Advertising Age back issues from November 2007:
Wireless market faces a saturation situation; Can telecoms maintain growth when nearly all consumers have phones?(News)(Verizon Communications Inc.)
Nov 05, 2007; ... Byline: ALICE Z. CUNEO In verizon's third-quarter results last week, the company tallied its wireless customers at 63.7 million-that number includes 1.8 million new ones. Though the marketer didn't specify whether the gains came from first-time cellphone buyers or by ...
The terrible tale of Acme Widgets, Latino1 and Mediasaurus: a fable.(The Big Tent)(Acme Widgets)
Nov 05, 2007; ... Byline: Alberto J. Ferrer Let me tell you the story of Acme Widgets; its Hispanic agency, Latino1; and Mediasaurus, the general-market media agency of record. Latino1 is a full-service Hispanic agency with a strong team, reel, track record and client roster ....
Forget the Asian-American-market myths-but remember these truths.(The Big Tent)
Nov 05, 2007; ... Byline: Bill Imada To all who have written to me, either publicly or privately-thank you. I encourage all of you to write to me publicly via the blog and not be worried about disagreeing with me. Several of you have chosen to write to me directly with issues, concerns and/or ...
Politicians should consider giving gift of silent nights.(Viewpoint)
Nov 05, 2007 ... If Santa's got some excess coal this year, we suggest he dump it in the expensive leather loafers of the presidential contenders looking to clog the airwaves with advertising this season. Not that it would do any good. As of Oct. 22, spending in Iowa by four presidential ...
Report from a San Diego agency: Fires won't hinder city's spirit-or business.(Small Agency Diary)
Nov 05, 2007; ... Byline: Michael Mark As you've seen from the recent media coverage, life is hard in San Diego. It's a wonderful place to visit, and I'm not saying that because our agency, NYCA, is fortunate enough to have the San Diego Convention and Visitors Bureau account. ...
What's that hot web property worth? Use the BPBPPPAR metric; Now you, too, can blindly guesstimate the value of blogs, social networks and floppy-haired comedians.(MediaWorks)
Nov 05, 2007; ... Byline: Simon Dumenco I won't bury the lede: By my reckoning, using my proprietary new-media-valuation formula, I have determined that Andy Samberg is worth $342 million. "Andy who and how much?'' you may be asking. Oh, you know Andy: that smiley, wry, floppy-haired ...
Have agencies been so slow to innovate that they now just frustrate marketers?(Small Agency Diary)(Viewpoint essay)
Nov 05, 2007; ... Byline: Noelle Weaver I recently came across a Newsweek article from several weeks ago titled "My Journey to the Top.'' In it, a quote from Atlantic Records President Julie Greenwald caught my eye. "Critics want to say that the music business is over. That couldn't be further ...
Are you focused on your work or fantasy football?(Small Agency Diary)
Nov 05, 2007; ... Byline: Bart Cleveland Watching the daily habits of younger people has me afraid for the future of our industry. I'm not afraid that it won't survive but that the work won't be much to talk about. I know I sound like a really old person, but if you're young, this is ...
Why some of us aren't into running sweat(suit) shops.(Small Agency Diary)
Nov 05, 2007 ... Byline: Lorenzo Romero I am sure that many of us as kids thought we would never want to dress up in a suit and tie and be married to a desk from 9 to 5 every day. As creatives, we crave something different, something adventurous - something that allows our minds to flourish and, ...
'Minority stake' Miles now owns all-or most-of hotshops; MDC chief Nadal ups his stake over time in Kirshenbaum, Crispin.(News)
Nov 05, 2007; ... Byline: RYAN MCCONNELL When miles nadal is selling the idea of MDC Partners to potential agency acquisitions or the investment community, he talks about the benefits of helping them keep skin in the game. He does this through a practice of buying up partial stakes that leave the ...
Is there an expensive washing machine in your future? LG, others get in game as more consumers shell out for pricier products.(News)
Nov 05, 2007; ... Byline: BETH SNYDER BULIK The battle to be king of the kitchen doesn't only rage in a plethora of reality TV shows: It's also ramping up in the high-end-appliance arena. Brands such as Sub-Zero, Miele and Viking have long ruled the upscale kitchens of America. But ...
