Doctors Supercharge Their iPads With Box.net

Doctors love their iPads — even more than you might think.

Over in Winston-Salem, North Carolina, a group of more than 60 doctors have revamped their mobile phones and iPads for use in emergency departments across the region with a little help from a familiar application: the popular Box.net file-sharing services. Using Box, they’ve built a new system that lets them share procedures, journal articles and — perhaps most importantly — conversations.

It’s a small step, but doctors like Iltifat Husain at the Wake Forest Baptist Medical Center love the thing.

Husain is a big advocate of mobile devices. He edits a website for iPad-loving doctors called iMedicalApps.com. But the collaborative cloud computing thing really clicked for Husain — an emergency medicine resident physician at Wake Forest — when he was still testing the service back in October. He was at a remote emergency room in Greensboro, North Carolina, where a patient came in with fluid on the belly. Husain needed to perform a procedure called an abdominal paracentesis to drain the fluid. It’s not the kind of procedure that most doctors do every day, so Husain gave himself a quick refresher on the procedure.

A year earlier, this would have meant trudging over to the ER’s workstation and looking up a PDF on the hospital’s intranet. Instead, he tapped open the Box software on his mobile phone and looked it up right there.

It saved maybe a handful of minutes. But for Husain, minutes count. “In the ER, the faster I can do something, the more time I can spend with other patients,” he says.

Doctors may be the people who change our lives most profoundly with cutting-edge science and drugs, but the sad truth is that medicine is only just starting to enter the digital era, says Eric J.Topol, director of the Scripps Translational Science Institute and the author of, Creative Destruction of Medicine, a 2012 book about how digital technology is changing health care. “Medicine is ultra-conservative, historically.”

But it’s also an area that’s most primed for change. As the digital walls go down, doctors are becoming better about sharing information with their patients, and with other doctors.

Last year, a startup called Doximity launched a kind of social network for doctors — letting them share information, ask each other questions, and even provide referrals. It now has more than 100,000 doctors.

At Wake Forest, the Box set-up isn’t a full-fledged social network. It’s a document sharing workhorse. And with hundreds of journal articles and procedures — all uploaded, available via mobile phone and set up for comments — the system has in just a few short months become an important tool for the doctors who use it.

More than that, it’s also a great learning tool for residents, says James O’Neill, an M.D. and assistant professor with the hospital’s department of emergency medicine.

Online discussions have replaced the residents monthly “Journal Club” meetings, where doctors meet do discuss the latest medical research. The system gives them an easy-to-use discussion platform where doctors and residents can debate what works and what does not work, direct from the emergency department. “When the residents find something that works for them, they can get it up there,” O’Neill says.

“We’ve been able to create this community in the cloud among residents,” says Husain. “You can literally have free flowing comments using Box, which really has the potential to change the way medical education is done.”

Topol says that this kind of social document sharing is only the beginning of a bigger shift that he’d like to see as the medical profession takes a cue from everyone else on the Internet and becomes better about collaborating and sharing information. “It’s a nice baby step, but it’s not a giant thing in the way that medicine is going to be shifting,” he says.

“We just have to take the walls down and we haven’t even started to do that yet.”

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Global Health: After Measles Success, Rwanda to Get Rubella Vaccine

Rwanda has been so successful at fighting measles that next month it will be the first country to get donor support to move to the next stage — fighting rubella too.

On March 11, it will hold a nationwide three-day vaccination campaign with a combined measles-rubella vaccine, hoping to reach nearly five million children up to age 14. It will then integrate the dual vaccine into its national health service.

Rwanda can do so “because they’ve done such a good job on measles,” said Christine McNab, a spokeswoman for the Measles and Rubella Initiative. M.R.I. helped pay for previous vaccination campaigns in the country and the GAVI Alliance is helping financing the upcoming one.

Rubella, also called German measles, causes a rash that is very similar to the measles rash, making it hard for health workers to tell the difference.

Rubella is generally mild, even in children, but in pregnant women, it can kill the fetus or cause serious birth defects, including blindness, deafness, mental retardation and chronic heart damage.

Ms. McNab said that Rwanda had proved that it can suppress measles and identify rubella, and it would benefit from the newer, more expensive vaccine.

The dual vaccine costs twice as much — 52 cents a dose at Unicef prices, compared with 24 cents for measles alone. (The MMR vaccine that American children get, which also contains a vaccine against mumps, costs Unicef $1.)

More than 90 percent of Rwandan children now are vaccinated twice against measles, and cases have been near zero since 2007.

