Meet the New Look Ronald McDonald

In a global television commercial just launched (10 June 2005), Ronald McDonald energetically rides a bike. He deftly shoots hoops with basketball megastar Yao Ming. He even snowboards like a pro.

It's enough to make you choke on your super-sized Big Mac meal. Yes, McDonald's "Chief Happiness Officer" now has a new title: "Amabassador of Balanced Lifestyles".

But he won't be giving up his old job.

The McDonald's-owned website, GoActive.com, explains how Ronald juggles the two titles. "As McDonald's Chief Happiness Officer, Ronald McDonald is involved with anything and everything that makes people happy. He wants the best for everyone."

And it seems that when it comes to what's best for everyone, fatty junk fare (described by GoActive as "tasty, wholesome food") is just not enough any more. In a stunning revelation, the site tells us that we now also need "physical activity that seems like play" and "robust good health".

Enter Ronald in his new, ambassadorial role ... "Ronald believes in an active, balanced lifestyle. He lives one himeself. And he is the ambassador of active, blanced lifestyles for everyone."

So just what does this new diplomatic status entail? GoActive,com explains that Ronald considers physical activity a "critical component of the energy balance equation".

Wow, Ronald's starting to speak like an ambassador already! We ordinary folk would have said something low-brow like, "If you're going to eat fattening, junk food, you'd better try to burn it off with some exercise".

Like any good diplomat, Ronald's pretty vague about how he's going to achieve this goal, promising to work "with the people of McDonald's in various ways to help parents and children identify realistic, fun ways to incorporate fitness and exercise into their daily lives."

If Ronald's sounding ambassadorial, his boss, McDonald's Chief Executive Officer Jim Skinner, sounded positively Presidential when he announced his company's "It's what I eat and what I do ... I'm lovin' it" campaign.

"We will use our size and strength to set an example," he told the media. The campaign includes television adverts, new packaging, an updated Web site and a fresh series a videos featuring Ambassador Ronald teaching children how to eat well and stay active.

And like a true diplomat, Ronald will soon get to demostrate just how multi-lingual he is. The new commercial airs first in the United States and will soon be broadcast in Canada, Germany, Italy, Portugal, China, Hong Kong, Singapore, Taiwan, New Zealand, Puerto Rico, Uruguay, Chile and Argentina.

And that's only the beginning. The TV spots will be followed later this year with a series of "Go Active with Ronald McDonald" interactive community shows accross the US and in other countries.

Active he may be, but it's obvious even Ronald will need some help in this historic mission. Tennis stars Venus and Serena Williams, hockey player Wayne Gretzky and speed skater Bonnie Blair are among the sporting luminaries McDonald's has pressed into service.

CEO Skinner has declined to put a price tag on the mission, but perhaps the TV networks and sports stars will get with the public-spiritedness of the campaign and donate their services gratis.

Of course, the company is adamant that none of this has anything to do with all those unfairly-critical articles in the media, alarmist books like Fast Food Nation, and muck-raking documetaries like Super Size Me. Nor, its insists, has it anything to do with recent court actions in which money-grabbing litigants have won millions of dollars in settlements.

On the contrary, we're told, the latest campaign is just a natural evolution of previous efforts on Ronald's part to teach children how to keep safe, like fastening seat belts and wearing bicycle helmets - both very important things for kids to know, so we'll understand if Ronald forgot to warn them not to eat unhealthy food like burgers and fries.

"This is just another way we're communicating with our customers on the importance of energy balance," company spokesperson Lisa Howard said.

Hey, there's that "energy balance" term again.

Sounds like Lisa's been getting some lessons in diplomat-speak from Uncle Ronald!

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Digital Sports Photography - Top-Scoring Shots With Expert Coaching

A digital sports photography article would have been fairly brief as recently as a couple of years ago. In essence, it would have stated that digital cameras have unacceptable shutter lag, and cannot yet achieve the frame rates of their film cousins. End of story.

Well, that particular story has in fact ended. These days the focus is on digital cameras finally reaching the level of film cameras, and being widely used with great effect in digital sports photography. The aim nowadays is to point out the clear benefits offered by the digital route.

In fact, a number of excellent books have appeared on digital sports photography, confirming that this type of photography has finally become an acceptable mainstream digital activity.

