UK shares - risk takers to still be rewarded

Investing in large cap UK equities, such as the FTSE 100, also offers investors good exposure to faster growing emerging markets ? over 70pc of FTSE 100 earnings are from outside the UK. Energy and basic materials are two sectors which provide excellent global earnings exposure. Energy should continue to benefit from high oil prices and also offers a competitive dividend yield at nearly 4pc.

The sector has performed well recently (up over 15pc in the last 4 months) but it looks far from expensive ? the energy sector is still trading at a larger discount to the market than the average level of the last 15 years. Materials are a way of benefiting from the higher growth in the commodity- intensive emerging world. Earnings expectations for the sector are continuously upgraded and forecasts for this sector for 2011 remain strong.

For more defensively inclined investors, telecommunications will likely also perform well this year, while still offering a 5pc dividend yield. That compares favourably to both government and corporate bonds, especially when accounting for inflation at 4pc. Telecommunications? earnings expectations are undemanding and should remain well supported, especially as the sector?s margins are not sensitive to oil prices and tend to perform relatively well when interest rates are increasing.

Lastly, financials should not be overlooked by those investors willing to take additional risk. The sector faces varied headwinds (regulation, exposure to Ireland and peripheral Eurozone countries), but with banks trading at one times their book value, these risks are in the price. Additionally, banks are less affected by higher oil prices than most sectors and typically perform strongly when interest rates are rising.

Consumer sectors, such as retailers, are less likely to do well. Although employment is growing, it is unlikely to accelerate in the months ahead. Households seem likely to take the brunt of the fiscal tightening. Higher oil prices, higher VAT, lower benefits and wage growth at only 2pc despite inflation at 4pc will all squeeze household expenditure. Household spending won?t grow at the pre-crisis pace and consumer oriented businesses will suffer. We are already seeing that companies are finding it harder to pass higher input prices onto consumers.

For the UK equity investor there are risks ahead. But those willing to tough-out near term uncertainty should be rewarded (especially relative to bond investors) for the rest of the year by focusing on sectors exposed to higher emerging markets growth which are less oil and interest rate sensitive.

Bill O'Neill, chief investment officer at Merrill Lynch Wealth Management

Visit Telegraph Wealth Management for high quality wealth management and protection advice

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Parr Lumber names regional sales manager

Parr Lumber, the Pacific Northwest-based pro dealer, has promoted Nate Rasmussen to the position of eastern Washington regional sales manager. Rasmussen will develop sales strategies to increase services to key accounts in Spokane, Yakima and the Tri-Cities.� Previously Rasmussen managed contractor sales for Parr in the Portland metro area.

Headquartered in Hillsboro, Ore., Parr operates 40 facilities in Oregon, Washington, California, Arizona and Utah, including pro/retail building material yards, contractor-focused facilities and cabinet outlets. It was established in 1930.�

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Bagnall queries cheques for tourism research - CBC.ca

P.E.I. tourism critic Jim Bagnall raised questions in the legislature Friday about where cheques the province has been writing for tourism research went.

For several years the Tourism Department has partnered with the Tourism Research Centre at UPEI to produce studies on the direction of the Island's tourism industry.

Bagnall said he obtained a document that showed centre director Sean Hennessey had started up a company with same name as the Tourism Research Centre at UPEI. He said cheques were going to Hennessey instead of going to the university, for work done by the university.

"Instead of paying the university you've been paying Sean Hennessey. So how can you justify that?" Bagnall asked Tourism Minister Robert Vessey.

"How many duplicate cheques have you made?"

Bagnall also pointed out the connection between Hennessey and the current deputy minister of tourism, Melissa MacEachern.

"Your deputy is the one that oversees this. She's the one that worked for Sean Hennessey. She's the one that was at the university and worked for TRC," he said.

"She knows the system and yet your deputy is OKing cheques to be written to individuals like Mr. Hennessey, her former boss?"

Bagnall asked if MacEachern had been suspended over the issue. Vessey said that the file was reviewed within the department and "there was not a thing wrong with it".