The tiny country, which was convulsed by Hutu-Tutsi genocide in 1994, is now leading the way in Africa in delivering medical care to its citizens, Ms. McNab said. Three years ago, it was the first African country to introduce shots against human papilloma virus, or HPV, which causes cervical cancer.

In wealthy countries, measles kills a small number of children — usually those whose parents decline vaccination. But in poor countries, measles is a major killer of malnourished infants. Around the world, the initiative estimates, about 158,000 children die of it each year, or about 430 a day.

Every year, an estimated 112,000 children, mostly in Africa, South Asia and the Pacific islands, are born with handicaps caused by their mothers’ rubella infection.

Thanks in part to the initiative — which until last year was known just as the Measles Initiative — measles deaths among children have declined 71 percent since 2000. The initiative is a partnership of many health agencies, vaccine companies, donors and others, but is led by the American Red Cross, the United Nations Foundation, the Centers for Disease Control and Prevention, Unicef and the World Health Organization.

This article has been revised to reflect the following correction:

Correction: February 27, 2013

An earlier version of this article misstated the source of the financing for the upcoming vaccination campaign in Rwanda. It is being financed by the GAVI Alliance, not the Measles and Rubella Initiative.

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Little Movement on Wall Street

Wall Street stocks opened little changed on Wednesday as investors awaited a second round of testimony in Congress by the Federal Reserve chairman, Ben S. Bernanke, for clarity on the longevity of the Fed’s economic stimulus program.

The Standard & Poor’s 500-stock index added 0.2 percent, the Dow Jones industrial average rose 0.2 percent and the Nasdaq composite index was flat in morning trading.

“Of course, Bernanke is in the spotlight again but I don’t expect him to vary from his comments from yesterday,” said Peter Cardillo, chief market economist at Rockwell Global Capital in New York.

A day earlier, Mr. Bernanke strongly defended the Fed’s monetary stimulus efforts before Congress, easing financial market worries over an early retreat from the Fed’s bond buying program, which had been triggered by minutes of the Fed’s January meeting released a week ago.

His remarks, along with data showing sales of new homes hit a four and a half year high, helped Wall Street stocks rebound Tuesday from their worst decline since November.

Despite the bounce, the benchmark S.&P. 500 was unable to move back above 1,500, a closely watched level that may prove to be a resistance point.

Up 6 percent for the year, the S.&P. 500 was within reach of record highs a week ago, before the minutes from the Fed’s January meeting were released. Since then, the index has shed 1 percent.

In earnings news, Target posted a lower quarterly profit as sales of food and value-priced items only partially mitigated weakness in holiday spending. The stock fell 1.7 percent.

Dollar Tree reported a higher quarterly profit as the chain controlled costs and as consumer spending improved. The stock rose 4.5 percent.

In Europe, shares rose, steadying after the previous session’s sharp losses, though jitters over the euro zone kept a lid on gains.

Italy’s 10-year debt costs rose more than half a percentage point at the first longer-term auction since an inconclusive parliamentary election, although they remained below the psychologically important level of 5 percent.

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Gaza militants break cease-fire with rocket attack into Israel

Israeli police remove the remains of a rocket in the town of Ashkelon. (EPA / February 26, 2013)

By Edmund Sanders

February 26, 2013, 12:05 a.m.

JERUSALEM -- Palestinian unrest spread Tuesday to the Gaza Strip, where militants fired a rocket into southern Israel, shattering one of the longest periods of quiet along that border in recent memory.

It was the first rocket fired since the signing of a November cease-fire agreement between Israel and the Palestinian militant group Hamas, ending their eight-day clash.

The morning attack came as Palestinians in the West Bank protest the death of 30-year-old Arafat Jaradat, a gas station attendant who died suddenly in Israeli custody after being arrested for throwing rocks at an Israeli settler.

Palestinians claim Jaradat was tortured to death. Israelis say the exact cause of his Feb. 23 death has not yet been determined.

The Grad rocket fired early Tuesday landed in an open area near the Israeli city of Ashkelon, causing no damage or injuries.

ALSO:

Palestinians at funeral protest death of prisoner

Syria ready to talk to rebels, foreign minister says

U.S. military denies abducting, killing civilians in Afghan province

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The Court of Public Opinion Is About Mob Justice and Reputation as Revenge

Recently, Elon Musk and The New York Times took to Twitter and the internet to argue the data – and their grievances — over a failed road test and car review. Meanwhile, an Applebee’s server is part of a Change.org petition to get her job back after posting a pastor’s no-tip receipt comment online. And when he wasn’t paid quickly enough, a local Fitness SF web developer rewrote the company’s webpage to air his complaint.

