The "Pacman" attracts more opponents due to big bucks.

The reigning best pound-for-pound boxer in the world is making a lot of fuss regarding his next challenger or opponents. Well-known foreign boxers who have already established their names in the boxing world are now dying to share the bucks with Paquiao who ranks 6th among the world’s highest paid athletes. Fixing their eyes on the chance to slug it out with the Filipino idol at the Madison Square Garden or anywhere else, internationally-acclaimed boxers are re-arranging their plans with their promoters, to get into the ring against Manny Paquiao. Whether to prove something to themselves and their fans or to get hold of the fat paycheck, win or lose, these boxers, their managers and promoters are pushing their luck towards Pacman. Press releases are now banging on the drums to attract followings and investments. Paquiao is now a hot item and its always wise to strike him while he’s hot.

Now, here’s a rundown of some of his prospective opponents:

Miguel Ángel Cotto (born October 29, 1980 in Caguas, Puerto Rico) is a Puerto Rican professional boxer. As an amateur, Cotto represented Puerto Rico in the lightweight and light welterweight divisions at various international events including the 1999 Pan American Games, the 2000 Summer Olympics and the 1998 Junior World Championships where he won a silver medal.Cotto began his professional career in 2001, and on September 11, 2004, he defeated Kelson Pinto for the WBO junior welterweight championship. He defended the title successfully a total of six times, before vacating it when he ascended to the welterweight division. On his first match on this division he defeated Carlos Quintana for the vacant WBA welterweight championship. Cotto successfully defended this title against Oktay Urkal, Zab Judah, Shane Mosley and Alfonso Gómez, before losing it to Antonio Margarito. On February 21, 2009, he defeated Michael Jennings to win the vacant WBO welterweight championship.
Miguel Cotto is about to get uprooted from his comfort zone and thrust into a ring where Manny Pacquiao has scored his two biggest wins. With the Pacquiao-Cotto fight nearly reaching finality, the venue of the Nov. 14 blockbuster is also shaping up—and it won’t be at the Madison Square Garden in New York, where a large Puerto Rican community is always ready to support Cotto. Top Rank chair Bob Arum, who promotes both fighters, said MGM Grand is going to be the site of the fight. The hotel’s Garden Arena hosted Pacquiao’s last two great victories— against Oscar De La Hoya in December and against Ricky Hatton last May.
Cotto’s last fight—an unconvincing split decision over Joshua Clottey last June 13—was held at the fabled Madison Square Garden and coincided with the Puerto Rican Day parade.

"Sugar" Shane Mosley (born September 7, 1971) is a boxer from Pomona, California. He has won world titles in three weight divisions. He is the current WBA Welterweight Super Champion
Mosley was an amateur standout, capturing various amateur titles, including:
· 1989 United States Amateur Champion at Lightweight (132 lbs)
· 1989 World Junior Championships Silver Medalist in San Juan (PUR) (132 lbs)
· 1990 United States Amateur Champion at Lightweight (132 lbs)
· 1990 Goodwill Games Bronze Medalist in Seattle (USA) (132lbs)
· 1992 United States Amateur Champion at Light Welterweight (139 lbs)
Sugar Shane started his pro career in 1993, By 2000 he had fought 38 fights to a 38–0 (36KOs) record, beating undefeated Phillip Holiday to win the IBF lightweight title. He made 9 title defenses and moved up 2 divisions to face Oscar De La Hoya for his welterweight title.
Mosley, meantime, has been vocal about his desire to fight Pacquiao. He even offered a 40-60 split just to face “the Pacman.” He stressed that his fight with Pacquiao will be a “bigger fight” than Pacquiao-Cotto. “We have the biggest names by far and Pacquiao’s legacy wouldn’t be damaged losing to me,” remarked Mosley. “I just want to tell Pacquiao to do the right thing for boxing,” he went on. “I don’t understand… well, I do understand what Bob Arum wants to do, but I wouldn’t understand why Pacquiao wouldn’t take the fight.
” He then suggested, “I think you guys should put a poll up and the Philippine fans vote which one they think would be a bigger fight and who they want to see Pacquiao fight next, Shane Mosley or Miguel Cotto!” “Let’s see who the Philippine fans want Pacquiao to fight next,” added Mosley.

Floyd Joy Mayweather, Jr. (born Floyd Joy Sinclair on February 24, 1977), is an undefeated American professional boxer who has a record of 39-0 (25 KOs). He is the son of Floyd Mayweather, Sr., a former welterweight boxing contender.
From July 18, 2005 through June 2, 2008 he was rated by The Ring magazine as the number-one pound for pound boxer in the world. Mayweather has won six world boxing championships in five different weight classes; he is the former WBC welterweight champion, a title he vacated upon his retirement. He was named Ring Magazine Fighter of the Year in 1998 and 2007. ESPN.com listed Mayweather at #48 on their "50 Greatest Boxers of All Time" list.
Roger Mayweather, the uncle and trainer of former pound-for-pound king Floyd Mayweather Jr., thinks Miguel Cotto may pose problems to international superstar Manny Pacquiao because of his size. “Cotto is a little too physical for him, too strong,” said Roger. “Pacquiao is smaller.”
Roger said that even if Pacquiao and Cotto agree to duel in a catch weight, the Puerto Rican may still come in bigger come fight night. But he said a Pacquiao win will be good for his ward. “If he wins, it’s better for me so he can fight my nephew,” said Roger. The elder Mayweather said the former world champion is currently taking the much-needed rest after sustaining an injury in his right rib cage.
Fight fans are eagerly waiting for a Pacquiao-Mayweather match up especially after the Filipino demolished Floyd’s erstwhile opponent Ricky Hatton in just two rounds.

Top Rank promoter Bob Arum, however, is pushing for a Pacquiao-Cotto match since a duel with Floyd could cause negotiation problems. Floyd was supposed to fight Mexican champion Juan Manuel Marquez on July 18. The fight was postponed after “Pretty Boy” sustained the training injury. “The fight is still gonna go on,” said Roger. “We are just moving it on September or October but it’s gonna happen.”

Related articles

• Cotto fight with adversity faces test against Clottey (cbssports.com)
• Floyd Mayweather Jr.: Man of Many Contradictions (bleacherreport.com)
• Manny Pacquiao's Next Stop Could Be Sugar Shane Mosley (bleacherreport.com)

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Dental Health Care is one of the best prevention programs to ensure fresh breath, healthy mouth and teeth for life. Dental diseases are not considered to be fatal .Hence very often people neglect the importance of oral hygiene. Nevertheless, the cost of dental disease in pain, suffering, treatment and loss of work is huge. Teeth are meant to last a lifetime. By taking good care of your teeth and gums, you can protect them for many years to come.

Tooth decay is not restricted to children's disease. It can occur to anyone as long as natural teeth are in the mouth. It is caused by bacteria that usually exist in the mouth. The bacteria stick to teeth and form a colorless and sticky film called dental plaque.

An important part of dental health care is to know how to brush and floss perfectly. Careful brushing each day removes plaque. In addition to brushing, using dental floss is required to keep the gums healthy. Proper flossing is imperative because it removes plaque and leftover food that a toothbrush cannot reach.