Consumers want fridges that cool-and have color.(News)(Brief article)
Nov 05, 2007; ... Byline: beth snyder bulik The appliance market used to be known as "white goods.'' Not anymore. Refrigerators, ranges and the washing machines and the like were once white, perched in some unlovely corner of the kitchen or basement and were utilitarian. But today, ...
Media Morph: Tumblr.(Digital)(Brief article)
Nov 05, 2007; ... Byline: matthew creamer WHAT IT IS: A free service for creating a tumblelog, a subspecies of blog for posting snippets of content. If you're wondering how it differs from micro-blogging services such as Twitter, the answer is in its multimedia capabilities. Tumblelogs contain ...
With so many start-ups, only you can save Web 2.0; On digital communications.(Digital)(Viewpoint essay)
Nov 05, 2007; ... Byline: Steve Rubel Years ago, the Advertising Council created a landmark campaign with Smokey the Bear that had a rather ominous tagline. It read: "Only you can prevent forest fires.'' The subtext, which the recent fires in California clearly reminded us, was that the word ...
Is Prius as eco-friendly as ad claims? We have our suspicions.(Garfield's AdReview)(Dentsu America)
Nov 05, 2007; ... Byline: Bob Garfield Sound journalism requires disclosure of potential conflicts of interest. OK, AdReview is biased against the Toyota Prius. Why? Because it broke up Larry David's marriage. That's why. The guy's got $200 million, and he's tooling around in a ...
Gold: Television.(Hispanic Creative Advertising Awards)(Grupo Gallegos innovative advertising campaigns)(Brief article)
Nov 05, 2007 ... Energizer e2 Lithium "Immortal" Agency: Grupo Gallegos, Long Beach, Calif. A man discovers he's immortal after he is run over by a bus, falls off a balcony and gets electrocuted at home, among other lethal situations. But immortality has its downsides, ...
TRULY BE AT ONE WITH NATURE ... FOREVER; Underwater cemetery targets eco-conscious consumers.(News)(Brief article)
Nov 05, 2007; ... Byline: ALICE Z. CUNEO Good grief-or reef, as the case may be. The Neptune Society has developed a first-of-its-kind marketing tool to compete with traditional cemeteries and do-it-yourself scattering of ashes at sea: It's built an underwater cement city resembling ...
Commission returns (with twist); More agencies get paid a percent of billings-but at lower rates than in past.(News)
Nov 05, 2007; ... Byline: MATTHEW CREAMER It's the return of the commission. Sort of. For the first time since 1985, a survey of marketers' agency-compensation practices found an uptick in the amount of contracts that involved commissions, or a percentage of media spending, rather ...
Comcast Triple Play; Best of show.(Hispanic Creative Advertising Awards)(Grupo Gallegos won an award for its innovative campaign for Comcast Corp.)
Nov 05, 2007; ... Byline: laura martinez "Ketchup'' Agency: Grupo Gallegos, Long Beach, Calif. A promotional spot selling a package of cable TV, internet and voice services is a surprising choice for Best of Show in the Hispanic Creative Advertising Awards. But ...
ENERGIZER'S BUNNY MARCHES TO NEW BEAT; NEXT IN LATINO CREATIVE: Music resonates with new immigrants; Ford also chimes in.(Hispanic Creative Advertising Awards)(Energizer Battery Co. to target Hispanic Americans)(Ford Motor Co. ropes in Colombian rocker Juanes)
Nov 05, 2007; ... Byline: LAUREL WENTZ What's next? One of this year's Gold winners, Energizer, is taking the pink bunny from traditional 30-second TV spots into the realm of the internet, user-generated content and entertainment. The challenge: For Americans, the bunny is ...
ALL-STAR CREW GATHERS FOR AWARDS JUDGING; VARIETY OF OPINION: Besides Comcast commercials, execs like creative approaches of spots for Wrigley, Amnistia Internacional and Bud Light.(Hispanic Creative Advertising Awards)
Nov 05, 2007 ... Aldo Quevedo Jury president; president-chief creative officer, Dieste Harmel & Partners A favorite ad: Toyota Corolla's "Muelle'' spot by Badillo Nazca Saatchi & Saatchi ("A lot of guys throw the car into the water. Unexpected.'') ...
