higher incomes. For days four through seven, “the people who are doing the viewing are some of the most desirable available from an advertiser’s perspective,” said Charles Kennedy, senior vice president of research for ABC and the ABC Family cable network.

Earlier this year, ABC made deals with some sponsors to pay for ad time based on C7 numbers, ABC spokesman Kevin Brockman said. “We expect to do more of them if they make sense for us and our clients,” Brockman said.

At CBS, the flagship network of CBS Corp, CEO Leslie Moonves has been outspoken in pressing for a C7 metric and said it “represents a significant opportunity for us that is still in the very early stages.”

“As we move forward, we will make it a priority to get paid for all of the viewing that is going on across our shows, including DVR viewing beyond C3,” Moonves told analysts on a November 7 conference call.

Advertisers are not ready to commit to the switch and will be looking for something in return if they agree to a longer window. Timing is a big concern for many brands that want to get a message out to large numbers of consumers during a specific time period. Some commercials lose their value for sponsors over a few days.

“In moving to C7, you’ve got to be careful because you are taking away some of the advantage of why clients buy television,” said Sam Armando, director of strategic intelligence for SMGx, a division of media buying agency Starcom MediaVest Group.

Advertisers believe simply adding more days to the current metric fails to adequately capture viewership. Brands are lobbying for a more precise measurement that tracks viewership of each commercial, rather than an average for a program over a time period, they say. They also want information on how many people see their ads on programs watched on computers or Internet-connected mobile devices like phones and tablets.

“If the industry is going to make a move, we need to consider it all before we just make a little baby step to C7,” Armando said.

(Reporting By Lisa Richwine; Edited by Ronald Grover and Andrew Hay)

Gadgets News Headlines – Yahoo! News

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“Man of Steel” Trailer to Play Before “The Hobbit”

LOS ANGELES (TheWrap.com) – Director Zack Snyder has told MTV News that a trailer for “Man of Steel” will play before “The Hobbit: An Unexpected Journey,” when it opens on December 14.

“It’s fun. I can’t wait for ‘The Hobbit,’ so it will be fun to see our crazy ‘Man of Steel’ trailer and then enjoy ‘The Hobbit’ because tat’s going to be great,” Snyder told the network.

A teaser trailer for the feature was released earlier this year. “Man of Steel” opens on June 14, 2013.

Both films are distributed by Warner Bros., which declined to comment.

Earlier this month, it was announced that nine minutes of the “Star Trek” sequel “Star Trek Into Darkness” would be shown in 500 select theaters before the IMAX version of “The Hobbit.”

Russell Crowe stars in “Man of Steel.”

Movies News Headlines – Yahoo! News

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Well: Officials Warn Against Baby Sleep Positioners

Health officials are warning parents not to use a special device designed to help keep babies in certain positions as they sleep. The device, called a sleep positioner, has been linked to at least 13 deaths in the last 15 years, officials with two federal agencies said on Wednesday.

“We urge parents and caregivers to take our warning seriously and stop using these sleep positioners,” Inez Tenenbaum, the chairman of the Consumer Product Safety Commission, said in a statement.

The sleep positioner devices come primarily in two forms. One is a flat mat with soft bolsters on each side. The other, known as a wedge-style positioner, looks very similar but has an incline, keeping a child in a very slight upright position.

Makers of the devices claim that by keeping infants in a specific position as they sleep, they can prevent several conditions, including acid reflux and flat head syndrome, a deformation caused by pressure on one part of the skull. Many are also marketed to parents as a way to help reduce a child’s risk of sudden infant death syndrome, or SIDS, which kills thousands of babies every year, most between the ages of 2 months and 4 months.

But the devices have never been shown in studies to prevent SIDS, and they may actually raise the likelihood of sudden infant death, officials say. One of the leading risk factors for sudden infant death is placing a baby on his or her stomach at bedtime, and health officials have routinely warned parents to lay babies on their backs. They even initiated a “Back to Sleep” campaign in the 1990s, which led to a sharp reduction in sudden infant deaths.