The following are the brushing Tips.Worn out toothbrushes cannot properly clean your teeth and may injure your gums. So it is recommended to replace them every three or four months. Teeth should be brushed gently with very short strokes and enough pressure so that you feel the bristles against the gums. The tips of the bristles do the cleaning, so it should not be compressed. Never use a toothbrush with very hard bristles .It can damage the gums. Teeth should be thoroughly brushed at least once a day, preferably twice in a day. Children should clean their teeth after every meal and at bedtime.

The following are the flossing tips.Flossing removes plaque and food particles from between the teeth and below the gum lines where the toothbrush can't reach. As tooth decay and periodontal disease often start in these areas, it's important to clean them thoroughly and daily. A commercial floss holder may seem helpful to use. Most children cannot floss their own teeth until age 10.

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A healthy smile is a winner at any age. Eat a balanced diet and restrict munching snacks between meals. If you need a snack, choose nutritious foods such as raw vegetables, plain yogurt, cheese or a piece of fruit. Fluoride is important for both adults as well as children. Fluoride compounds are present in drinking water and some foods. Brush your teeth twice a day with fluoride toothpaste. Replace your toothbrush every three or four months or sooner if the bristles are worn as it won't do a perfect job of cleaning your teeth.

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Ayurvedic Management of HIV/AIDS

At present, there is no scientifically proved cure for HIV /AIDS. Globally, the number of infected HIV /AIDS patients is increasing at an alarming rate; with a current estimate of 33.2 million people who are living with HIV 1. Hence, there is a dire need to search for a safe, effective and economical treatment for HIV /AIDS.

In a retrospective study in 55 patients, Ayurvedic treatment has proved to be very promising in the management of HIV/AIDS. Fifty-Five adult patients were given Ayurvedic treatment for HIV/AIDS, during the period from April 1999 to November 2004.Each patient had tested positive for HIV/AIDS on at least 2 different occasions. No patient was taking anti-retroviral drugs at the time of commencing Ayurvedic treatment. All patients were started on treatment after written, informed consent.

The Ayurvedic Herbal Combination ( AHC ) comprises of eleven different herbs in different dosage strengths, based upon their respective potencies, reported anti-viral and immunomodulatory properties, and their traditional usage according to Ayurvedic principles of medicine 2 -4 .The constituents of AHC with their respective dosages are as follows:-Terminalia arjuna: 250 mg. ;Zinziber officinale: 250 mg. ;Phyllanthus niruri :1 gm ;Glycyrrhiza glabra:1gm. ;Withania somnifera:1gm. ;Eclipta alba: 250mg. ;Centella asiatica: 250mg. ;Boerhavia diffusa: 250mg. ;Emblica officinalis: 250mg. ;Tinospora cordifolia: 250mg. ;Rubia cordifolia: 250mg. This AHC was dispensed in a combined dose of 5 gms. t.i.d., to be taken with water after meals. Aqueous herbal extracts of all the medicines were used, in tablet form.

All patients were advised to eat a well-balanced, nutritious diet. Therapeutic counseling sessions were conducted regularly to help the patients achieve mind relaxation, to modify their risk behavior , and to increase adherence and compliance to therapy.

All patients were followed up at monthly intervals. Detailed clinical examination was done at each visit and significant findings were recorded. In addition, in affording and willing patients, investigations like CBC, Hb, Liver and Renal functions, X-Ray of chest, Western Blot, CD4 count and Viral Load were done wherever possible. Other investigations were done, if required, for Opportunistic Infections (O.I.).All O.I. were promptly and aggressively treated with modern medicines. A close watch was kept for adverse reactions of the drugs.

Therapeutic outcome was assessed by overall clinical examination, change in Karnofsky score (assessment for overall well-being of patients), change in weight, occurrence and response to O.I., and change in CD4 and Viral Load values. Maximum number of patients was in the age ranging from 20 - 39 years (80 %). Of the total number of 55 patients, 39 were male (71 % ) and 16 were female (29 %), with the male: female ratio being 2.4: 1. There were 7 couples who took treatment together.

Of the 55 patients, 5 patients died, 42 patients took treatment for varying periods and then stopped treatment, while 8 patients continued treatment till the end of the study period. The 5 patients who died were critically ill at the time of presentation, and died mostly within the first two months of starting Ayurvedic treatment. The cause of death varied ; 1 patient died from cirrhosis of the liver, 3 died of extensive Pulmonary Tuberculosis (multi-drug resistant) and 1 died of a combination of Pulmonary Tuberculosis and demyelination disease of the brain.

In the 50 patients who were alive till the time of their last follow-up , there was an average weight-gain of 2.3 kgs.(range = - 4 to + 7.5 kgs), usually within the first 3 months. In those patients who took continuous treatment for more than 3 months, the Karnofsky score increased from an average of 75.9 at the commencement of treatment to 87.4 at the last follow-up. Almost all the patients had 1-3 O.I. at the time of presentation. Other than Tuberculosis, all the O.I. cleared up rapidly within the first 2 months of treatment.

Long-term administration of Ayurvedic medicines (upto 30 months) did not seem to have any major adverse effects. In fact, in a few patients, the tests for liver and renal function appeared to normalize further, with treatment. Haemoglobin readings gradually improved in those patients taking regular, prolonged treatment.The most striking effect of the Ayurvedic medicines was on the Viral Load and CD4 counts. Because of financial constraints, only 15 patients (27 % ) agreed to do either the Viral Load or the CD4 count, or both. In most patients, there was a definite and steady decrease in the Viral Load, and an increase in the CD4 cell counts.

Antiretroviral medicines are the mainstay in the modern treatment of HIV/AIDS. However, a plethora of side-effects, development of resistance to drugs and escalating treatment costs are serious concerns. In the absence of a definite cure for HIV/AIDS, Ayurvedic medicines may provide a useful alternative for long-term management of patients, since these medicines are economical and devoid of serious side-effects. However, scientific research is necessary to determine efficacy of these medicines. This retrospective study is one such effort to assess long-term therapeutic effects of an Ayurvedic Herbal Combination in the management of HIV /AIDS.

In this study, 4 patients died within the first 2 months of commencing treatment. Onset of therapeutic effect is slow with Ayurvedic medicines, and these patients probably could not benefit from Ayurvedic treatment. This emphasizes the need to start treatment as early as possible in immuno-compromised patients. The causes of death indicate that Tuberculosis and CNS involvement are major killers in HIV patients. Multi-drug resistance to Tuberculosis is also a major concern.

16 patients ( 29% ) did not come back after just one ( 11% ) or two ( 18% ) visits. The reasons cited were, a complete inability to pay for treatment, or a search for a ‘better’ or a ‘guarenteed cure’. Fortunately, perceptions have changed in the last few years. Even illiterate patients from the lower socio-economic strata are no longer asking for a ‘guarantee’ or a ‘cure’. ‘Long-term management with minimum expenses’ is a mantra being readily accepted by the HIV positive patient of today.

All the patients who took medicines regularly, had a high-protein diet and kept themselves busy, improved very well and put on weight. Even 2 to 3 years after stopping Ayurvedic treatment, most of the patients are doing very well, some inspite of very low CD4 counts. This is probably one of the biggest long-term advantages of taking Ayurvedic medicines for HIV /AIDS. However, patients with socio-economic difficulties and a lot of psychological pressure who could not have access to regular treatment, started losing weight after initially improving with treatment. A comprehensive management of each patient thus needs to address several issues relevant to each individual patient.