Microsoft changes its marketing tune for lackluster Zune; Giant kicks up spending, ditches old strategy and agency for MP3 player.(News)
Nov 05, 2007; ... Byline: ALICE Z. CUNEO Outgunned 8-to-1 in share by the unstoppable iPod, Microsoft is overturning its marketing strategy for Zune-and will rely more on traditional media to go after the white blight. Good luck. It was a year ago that Microsoft launched ...
Hollywood hunkers down for strike; Writers ready to walk out for first time in decades amid dispute over digital.(News)(Writers Guild of America)
Nov 05, 2007; ... Byline: CLAUDE BRODESSER-AKNER and BRIAN STEINBERG '`You may have noticed tonight that I was using a lot of words,'' Jon Stewart said as he closed out a taping of last Thursday's broadcast of "The Daily Show.'' "That's because there may or may not be a writers strike next week, ...
Creating brandable sound.(CMO Strategy)(advertising music)(Brief article)
Nov 05, 2007 ... Do it the same way you would any strategic branding initiative What should the brand accomplish? Determine what chord you are trying to strike (pardon the pun). In all branding you are trying to execute a strategy; an acoustical image is simply the extension of your brand ...
Tech savvy is no replacement for good networking.(TalentWorks)(recruitment of advertising executives)
Nov 05, 2007; ... Byline: EMILY BRYSON YORK Put away "Programming for Dummies'' and bring out the Emily Post. While the print resume is dying, or already dead, recruiters at major advertising firms caution against going for broke with technology and abandoning traditional job-search ...
Here's a faithful cover of a Radiohead smash hit.(MediaWorks)
Nov 05, 2007; ... Byline: andrew hampp Ever wonder how much readers will pay for a magazine if given the choice? Paste is about to find out. Last week it adopted a pay-what-you-want model for its yearly subscriptions for two weeks, with minimum payments starting at $1. Those who pay more than the ...
Heat Index; Weekly rating (0-10) of sizzle and fizzle.(MediaWorks)
Nov 05, 2007 ... 9 Chris Anderson Taking a stand against pointless press releases, Wired editor publishes list of all e-mail addresses he's banned from his inbox in the past month. 6 Lee Woodruff "Good Morning America" hires wife of Bob Woodruff, ABC anchor injured in a roadside-bomb attack in ...
An ad app you'll love (and privacy groups will hate); NebuAd tracks, targets consumers no matter where they travel online.(News)
Nov 05, 2007; ... Byline: ABBEY KLAASSEN A new ad network is about to step smack into the middle of a privacy maelstrom, thanks to a targeting system that could be good for advertisers-but a tough sell to consumer advocates. As the Federal Trade Commission met last week to discuss ...
A push for web version of the do-not-call list.(News)
Nov 05, 2007; ... Byline: abbey klaassen and ira teinowitz Attention, marketers: That long-promised ability to finely tune your online ad messages and target people based on their specific interests and expressed preferences is under attack. A group of privacy experts wants to create a national ...
What You Say.(News)(user groups are not providing their real information on social networking sites)(Brief article)
Nov 05, 2007; ... Byline: ken wheaton THE question: Do you think MySpace and Facebook users' profiles are honest reflections of who they are? 61% of Ad Age readers know not to judge a social-net user by his likely exaggerated profile. Of course MySpace and Facebook profiles ...
Out of Site at Adage.com.(Columns)
Nov 05, 2007 ... As seen on AdAge.com/ smallagency Islam: Don't get stuck on ROI Now ... let's just cut straight to our Carrie Bradshaw moment here. When did ROI stop meaning "return on investment'' and start representing "removal of innovation''-or imagination even? Far too often ...
Droga seeks to give King Content a throne with Honeyshed launch.(Droga5's new website)(Column)
Nov 05, 2007; ... Byline: Teressa Iezzi But what the hell is it? That was the question etching furrows into the foreheads of ad watchers who had heard portents of Honeyshed, the online-content venture percolating at New York start-up Droga5. Early information suggested the site would bring ...
Package-goods spending set to rise-just not in the U.S.(News)(advertising budgets)
Nov 05, 2007; ... Byline: JACK NEFF The good news is consumers are still willing to spend, and package-goods marketers are announcing hikes in marketing budgets to reach them. The bad news, at least for the domestic advertising market, is that the marketers aren't necessarily talking about the ...