Vessey said any issue regarding the Tourism Research Centre is one for the university to explore.

"If UPEI and Sean Hennessey have an issue I'd say that's an issue for the university," he said.

Bagnall suggested there was an investigation, but he didn't say by whom. Vessey said his department would cooperate with any investigation.

Bagnall also asked if the minister would turn the file over to either the auditor general or the attorney general. Vessey said he was confident in the review that had been done. Vessey wrapped the discussion by saying to Bagnall, "You're going down into the weeds and that's your style."

Calls to Hennessey on Friday afternoon from CBC News have not yet been returned.

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Hold Bank Of Baroda; target of Rs 1086: LKP

LKP has maintained hold rating on Bank Of Baroda (BoB) with a target of Rs 1086 in its April 08, 2011 research report.

Bank Of Baroda (BoB) has some key advantages which would counterbalance the moderation of credit flow and rising rates such as (1) a low CD ratio enables scaling by ~300 bps (2) robust liability franchise to compensate the rising rate curve (3) Operating leverage to enable earnings momentum in FY12, (4) capital infusion to dispose of concerns on maturing growth rates. We believe BoB presents itself as a logical candidate within the public banking space.

Operating income and PAT is likely to be driven by NII growth of 25% and 27% CAGR over FY10-13E. A strong liability franchise, low cost deposit base has resulted in cost of deposits of 4.5% in 9MFY11 (5% in FY13E). NIMs are likely to increase to 2.8% by FY13. A 100% CBS of the domestic branches has enabled BoB improve branch productivity and launch technology dependent products (cash management services, internet based platform for individuals in particular non-resident Indians). Fee income has lagged growth in core business income; we expect the above initiatives would facilitate higher growth of non interest income. Opex ratios have improved over the past 5 years from 2% in FY07 to 1.5% in FY11. Despite additional branches and employee addition over the next 2 years we expect efficiencies to maintain operating leverage and C/I ratios.

We expect the bank to post RoA of 1.3% over FY12E and FY13E. The capital infusion is likely to suppress RoEs from 23.7% in FY11E to 22% in FY12 and FY13. This is likely to distort RoE comparisons between peers. Currently, BoB trades at a P/ABV of 1.6x FY12 on our ABV of Rs 588.8 and 1.3x on FY13 ABV of Rs 721.9 per share. We have valued BoB at 1.5x P/ABV on our FY13E ABV which translates to a target price of Rs 1,086 per share.Hold, LKP Research Report.

Disclaimer: The views and investment tips expressed by investment experts on moneycontrol.com are their own, and not that of the website or its management.Moneycontrol.com advises users to check with certified experts before taking any investment decisions.

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Cox Industries opens new customer portal

As part of a series of technology upgrades, Orangeburg, S.C.-based Cox Industries unveiled a new customer portal to log in and view, download, and upload account specific information.�

Today, when customers access the Cox website, their recent account activity and order literature will be displayed. Customers also get the benefit of direct access to the entire Cox team who are available to assist with orders, literature requests and questions, according to the company.

Later this year, the manufacturer and distributor of treated outdoor wood products plans to launch a live chat and additional reporting features.�

�

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Canada flies on top air safety record

Canada's air controllers get rest time

STORY HIGHLIGHTS

• Canada's privately-owned air traffic control is an industry leader
  
• Controllers urged to discuss stresses, nap if necessary, avoid blame culture
  
• In U.S. controversy rages after controllers were caught sleeping on the job
  
• Canada was judged the world's best Air Navigation Service Provider in 2010

Toronto, Canada (CNN) -- It's a witty irony that Kurtis Arnold's claim rings true for him on most days; the most stressful part of his job as an air traffic controller is his commute in by car.

As the scrutiny over air control safety continues, Arnold admits it can be a stressful job but that Nav Canada, his employer and Canada's only air traffic control provider, has put the training and tools in place to manage that stress both on duty and off.