This study also brought forth some interesting results. One patient who subsequently died, had severe demyelinating disease of the brain (as diagnosed in a major hospital), and had lost most of his motor control and sensory senses, since several months. After being given Ayurvedic treatment for about 1 ½ months he became alert, and could speak clearly, albeit temporarily, for 1 week. Another patient with Nephrotic syndrome resulting in long-standing generalized oedema (2 years ) had complete regression of the oedema after 2 months of Ayurvedic treatment without any other treatment. One HIV positive patient with suspected malignancy of lung in the right upper lobe was steadily losing weight. After starting Ayurvedic treatment, he started putting on weight. Another patient with history suggestive of HIV Encephalopathy was semi-conscious at presentation. He was passively fed on liquid diet and a combination of both modern drugs and Ayurvedic treatment. This patient be!

came ambulatory within 2 weeks, and after 2 months of treatment he was faring well, even with a CD4 count of just 6.The above 4 instances indicate that the Ayurvedic medicines may have multi-faceted properties and need further evaluation.

Thus,the retrospective study of 55 HIV positive adult patients treated with an Ayurvedic Herbal combination from April 1999 to November 2004 proved the Ayurvedic medicines to be highly effective as anti-viral and immuno-stimulant,and safe on long-term use. A nutritious diet, Ayurvedic baseline therapy, timely allopathic treatment of Opportunistic Infections and regular counseling support appears to be an ideal combination in the management of HIV/ AIDS patients.

America's Children Are Dying To Lose Weight

Wasting away, Katie died weighing only 58 pounds. And she was sixteen. That just doesn't seem possible to me when I look at my seven-year-old daughter who weighs in at about 55 pounds. Anorexia is a medical enigma. Although there is little concrete evidence of what actually causes anorexia, most experts agree that there are several contributing risk factors. We believe that awareness of these risk factors can reduce the odds that they will be triggered so we are hopeful that this information will save lives. If you're a parent or a teacher, you need to read on…

Word has it around town that Katie had been told by a high school teacher that "she needed to go on a diet." So she did. Certainly this one comment didn't cause this young lady to spin out of control with dieting but it might have been the straw that broke the camel's back. Negative comments about body type and size from authority figures, teachers, coaches and parents, can have a big impact on an adolescent child's self-esteem and are implicated as possible triggers in studies on anorexia. Never underestimate the power of the spoken word to heal… or kill…

Eating disorders (bulimia and anorexia) have historically been considered a girl problem but the pendulum is swinging. Anorexia is being diagnosed more frequently in boys, too. Young boys are becoming more body image conscious than in previous generations. Case in point: my nine-year-old son has come home from school upset on several occasions because kids have called him fat. He is far from fat; in fact, he has cystic fibrosis so we are grateful for any extra padding he has and work very hard to keep his weight as high as possible. His diet is exactly the opposite of what everyone else is eating, filled with high fat, high calorie foods. Jacob understands the importance of complying with his dietary requirements but it can be hard for him to go against the norm.

With the emphasis on childhood obesity and diabetes, children are thankfully becoming more aware of the necessity of good nutrition and weight control. But I wonder if there is a price to be paid by children who are predisposed to eating disorders. With the media, parents, doctors, schools and peers emphasizing being thin and high achieving, it will be unfortunate if the numbers of children diagnosed with anorexia accelerates.

The difficulty lies in knowing which children are predisposed to eating disorders. As our society addresses the obesity issue, are we unknowingly putting some children at risk for eating disorders? How can we address the very real, very troublesome problems associated with the alarmingly increasing body mass index of our young children without triggering other children's potential for becoming anorexic?

This is a problem every parent of every child should consider. Research shows that about 6% of young people suffer from an eating disorder and this figure is thought to be low. The next time you are at a school assembly, look around. There are likely to be at least 10 kids there who have an eating disorder. One of them may even be your own. It is thought that the "anorexic mentality" is in place long before there is physical evidence of the disease. Has your thirteen -year-old been on a diet lately? Stats say that there is an 80% likelihood that she has been. Dieting at a young age puts children at risk for anorexia.

The cause of an eating disorder in any one child is unclear because multiple factors appear to play a role. Genetic factors, family interaction patterns, and the individual's own character and personality have all been implicated. But to summarize the problem in a single sentence, it appears that the illness is a response to coping with stress in genetically predisposed children who are filled with denial about their feelings and weight. There! Quick, short, concise, and anything but simple. This single sentence has many implications for parents and parenting. Let's take a brief look at each of these contributing factors individually and provide parenting responses that might be helpful in combating eating disorders.

1. The Genetic Factor in Eating Disorders

Eating disorders, like many other behavioral illnesses, appear to run in families. Not only does the illness itself run in families but the predisposing temperament seems to as well. The one good thing about illnesses that run in families is the fact that children can be prepared to recognize warning factors prior to the onset of the problem. When children are forewarned, they are forearmed. This forewarning is best carried out in a heart-to-heart discussion about possible future problems. A loving parent, relative, or counselor can initiate dialogue before the child is an adolescent, in an informative, non-hand-wringing and factual manner that indicates a hopeful outlook for a healthy future.

2. Anorexia and Bulimia as a Way of Coping with Stress

Food and emotions are closely linked. Over- and under-eating change brain chemicals that affect anxiety and depression. They are both often unhappy and ineffective ways of coping with stress. An authority on anorexia recently noted that a child's inherent vulnerabilities "load the gun," and environmental stresses "pull the trigger." So, assuming inherent vulnerabilities like genetics are unchangeable, how can we avoid pulling the trigger? Is it possible that we can use parenting techniques that will reduce the odds of pulling the trigger?

We believe the answer is yes. We can easily use parenting techniques that excel at raising children who effectively learn to cope with stress in healthy ways. Such techniques include guiding children to solve their own problems rather than solving them for them, allowing children to experience the consequences of their decisions, and responding to children's mistakes with empathy and understanding rather than anger, frustration, and criticism. These are great immunizations against the use of food as a dysfunctional coping response. The experience of coping and overcoming difficulties with good problem-solving skills leads to the ability to confront feelings and issues in a healthy manner, rather than displacing them with changes in food intake. Also, the child's history of successfully coping with painful outcomes of poor choices makes denial much less likely. And, when a child's mistakes are met with empathy and understanding rather than anger and frustration, a child feels!
supported and understood rather than criticized, demeaned and alone.

3. Psychological Factors in Eating Disorders

Two personality factors have often been reported to be present in eating disorders: perfectionism and high, unrealistic expectations of self. Even when anorexic adults have achieved success, deep down they report feeling insecure and inadequate. There is a tendency to see things only in extremes without shades of gray:

"I'm good or I'm bad."
"I'm pretty or I'm ugly."
"I'm successful or a complete failure."
"I'm perfect or defective."
"I'm fat or I'm thin."