In 'Digital Sports Photography', G. Newman Lowrance offers a wealth of information on the techniques and equipment you will need for successful digital sports photography - either as an aspiring professional, or taking shots at the local basketball game.

Lowrance has many years' experience of digital sports photography, and his pictures have been widely published in Official Super Bowl and Pro Bowl game magazines, NFL videos and calendars, NFL Insider Magazine, and elsewhere.

He doesn't hold back, and gives you a lot of information from some excellent sports photographers and editors. Issues such as color management, camera setup, and equipment options are covered. You will discover all the ins and outs of the unique techniques applied to shooting for baseball, football, basketball, ice hockey, soccer, and tennis.

Lowrance also uses his own experiences in digital sports photography, and gives true, autobiographical examples of how to get started and how to succeed as a professional.

His book features many eye-catching sports action photographs that will generate excitement and inspiration. The informative content will motivate you to become familiar with new aspects of the technology, stimulating a keen interest and involvement in this aspect of photography.

In short, 'Digital Sports Photography' will give you the help and guidance you need to make your photos stand out from the crowd!

Another book that illustrates how far digital sports photography has come, is 'Digital Sports Photography: Take Winning Shots Every Time', by Serge Timacheff and David Karlins.

This book helps you to take great shots by overcoming obstacles like rain and crowds, bad lighting, fast-moving athletes, flash limitations, and other challenges.

The authors give advice on how to shoot a wide range of sports: extreme, outdoor, indoor, competitive, recreational, and more. The book provides many full-color examples illustrating professional tips and techniques, and shows how to tackle skilled digital sports photography with any kind of digital camera, from point-and-shoot to SLR.

And the bottom line for many aspiring digital sports photographers is that this book will also teach you how to actually sell your images!

One of the advantages of digital sports photography highlighted, is that once you have the equipment, including enough batteries and memory cards, it doesn't cost anything to snap away at that baseball game...

For more information visit Best-Digital-Photography.com

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Internet Profits

Ever thought about jumping into the deep end to start a business? Well I have; and I must say even though the prospects can be amazing, it seems a little out of reach and a bit scary. I couldnt afford the risk and most certainly cant conceive how to get started. Well that was until recently.

I bet most of you at some stage have heard about regular people (like us) making huge financial profits through some kind of internet business and thought to yourself wow, if only I had some internet know how and some business savvy, I bet that I could do something similar. Well the honest truth is YOU CAN!!

I came across this really cool e-book about making money online and I was truly amazed about the content. The most amazing thing about this e-book is that it makes things so clear; the internet is widely used to gather information, we are living in the information age, the best product you could possibly sell on the net would have to be information!

Anybody whos passionate about something potentially has a wealth of knowledge about a niche that someone else is willing to pay for. The key word niche is a term that describes a common interest, a common problem, or even a common desire. A niche market is ultimately a group of people who are already inclined to a certain subject.

So now all you have to do is to come up with some great information for your niche product to sell, your probably not sure whether yours will be good enough to stand out from your competitors and as you may be aware there is a lot of competition to be the best, fortunately there are techniques available to ensure yours will be one of the best and most unique on the market. Id like to talk about a couple of these techniques now. After checking out your competition you might find that they may all offer something unique about their product that is a Unique Selling Proposition (or U.S.P). So if youre selling unique information, customers will only be able to get that information if they buy from you. You can also maximize your U.S.P by having multiple U.S.Ps or perhaps find all your competitors U.S.Ps and combine them into yours and then youll have the mother of all unique selling propositions! Guess wholl want to buy from you? This is a really powerful way to make your product desirable and attractive to potential customers.

If your wondering about how to create these U.S.Ps just visit your competitors and take note of their U.S.Ps, do some homework, come up with ways to improve, and develop those ideas. Try to make yours just that little bit better.

Dont forget this product is yours to keep so continuous improvements can always be made. Your product will become your asset and like all assets they need nurturing and renewing to keep them on top and valuable. The beautiful aspect of an information product is that you can make improvements wherever you are so long it adds value and enhances the content.

These are only a few ways that you can add value to business. Information products can literally sell themselves with the right strategies. Take the first steps toward your business it can be perpetual as well as profitable.

All the best

Dan Greco

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