"I think the air traffic controllers are like the wizard who's behind the curtain," says Arnold while perched in a tower high above Toronto's Pearson Airport on a hectic day with fog finally rolling out and severe thunderstorms rolling in.

"At our busiest peak periods we'll have a takeoff or landing at this airport about every 25 seconds. So what's it like to work that? Well there's a lot going on. You really train yourself to internalize the procedures so you're really making decision sub-consciously because you're communicating constantly." says Arnold.

As Arnold hits the screens for a typical day of work, the atmosphere both in the control tower at Toronto's airport and the Area Control Center next door, is professional yet genial.

The future of U.S. air traffic safety

Controllers are encouraged to talk about their best practices as well as their stress without engaging in what they call a "blame culture."

What looks like a maze of computers and monitors are Arnold's tools of the trade and increasingly he and his colleagues rely on electronic data for flight information and updates.

At certain intervals in these control centers you can hear the pace of the chatter quicken and short, sharp bursts of communications rattle through headsets. But quickly, critical moments pass without incident, as flights are shepherded through unpredictable weather and turbulence.

Through it all, the center maintains its air of calm, something they know the traveling public is relying on.

"They need to have faith in what we do and I guess that we're so successful at it that when something comes unraveled for a few minutes, it's so noteworthy because it doesn't happen very often" says Arnold.

Nav Canada controllers are meticulously trained, they never work alone, they work no more than about 17 days in every 28 and they must have at least 10 hours off between shifts.

For more than a decade Nav Canada has researched and implemented strategies to mitigate the effects of fatigue and that includes sanctioning a nap if needed.

"We actually have a lounge where Nav Canada provides us with reclining chairs so we'll use them for naps and if you go over there in the morning you'll often see a controller who's had a long commute and they'll slide away on their breaks and take a 10 or 15 minute nap to re-energize," explains Arnold.

Can technology fix FAA's air traffic troubles?

But napping is not the only thing that sets Nav Canada apart.

Canadian controllers are trained and managed by one of the most successful and safe air traffic control systems in the world. Last year they won the IATA Eagle Award winner means they were judged the world's best Air Navigation Service Provider

What is perhaps surprising is that unlike in many countries, including the United States where there has been controversy over controllers caught sleeping on the job, it is not government owned or operated.

"We can demonstrably show that our system is safer today than it was when it was in government," says John Crichton, Nav Canada's current and founding CEO.

Crichton says in 1996 the Canadian air traffic control system was in crisis; chronically mismanaged, the system was soaking up government money, using out of date equipment and there was very low morale among its controllers.

"The employees in the system were not happy, they were subject to wage freezes, they were concerned about the technology and the tools they had," says Crichton.

He explains how he set out to change that with a revolutionary model that would see him take air traffic control out of government hands and transformed into a thriving business with a bottom line.

"Flights are shorter, people get more direct routing, there is very little delay in our system attributable to the air traffic control system, very little, almost negligible," says Crichton.

Nav Canada has won industry awards for both safety and efficiency and it now sells its expertise and technology around the world.

The one thing Nav Canada does not do is return a profit to its members or stakeholders, any profits or efficiencies are plowed back into the business.

"The profits come in safety, greenhouse gas emissions or our own cost improvements," says Rudy Kellar, Nav Canada's Head of Operations.

Nav Canada claims to have saved more than a $1.5 billion dollars for its airline clients over the years as well as maintaining a stellar safety record.

"Equally as important, or perhaps more important, are the savings we provide to the airlines by giving them more direct routes, more efficient flight profiles and that now is running into the billions in terms of reduced fuel burn. Not to mention the greenhouse gas emissions that are reduced," says Crichton.

Crichton is blunt about the consequences if any facet of his business should let down the traveling public.

"Conceptually at least our only product is safety. We cannot afford to ever let a public perception arise that we anything but as diligent as possible about safety because it would be bad for business," says Crichton.