Healthy parenting techniques discourage this type of thinking. Parents: don't over-reassure your children. Over-reassurance actually validates the child's negative thinking and may lead to unhealthy "either/or" black-and-white thinking. Responding with, "Gee, honey, I see it differently, but tell me how you are no good," allows for less manipulation, more acceptance of responsibility, and a child's far more accurate self-examination. Using encouragement rather than praise is also an important parenting technique to increase children's self-awareness. Encouragement gives them experience in viewing themselves, their responses, and their creations realistically, rather than simply trying to please an authority figure. With this simple tool, parents can easily help children learn how to feel good from the inside out rather than looking for approval and self-worth from authority figures.

4. The Role of the Family

There are a number of family factors that are thought to play a role in eating disorders. As we look at some of these interaction factors, it is safe to say that while healthy parenting patterns certainly will not cause or aggravate the problem, they may not be able to alleviate the problem either. Loving, effective parents are known to have had children suffering depression, suicide, and eating disorders. Also, this discussion on parenting styles should not be used as a source of parental guilt but instead provide motivation for change if change is needed. Parents do the best they can, under the circumstances they experience, to raise their children with the love they are able to show. The problem in examining family patterns lies with the fact that all sorts of dysfunctional patterns have been reported. These form a long list:

- Smothering and over-protective families
- Controlling and critical parents
- A chronic feeling of being abandoned and misunderstood
- Having parents or a family that overemphasize appearance and achievement
- Having rigid parents who don't model good conflict resolution skills

The effect of unintentional, yet unhealthy, parental responses cannot be ignored. Again, good parenting techniques do not guarantee success, but at least they are unlikely to contribute to the problem. So rather than focusing on what is speculatively wrong, it is more effective to focus on doing what is right by using healthy parenting skills rather than the unhealthy ones that contribute to dysfunctional family patterns. Whether or not an eating disorder is present, or may be present in the future, it will never hurt for parents to show healthy responses and good parenting techniques.

5. Societal Influences

Finally, there are possible societal factors that influence eating disorders. Big drinks and big burgers have enticed the population into a diabetic frenzy. While most of the population is downright overweight, the females that populate the media (those who model prettiness and good looks) are generally thin to the point of appearing anorexic themselves. Talk about image confusion! On the male side of the equation, we have the same issue with buff men cavorting playfully with thin, pretty women.

With so much emphasis in our culture on athletic performance and good looks, it is not too surprising that some predisposed children take things too far. And, although on the surface it seems reasonable enough to blame society for the self-destructive choices of an individual, this is ultimately self-defeating when dealing with individual situations. Blaming society or others simply removes individual responsibility and accountability and actually increases the likelihood of the negative behavior.

In conclusion, when all is said and done, nobody, at this point, can say with any certainty the exact cause of an eating disorder in any one particular child. But we can say with absolute certainty that all the speculation, studies, reports, and conjecture do not implicate the healthy family interaction patterns taught by Love and Logic. It would appear the personality of the anorexic person is not that of children who have grown up in a home advocating honest acceptance of personal responsibility and where children are:

- Lovingly supported by parents who view mistakes as learning experiences,
- Allowed to make choices and share control,
- And encouraged to cope with the stresses of life in healthy ways.

An ounce of prevention is worth a pound of cure particularly where eating disorders are concerned. At this time, there is no cure for anorexia. And America's children are dying to lose weight.

About Essential Fatty Acids and Fish Oil

By now, most of us have heard of essential fatty acids (EFAs) and their potential health benefits. They’re said to sustain cognitive function and memory, benefit the heart and immune system, aid in cell reproduction and repair, and even help balance hormones. Fish oil, duly noted by the medical community as having similar benefits, contains high levels of omega-3 essential fatty acids, thus establishing the link between a daily regimen of fish oil and good health. Fish oil is sold in the U.S. as a dietary supplement and comes in both liquid and capsule form.

What are essential fatty acids?

Essential fatty acids are unsaturated fats typically found in the oils of vegetables, certain nuts and seeds and some fish. They’re said to benefit health more than the saturated fats found in meat and dairy products and may even have a positive impact on cholesterol and triglyceride levels in the blood. Essential fatty acids are referred to as "essential" because they must be obtained through diet and are essential to the normal growth and function of muscles, nerves, cells and organs in humans. There are two families of essential fatty acids, omega-3 fatty acids and omega-6 fatty acids.

Omega-3 fatty acids – the fatty acids found in fish oil

Omega-3 fatty acids are a type of polyunsaturated fat present in many coldwater fish including trout, salmon, sardines, anchovies, herring, mackerel, tuna and cod. The two most potent forms of omega-3 fatty acids are eicosapentaenoic acid (EPA) and docosahexanoic acid (DHA), both known as "good fats" – unlike saturated fats, which when consumed in excess can lead to cardiovascular problems, neural and brain disorders.

EPA helps to produce the prostaglandins (hormone-like substances) which help control blood-clotting and arterial functions. EPAs may also help to lower serum triglyceride levels.

DHA is a major component of human brain and retinal tissue and aids the transmission of nerve impulses.

The term "omega-3 essential fatty acid" has become synonymous with "fish oil" in modern American marketing literature.

Sources of omega-3 essential fatty acids other than fish oil include, but are not limited to:

• Avocadoes (whole or oil)
• Brazil nuts
• Flaxseed
• Flaxseed oil
• Fortified milk products
• Hempseeds
• Hempseed oil
• Omega-3 eggs
• Pumpkin seeds
• Sesame seed
• Soybean oil
• Walnuts
• Wheat germ oil

Omega-6 fatty acids – not found in fish oil

Omega-6 EFAs are found in animal products such as dairy and meat and are common in cooking oils such as safflower, olive, sunflower, hemp, soybean, pumpkin, sesame, walnut and flaxseed oils. Too many omega-6 EFAs, say nutritionists, can throw off the balance of prostaglandins and lead to health problems. Experts recommend a ratio of three parts omega-3 essential fatty acids to every one part omega-6 fatty acid in the diet. Research indicates that Americans consume far more omega-6 fatty acids than omega-3 as a result of overindulging in fried foods, red meat and cheese.

Omega-6 fatty acids are dependent on interactions with omega-3 essential fatty acids in order to benefit good health, which is why a balance of the two is crucial in the diet. The American Heart Association cautions against a high dietary intake of omega-6 fatty acids as it can lead to the development of gallstones and promote tumors.

Prostaglandins

Prostaglandins encompass a number of hormone-like substances found in every cell in the body. They’re critical to the dilation and constriction of blood vessels, the contraction and relaxation of muscles, the regulation of blood pressure and the modulation of inflammation. Prostaglandins are needed for overall good health and maintenance and must be replenished constantly. It’s easy to understand why having a good balance of prostaglandins in the body is essential to well-being.

Where does fish oil come from?

Most fish oil is extracted from the fatty flesh of the fish, unless a product specifically states otherwise, as is the case with cod liver oil or shark liver oil – extracted from fish liver. Nutritious fish oil is usually derived from deep, coldwater fish and those swimming in the wild (wild fish eat other fish and marine animals and vegetation to survive, whereas farm-raised fish are typically fed some type of less nutritious, less expensive, commercial-grade pellet). Some experts say the best fish comes from the deep Atlantic of Norway and other Scandinavian countries: the deeper and colder the water, say experts, the less chance of toxins such as mercury, lead, dioxins, furans and PCBs occurring in the fish oil. Fish from eastern Pacific waters is known to contain elevated levels of mercury.