With the positioner devices, if an infant rolls onto the stomach, the child’s mouth and nose can press up against a bolster or some other part of the device, leading to suffocation. Even if placed on the back, a child can move up or down in the positioner, “entrapping its face against a bolster or becoming trapped between the positioner and the crib side,” Gail Gantt, a nurse consultant with the Food and Drug Administration, said in an e-mail. Or the child might scoot down the wedge in a way that causes the child’s mouth and nose to press into the device.

“The baby’s movement may also cause the positioner to flip on top of the baby, trapping the baby underneath the positioner or between the positioner and the side of the crib,” she said.

Of the 13 babies known to have suffocated in a sleep positioner since 1997, most died after they rolled from their sides onto their stomachs. The Consumer Product Safety Commission has also received dozens of reports of babies who were placed on their sides or backs, “only to be found later in hazardous positions within or next to the product,” the F.D.A. said in a statement.

Many baby books for new parents specifically urge against using sleep positioners, and the American Academy of Pediatrics does not support their use for SIDS prevention. Though the F.D.A. has never approved the positioners for the prevention of SIDS, it has in the past approved a number of the devices for the prevention of gastroesophageal reflux disease and flat head syndrome. But the agency said that in light of the new safety data, it believed any benefits from using the devices were outweighed by the risk of suffocation.

As of Wednesday, the agency is explicitly advising parents to stop using sleep positioners, and it has asked manufacturers of the devices to submit clinical data showing that the benefits of their products outweigh the risk of serious harm. In addition to avoiding the devices, experts say, parents should keep things like pillows, comforters, quilts and bumpers away from their infants and their cribs. Soft bedding can increase the likelihood of a baby suffocating.

“The safest crib is a bare crib,” Dr. Susan Cummins, a pediatric expect with the F.D.A., said in a statement. “Always put your baby on his or her back to sleep. An easy way to remember this is to follow the ABC’s of safe sleep – Alone on the Back in a bare Crib.”

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Judge to let Hostess liquidation proceed

Hostess Brands Inc. on Wednesday won permission from a U.S. bankruptcy judge to begin shutting down, and expressed optimism it will find new homes for many of its iconic brands, which include Twinkies, Drake's cakes and Wonder Bread.

U.S. Bankruptcy Judge Robert Drain in White Plains, New York authorized management, led by restructuring specialist Gregory Rayburn, to immediately begin efforts to wind down the 82-year-old company, a process expected to take one year.

"It appears clear to me that the debtors have taken the right course in seeking to implement the wind-down plan as promptly as possible," Drain said near the end of a four-hour hearing.

The judge authorized Hostess to begin the liquidation process one day after his last-ditch mediation effort between the Irving, Texas-based company and its striking bakers' union broke down.

Roughly 15,000 workers were expected to lose their jobs immediately, and most of the remaining 3,200 would be let go within four months.

"This is a tragedy, and we're well aware of it," Heather Lennox, a lawyer for Hostess, told the judge. "We are trying to be as sensitive as we can possibly be under the circumstances to the human cost of this."

Lennox said Hostess has received a "flood of inquiries" from potential buyers for several brands that could be sold at auction, and expects initial bidders within a few weeks.

Joshua Scherer, a partner at Perella Weinberg Partners, which is advising Hostess, said the company was in "active dialogue" over its Drake's brand with one "very interested" party that had toured a New Jersey plant on Tuesday.

He said that regional bakeries, national rivals, private equity firms and others have also expressed interest in various brands and that more than 50 nondisclosure agreements have been signed.

"These are iconic brands that people love," Scherer said.

While prospective buyers were not identified at the hearing, bankers have said rivals including Flowers Foods Inc. and Mexico's Grupo Bimbo SAB de CV were likely to be interested in some of the brands.

Representatives of neither company responded on Wednesday to requests for comment.

Scherer said Hostess could be worth $2.3 billion to $2.4 billion in a normal bankruptcy, an amount equal to its annual revenue. It also has about $900 million of secured debt and faces up to about $150 million of administrative claims.

Scherer expects a discount in this case because plants have already been closed and Hostess' value could fall further if the liquidation were dragged out.

"I've had buyers tell me, 'Josh, the longer it takes, the less value I'm going to be able to pay you,' " he said.