All of these “cases” are seeking their judgments in the court of public opinion. The court of public opinion has a full docket; even brick-and-mortar establishments aren’t immune.

More and more individuals — and companies — are augmenting, even bypassing entirely, traditional legal process hoping to get a more favorable hearing in public.

Every day we have to interact with thousands of strangers, from people we pass on the street to people who touch our food to people we enter short-term business relationships with. Even though most of us don’t have the ability to protect our interests with physical force, we can all be confident when dealing with these strangers because — at least in part — we trust that the legal system will intervene on our behalf in case of a problem. Sometimes that problem involves people who break the rules of society, and the criminal courts deal with them; when the problem is a disagreement between two parties, the civil courts will. Courts are an ancient system of justice, and modern society cannot function without them.

What matters in this system are the facts and the laws. Courts are intended to be impartial and fair in doling out their justice, and societies flourish based on the extent to which we approach this ideal. When courts are unfair — when judges can be bribed, when the powerful are treated better, when more expensive lawyers produce more favorable outcomes — society is harmed. We become more fearful and less able to trust each other. We are less willing to enter into agreement with strangers, and we spend more effort protecting our own because we don’t believe the system is there to back us up.

The court of public opinion is an alternate system of justice. It’s very different from the traditional court system: This court is based on reputation, revenge, public shaming, and the whims of the crowd. Having a good story is more important than having the law on your side. Being a sympathetic underdog is more important than being fair. Facts matter, but there are no standards of accuracy. The speed of the internet exacerbates this; a good story spreads faster than a bunch of facts.

This court delivers reputational justice. Arguments are measured in relation to reputation. If one party makes a claim against another that seems plausible, based on both of their reputations, then that claim is likely to be received favorably. If someone makes a claim that clashes with the reputations of the parties, then it’s likely to be disbelieved. Reputation is, of course, a commodity, and loss of reputation is the penalty this court imposes. In that respect, it less often recompenses the injured party and more often exacts revenge or retribution. And while those losses may be brutal, the effects are usually short-lived.

Reputation is, of course, a commodity, and loss of reputation is the penalty this court imposes.

The court of public opinion has significant limitations. It works better for revenge and justice than for dispute resolution. It can punish a company for unfairly firing one of its employees or lying in an automobile test drive, but it’s less effective at unraveling a complicated patent litigation or navigating a bankruptcy proceeding.

In many ways, this is a return to a medieval notion of “fama,” or reputation. In other ways, it’s like mob justice: sometimes benign and beneficial, sometimes terrible (think French Revolution). Trial by public opinion isn’t new; remember Rodney King and O.J. Simpson?

Mass media has enabled this system for centuries. But the internet, and social media in particular, has changed how it’s being used.

Now it’s being used more deliberately, more often, by more and more powerful entities as a redress mechanism. Perhaps because it’s perceived to be more efficient or perhaps because one of the parties feels they can get a more favorable hearing in this new court, but it’s being used instead of lawsuits. Instead of a sideshow to actual legal proceedings, it is turning into an alternate system of dispute resolution and justice.

Part of this trend is because the internet makes taking a case in front of the court of public opinion so much easier. It used to be that the injured party had to convince a traditional media outlet to make his case public; now he can take his case directly to the people. And while it’s still a surprise when some cases go viral while others languish in obscurity, it’s simply more effective to present your case on Facebook or Twitter.

Instead of a sideshow to actual legal proceedings, the court of public opinion is turning into an alternate system of dispute resolution and justice.

Another reason is that the traditional court system is increasingly viewed as unfair. Today, money can buy justice: not by directly bribing judges, but by hiring better lawyers and forcing the other side to spend more money than they are able to. We know that the courts treat the rich and the poor differently, that corporations can get away with crimes individuals cannot, and that the powerful can lobby to get the specific laws and regulations they want — irrespective of any notions of fairness.

Smart companies have already prepared for battles in the court of public opinion. They’ve hired policy experts. They’ve hired firms to monitor Facebook, Twitter, and other internet venues where these battles originate. They have response strategies and communications plans in place. They’ve recognized that while this court is very different from the traditional legal system, money and power does count and that there are ways to tip the outcomes in their favor: For example, fake grassroots movements can be just as effective on the internet as they can in the offline world.