Verizon: If this is anything like the iPhone, we want in; Wireless giant puts aside feud with Google for a chance to use its mobile operating system.(Digital)
Nov 05, 2007; ... Byline: ABBEY KLAASSEN And ALICE Z. CUNEO Shifting business models make for strange bedfellows-and nowhere is that so clear as Google's potential linkup with Verizon, which is said to be negotiating with the search giant to carry phones equipped with Google's mobile operating ...
EFFECTIVE AND SUSTAINABLE BRANDING STARTS WITH MUSIC; CENTER STAGE: To get the brand idea to live beyond the media spend, build your own hit song.(CMO Strategy)
Nov 05, 2007; ... Byline: MARC ALTSHULER Music's role in advertising is always changing. Years ago, chief marketers used jingles to sell every product imaginable: Think of those catchy tunes as predecessors of today's sonic branding tags. In recent years, scoring spots with hit songs ...
Agencies to clients: Why don't you talk about your feelings? Survey finds marketers' communication issues hurt Mad Ave. marriages.(News)(Survey)
Nov 05, 2007; ... Byline: RUPAL PAREKH Marketers and their agency partners may want to consider therapy. Their relationship isn't looking so hot these days, according to a survey that finds, among other things, that the agency is often the last to know when its client is straying or ...
Neuromarketing and diversity go hand in hand.(The Big Tent)
Nov 05, 2007; ... Byline: Jonathon S. Feit Neuromarketing, which Advertising Age tackled with some gusto several weeks ago, represents a unique opportunity for showcasing the interrelation of two key topics ablaze among marketers and media: diversity and measurement. Is it possible to ...
Brothels, bathhouses are part of doing business in Asia.(News)(Dentsu Tec Inc.)
Nov 05, 2007; ... Byline: normandy madden [hong kong] When Asian advertising executives learned last week about the sexual-harassment and discrimination lawsuit filed by Steve Biegel against Dentsu, many were astounded-not by the steamy nature of the charges Mr. Biegel levied against his former ...
Japan's 'kinky' corporate culture is just a cliche.(News)(Column)
Nov 05, 2007; ... Byline: john m. mcneel [tokyo] Is Japanese business culture "kinkier'' than others when it comes to bonding with colleagues or clients, letting loose while on a business trip, or celebrating professional success? Unless I've been leading a terribly sheltered existence, after two ...
Is Detroit losing all its auto-ad buying biz? Chrysler account shifts to New York; some think that Ford could be next.(News)(Ford Motor Co.)(General Motors Corp.)(advertising)
Nov 05, 2007; ... Byline: JEAN HALLIDAY Detroit's wobbling ego took another hit last week after the Omnicom Group media-buying shop PHD confirmed it was moving hundreds of millions of Chrysler's national TV-buying dollars to New York from the Motor City. The news, first reported by ...
Biegel goes legal, says he's no dirty dog; You couldn't make this up. Matt Creamer on the man suing Dentsu.(News)(steve biegel)(Toyo Shigeta)(Dentsu Corporation of America)
Nov 05, 2007 ... On steve biegel's personal website, among the usual intellectual bric-a-brac of a midcareer creative-print and TV ads, a bio, a manifesto of sorts-you will find this schmaltzy bit of philosophizing: "First, we start as a little sediment sitting all by yourself. Then, one day, by the sheer ...
'Un-Moored' Naughton: Don't hide your content; Former Time Inc. exec advises taking advantage of sites such as Google.(News)(Brief article)
Nov 05, 2007; ... Byline: NAT IVES [boca raton, fla.] Eileen Naughton used her speech at the American Magazine Conference last week to essentially ask Time Inc. Chairman-CEO Ann S. Moore, who downsized her out of a job almost two years ago, "How you like me now?'' Time Inc. eliminated ...
THIS IS YOUR BRAND ON 'E'; NBC, Omnicom want to unleash fictional agency on real marketers in upcoming TV series.(News)(National Broadcasting Company Inc.)(Omnicom Group Inc.)(Full Circle Communications)
Nov 05, 2007; ... Byline: BRIAN STEINBERG NBC's audience has embraced Dunder-Mifflin, the dysfunctional company from "The Office'' where quirky workers flail about weekly. But is it ready for Miller Shanks? NBC and Omnicom Group's Full Circle Entertainment plan a comedic summer series ...