Hostess decided to liquidate on Nov. 16, saying it was losing about $1 million per day after the Bakery, Confectionery, Tobacco and Grain Millers Union, representing close to one-third of its workers, went on strike a week earlier.

The bakers union walked out after Drain authorized Hostess to impose pay and benefit cuts, which the International Brotherhood of Teamsters, Hostess' largest union, had accepted.

Hostess has about 33 plants, plus three it decided to close after the strike began, as well as 565 distribution centers and 570 bakery outlet stores.

Many of the 3,200 workers expected to stay on will help shut these properties and prepare them for sale. Hostess expects to need only about 200 employees by late March.

Rayburn, a former chief restructuring officer for the bankrupt phone company WorldCom Inc., said that letting 15,000 workers go now helps preserve their ability to obtain unemployment benefits.

"I need to maximize the value of the estate, but I need to do the best I can for my employees," he said.

Hostess filed for Chapter 11 protection on Jan. 11, its second bankruptcy filing in less than three years.

The case is In re: Hostess Brands Inc. et al, U.S. Bankruptcy Court, Southern District of New York, No. 12-22052.

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Bartender wounded in hotel stabbing: 'It was bone-chilling'

Bradford Burner didn't stop to think when he heard a blood-curdling scream and saw a man race through the Westin Hotel and into the streets of the Magnificent Mile still crowded from the Festival of Lights. He gave chase.

"The way the person screamed, 'Stop that person!' — it was bone-chilling," said Burner, 35, who was bartending Saturday night at the Westin's Grill on the Alley restaurant. "I just reacted."

Speaking out Tuesday for the first time, Burner said the man displayed a knife as he closed in on him near some shops at the Hancock building.

"Someone yelled something. The gentleman turned around (and) saw me coming toward him," Burner told Chicago Tribune columnist John Kass on WLS-AM 890. "The next thing I know, he was lunging at me with a sharp object."

Burner was cut on the left side of his chest and fell to the sidewalk.

"I was like, 'What the hell just happened?'" Burner told the Tribune after his radio interview.

Police and prosecutors said Jimmy Harris had tried to rob an Oak Brook doctor, Mir Jafar Shah, in the restaurant bathroom and stabbed and struck him during a scuffle before fleeing. Harris, 56, a parolee with 60 arrests who had just been freed from prison eight days earlier, is being held without bond on charges of attempted murder, aggravated battery and unlawful restraint.

In the radio interview, Burner said that after he had been cut on the chest, the assailant ran across the street before slowing down, trying to blend in among the families strolling along North Michigan Avenue.

"I looked right over at him. He paused for two seconds and looked directly back at me, and then he proceeded down the steps," Burner said. "His demeanor was that of a person trying to get away ... sacrifice everything to get away from the situation."

Burner recalled that parents and their small children stared down at him as he lay bleeding. He decided not to wait for an ambulance and hailed a cab. He hopped in and asked the driver, "What was the fastest he could get me to Northwestern (Memorial) Hospital?"

"The taxi driver was freaked out," Burner said. "He was like, 'Are you crazy?' I said, I'm really serious about this,'" said Burner, showing the cabbie his bloodied shirt and vest.

Burner said he tipped the driver — how much, he can't remember — before going inside to be stitched up for the deep wound.

Burner bristled at being called a hero.

"My heart goes out to (Shah) and their whole family that they had to go through this tragedy," Burner said. "I was just trying to stop an individual that was doing something wrong."

Tribune reporter Jason Meisner contributed.

wlee@tribune.com

Twitter: @MidnoirCowboy

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Eric Stonestreet Wasn’t Drunk, He Swears

We realize there’s only so much time one can spend in a day watching new trailers, viral video clips, and shaky cell phone footage of people arguing on live television. This is why every day The Atlantic Wire highlights the videos that truly earn your five minutes (or less) of attention. Today:

RELATED: What Happens When You Sing ‘All Night Long’ All Night Long

So if you were one of the few people watching the American Music Awards, (which no one watched) you may have seen Eric Stonestreet be a little tipsy. But that isn’t half as enjoyable as watching Eric Stonestreet watching himself be a little tipsy that night. (Also, wow, he’s sort of a bro.)