Fish oil supplements – good ones / bad ones

"Product disclosure" is the operable phrase when seeking out nutritious fish oil supplements. From what kind of fish is the oil extracted and from where is it extracted naturally through pressing or with a centrifuge; or are petrochemical solvents such as hexane used to extract the oil from the source? How is the fish oil refined? Is it molecularly distilled, which to date is the most reliable form of fish oil purification, or does the label read something like "extra-distilled" or "super-distilled?" Such terms have no bearing on quality or safety. Because the hundreds of thousands of fish oil supplements on the market remain unregulated by the FDA, the safety, consistency, efficacy and strength of these products varies immensely among brands.

When reading fish oil supplement labels:

• Make sure the type of fish from which the fish oil is extracted is listed.
• Look for terms "coldwater," "deep water" and "wild" as opposed to "farm-raised."
• In what ocean or hemisphere was the fish caught? North Atlantic, deep, coldwater is said to be the most nutritious.
• Make sure the fish oil is molecularly distilled, which better ensures the absence of PCBs, heavy metals and other contaminants.
• What parts of the fish were used? Fish oils extracted from fish liver may be higher in heavy metals and contaminants.
• What fish oil extraction method was used? Cold or modified expeller pressing means that the oil was produced without damaging temperatures or unnecessary pressure.

Marketing claims that have no defined meaning in relation to fish oil supplements, and which often mislead consumers, include:

• Ultra-pure
• Professional grade
• Pharmaceutical grade
• High-potency
• Super-distilled
• Natural
• Extra-distilled
• Best
• Finest
• Highest quality
• Pure
• Purest
• Purified

Essential fatty acid health benefits and risks

Few argue the benefits of fish oil and essential fatty acids in the diet. Clinical studies have demonstrated that the omega-3 fatty acids can benefit cardiovascular health and that "good unsaturated fats" derived from vegetables and fish are far more nutritious than "bad saturated fats" which come from red meat, animal products and dairy. The cardiovascular benefits to balancing omega-3 and omega-6 fatty acids in the diet include lowered serum cholesterol, decreased serum trigylcerides and reduced platelet aggregation. Although many fish oil supplement companies claim that fish oil supplementation may aid brain function and strengthen the immune system, a complete body of evidence has yet to be produced.

Along with the health benefits of fish oil come some risks, most associated with taking too high doses of fish oil or having dangerously high levels of omega-3 and omega-6 essential fatty acids in the blood. Some of these risks can include:

• Thinning of the blood and reduced ability of the blood to clot.
• Increased risk of bleeding.
• Too large doses can increase glucose levels in persons with already elevated blood sugar levels.
• In excess, fish oil may suppress the immune system.
• Increase the occurrence of nosebleeds and easy bruising.
• Upset stomach, nausea, diarrhea and belching.
• Poisoning from heavy metals, PCBs, dioxins and pesticides.

Experts and nutritionists are convinced that the health benefits of fish oil far outweigh the risks. However, many warn that fish oil shouldn’t be taken with blood-thinning medication such as warfarin or aspirin and shouldn’t be taken by anyone with bleeding disorders or uncontrolled hypertension. It is highly advisable to consult a physician before supplementing a diet with fish oil.

EPAs, DHAs, efficacy and the FDA

In September of 2004, the FDA announced they would allow a qualified health claim for reduced risk of coronary heart disease for conventional foods that contain EPA and DHA omega-3 fatty acids as outlined in FDA’s "Interim Procedures for Qualified Health Claims in the Labeling of Conventional Human Food and Human Dietary Supplements." Notwithstanding inconclusive research at the time of release, the FDA said it would exercise its enforcement discretion with respect to the following qualified health claim:

"Supportive but not conclusive research shows that consumption of EPA and DHA omega-3 fatty acids may reduce the risk of coronary heart disease. One serving of [name of food] provides [x] grams of EPA and DHA omega-3 fatty acids. [See nutrition information for total fat, saturated fat and cholesterol content.]"

In 2000, the FDA announced a similar qualified health claim for dietary supplements containing EPA and DHA omega-3 fatty acids and the reduced risk of coronary heart disease (CHD). The FDA recommends that consumers not exceed more than a total of three grams per day of EPA and DHA omega-3 fatty acids, with no more than two grams per day from a dietary supplement.

Be sure to shop at www.vitacost.com for all your essential fatty acid and fish oil needs!

References

1. Supplement from the sea: the fat from fish oil can benefit your heart, eyes, joints, and brain. Tom Weede. Natural Health. Oct 2007 v37 i9 p105 (2).

2. Omega medicine. Is fish oil good for what ails you? Bonnie Liebman. Nutrition Action Healthletter. Oct 2007 v34 i8 p1 (5).

3. The government’s big fish story: Pick the perfect fish oil supplement. Men's Health. July-August 2007 v22 i6 p158.

4. Fish oil and brain development. Alan R. Gaby. Townsend Letter: The Examiner of Alternative Medicine. Oct 2007 i291 p49 (2).

5. Effects of fish oil supplementation on myocardial fatty acids in humans. R.G. Metcalf, M.J. James, R.A. Gibson. Alternative Medicine Review. Sept 2007 v12 i3 p307 (1).

6. Essential fatty acids. Douglas Dupler and Teresa G. Odle. The Gale Encyclopedia of Alternative Medicine. Ed. Jacqueline L. Longe. 2nd ed. Detroit: Gale, 2005. 4 vols. Updated July 1, 2006.

7. Mighty omegas (ways to score more essential fats). Nancy Duncan. Women's Health. Dec 2006 v3 i10 p47.

8. Essential fatty acids and eicosanoids: their role in preventing inflammation, cardiovascular disease and cancer. James Meschino. Dynamic Chiropractic. Dec 3, 2007 v25 i25 p28(3).

9. Fish oil. Mai Tran and Teresa Odle. The Gale Encyclopedia of Alternative Medicine. Ed. Jacqueline L. Longe. 2nd ed. Detroit: Gale, 2005. 4 vols. Updated July 1, 2006.

10. On call: Fish oil revisited. Staying Healthy from the Faculty of Harvard Medical School. August 21, 2006 pNA.

11. By the way, doctor: How much fish oil should I be taking? Staying Healthy from the Faculty of Harvard Medical School. August 21, 2006 pNA.

As A Northern Game, Cornhole Is Very Popular

There are games and traditions that are more popular in some parts of the country than they are in others. One of these games is cornhole. It is much more popular in the Northern part of the country than it is in the South. There are pockets of interest in many states, and there are some people in the South who do play the cornhole game. However, a person will not find the kind of following there that is seen in the Northern-most states. This is especially true of Illinois and Ohio � two places where the cornhole game is exceedingly popular. There are arguments between the two of them, however, as to where the game actually got its start and what it was or should be called. In Chicago, Illinois, they often call it the beanbag toss, and they claim it got its start there. The same claim is made by Cleveland, Ohio, but it is called the cornhole game there.