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Weak dollar gives British tourists reason to smile

When the pound hit a 26-year of high of $2.11 in 2007, the number of Britons heading stateside climbed 8pc to 4.5m, but with the 2009 low of $1.37 only 3.9m crossed the Atlantic, a 15pc drop from the previous year. The decrease in how many tourists going to the US inevitably hit the amount Britons spent there too, falling 32pc from 2008 to a total of $11.4bn in 2009.

Although the pound has declined against the dollar since the start of the financial crisis, the long-term trend has been one of steady gains, a pattern that is set to resume, according to Mr Uniacke.

?When you get back to economic normalisation then you effectively go back to on trend levels,? he said. ?Prior to the financial crisis the dollar had been weakening every year since 2000, so none of this is very new. The dollar has all of the problems that it had before this crisis began and a lot more since.?

So as affordable as the US might look now, it is only likely to get better. Moneycorp believe that the pound is likely to hit $1.80 by the end of the year, and reach the $2 high again over the next few years.

Although the ever more expensive euro makes a trip to the continent more prohibitive, VisitBritain, the national tourism agency, is increasingly looking to draw European visitors to Britain.

?It?s vital to look at exchange rates and see what we can do to manipulate various campaigns around that,? said Mark Di Toro from VisitBritain. ?We are looking to the Germans in particular who are some of our biggest spenders, and the French are very popular visitors as well.?

If the European Central Bank does decide to push interest rates higher this year, the euro will only be further bolstered.

?If rates are hiked, the euro increasingly looks like the currency to be held and held for the foreseeable future,? said Clive Lennox, the head of foreign exchange dealing at trader Clear Currency. ?As soon as we hear comment from Trichet or any of the heads of finance of eurozone countries of a further rate hike, the euro will only strengthen.?

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Price True Value Hardware earns Golden Hammer

Atlanta, Texas-based Price True Value Hardware has been named the 2011 "Tools of the Trade Award" winner by Home Channel News.

The company will accept the award May 11 at the Golden Hammer Awards breakfast event in Las Vegas, held in conjunction with the National Hardware Show.

Late last year the husband-wife team of John and Carol Price unveiled their 39,000-sq.-ft. store's upgraded Destination True Value format. The store has a strong female-focus, thanks largely to the Kitchenette -- the store-within-the-store housewares department that features cooking classes and a bridal registry.

"Price True Value Hardware is a classic American hardware store that has invested heavily in its business during a tough economy and has found creative ways to serve its local market," said Ken Clark, editor in chief of Home Channel News. "By turning best practices and customer service into business gains, the Prices and their team deserve this recognition."

The Golden Hammer Awards breakfast event will also include the Home Channel Hall of Fame induction of Larry Stone of Lowe's. For more information about the event, contact Home Channel News.�

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Russia's Far East? Yep, you can cruise there, too

By Gene Sloan, USA TODAY

Tired of the same-old cruise ports in the Caribbean and Europe? Here's something different: A voyage to Russia's Far East.

Orion Expedition Cruises has announced plans for two new expedition sailings in the region to kick off on June 18 and June 28 on its newest ship, the 100-passenger Orion II.

The 10-night "Natural Treasures of the Russian Far East" voyages will begin and end in Sapporo and Petropavlovsk, Russia (which both have international flight access) and follow a string of 32 volcanoes that stretch across the Bering Sea, known as the Northern Ring of Fire.

ALSO ONLINE:�A Cruise Log guide to new ships on order
GALLERY:�A photo tour of the new Disney Dream

Orion says passengers will have the chance to a climb a caldera wall to a hydrothermal field with hot springs and sulphur crystals, and visit local markets in seaside villages, among other outings. Native wildlife also will be a top draw, including arctic foxes, whales, seals and some of the world's largest eagles, the line says. The Orion II carries a fleet of small Zodiac boats to take passengers into locations larger ships cannot access to watch wildlife.

The region's attractions include the rugged Kamchatka Peninsula and the sparsely-populated Kuril Islands, and Petropavlovsk is home to picturesque Russian Orthodox churches and one of Russia's few remaining statues of Lenin.