RELATED: Modern Family Is Scary

RELATED: ‘Seven Psychocats’ and the 50 Best Bond Moments in 007 Minutes

A few days ago we found out that Paul Rudd was in play called Grace on Broadway because … (wait for it) someone in the balcony puked on the audience members during the play. Four days late we can laugh at the whole thing. Mostly because we weren’t barfed on: 

RELATED: A ‘Mad Men’ Rickroll and the Man That Destroys Carnival Games

RELATED: A Video to Restore Our Faith in Humanity and a Glacier Tsunami

Here’s how to make some magic. What you’ll need: 

(1) Canadian newscaster with chubby fingers

(1) Technology

(1) Drunk piece of technology

Voila: 

And finally. Thanksgiving is upon us!  Today we’re thankful for squirrels who like to eat plastic: 

Wireless News Headlines – Yahoo! News

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“Life of Pi” and “Rise of Guardians” Debut, but It’s Still “Twilight” Time at Box Office

LOS ANGELES (TheWrap.com) – Ang Lee‘s lyrical epic “Life of Pi,” the computer-animated 3D holiday tale “Rise of the Guardians” and the “Red Dawn” reboot all debut in theaters Wednesday, as the holiday movie season kicks into high gear.

But the current No. 1, “Twilight: Breaking Dawn 2,” will almost surely out-earn the newcomers and dominate the Thanksgiving weekend box office, with a second week that analysts are projecting will hit $ 65 million over the five days. DreamWorks Animation‘s “Rise of the Guardians” will wind up with around $ 55 million and run second, they say.

Add in sturdy holdovers like Sony’s record-breaking James Bond movie “Skyfall” and Disney’s animated “Wreck-It Ralph,” along with expanding awards hopefuls “Lincoln” and “Silver Linings Playbook,” and it shapes up as a very busy weekend at the cineplexes.

Summit Entertainment’s “Breaking Dawn 2″ remains in 4,070 theaters after rolling up $ 141 million in its U.S. debut last weekend.

That was the year’s fourth best opening – behind “The Avengers,” “Dark Knight Rises” and “The Hunger Games” – but fell short of the franchise-best $ 142.8 million set by “New Moon” in 2009. “Breaking Dawn” is expected to play more strongly abroad than domestically, and the first-week numbers reflect that: It took in nearly $ 200 million in its first week of release overseas.

“In the U.S., it didn’t get that finale bump that the last Harry Potter movie did, which was surprising,” Exhibitor Relations senior analyst Jeff Bock told TheWrap, “Its fan base was committed, but Summit couldn’t expand it beyond that.”

“Harry Potter and the Deathly Hallows, Part 2″ opened to $ 169 million in 2011, well ahead of “Deathly Hallows 2,” which opened to $ 125 million the previous year.

“Skyfall,” which took in $ 41 million in its second week as it became the top-grossing Bond film of all time, is looking at a five-day total of around $ 39 million, the analysts say. Its worldwide gross now stands at $ 672 million, $ 507 million of which has come from overseas.

Buoyed by surprisingly strong results, Disney is expanding “Lincoln” into roughly 2,000 theaters, up from 1,775, on Friday. The DreamWorks Oscar contender was a surprise No. 3 finisher with $ 21 million last weekend, well above analysts’ and the studio’s projections. It’s projected to finish with $ 24 million over the long weekend.

Among the newcomers, Oscar contender “The Life of Pi” is the most difficult to peg in terms of box-office potential.

It’s hard to imagine a tale tougher to bring to the screen than Yann Martel’s 2001 saga of an Indian youth lost at sea with a ravenous Bengal tiger aboard his small lifeboat and their ensuing adventures. But Lee brought martial arts (“Crouching Tiger, Hidden Dragon”) and gay cowboys (“Brokeback Mountain”) into the movie mainstream, and he’s employed the highest-tech digital tools to bring David Magee’s adaptation to life in 3D.

Indian Suraj Sharma, who was 17 and had no acting experience when he shot “Pi,” plays the lead and spends a good bit of the film alone in a boat with the tiger.