Touched by Toyota: Automaker gets all emotional in latest push; Company focuses on social responsibility in wake of blows on image.(News)(Toyota Motor North America Inc.)(Dentsu Corporation of America)
Nov 05, 2007; ... Byline: JEAN HALLIDAY Toyota breaks the biggest, broadest corporate campaign in its history today in a bid to build a stronger emotional connection with Americans. Toyota Motor North America hopes the national TV, print and online blitz, focused on three corporate ...
Facebook to add shopping service to its menu.
Nov 05, 2007; ... Byline: ABBEY KLAASSEN And MATTHEW CREAMER Lots of people find the next books they plan to read by browsing the New York Times or Amazon best-seller lists. Others count on referrals from friends and colleagues. But what if you could eye a hot title as it began to climb the ...
GRUPO GALLEGOS SCORES ON COMCAST TRIPLE PLAY; LAUGHS GALORE: Agency adds to haul with California Milk, Energizer efforts; annual event adds bicultural and Beyond Hispanic segments.(Hispanic Creative Advertising Awards)
Nov 05, 2007; ... Byline: LAUREL WENTZ Grupo gallegos was the biggest winner at Advertising Age's ninth annual Hispanic Creative Advertising Awards, picking up the Best of Show and five other TV, radio and multimedia awards for client Comcast Corp. With a trio of award-winning ...
Marketers want media ideas, not protectionism from agencies.(Columns)(Column)
Nov 05, 2007; ... Byline: Jonah Bloom What do Meredith's Matt Petersen, Time Warner's John Partilla, Conde Nast's Richard Beckman and Hearst's Jeff Hammill have in common? They're smart. They're likable (yes, even "Mad Dog'' Beckman, whom Gawker once saddled as one of New York's "worst ...
Could Billy Mays unseat BK's King from Halloween throne?(Adages)(PR spam mails )(Richard Bartley dressed as OxiClean's spokesman Billy Mays for Halloween)(Apple using Nick Haley's add song)
Nov 05, 2007; ... Byline: Ken Wheaton Here's one way to know your brand has hit a popular-culture nerve: when a grade-schooler dresses up as your pitchman for Halloween. Marching alongside the witches, ghouls, superheroes and princesses at last week's Halloween parade at St. Joseph's School in ...
APPLY SOUND AT THE PRODUCT LEVEL FOR MAXIMUM ADVANTAGE; NOW HEAR THIS: Sonic branding can do more than just define corporate image.(CMO Strategy)
Nov 05, 2007; ... Byline: DONNA J. STURGESS Regardless of culture or historical age, sound has always had the capacity to move people. Sound inspires. It persuades. It reminds. Sound's ability to literally penetrate us and sweep us away from the present has defined its allure, whether ...
CAN NEWSWEEK'S MUSICAL CHAIRS UNSEAT TIME? Q&A: A new team including CEO Tom Ascheim from Nickelodeon will work to keep title relevant.(News)(Interview)
Nov 05, 2007; ... Byline: ANDREW HAMPP Newsweek shook up its executive suite last week with a bevy of major personnel announcements. First, Richard M. Smith is stepping down as CEO and editor in chief, the latter a title he has held since 1984, but he will remain the newsweekly's ...
Chrysler mag spending unlikely to rise; CEO says carmaker will focus on marketing via customer interactions.(American Magazine Conference)(Chrysler L.L.C.)(Brief article)
Nov 05, 2007; ... Byline: NAT IVES Robert l. nardelli, Chrysler's chairman and CEO of about 100 days, all but told an audience of magazine professionals last week to give up on increased ad spending from his company. The bad news came when Dennis Kneale, the Forbes veteran who ...
Get your right brain in shape at idea conference.(News)(Idea Conference at New York's Nokia Theater)
Nov 05, 2007 ... If you believe that innovation, entrepreneurship and creativity are the lifeblood of today's business world, then book your ticket now for Nov. 15's Idea Conference at New York's Nokia Theater. This year attendees will hear about caring and causes from Russell Simmons and learn ...
Recent comments from adage.com/bigtent.(The Big Tent)
Nov 05, 2007 ... RE: 'Four myths about the asian-american market' "The only ad for recruits to the Central Intelligence Agency (CIA) I have ever seen in my two decades of advertising runs copiously on the AZN channel in New York. How's that for targeting?" "Most Fortune 500 ...