Founded in 2004, Orion is an Australia-based expedition cruise company that offers adventure-focused trips to Antarctica, Papua New Guinea, Borneo and other off-the-beaten-path destinations.

Fares for the Russian Far East voyages start at $6,930 per person. More information is available on the line's website, orionexpeditions.com.

Cruise Loggers, would a cruise to Russia's Far East interest you? Share your thoughts below.

Posted Mar 9 2011 7:33AM

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US GDP falls: what the analysts say

There are some concerns going forward. We think gasoline prices will continue to dampen the recovery. We are looking at a moderate recovery here. It will still be some time before we see the economy fully recover.

With the rise in the deflator and PCE, I don't think it's a start of a trend. Given the general outlook we are still seeing the economy restrained by energy, tight credit and weak housing. There is not a lot of underlying inflationary pressure.

There is a lack of job creation. If the job creation machine is weak, this could be a signal that smaller firms are curtailing their hirings just as it seemed they were hiring again.

As for the March payroll report, we'll probably see it well under 200,000, maybe 150,000 or less. We still have a lot of ground to make up.

Stephen Stanley, chief economist, Pierpont Securities, Connecticut

GDP is very much in line with consensus. The underlying components were a little better than what I had expected. The biggest factor was weather. It hurt consumption and construction. Energy also hurt consumption as well. Higher gasoline prices took a bigger bite out of people's budget.

[The jobless figures] are certainly disappointing. The number has risen three weeks in a row and that's a bit worrisome. The Labor Department is attributing it to the Easter holiday, but we'll see. I think there is upward pressure from these auto plants having rolling shutdowns. It might be worth 15,000 to 30,000 a week in claims. If this were to stay significantly above 400,000, I would be worried.

Bob Andres, chief investment strategist and economist, Merion Wealth partners, Pennsylvania

I'm surprised [GDP] wasn't lower. You had a number of different things - Bernanke mentioned the harsh winter weather, it's a little bit of a cop-out but it certainly played a part. The trade gap widened and ... capital goods orders were down in the first quarter. On top of that you had higher commodity prices.

Coming in at 1.8, to get to where Fed's forecast is, you're going to need some robust growth in [quarters] 2, 3 and 4.

In my mind, the Fed's forecast and the Street's forecast are more than likely a little too optimistic going forward.

William Larkin, portfolio manager, Cabot Money Management, Massachusetts

Jobless claims popped back above 400,000 again, and that's been a psychological barrier. We had been on a nice trend with claims, but now we're finding resistance, which calls into questions the jobs recovery.

GDP was a little on the light side, though there were positives and negatives in the report. But with the amount of injection of capital into the economy, you'd hope that we would be able to get above 2pc growth. In the short-term this is bad for stocks and good for bonds.

Richard Bryant, head of treasury trading, MF Global Securities, New York

The big surprise was that jobless claims were a little bit higher than people were looking for, a little bit higher than expectations, so the Treasury market is retaining the bid that it has demonstrated since Wednesday afternoon. These data certainly support the bid. GDP had no major surprises, the headline was a little bit weaker than expectations.

David Sloan, economist, IFR Economics, unit of Thomson Reuters

This is a significant slowing from a Q4 pace of 3.1pc though inflationary pressures look firmer, with core PCE prices marginally ahead of consensus at 1.5pc and up from a record low of 0.4pc in Q4. The core PCE data are not high enough to cause inflationary alarm but the overall PCE price index at 3.8pc, lifted by food and energy, was considerably stronger, the highest since Q3 2008.

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Lowe?s to carry regional paint line

Lowe?s has added Yolo Colorhouse, a regional line of eco-friendly paints, to its West Coast stores, according to an article in the Portland Business Journal.

Portland-based Yolo will sell its no-VOC interior paints and primers in Oregon, Washington and California, according to the article. A 1-gallon container will retail for $22.98.�

The 92-color line will be available at 20 Lowe?s stores between Seattle and Los Angeles.�

Yolo Colorhouse currently is distributed through its own website, as well as homedepot.com and green building material stores.�

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Martha Elena Flores Cura: Continental Lost My Husband's Body!