The critics love it (92 percent positive on Rotten Tomatoes), calling it gorgeous, innovative and a provocative and soulful examination of faith. Those are admirable qualities in a film, but hardly requisites for – or a guarantee of – box office success.

Fox has the PG-rated “Pi” in 2,700 theaters and it will have the advantage of premium pricing going for it. Analysts see it opening with about $ 25 million over the five days, and feel its long-term playability will hinge on word-of-mouth and awards buzz.

In terms of the box office, the most comparable film could be last year’s Martin Scorsese-directed 3D family adventure “Hugo.” Paramount opened that film around the same time last year to $ 11 million, and it went on to make $ 73 million, $ 185 million worldwide.

With its international cast and exotic settings, “Pi” is another example of a film expected to perform far better internationally than in the U.S. Fox is rolling it out in Taiwan Tuesday, China Wednesday and Hong Kong, India and Puerto Rico this weekend. With Lee’s following in China and young star Sharma expected to draw crowds in India, those two markets should give it fast start overseas.

“Pi” was produced for $ 120 million by Lee, Fox 2000 and special effects firm Rhythm and Hues.

Distributor Paramount is rolling out DreamWorks Animation‘s computer animated family film “Rise of the Guardians” on 3,500 3D screens.

The holiday rollout is a natural for the PG-rated “Rise of the Guardians,” which has a star-studded voice cast, and is executive produced by Guillermo Del Toro and produced by Gary Goetzman.

Based on the William Joyce’s “Guardians of Childhood” series, it tells the tale of Jack Frost (Chris Pine), who gets help from Santa Claus (Alec Baldwin), the Tooth Fairy (Isla Fisher) and the Easter Bunny (Hugh Jackman) after the evil Pitch (Jude Law) threatens the children of the world.

Awareness of the film is strong, and the critics think it’s pretty good. Seventy percent of the reviews on Rotten Tomatoes are positive, 67 percent at Movie Review Intelligence. DreamWorks Animation has been on a hot streak, and this its first release since “Madagascar 3: Europe’s Most Wanted,” which has made over $ 735 million worldwide this year.

“Red Dawn” is a remake of the 1984 John Millius war film that helped launch the careers of young stars Patrick Swayze, Lea Thompson, Jennifer Grey and Charlie Sheen. Released at the peak of the Cold War, its populist and patriotic themes resonated strongly. In that film, Swayze’s character leads a group of teens who turn guerrilla fighters to resist Soviet and Cuban invaders who are occupying their state.

Shot in 2009, the “Red Dawn” reboot was to have been released in 2010, but was delayed by the financial troubles of the studio behind it, MGM.

Since then, the careers of several of the film’s stars have taken off. Since shooting “Red Dawn,” Chris Hemsworth has starred in “Thor,” “The Avengers” and “Snow White and the Huntsman,” while Josh Peck was featured in “The Hunger Games.” Josh Hutcherson, Adrianne Palicki, Isabel Lucas and Jeffrey Dean Morgan co-star.

This “Red Dawn” plays more like an action film and is less jingoistic than the original, and FilmDistrict has marketed that way. In addition to targeting fan boys at the Fantastic Fest in Austin, Texas, and college campuses, “Red Dawn” has been show at more than 100 military bases. The cast did a special screening at Port Hueneme Naval Base in Oxnard, Calif.

Speaking of militaries, while the film was on the shelf: the filmmakers digitally turned the invaders from Chinese into North Koreans after angry denunciations of the portrayals from the Beijing press. The switch shouldn’t hurt at the Chinese box office, either.

FilmDistrict is opening the PG-13-rated “Red Dawn” in 2,600 theaters. The original made the equivalent of $ 90 million when adjusted to today’s ticket prices, while this reboot will be fortunate to make half that amount. A five-day total of around $ 15 million is what the analysts are projecting for the opening.

Fox Searchlight is rolling out “Hitchcock,” starring Anthony Hopkins as the late director Alfred Hitchcock, in 17 theaters on Friday.

Directed by Sacha Gervasi, with a screenplay from John G. McLaughlin, the film explores the relationship between Hitchcock and his wife and partner Alma Reville (Helen Mirren) while they were working on “Psycho,” one of his most successful films.