It’s time we recognize the court of public opinion for what it is — an alternative crowd-enabled system of justice. We need to start discussing its merits and flaws; we need to understand when it results in justice, and how it can be manipulated by the powerful. We also need to have a frank conversation about the failings of the traditional justice scheme, and why people are motivated to take their grievances to the public. Despite 24-hour PR firms and incident-response plans, this is a court where corporations and governments are at an inherent disadvantage. And because the weak will continue to run ahead of the powerful, those in power will prefer to use the more traditional mechanisms of government: police, courts, and laws.

Social-media researcher Danah Boyd had it right when she wrote here in Wired: “In a networked society, who among us gets to decide where the moral boundaries lie? This isn’t an easy question and it’s at the root of how we, as a society, conceptualize justice.” It’s not an easy question, but it’s the key question. The moral and ethical issues surrounding the court of public opinion are the real ones, and ones that society will have to tackle in the decades to come.

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You're the Boss Blog: Critiquing a Web Site That Tries to Keep It Simple

It sounds easy. Sell your product online. Design it to tempt every visitor into becoming a buyer. Add an easy-to-use self-service interface that lets customers get answers without interacting with a salesclerk. Everything seems to happen magically, and everything goes smoothly, without any issues. There may be businesses that manage to accomplish this, but rarely without a few struggles. In this post, we look at one company, Recruiterbox, and its attempt to attract customers and interact with them seemlessly.

Raj Sheth and his two partners created Recruiterbox to help companies organize their recruiting and hiring processes. An entrepreneur from India, Mr. Sheth understood that at many growing companies, the résumés, interviews and internal feedback live “all over the place,” buried in any number of in-boxes, spreadsheets and side conversations. In 2011, Recruiterbox which is based in Boston and Bangalore and has a team of 12 people, introduced a Web-based tool that automates the entire process. Hiring managers can try the service for free for a single job opening; the fee jumps to $60, $120 or $200 per month for three, six or 10 openings, respectively.

When Recruiterbox was introduced, the company stayed away from outbound marketing like e-mail or telemarketing, opting instead to rely on word-of-mouth, postings to human resources and recruitment blogs and a presence in app stores (like Google Apps). This netted their first 100 or so customers (as well as a few media mentions). Still, attracting visitors to the site was slow, and customer growth, while consistent, remained humble — in the low hundreds at the end of the first year. In 2012, the customer base grew to 500.

Mr. Sheth has found that he can generate traffic by answering media queries on HelpAReporterOut.com and by crafting frequent blog and video posts that address important H.R. issues. He also has found that including a transcript with the videos helps boost Recruiterbox’s organic search rankings on Google.

Still, revenue grew only slightly after a few months, so Mr. Sheth created a paid Google AdWords campaign. While the quality of customers that came through this channel was high, larger competitors drove up the bids for popular keywords. As a result, each click cost from $7 to $15 – making AdWords an expensive customer-acquisition channel. The Recruiterbox team kept a fixed budget on their campaign and tweaked the ads, but the cost per paying customer remained high, as much as $500.

After a year, the team began analyzing customer reactions to the sign-up process and pricing structure, which resulted in the company offering more service options. Recruiterbox now handles start-ups and smaller companies — those with fewer jobs to fill — through a self-service tool. The site has found that most of the companies that try the service end up completing the 14-day free trial and electing to continue with the monthly subscription.

But Recruiterbox wants to help larger companies, too — those looking to fill as many as 50 openings. And that’s the challenge: larger clients that want to fill 10 to 25 jobs are much more likely to require an initial service walk-through over the phone to understand how the software works. That of course is a time-consuming burden for a small company.

So the questions facing Mr. Sheth and Recruiterbox are:

Does it make sense for Recruiterbox to focus more attention on one particular customer segment?

• Would concentrating on self-service customers allow Recruiterbox to stick with its original goals and get more business?

• Is that market — companies with fewer positions to fill — large enough?

• Should Recruiterbox add more inside sales people to attract and retain larger companies or is that splintering the business focus?

Some questions for readers to think about while looking at Recruiterbox.com:

• Is it easy to understand?

• Can you tell what it’s offering within 15 seconds of landing on the site?

• Would you register without contacting customer support?

• What are your thoughts on tiered service fees?

• Do those fees represent the right value for the cost?

Next week, we’ll follow up with highlights from your comments and I’ll offer my own impressions along with Mr. Sheth’s response.