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Every now and then news comes about that airlines have lost a traveler's pet or Miranda Kerr's wedding gown, but this is one extreme we were not expecting: a Monterrey, Mexico woman is suing Continental Airlines for misplacing her dead husband's body, the Monitor reports.

In a lawsuit filed earlier this month, Martha Elena Flores Cura and her niece, Ludivina Rivera, claim Continental Airlines lost the remains of her common-law husband, Humberto Rivera, while transporting his casket from Atlanta to McAllen airport in Texas in August 2009.

The family's lawyer, Javier Villareal, told the paper: "The family was obviously very upset. Not only do they have to deal with the loss of their (relative), but these guys were looking for the body to see what happened to it after it was delivered."

Rivera claims she hired a man to pick up her uncle's body at McAllen airport and drive it to Monterrey for the funeral. His body was meant to be flown on August 21, 2009. But the hired driver was told by the Atlanta funeral home where Rivera's body was held that the flight had been postponed three days.

When the driver met with a Continental representative the day before Rivera's remains were due to be flown, he was told that someone else had already picked up the body. The lawsuit claims that "Continental advised (the driver) that the body was missing and that it was not Continental's problem."

The hired driver filed a report with local police on August 24th, three days after the original flight. Less than twelve hours later, Rivera's remains were located at a Brownsville funeral home and were returned to Continental.

The family's lawyer, who refused to provide the dollar amount being sought in the suit, told the paper:"You can imagine the toll that would be on a family where a loved one was supposed to be delivered. It's very disturbing."

A hearing is set for June 8th.

Continental Airlines did not return calls by AOL Travel for comment.

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Pabst Asked to Lower Alcohol Content in New Blast Drink

Calling the new Blast by Colt 45 beverage a drinking "binge-in-a-can," 16 state attorneys general called on Pabst Brewing Co. to cut the alcohol content in its malt beverage and change its marketing for the drink.

Blast is a malt beverage that comes in four fruit flavors -- strawberry lemonade, blueberry pomegranate, grape and raspberry watermelon. Pabst's marketing campaign features hip-hop/rap music star Snoop Dogg in edgy commercials aimed squarely at the 20-something set. The 23.5-ounce single-serving cans pack an alcohol concentration of 12% -- the equivalent of almost five cans of beer.

Maryland Attorney General Douglas F. Gansler penned the letter, which was signed by the other attorneys general and sent to Pabst. "At a time when we're fighting to prevent underage and binge drinking, we call upon Pabst to rethink the dangers posed by Blast, promoted by a popular hip-hop celebrity, as a 'binge-in-a-can' in sweet flavors and bright colors aimed at the youngest drinkers," Gansler said in a statement. "I hope our letter asking Pabst to take swift and responsible action will also be heeded by other companies who produce these unsafe 'supersized' alcopops."

The letter also compared Blast to alcoholic energy drinks that have been criticized over their marketing because they are packaged to look nearly identical to non-alcoholic energy drinks and consumers could unwittingly think they're safe to drink. The alcoholic energy drinks contain both booze and caffeine and the combination masks the effects of alcohol, creating a drunk-awake state. The alcoholic energy drinks are also sold in 23.5-ounce cans -- just like Blast -- and have between 6% and 12% alcohol offered in trendy flavors like watermelon.

Pabst refuted the letter's claims in a statement released by its public relations firm.

"Blast is only meant to be consumed by those above legal drinking age and does not contain caffeine," the company said in the recently released statement. "As with all Pabst products, our marketing efforts for Blast are focused on conveying the message of drinking responsibly. To that end, the alcohol content of Blast is clearly marked on its packaging, we are encouraging consumers to consider mixing Blast with other beverages or enjoy it over ice, and we are offering a special 7-ounce bottle for those who prefer a smaller quantity, among other important initiatives."