One other difference is the size of the board � three feet by four feet for cornhole, and two feet by four feet for the beanbag toss. There are, however, other areas of the country where the games are synonymous with one another and the boards are the same size. Everyone seems to have their own opinion of what the game should be called and where it originated. Who is right is one of those things that people will always argue about. Despite this, however, they are united in their love of the game. Much of this likely comes from the idea that the game is very easy to play and very enjoyable. Almost everyone can learn the rules, and almost everyone can play the game, regardless of age or skill level. A lot of families and friends play it at birthday parties, backyard barbecues, and tailgate parties. In addition, there are tournaments in the Northern part of the country for individuals who are more serious about the game. Prizes and trophies can be won at these tournament!
s.

Those who live and work in the Northern part of the country and play cornhole frequently hope that it will catch on to the point that the tournaments are picked up by major television networks, much the same way that bowling, billiards, and cup stacking have done. So far there is no indication that this will be the case, but it is still possible that it will take place. For those who play in the tournaments, however, they will continue to participate in them regardless of whether they have any kind of television, radio, or newspaper coverage. The key for these people is not recognition, but the simple enjoyment of playing the game and working toward getting even better at it. They also like to teach others how to play the game, since basically anyone can follow the directions and play the game without any undue stress or strain. This is much of what makes the cornhole game so popular in the North.

As A Northern Game, Cornhole Is Very Popular

There are games and traditions that are more popular in some parts of the country than they are in others. One of these games is cornhole. It is much more popular in the Northern part of the country than it is in the South. There are pockets of interest in many states, and there are some people in the South who do play the cornhole game. However, a person will not find the kind of following there that is seen in the Northern-most states. This is especially true of Illinois and Ohio � two places where the cornhole game is exceedingly popular. There are arguments between the two of them, however, as to where the game actually got its start and what it was or should be called. In Chicago, Illinois, they often call it the beanbag toss, and they claim it got its start there. The same claim is made by Cleveland, Ohio, but it is called the cornhole game there.

One other difference is the size of the board � three feet by four feet for cornhole, and two feet by four feet for the beanbag toss. There are, however, other areas of the country where the games are synonymous with one another and the boards are the same size. Everyone seems to have their own opinion of what the game should be called and where it originated. Who is right is one of those things that people will always argue about. Despite this, however, they are united in their love of the game. Much of this likely comes from the idea that the game is very easy to play and very enjoyable. Almost everyone can learn the rules, and almost everyone can play the game, regardless of age or skill level. A lot of families and friends play it at birthday parties, backyard barbecues, and tailgate parties. In addition, there are tournaments in the Northern part of the country for individuals who are more serious about the game. Prizes and trophies can be won at these tournament!
s.

Those who live and work in the Northern part of the country and play cornhole frequently hope that it will catch on to the point that the tournaments are picked up by major television networks, much the same way that bowling, billiards, and cup stacking have done. So far there is no indication that this will be the case, but it is still possible that it will take place. For those who play in the tournaments, however, they will continue to participate in them regardless of whether they have any kind of television, radio, or newspaper coverage. The key for these people is not recognition, but the simple enjoyment of playing the game and working toward getting even better at it. They also like to teach others how to play the game, since basically anyone can follow the directions and play the game without any undue stress or strain. This is much of what makes the cornhole game so popular in the North.

A Birthday Party: Another Great Excuse For Cornhole

For many people, a birthday is a great time for celebration with family and friends. Individuals who are celebrating a loved one�s birthday have surprise parties, take people out to eat, have barbecues, plan games, and do all sorts of enjoyable things. One of the things that many people do, especially in areas of the country where it is deemed more popular, is to play the cornhole game. Not everyone knows it by that name, of course. Some people call it the beanbag toss. There are actually a few variations, but it is essentially the same game. Most people played it in their school physical education class, but a lot of them have not played it since that time. For individuals who still enjoy playing the cornhole game, however, a birthday party can be a great place to play it.

In order to play cornhole at a birthday party, there has to be enough room. The cornhole game itself does not take up that much space. However, room is needed to make sure that the player can stand far enough away from the board to comply with the rules. In addition, nice weather is needed. No one wants to stand outside and play the cornhole game in the rain, or in extremely high or very low temperatures. The game can cease to be fun that way. For people who have large, enclosed porches or homes that are big and open enough, it is possible to play the cornhole game indoors. Of course, the risk of something breaking or getting damaged rises when a person does this, but careful planning can allow for it in many cases. One of the best things about the cornhole game is that anyone of any age can play it.

The rules are not difficult and the game is not physically strenuous. The cornhole bags are lightweight, and they are tossed gently. Everyone from a very young child up through people in their eighties and nineties can enjoy the cornhole game and not worry about being injured or leaving people out. This is one of the reasons that the cornhole game has remained popular for such a long period of time. It is also why support for it as an actual sport is growing, and there are many tournaments that are held each year in various states for those who wish to play the cornhole game competitively. For people who just like to play cornhole at a birthday party or other event, however, there are ways to make it even more fun. People can pair girls against boys, older people against youngsters, or any combination that is agreed upon. In addition, small prizes and treats can be given out to the winner, so that there is some incentive to succeed.

For very young children, though, it may be best to have a �prize� for everyone who participates, to help build self esteem and confidence. When planning the next birthday party, why not try the cornhole game. Sets can be purchased easily and inexpensively online.

Upright Vacuum Cleaners Have Many Merits

Not all vacuum cleaners are created equal, and this is especially true of the canister and upright models of vacuum cleaners. Most people think that canister vacuums are a thing of the past, and that uprights have taken their place. That is not entirely true, however. The canister vacuum cleaner is generally used today by individuals with hard flooring and area rugs in their homes, as well as draperies and upholstery which needs to be cleaned. These kinds of vacuum cleaners are the best choice for these surfaces. The upright vacuum cleaner, however, is the more popular style, especially for those people who have wall to wall carpet, as many people do.

Not all homes have this carpet, of course, but most homes have carpeting in at least some of their rooms. Quite often, carpeting is found in the bedrooms, and frequently in the living room or den, as well. For people who have wall to wall carpeting or several carpeted areas, an upright vacuum cleaner is the right choice. First, upright vacuum cleaners have more suction power than do canister vacuum cleaners. Their motors are stronger, their cleaning paths are wider, and they are basically more durable. They are not made for delicate work, and they are designed to perform in the face of pet hair, dirt, grime, debris, and all kinds of vacuuming conditions.

They cannot withstand wet surfaces, but they are the best choice for carpet, regardless of the length of the pile or the overall condition. The upright vacuum is the one chosen by most people, and it is also the one most commonly sold in retail chain stores. There are also some companies which make upright vacuum cleaners which are very expensive, and these brands are sold door to door or through specialized shops. A person cannot walk into a standard retail store and purchase one. In addition to its durability and suction power, the upright vacuum cleaner also offers choices and attachments. There are many different colors, models, brands, and styles. A person can also get different motor sizes and cleaning paths. In addition, what type of filtration is offered and the kind of containment system � bagged or bagless � are other considerations for those who are going to buy an upright vacuum cleaner.

People who purchase an upright vacuum cleaner are also often interested in the attachments that the vacuum cleaner offers. Most have a longer wand that can be used between couch cushions and in small areas that are difficult to reach. They also have a brush attachment to better pick up hair and lint, and they often contain other attachments that can be used on curtains and furniture. For very delicate fabrics, though, the upright vacuum cleaner is not recommended, because it can damage them with its powerful suction. Overall, however, the upright vacuum cleaner is a very good choice for most homeowners. For those people who are worried about the weight of an upright vacuum cleaner, self-propelled models and lighter weight models are also readily available, and the warranties are usually very good.