Would you like to have your business’s Web site or mobile app reviewed? This is an opportunity for companies looking for an honest (and free) appraisal of their online presence and marketing efforts.

To be considered, please tell us  about your experiences — why you started your site, what works, what doesn’t and why you would like to have the site reviewed — in an e-mail to youretheboss@abesmarket.com.

Richard Demb is co-founder of Abe’s Market, an online marketplace for natural products that is based in Chicago.

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Oscars 2013: An 'Argo' night at Academy Awards

For the second straight year, the movie business fell for itself.

"Argo" — in which a Hollywood producer and makeup artist help engineer the rescue of six Americans from Iran — won the top prize at the 85th Academy Awards, one year after the silent film story "The Artist" took the best picture Oscar.

"I never thought I'd be back here. And I am," producer-director Ben Affleck said in accepting the best picture trophy Sunday night, 15 years after he won an original screenplay Oscar for "Good Will Hunting" and then saw his career fall into a tailspin that included "Gigli" and "Daredevil."

FULL COVERAGE: Oscars 2013 | Winners

"It doesn't matter how you get knocked down in life. That's going to happen," said Affleck, who wasn't nominated for directing "Argo," one of nine films in the best picture race. "All that matters is that you've got to get up."

"Argo," which became the first movie to win best picture without its director being nominated since 1989's "Driving Miss Daisy," collected two other Academy Awards, for editing and adapted screenplay. But it was not the evening's most recognized film: That honor went to Ang Lee's "Life of Pi," which won four Oscars — for directing, visual effects, cinematography and score.

"Thank you, movie god," said Lee, whose movie came into the evening with 11 nominations, one behind Steven Spielberg's "Lincoln." The film about the 16th president helped Daniel Day-Lewis make movie history, as he became the only man to ever win three lead actor statuettes. "Lincoln" won one other prize, for production design.

The song-and-dance heavy ceremony, hosted by Seth MacFarlane, hewed closely to a traditional awards show script, but there were several surprises. First Lady Michelle Obama, who joined the ABC telecast from the White House, announced "Argo" as the best picture. And the ceremony featured only the sixth tie in Oscar history and the first since 1994, with the sound editing award split between "Zero Dark Thirty" and "Skyfall." For the first time in Oscar history, six best picture nominees were $100-million blockbusters.

The ceremony was billed as a tribute to music in film, and boasted a number of extravagant musical numbers — including a medley of songs from movie musicals and an appearance by Barbra Streisand, who sang "The Way We Were." The telecast also paid homage to the long running James Bond series, with Adele singing the theme from "Skyfall" and Dame Shirley Bassey performing the theme from 1964's "Goldfinger."

Oscars 2013: Nominee list | Red carpet | Highlights

Jennifer Lawrence, 22, nabbed the lead actress prize for her role as an emotionally unstable widow in "Silver Linings Playbook" — and promptly tripped over her long dress walking up the stairs to accept her statuette. The crowd quickly gave her a standing ovation. "You guys are just standing up because you feel bad that I fell and that's embarrassing," Lawrence said to the applauding crowd at the Dolby Theatre.

The evening's very first award — for supporting actor — was a shocker, with long shot Christoph Waltz winning for his role as bounty hunter Dr. King Schultz in Quentin Tarantino's "Django Unchained" over favored contenders Robert De Niro ("Silver Linings Playbook") and Tommy Lee Jones ("Lincoln"). Waltz, who won the same award three years ago for Tarantino's "Inglourious Basterds," dedicated his prize to his writer-director, who also won the Oscar for original screenplay. "We participated in a hero's journey — the hero being Quentin," Waltz said.

Tarantino pulled off a mild surprise with the screenplay triumph for his slave-revenge tale. He dedicated his award to his eclectic cast of actors. "I actually think if people know my movies 30-50 years from now it's because of the characters I create," Tarantino said.

Anne Hathaway's supporting actress win for her emotionally raw portrayal of a doomed seamstress in "Les Misérables" was hardly as startling. The 30-year-old had been the odds-on favorite to win since the film first screened for members of the Motion Picture Academy in late November. "It came true," she stage-whispered as she picked up her trophy for her performance, the centerpiece of which is the lament "I Dreamed a Dream."

Oscars 2013: Backstage | Quotes | Best & Worst moments

Some of the evening's wins were bittersweet.

The animated feature Oscar was shared by "Brave" directors Mark Andrews and Brenda Chapman, an unusual pairing given that Chapman was fired from the Pixar Animation Studios film and replaced by Andrews in the middle of production. "Making these are a struggle — it's a battle, it's a war," Andrews said backstage. "I was very happy it was him who took my place," Chapman said.