Scarlett Johansson, Danny Huston, Jessica Biel, Toni Collette, Michael Wincott, and James D’Arcy co-star in the Montecito Picture Company production.

“Hitchcock” premiered at the AFI Film Festival and has been well-received by the critics. It has a 76 percent positive rating on Rotten Tomatoes.

Fox Searchlight plans to expand the film gradually over the next three weeks, ahead of its national release on December 14, when it will be on between 500 and 600 theaters.

The Weinstein Company is expanding its Oscar hopeful “Silver Linings Playbook” into 420 theaters. The dark romantic comedy is directed by David O. Russell and stars Jennifer Lawrence, Bradley Cooper and Robert De Niro.

“Silver Linings Playbook” averaged $ 28,652 on 16 screens in its debut and was to have expanded into 2,000 theaters on Wednesday. But the Weinstein Co. shifted gears last week and decided on a more gradual platform release in hopes of building awards buzz. The Weinstein Co. knows Oscar campaigns; they were behind the last two Best Picture winners, “The King’s Speech” and “The Artist.”

Movies News Headlines – Yahoo! News

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Ecstasy Treatment for Post-Traumatic Stress Shows Promise

Gretchen Ertl for The New York Times

ALTERNATIVE TREATMENT Rick Doblin of the Multidisciplinary Association for Psychedelic Studies, which is financing research into the drug Ecstasy.

Hundreds of Iraq and Afghanistan veterans with post-traumatic stress have recently contacted a husband-and-wife team who work in suburban South Carolina to seek help. Many are desperate, pleading for treatment and willing to travel to get it.

The soldiers have no interest in traditional talking cures or prescription drugs that have given them little relief. They are lining up to try an alternative: MDMA, better known as Ecstasy, a party drug that surfaced in the 1980s and ’90s that can induce pulses of euphoria and a radiating affection. Government regulators criminalized the drug in 1985, placing it on a list of prohibited substances that includes heroin and LSD. But in recent years, regulators have licensed a small number of labs to produce MDMA for research purposes.

“I feel survivor’s guilt, both for coming back from Iraq alive and now for having had a chance to do this therapy,” said Anthony, a 25-year-old living near Charleston, S.C., who asked that his last name not be used because of the stigma of taking the drug. “I’m a different person because of it.”

In a paper posted online Tuesday by the Journal of Psychopharmacology, Michael and Ann Mithoefer, the husband-and-wife team offering the treatment — which combines psychotherapy with a dose of MDMA — write that they found 15 of 21 people who recovered from severe post-traumatic stress in the therapy in the early 2000s reported minor to virtually no symptoms today. Many said they have received other kinds of therapy since then, but not with MDMA.

The Mithoefers — he is a psychiatrist and she is a nurse — collaborated on the study with researchers at the Medical University of South Carolina and the nonprofit Multidisciplinary Association for Psychedelic Studies.

The patients in this group included mostly rape victims, and experts familiar with the work cautioned that it was preliminary, based on small numbers, and its applicability to war trauma entirely unknown. A spokeswoman for the Department of Defense said the military was not involved in any research of MDMA.

But given the scarcity of good treatments for post-traumatic stress, “there is a tremendous need to study novel medications,” including MDMA, said Dr. John H. Krystal, chairman of psychiatry at the Yale School of Medicine.

The study is the first long-term test to suggest that psychiatrists’ tentative interest in hallucinogens and other recreational drugs — which have been taboo since the 1960s — could pay off. And news that the Mithoefers are beginning to test the drug in veterans is out, in the military press and on veterans’ blogs. “We’ve had more than 250 vets call us,” Dr. Mithoefer said. “There’s a long waiting list, we wish we could enroll them all.”

The couple, working with other researchers, will treat no more than 24 veterans with the therapy, following Food and Drug Administration protocols for testing an experimental drug; MDMA is not approved for any medical uses.

A handful of similar experiments using MDMA, LSD or marijuana are now in the works in Switzerland, Israel and Britain, as well as in this country. Both military and civilian researchers are watching closely. So far, the research has been largely supported by nonprofit groups.