Specific Uses For The Canister Vacuum CleanerSpecific Uses For The Canister Vacuum Cleaner

When people think of a vacuum cleaner, they usually think of the upright style. It is the common kind of vacuum cleaner that most people have in their homes. Some people, when they have a multi-story home or a very large home, will have a central vacuum system. For the others, however, there is the canister vacuum cleaner. This is designed to be used in homes where there is a lot of hardwood or tile. Primarily, the canister vacuum cleaner is used on rugs. It can, however, also be used on draperies and upholstery. Homes with expensive furnishings often have a canister vacuum cleaner, as well as homes that are much older and therefore generally have hardwood floors instead of wall to wall carpet. The canister vacuum cleaner is not designed to be used on carpeted floors because the suction that it has is not strong enough.

The canister vacuum cleaner, however, has a lot of good points and it can be a very good choice for the consumer who does not have a carpeted home. Even though a canister vacuum cleaner does not produce the suction needed for the wall to wall carpet found in many homes, it does provide good cleaning for hard floors and area rugs. These rugs can be hard to clean, and using an upright vacuum on them is not a good choice. The strength of the suction can damage delicate and older rugs. Some of these have small tassels and other intricate pieces which can be destroyed quite easily. By making sure that the rug is treated well and carefully with a canister vacuum cleaner, the individuals who clean the rug will be able to enjoy it for many years to come.

Another reason that a canister vacuum cleaner is so important for some households is that it is often used on fine draperies and upholstery. The newer curtains and furniture that can be purchased in the retail chain stores generally do not need to be cleaned in this way. However, the more expensive furniture and draperies, as well as the older furniture and draperies that have been in families for many years, are generally cleaned with a canister vacuum cleaner. They work well for removing hair and dirt, but their suction is not so strong as to damage any of the fibers or fabrics that they come into contact with. Because of this, they are often used by those who have fine and expensive things and know that they must work to take care of them.

The canister vacuum cleaner also has a long life span. It is generally not used as extensively as an upright vacuum cleaner, so it often remains strong and works well for many years. Upright vacuum cleaners wear out quite quickly unless they are very expensive brands. The cheaper brands have a warranty, but most people do not bother to have them repaired. Instead, they simply throw them away and get a new one. With a canister vacuum cleaner, however, there is a good chance that the person will repair it and continue to use it.

Deciding On Plastic Or Wooden Boards For Cornhole

When it comes to cornhole boards, there are two basic options for construction. The boards can be made of wood, or the boards can be made of plastic. The plastic cornhole boards are generally designed and sold in stores and on the Internet. The wooden cornhole boards are also created and sold this way. However, in addition to the commercial wooden cornhole boards, these kinds of cornhole boards can be made by an individual with basic skills and basic tools. There are plans that can be found all over the Internet, and these plans will help a person determine whether he or she wants to build a cornhole board on his or her own, or whether he or she would prefer to purchase one instead.

For those who have little to no woodworking skills, or for those who feel extremely uncomfortable working with their hands for fear of damaging the work, themselves, or both, there are cornhole boards which can be purchased. The wooden cornhole boards can be bought separately, or they can be purchased as part of a set. Either way, though, they are a big business and they are very popular in many parts of the country. These boards are made from good quality wood, and they are prepared with no sharp edges, splinters, or other issues that could cause a person a problem. This keeps people from getting hurt when they play cornhole, which is very important, especially in a game that many young children like to play. Parents who want to protect their children would certainly not want them to play with a wooden board that might cause them injury.

The plastic boards are thought to be better in some ways. Most of this comes from the fact that they have fewer issues with being left out in the weather. They cannot warp from rain or develop splinters, and they do not break, crack, chip, or get otherwise damaged as easily as the wooden boards do. They are also often a bit less expensive to purchase because they are also less expensive to make. The creation of plastic boards is relatively easy. However, there are some die-hard fans of the cornhole game who feel that these plastic boards are not the right ones to be used. They are concerned that they are too different from the way that the game was originally played. As such the game will be changed and the people who learn on a cornhole set with a plastic board will not have the same style and skill level as a person who learns to play the game on a cornhole set with a wooden board.

It would appear that the cornhole sets with the wooden boards are generally the only ones allowed in tournaments, but some individuals who organize cornhole tournaments change the rules or decide to do things differently, and plastic boards may gain more accepted use in the future. Regardless of whether they are used in tournaments, the plastic cornhole boards and the wooden cornhole boards are both very popular with people all over the country who like to play the cornhole game.

Playing Cornhole At A Tailgate Party

Cornhole is a very popular game in some areas of the country, and not so popular in others. For the areas of the country where the game has a following, however, it is often played at tailgate parties and other gatherings. One of the reasons that cornhole does so well at a tailgate party is because it is so easy to transport. The board that is traditionally used in the cornhole game is four feet by two feet, which fits in the bed of a truck, and it will also go in the trunk of a larger car. In addition, there are some smaller versions of the board made. These are three feet by two feet, and they are often called by the name of beanbag toss, instead of cornhole.

Because of this, the cornhole game is popular at many different gatherings, and the game is very often played at tailgating parties in the Northern part of the country. While the game does not seem to be as popular in the South, there are pockets of interest in it. In these areas, the individuals who like to play the cornhole game will bring their cornhole game boards and the bags to tailgate parties and other gatherings so that everyone has a chance to play. They organize tournaments, play the game at backyard barbecues, and predict that the game will one day be big enough to be televised like bowling and other activities that some people believe is a sport and others do not.

One of the best things about the cornhole game, however, is the ease with which it can be played. This is a great thing for any kind of party, because virtually anyone can play it without worrying about how to understand the rules. The game is not difficult, and the rules are not complex, making the game something that can be enjoyed by anyone, young or old, at any skill level. People can also make their own cornhole boards and cornhole sets. There are plans available on the Internet for almost everyone to use. The cornhole board can be made quite easily with a few simple tools by someone with only a moderate level of skill.

Even a beginner can make a cornhole board by following the instructions carefully. Most cornhole boards � either homemade or factory made � are made of wood. Some of them, however, are made of plastic, but they are often not as popular. For those who make their own boards for tailgate parties, however, there are also cornhole bags that need to be made. The older ones were made of a heavy cloth such as denim or burlap and stuffed with corn. Today�s cornhole bags are usually made of a somewhat softer cloth, and they are either stuffed with beans or with plastic pellets. Either way, however, they are easy to make and can last a long time when made correctly. They need to be sewn very tightly and they have to be the correct size and weight. By either buying or building a cornhole board the next tailgate party can be a huge success.

Web-Programming: An Alternative To Unproductive Advertising

As of this writing the television writers in Hollywood are on strike. The significance of this strike will be felt far beyond the current television season and impact what and where people will get their entertainment in the future. People are now not only embracing the Web for their information needs but are also increasingly turning to it for their entertainment needs as well.