Rhythm & Hues Studios, the company behind "Life of Pi's" visual effects win, recently filed for bankruptcy and laid off hundreds of its employees. As Oscar winner Bill Westenhofer addressed the situation in his acceptance speech, he ran over time and the theme from "Jaws" began to play him off the stage. His microphone was cut off just as he said the words "I urge you all…"

William Goldenberg was a double nominee in the film editing category — he worked on both "Argo" and "Zero Dark Thirty" — and won the prize for Affleck's CIA drama.

"Working at my father's deli, I had to do a million things at one time," Goldenberg said backstage about the best training for his job. "It really does prepare you for the multitasking it takes to be in an editing room."

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Amazon May Seem Unstoppable, But Google Is Powering the Counterattack

Back in 1990, other stores still had a chance against Walmart. As recalled in Charles Fishman’s The Wal-Mart Effect, a great history of the rise of the retail giant, it was that year when Walmart surpassed Kmart in sales. It wasn’t until 1992 that Walmart sold more than Sears. But by 2011, Walmart had higher sales worldwide than the combined total sales of the next six biggest retailers: Kroger, Target, Walgreens, Costco, Home Depot and CVS.

That year, Amazon ranked 15th on the list of overall largest retailers. Its sales for the past year, however, are likely to bump it to at least number seven in the rankings, ahead of CVS, and just a few billion behind Target. Amazon is bigger than Lowe’s, Best Buy, Safeway, Macy’s and Rite Aid, not to mention Kmart and Sears (now both part of the same company). Some Wall Street analysts believe Amazon’s sales could yet triple by 2016, which would make Walmart and Amazon the only two true rivals in retail.

The single best precedent for Amazon’s rise is Walmart’s own, and whether one day Amazon could top Walmart will be interesting to see. In the meantime, if its own experience offers any lesson, Amazon cannot rest. Though the company continues to cement its dominance as the internet’s default destination for buying stuff, a small army of little guys are seeking to peel off chunks of Amazon’s business, much as Amazon started out by taking aim at bookselling. And if Amazon was able to unseat so many iconic stores in just 15 years, then Jeff Bezos knows that the same could happen to him.

Bezos also knows that, unlike him, the startups biting Amazon’s ankles have an ally that sports a huge pair of shoulders on which to stand. Oh, and unlike Amazon, this giant – Google – makes huge profits.

Google’s increasingly aggressive effort to steal online retail from Amazon is turning into one of the most intriguing business battles of the year, and not just because of the sight of two behemoths pounding on each other. Google’s unique position in the internet’s infrastructure means that it can count on more than its own resources to take on Amazon. The search giant also serves as the platform from which everyone else trying to beat Amazon can use to fire their salvos. It’s a pretty high perch from which to take aim.

San Francisco-based Inkling is specifically shooting for Amazon’s book business. Founder and CEO Matt MacInnis observes that the Kindle isn’t especially well suited to the oversized, graphics-intensive layouts of many textbooks. Inkling seeks to overcome this limitation of traditional e-book formats through a layout engine specifically designed to re-envision textbooks for tablets, smartphones and the web.

But elegant design doesn’t take you far if most online shoppers are going straight to Amazon to buy books. That’s why Inkling has developed an information architecture based on the concept of “cards.” Each of the books is divided into chapters, and each chapter is divided into cards. A card contains what amounts to one quantum of useful information. Cards themselves are viewable for free on a limited basis; readers can buy Inkling’s books by the chapter. Each card also has its own URL, which means Inkling’s cards are what Google indexes.

Inkling is banking on the quality of the information in its cards to rise to the top of Google search results (and generate attention on social media) to get Inkling’s books noticed. People aren’t going to discover content through Inkling, MacInnis says. They’re going to discover Inkling through content.

With Google’s search results as a storefront, MacInnis believes his company can unlock the value of knowledge contained in books without arbitrarily tying buyers of digital content to an object in the physical world. “People are looking for knowledge,” he says. “They’re not looking for books. They never were.”

Challengers to Amazon in the broader retail realm are staking their value to an analogous belief. People want their stuff. They want it fast, for the lowest price possible and from someone they trust. And that someone doesn’t have to be Amazon.