“When it comes to the health and well-being of those who serve, we should leave our politics at the door and not be afraid to follow the data,” said Brig. Gen. Loree Sutton, a psychiatrist who recently retired from the Army. “There’s now an evidence base for this MDMA therapy and a plausible story about what may be going on in the brain to account for the effects.”

In interviews, two people who have had the therapy — one, Anthony, currently in the veterans study, and another who received the therapy independently — said that MDMA produced a mental sweet spot that allowed them to feel and talk about their trauma without being overwhelmed by it.

“It changed my perspective on the entire experience of working at ground zero,” said Patrick, a 46-year-old living in San Francisco, who worked long hours in the rubble after the Sept. 11, 2001, attacks searching in vain for survivors, as desperate family members of the victims looked on, pleading for information. “At times I had this beautiful, peaceful feeling down in the pit, that I had a purpose, that I was doing what I needed to be doing. And I began in therapy to identify with that,” rather than the guilt and sadness.

This article has been revised to reflect the following correction:

Correction: November 21, 2012

An article on Tuesday about using MDMA, or Ecstasy, in combination with psychotherapy to treat post-traumatic stress described incorrectly the office arrangement that a husband-and-wife team use to conduct therapy sessions using MDMA. The couple, Michael and Ann Mithoefer, hold the sessions in an office in a converted house; they do not conduct the sessions in their home office. And because of an editing error, an accompanying picture carried an incorrect credit. The photograph of the Mithoefers was taken by Hunter McRae, not by Gretchen Ertl.

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Hostess, union fail to reach deal

Hostess Brands Inc, the bankrupt maker of Twinkies and Wonder Bread, said on Tuesday that it failed to reach a deal in mediation with the Bakery, Confectionary, Tobacco and Grain Millers Union.

The company, which operates three facilities in Illinois, including in Schiller Park and Hodgkins, said it will have no further comment until a hearing scheduled for Wednesday before the U.S. Bankruptcy Court for the Southern District of New York.

A representative of the Bakery, Confectionery, Tobacco Workers and Grain Millers International Union (BCTGM) did not immediately respond for comment.

The ailing company, which also makes Wonder Bread and Drake's cakes, went to bankruptcy court on Monday to seek permission to liquidate its business, claiming that its operations were crippled by the bakers' strike and that winding down was the best way to preserve its dwindling cash.

But Bankruptcy Judge Robert Drain of the Southern District of New York urged the sides into a private mediation, prompted by a desire to protect the more than 18,000 jobs at stake.

The 82-year-old Hostess runs 33 bakeries, 553 distribution centers, about 5,500 delivery routes and 527 bakery outlet stores throughout the United States. Bakery operations ceased last week, though product deliveries to stores continued in order to sell already-made products.

The company has blamed union wages and pension costs for contributing to its unprofitably. Hostess Chief Executive Gregory Rayburn has also said the company's labor contracts have deterred would-be bidders for the company and its assets.

Aside from its unionized workforce, analysts, bankers and restructuring experts have said that a fleet of inefficient and out-of-date factories has also eaten up costs. They have said the brand names were likely to be more valuable once they were separated from the factories and sold to non-union competitors.

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Campbell, Bears struggle in 32-7 loss to 49ers

In a game billed as the battle of the backup quarterbacks, Jason Campbell and the Chicago Bears were shut down Monday night by a dominant San Francisco defense in a 32-7 loss that dropped the Bears into a tie with the Green Bay Packers atop the NFC North.

The Bears' record fell to 7-3 while the 49ers improved to 7-2-1. The Packers also are 7-3 and at present own the tiebreaker by virtue of their Week 2 victory over the Bears. Next up for the Bears is a home game against Minnesota at noon Sunday.

"We're disappointed in this loss, but it does count as just one loss," coach Lovie Smith said. "We're a 7-3 team right now with a big game coming up against Minnesota.

Asked about Campbell, Smith said, "Nobody did well tonight, or played well. Jason was just a part of that."

The Bears trailed 20-0 at halftime as 49ers quarterback Colin Kaepernick, subbing for the injured Alex Smith, looked like a polished veteran in his first NFL start. On the night, Kaepernick connected on 16 of 23 passes for 243 yards and two touchdowns for a passer rating of 133.1.