Recent comments from adage.com/smallagency.(Small Agency Diary)
Nov 05, 2007 ... RE: Why some of us aren't into Sweat(suit) shops "It seems to me you feel like you are paying your employees to fill a physical time slot at your shop rather than paying them for work produced. You're not making cogs, you are creating functional art. Sorry to say, but you are ...
People & Players.
Nov 05, 2007 ... BOCA RATON, Fla.: american magazine conference Magazine Publishers of America and the American Society of Magazine Editors host their annual confab for publishing execs and editors. "The Magabrand Revolution" featured Google's Eileen Naughton, Chrysler's Bob Nardelli and NBC ...
Work of the Week.(Work)
Nov 05, 2007 ... nike: "BEAUTIFUL MONSTER" WIEDEN & KENNEDY, PORTLAND, Ore. Each player is an integral part of the "beautiful monster" that is a sports team. The campaign introduces the Nike Team Elite footwear series. Executive creative directors: Jelly Helm, Steve Luker ....
Hispanic Creative advertising Awards.
Nov 05, 2007 ... Top campaign is Comcast effort from Grupo Gallegos, an agency that also created award-winning work for Energizer; judges in new Beyond Hispanic category laugh along with Bud Light work featuring Carlos Mencia. ...
Procter & Gamble Co.'s Tide; GOLD: NEWSPAPERS.(Hispanic Creative Advertising Awards)(Conill Advertising Inc.)(Brief article)
Nov 05, 2007 ... "Stains Attack: French Fry, Jam, Soup" Agency: Conill, New York Tide takes its Stain Attack literally. In each of the three ads, the potential staining agent about to be consumed-the ketchup at the end of ...
Amnistia Internacional; GOLD: NONTRADITIONAL/GUERRILLA MARKETING (PUERTO RICO).(Hispanic Creative Advertising Awards)(Brief article)
Nov 05, 2007 ... "La Casa del Horror" Agency: JWT, San Juan Using the celebration of Halloween, when we like to scare ourselves with fake horrors, JWT created a virtual House of Horrors, drawing potential Amnistia ...
Verizon Wireless; GOLD: OUT-OF-HOME (PUERTO RICO).(Hispanic Creative Advertising Awards)(Badillo/Saatchi and Saatchi)(Brief article)
Nov 05, 2007 ... "Llamadas Interrumpidas: Mucho, Busca, Conmigo" Agency: Badillo Nazca Saatchi & Saatchi, San Juan The dropped call on a rival's wireless network is a popular theme in TV commercials, but we wouldn't have believed ...
Anheuser-Busch's Bud Light; GOLD: BEYOND HISPANIC.(Hispanic Creative Advertising Awards)(Anheuser-Busch Companies Inc.)(Brief article)
Nov 05, 2007 ... "Class" Agency: LatinWorks, Austin, Texas A jury favorite, this spot made its debut during the Super Bowl with comedian Carlos Mencia instructing a classroom of immigrants how to ask for a ...
McDonald's Corp. GOLD: INTERACTIVE/WEBSITE.(Hispanic Creative Advertising Awards)(Alma DDB)(Brief article)
Nov 05, 2007 ... "LoMcximo" Agency: Alma DDB, Miami With a hip, urban look and new content every month, McDonald's LoMcximo site is a great vehicle for everything from the ...
Verizon FiOS campaign; GOLD: DIRECT MARKETING.(Hispanic Creative Advertising Awards)(Verizon Communications Inc.)(Brief article)
Nov 05, 2007 ... Agency: La Agencia de Orci & Asociados, Los Angeles This glossy, high-quality direct-mail campaign for Verizon Communications' high-speed internet service was carefully targeted to potential subscribers with ...
Hispanic Creative Advertising Awards.(Awards list)
Nov 05, 2007 ... SILVER: OUT-OF-HOME Procter & Gamble Co.'s Tide "Messy Things: Coffee, Ketchup, Wine" Agency: Conill, New York Tide distills its stain message into the simplest images imaginable. These ads don't even have words, just the familiar Tide logo and ...
SUPPLEMENT: Search Marketing; Fact Pack 2007.(Supplement)
Nov 05, 2007 ... ***** Correction: The Search Marketing Fact Pack (Nov. 5, p. 48) included an incorrect percent increase in revenue for search agenc Didit. The agency's revenue increased 37.5% to $11 million in 2006 from $8 million in 2005. ***** See supplement for the ...