Bigcommerce CEO Eddie Machaalani says more than 30,000 small and medium-sized business owners are running their online stores via his company’s shopping platform, which has processed more than $1.2 billion in transactions since launching in 2009. Machaalani describes Amazon as a “frenemy” to third-party sellers, who have become an increasingly important part of its strategy.

“Amazon can show they’re a friend to small and medium-sized businesses by offering them a platform that allows them to sell,” he says. “What they don’t do is allow you to control your own brand.”

Machaalani argues that businesses that rely on Amazon as the platform through which they sell their stuff lose their individual identity. No matter who actually provided the inventory, most customers will just think of what they bought as coming from Amazon. His company’s success hinges on businesses building their own strong, unique brand identity to attract shoppers to their own stores. And one of the key places that strong brand becomes visible, he says, is Google.

Big retailers seeking to play that same Google game don’t need online stores, which they already have. They need better online stores that get noticed. Silicon Valley startup Bloomreach does search-engine optimization on what CEO Raj De Datta describes as a big data scale. His company’s analytics engine crawls billions of webpages and parses a similar number of search queries and clicks to learn what webpages draw shoppers seeking particular products — and how Bloomreach’s clients can become those pages. By that measure, success means shoppers clicking through from Google to Bloomreach-powered sites like Williams-Sonoma and Nieman Marcus instead of Amazon, of course assuming they didn’t start out on Amazon in the first place.

“In order to aid that Google experience,” Datta says, “it’s really important that the websites behind Google provide a compelling experience.”

Getting shoppers to those individual retailer sites appears to have helped another Amazon rival. For $79 per year, ShopRunner offers unlimited two-day shipping from dozens of retailers you’d typically find at the mall. It’s a kind of Amazon Prime-in-a-box for stores like Toys”R”Us, PetSmart and Radio Shack. ShopRunner recently said that orders across its network more than doubled last year from the year before.

But the company is wary of giving Google too much credit. Since converting its product search results to all-paid listings last fall, Google appears to be driving a lot more traffic to its advertisers’ sites.

But Google’s bid to become the anti-Amazon destination for online shoppers cuts both ways, says Fiona Dias, ShopRunner’s chief strategy officer.

“Google will likely evolve from a friend of retailers to a foe,” she says. “Google Shopping just needs a ‘buy now’ button to become a retailer rival.”

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Hollywood’s elite mingle at glitzy post -Oscar parties

LOS ANGELES (Reuters) – Hollywood‘s elite headed into the night to celebrate or commiserate at a list of glitzy parties in Tinseltown after walking the red carpet and watching the year’s Academy Awards presented.

The party of all parties on Hollywood’s biggest night is the strictly invite-only Governors Ball, thrown by The Academy of Motion Pictures Arts and Sciences which hosts the Oscars, a lavish affair attended by about 1,500 guests.

This is the party that draws most of the stars and is the first stop for the winners with their prized, gold statuettes, as well as for other nominees who missed out this year and the performers and presenters of the three-hour Oscars show.

Winner of the Best Actor award for “Lincoln”, Daniel Day-Lewis mixed with George Clooney, who produced the Best Picture winner “Argo”, as guests sipped champagne and grazed on food by celebrity chef Wolfgang Puck.

Filmmaker Ang Lee, who won his second Best Director award for “Life of Pi”, was celebrating with fellow movie industry bigwigs in the shadows of a 120-foot chandelier sparkling in the evening’s chosen colors of aubergine, chartreuse, and champagne.

“There’s no pressure, the movie is doing well around the world, it’s all good,” he beamed.

“Life of Pi” lead actor Suraj Sharma, a newcomer from New Delhi, India, who was attending the Oscars for the first time this year, said he was “ecstatic” with Lee’s win.

“Ang worked really hard on this. I feel like Ang won, we all won,” the actor told Reuters.

As guests air-kissed and back-slapped their way around the crowded ballroom at the top level of the Hollywood & Highland complex, singers Judith Hill and Michael Feinstein were to entertain the celebrity crowd.

British actor Daniel Radcliffe, who performed his own musical number with actor Joseph Gordon-Levitt and the evening’s host Seth MacFarlane on the Oscars stage, greeted Feinstein with awe.

“This is amazing. I’ve grown up listening to you,” said the “Harry Potter” star.

Radcliffe, who made his Oscars debut this year, praised the “exemplary” way that rookie Oscar host MacFarlane handled the ceremony that is watched by up to one billion people globally.

“His level of involvement in every aspect of the show is admirable,” Radcliffe told Reuters.