Meanwhile, Campbell -- filling in for Jay Cutler, who remained in Chicago while recovering from a concussion -- struggled all night. He finished 14 of 22 for 107 yards with one touchdown and two interceptions for a passer rating of 52.7.

Asked about Cutler's status for the Minnesota game, Smith said it was "looking good."

Campbell said he was disappointed with the outcome but remained hopeful.

"This wasn't what we prepared for all week, to come out with this performance," Campbell said. "We just have to pick things up next week ... we've got a lot of work to do. Tonight was just one of those nights. ... It definitely wasn't our best effort. We have to use this as a wakeup call."

A brutal night for Campbell got even worse early in the fourth quarter when he fumbled and Bears lineman Chilo Rachal recovered but was tackled while trying to swat the ball out of the end zone, resulting in a safety and a 32-7 lead for the 49ers.

Late in the third quarter, Campbell was intercepted by 49ers safety Dashon Goldson. That set up a 32-yard field goal by David Akers that extended San Francisco's lead to 30-7 with 11:46 to play in the game.

On the Bears' next series, Campbell was sacked for the fifth time, with 49ers linebacker Aldon Smith getting a half-sack on the play for 4.5 on the night.

More bad news: Rookie receiver Alshon Jeffery was ruled out for the game with a knee injury in the third quarter. It was Jeffery's first game back from a broken hand suffered in Week 5.

Campbell finally had produced a bright spot when he hit Brandon Marshall on a 13-yard scoring pass with 3:43 to go in the third quarter to bring the Bears to within 27-7, and that was the score entering the final period. It capped a 13-play, 74-yard drive.

But Marshall had only two catches and was targeted just four times.

Second-year man Kaepernick, meanwhile, had the San Francisco offense humming. His 10-yard touchdown toss to Michael Crabtree on the 49ers' first possession of the third quarter extended their lead to 27-0 over the befuddled Bears with 11:12 to play in the period.

The big gain of the five-play, 62-yard drive came on a 32-yard toss from Kaepernick to Mario Manningham.

Campbell's slow start didn't get any better at the start of the third quarter, when the Bears quarterback was sacked for the fourth time and the team quickly was forced to punt trailing 20-0.

A 37-yard field goal by Akers -- set up by a 49ers interception of a Campbell pass -- put San Francisco ahead 20-0 with 6:32 left in the first half, and that was the score at intermission.

Kendall Hunter's 14-yard run gave the 49ers a 17-0 lead with 12:40 remaining in the second quarter. It came at the end of a methodical eight-play, 96-yard drive.

Kaepernick dazzled from the outset. He hit tight end Vernon Davis on a three-yard touchdown pass to put San Francisco ahead 10-0 with 6:14 to play in the first quarter. The TD was set up when Kaepernick connected with receiver Kyle Williams -- son of White Sox executive Ken Williams -- on a 57-yard pass play.

Kaepernick also sparkled on the game's opening drive. He directed a nine-play, 68-yard march that resulted in a 32-yard Akers field goal and a 3-0 lead with 10:37 to play in the quarter.

For the half, Kaepernick hit 12 of 15 passes for 184 yards, a TD and no interceptions for a passer rating of 140.0. Campbell struggled, hitting on only 4 of 8 passes for 21 yards for a passer rating of 16.7.

Campbell's first drive was a three-and-out that ended with him being sacked on a third-and-2 play. The Bears' second offensive series also ended with a punt, and Campbell was intercepted early in the second quarter. He was sacked three times in the half.

Marshall, Cutler's favorite target, was targeted only once in the first half and had no receptions. He finally made his first catch -- for eight yards -- on the Bears' second possession of the third quarter.

Matt Forte's 35 yards rushing was pretty much it for the Bears' offense in the opening half. The 49ers had 249 yards of offense in the first half, the Bears had 35.

The last time the Bears beat the 49ers in San Francisco, Mike Ditka was the coach, Walter Payton was leading the ground attack and 350-pound defensive tackle William Perry was unveiled as a backfield threat. The Bears are now 0-8 at San Francisco since then.

fmitchell@tribune.com

Twitter@kicker34

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