The Web will soon be 'the place' that fills the programming vacuum that network broadcasters have been unwilling and/or unable to fulfill. People were prepared to tolerate constant reruns, dreadful programming, and incessant repetitive ads as long as there was no alternative, but that is no loner the case. Viewers now have an option to bad television and it's the Web, but why should you care and more importantly how can you take advantage of the opportunity it creates?

Why Should You Care?

Information and entertainment have melded in recent years creating what has been dubbed 'infotainment.' It can be argued that the evening news has become more entertainment than hard news and let's not even get into venues like the History Channel where fact and fiction seem to be presented in equal and indistinguishable doses. So what does all this have to do with you and how you deliver your marketing message?

The time is coming, if it is not here already, that companies will not be able to get away with merely uploading online brochures and catalogues, or even extensive screeds singing the praises of every feature and benefit associated with their offering. People demand more, they insist your website be interesting, informative, and entertaining; and it is this aspect of entertainment that potentially makes your marketing presentation memorable.

What Is Web-Programming?

Web-programming takes the creative Web-video campaign concept and pushes it one step further up the evolutionary marketing scale by integrating the message into a programming environment.

This concept is not an entirely new idea, in fact one of the most noted television commercial campaigns of 1991 was the Taster's Choice soap opera-like series of spots that wove the marketing message into a courtship relationship between two apartment neighbors. In an environment where information and entertainment blur, it seems like an ideal solution to capturing an audience's attention and interest, and creating a viral buzz that few products or services can generate by presenting a bulleted list of features.

Build Brand Relationships

James E. Aisner, in his article 'More Than A Name: The Role of Brands in People's Lives' (HBS Working Knowledge For Business Leaders) references the research of Harvard Business School Professor, Susan M. Fournier, "Fournier has created a typology of fifteen different types of relationships between consumers and their brands." These brand relationships include the secret affair, the best friend, kinship, the fling, courtship, the marriage-of-convenience, casual friendship, childhood friendship, mother and child, and master-slave.

What kind of relationship does your brand have with your audience? Is it a short-term fling that starts with a lot of heat and passion and then quickly cools-off, or is it a long-term marriage that will last a lifetime? Finding, and promoting the most appropriate and beneficial brand relationship is the marketing goal of your Web-programming marketing initiative.

Part of the problem many smaller organizations have in developing successful marketing campaigns is that they think in terms of products and services rather than brands; features and benefits rather than relationships. Almost every product or service on the market can be replaced with a competitive substitute, but brands are much harder to replace; brands create a competitive barrier through the development of relationships based on prototypical psychological and emotional factors, the same kinds of factors that govern your personal relationships.

Generate Trust, Confidence, Loyalty and Passion

In his article, "A Brand New You," (Psychology Today), W. Eric Martin tells us that brands came into vogue in the post Civil War era as a response to an increasing mobile population that began to lose touch with local merchants and shopkeepers. Brands became a substitute for the personal relationships that people had with their suppliers. This seemingly minor historic fact helps us understand the significance of brands in today's Web-centric marketplace.

Today's consumer-client, whether retail or business-to-business is more remote, more isolated from the supplier than ever before. The Web allows us to market our products and services anywhere in the world, but in order to actually make a sale, we must establish a relationship that generates a sufficient level of trust, confidence, loyalty and passion. Sneer if you will at the passion and loyalty most Macintosh users have for their computers, but what other computer company can claim such brand allegiance?

Relationships Are Based On Psychological Needs

At the heart of any relationship is the emotional or psychological need that that relationship fulfills. If you haven't found that connection in what you do then you are at a definite competitive disadvantage; and you are competing on the most fickle and transient of factors: price and features. In business, there will always be someone who is prepared to sell a substitute product or service for less, or with more bells and whistles. So why would you ever want to compete on that basis?

It really doesn't matter what business you're in, there is always some emotional or psychological component to what you do. The iPod is the market leader in its category despite numerous competitors; it holds that position not because it's the cheapest, which it definitely isn't, or the product with the most features, which it probably is, but because it's an iPod - not a tool but a status symbol, a badge of intelligence and taste, a brand relationship akin to being a member of the coolest club in town.

Web-programming Development

In short, Web-programming is a marketing campaign based on a series of episodic Web-videos tied together by plotline and character development; an ongoing initiative that weaves into its storyline the marketing pitch. The integration of the marketing pitch can be done subtly using product placement techniques or overtly making the pitch part of the story arc.

This marketing technique is not for everyone; it is certainly not for the unsophisticated or for the marketer who is afraid to experiment or to take a chance.

If you are looking for an instant direct financial return like a big sale sign in your storefront window then you are not looking for marketing, you're looking for promotions. Marketing is all about building a brand relationship with your audience. The more time and effort you invest in marketing, the more solid your brand relationship will be, and the more appropriate the clients you'll attract and keep.

Web-programming - Where To Begin

There are four minimal requirements needed to create an episodic Web-video marketing campaign: need identification, point-of-view, attitude, and transformation. These are the same elements defined by Syd Field, the well-respected author, producer, screenwriter, and lecturer, in his book, "The Screenwriter's Workbook;" and they are the same elements that all top-notch salesmen use to build client-relationships - ask yourself - have you ever met a top salesman who wasn't a great storyteller?

Need Identification

Like all episodic series yours will need a hero or protagonist; this is the person your audience will identify with and who will act as their surrogate.

Your protagonist must be searching for something that relates to the emotional or psychological need fulfilled by your product or service. Anyone who has ever had to deal with an insurance company certainly understands the Geico caveman's need for respect. His frustration is the perfect foil for the company's marketing message, 'it's so easy a caveman can do it.' We are all cavemen at heart, seeking respect from big business bureaucracies that make us jump through hoops just to place an order.

Point-of-View

You must present your material from a particular point-of-view. Is your presentation told from the protagonist's point-of-view or is it told from an objective observer's, perhaps through voice-over. It can even be counter-intuitive and be told from an antagonist's point-of-view.

If your scenario is more procedural based, you can even present it from different points-of-view each delivering alternative perspectives, each highlighting different aspects of the emotional fulfillment.

Attitude

Attitude is especially important for Web-based presentations, but it is also one of the scariest aspects of marketing for the faint-of-heart. All too often businesses shy away from bold statements, or extreme displays for fear of alienating some segment of the audience, but it's attitude that grabs people's attention, makes the presentation memorable, and qualifies leads and inquiries.

Transformation

One of the hardest things a commercial-based episodic series has to deal with is story arc. What change takes place over the life of the series and is the campaign concept strong enough to sustain itself? What transformation takes place? Does your protagonist find fulfillment or does he fail to find the emotional or psychological answer he's looking for. If you're not sure what deep-seated need your product or service satisfies, find the conflict.

All stories are based on conflict, frustration, and desire, whether it's the search for 'whiter whites' or better insurance. If your concept is without conflict, you are not illustrating the need for your solution.

You can show successful transformation based on the adoption of your solution or you can show failure whichever works best for what you're marketing and the audience you are trying to attract.

Conclusion

The Web has from its infancy provided business with enormous marketing opportunities. As the Web's capabilities increase over time, these opportunities increase as well. As much as other media tries to adapt to the competitive pressures created by the Web, old methods and attitudes die-hard; the writer's strike being just one example of a group trying to maintain dominance in an environment they cannot control. The opportunities are there to make your marketing mark if you have the courage to act.