MacFarlane, 39, a comedian, actor and singer who made his mark as creator of the animated TV series “Family Guy”, also won praise from other stars.

“Very good, very funny and offhand, nonchalant and Dean Martin-style,” actor John Travolta said.

The stars of “Les Miserables” swooped down on Best Supporting Actress winner Anne Hathaway as she posed with her statuette.

“I’m so thrilled. It’s so well deserved. I’m so happy for Anne,” said the director of the blockbuster musical, Tom Hooper.

Co-star Amanda Seyfried added: “I’m super, super excited but I kind of knew she was going to win.”

(Reporting by Piya Singh-Roy, Editing by Belinda Goldsmith)

Movies News Headlines – Yahoo! News

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Mediterranean Diet Can Cut Heart Disease, Study Finds

About 30 percent of heart attacks, strokes and deaths from heart disease can be prevented in people at high risk if they switch to a Mediterranean diet rich in olive oil, nuts, beans, fish, fruits and vegetables, and even drink wine with meals, a large and rigorous new study found.

The findings, published on the New England Journal of Medicine’s Web site on Monday, were based on the first major clinical trial to measure the diet’s effect on heart risks. The magnitude of the diet’s benefits startled experts. The study ended early, after almost five years, because the results were so clear it was considered unethical to continue.

The diet helped those following it even though they did not lose weight and most of them were already taking statins, or blood pressure or diabetes drugs to lower their heart disease risk.

“Really impressive,” said Rachel Johnson, a professor of nutrition at the University of Vermont and a spokeswoman for the American Heart Association. “And the really important thing — the coolest thing — is that they used very meaningful end points. They did not look at risk factors like cholesterol of hypertension or weight. They looked at heart attacks and strokes and death. At the end of the day, that is what really matters.”

Until now, evidence that the Mediterranean diet reduced the risk of heart disease was weak, based mostly on studies showing that people from Mediterranean countries seemed to have lower rates of heart disease — a pattern that could have been attributed to factors other than diet.

And some experts had been skeptical that the effect of diet could be detected, if it existed at all, because so many people are already taking powerful drugs to reduce heart disease risk, while other experts hesitated to recommend the diet to people who already had weight problems, since oils and nuts have a lot of calories.

Heart disease experts said the study was a triumph because it showed that a diet is powerful in reducing heart disease risk, and it did so using the most rigorous methods. Scientists randomly assigned 7,447 people in Spain who were overweight, were smokers, had diabetes or other risk factors for heart disease to follow the Mediterranean diet or a low-fat one.

Low-fat diets have not been shown in any rigorous way to be helpful, and they are also very hard for patients to maintain — a reality born out in the new study, said Dr. Steven E. Nissen, chairman of the department of cardiovascular medicine at the Cleveland Clinic Foundation.

“Now along comes this group and does a gigantic study in Spain that says you can eat a nicely balanced diet with fruits and vegetables and olive oil and lower heart disease by 30 percent,” he said. “And you can actually enjoy life.”

The study, by Dr. Ramon Estruch, a professor of medicine at the University of Barcelona, and his colleagues, was long in the planning. The investigators traveled the world, seeking advice on how best to answer the question of whether a diet alone could make a big difference in heart disease risk. They visited the Harvard School of Public Health several times to consult Dr. Frank M. Sacks, a professor of cardiovascular disease prevention there.

In the end, they decided to randomly assign subjects at high risk of heart disease to three groups. One would be given a low-fat diet and counseled on how to follow it. The other two groups would be counseled to follow a Mediterranean diet. At first the Mediterranean dieters got more intense support. They met regularly with dietitians while the low-fat group just got an initial visit to train them in how to adhere to the diet followed by a leaflet each year on the diet. Then the researchers decided to add more intensive counseling for them, too, but they still had difficulty staying with the diet.

One group assigned to a Mediterranean diet was given extra virgin olive oil each week and was instructed to use at least 4 tablespoons a day. The other group got a combination of walnuts, almonds and hazelnuts and was instructed to eat about an ounce of them each day. An ounce of walnuts, for example, is about a quarter cup — a generous handful. The mainstays of the diet consisted of at least 3 servings a day of fruits and at least two servings of vegetables. Participants were to eat fish at least three times a week and legumes, which include beans, peas and lentils, at least three times a week. They were to eat white meat instead of red, and, for those accustomed to drinking, to have at least 7 glasses of wine a week with meals.

They were encouraged to avoid commercially made cookies, cakes and pastries and to limit their consumption of dairy products and processed meats.

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