Gansler's letter said the level of alcohol in Blast is high enough that if someone drank the entire can, it would be considered binge drinking. The U.S. Centers for Disease Control and Prevention said binge drinkers account for more than half of the 79,000 annual alcohol-related deaths in the United States.

The letter was signed by attorneys general from Arizona, California, Connecticut, Idaho, Illinois, Iowa, Kentucky, Maine, Maryland, Massachusetts, New Mexico, Ohio, Oklahoma, Tennessee, Utah, Washington and Guam, as well as the city attorney of San Francisco.

California's Marin Institute applauded the letter, which comes on the heels of a petition drive by the alcohol industry watchdog group to stop marketing to youth and to fire Snoop Dogg -- popular with the under-21 crowd -- as its spokesman.

"Unfortunately a number of flavored, malt beverage alcopops are supersized," Marin Institute Executive Director Bruce Lee Livingston said in a statement. "We are hopeful that other attorneys general join this action against Blast, and also include similar dangerous products like Four Loko, Joose and Tilt."

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ProBuild brings FSC certification to 59 yards

�

ProBuild Holdings announced that 59 of its facilities nationwide have received Forest Stewardship Council (FSC) Chain of Custody Certification. This certification enables these locations to sell FSC-certified materials.�

According to the ProBuild,�the nation?s largest professional building materials supplier, FSC certifications�complement ProBuild?s commitment to sustainability through its ProEarth platform. ProEarth is a comprehensive sustainability platform that guides how ProBuild does business. ProEarth?s three platform elements include: operational excellence, product stewardship and social responsibility.

?We have made a commitment to become FSC certified in markets where customer demand dictates,? said ProBuild CEO, Bill Myrick. �?We support all types of wood certification programs so that we approach sustainability in a measurable, accountable and responsible way. This is only one step in our much longer journey to green as a company.?

An FSC product label ensures that the forest products used are from responsibly harvested and verified sources.

?Our customers want high-quality green products from a professional, one-stop resource,? said Lisa Peterson, ProBuild?s vice president, marketing and communications.� ?FSC provides that credible certification so our customers know they are using responsibly harvested lumber.?

�

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Fliers to face sensor-equipped ads at O'Hare bathroom sinks

By Ben Mutzabaugh, USA TODAY

It may be harder to look yourself in the face the next time you use a bathroom sink at Chicago's O'Hare International Airport.

That comes as advertisers are installing new sensor-equipped ads that will target customers in the bathrooms of the nation's second-busiest airport.

In a move that The Daily Mail of London says crosses "perhaps the last frontier in advertising," digital commercials are being added to about 150 bathroom mirrors at the airport.

The 40-inch digital-display screens will be placed in mirrors above lavatory sinks, outfitted with the capability to show both video advertising as well as still images.

But the ads are unusually dynamic.

They remain full size when customers stand at a distance, but -- as the customer approaches the sink -- the ad will gradually shrink in size until it appears only in a corner of the mirror. (See images at Tnooz.com and The Daily Mail of London.)

That, of course, allows customers to continue to view the ad -- even as they (hopefully) wash their hands.

Travel technology website Tnooz.com says the ads -- developed by advertiser Clear Channel Airports in partnership with technology firm Mirrus -- will allow companies to create ads tailored to specific niches.

Mirrus tells Tnooz some of the installations will be so sophisticated that they'll "include a computer running a content management system to enable content scheduling."

Aside from the obvious ability to tailor gender-specific ads, that also allows advertisers to craft ads to run on certain days or around specific events.

"These displays create unique opportunities for marketers to deliver targeted messages that are highly impactful and relevant to consumers," Clear Channel Airports spokesman Toby Sturek tells the Daily Mail.

There's more. The Daily Mail adds that some "mirrors also include a robust sensor" that will allow advertisers to track not only the number of bathroom-visitors that look at an ad, but also for how long they view it."

So, be sure to wash your hands ... you never know who's keeping tabs.

Posted Mar 9 2011 9:06AM

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