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To beat confirmation bias, it’s vital for brands to face reality when measuring the success of their campaigns and gauging customer brand perception.

As a marketer, it can be easy to fall victim to simply measuring customer behavioural data (like click-through rates, ad engagement, unsubscribes, etc.). However, the best marketing teams lean on an outside-in perspective to improve customer experiences and create a better brand reputation.

Additionally, marketing teams would be wise to connect with potential customers who did not convert. They will be most able to point out the pain points in a marketing campaign that are dissuading buyers. It’s just as important to ask consumers why they didn’t interact with a brand as it is to ask why they do.

Obtaining these insights allows marketers to gauge specifics into how their competitors are beating them out, and conversely, how they can improve their product and boost customer retention.

At the end of the day, customers want to know that their feedback is valued and has the power to drive change. Companies that choose to neglect customer feedback are prime examples of the dangers of confirmation bias.

It doesn’t matter how marketing teams or their company define success, it’s up to the customer.

For example, in industries like video tech and security, where the community is extremely tight knit, marketing teams must have a deep understanding of their audience’s business needs to have any chance of selling to them. Brands that understand consumer perception and needs, will be able to personalize messages to their target audience and create a more positive customer experience. By gauging and adapting to direct feedback, marketing teams can avoid the dangers of confirmation bias, and make wholesale changes that will turn customers into brand champions.

Following what it described as Meta’s unsatisfactory response to its complaints, Match began canceling Meta advertising for some of its apps, such as Tinder, in October. It has since halted all Reels advertising and stopped promoting its major brands on any of Meta’s platforms. “We have no desire to pay Meta to market our brands to predators or place our ads anywhere near this content,” said Match spokeswoman Justine Sacco.

The Journal set up the test accounts after observing that the thousands of followers of such young people’s accounts often include large numbers of adult men, and that many of the accounts who followed those children also had demonstrated interest in sex content related to both children and adults

The Journal also tested what the algorithm would recommend after its accounts followed some of those users as well, which produced more-disturbing content interspersed with ads.

The Canadian Centre for Child Protection, a child-protection group, separately ran similar tests on its own, with similar results.

Meta said the Journal’s tests produced a manufactured experience that doesn’t represent what billions of users see. The company declined to comment on why the algorithms compiled streams of separate videos showing children, sex and advertisements, but a spokesman said that in October it introduced new brand safety tools that give advertisers greater control over where their ads appear, and that Instagram either removes or reduces the prominence of four million videos suspected of violating its standards each month. 

The Journal reported in June that algorithms run by Meta, which owns both Facebook and Instagram, connect large communities of users interested in pedophilic content. The Meta spokesman said a task force set up after the Journal’s article has expanded its automated systems for detecting users who behave suspiciously, taking down tens of thousands of such accounts each month. The company also is participating in a new industry coalition to share signs of potential child exploitation.

“Our systems are effective at reducing harmful content, and we’ve invested billions in safety, security and brand suitability solutions,” said Samantha Stetson, a Meta vice president who handles relations with the advertising industry. She said the prevalence of inappropriate content on Instagram is low, and that the company invests heavily in reducing it.

Even before the 2020 launch of Reels, Meta employees understood that the product posed safety concerns, according to former employees.

Robbie McKay, a spokesman for Bumble, said it “would never intentionally advertise adjacent to inappropriate content,” and that the company is suspending its ads across Meta’s platforms.

Meta created Reels to compete with TikTok, the video-sharing platform owned by Beijing-based ByteDance. Both products feed users a nonstop succession of videos posted by others, and make money by inserting ads among them. Both companies’ algorithms show to a user videos the platforms calculate are most likely to keep that user engaged, based on his or her past viewing behavior

The Journal reporters set up the Instagram test accounts as adults on newly purchased devices and followed the gymnasts, cheerleaders and other young influencers. The tests showed that following only the young girls triggered Instagram to begin serving videos from accounts promoting adult sex content alongside ads for major consumer brands, such as one for Walmart that ran after a video of a woman exposing her crotch. 

When the test accounts then followed some users who followed those same young people’s accounts, they yielded even more disturbing recommendations. The platform served a mix of adult pornography and child-sexualizing material, such as a video of a clothed girl caressing her torso and another of a child pantomiming a sex act.

Experts on algorithmic recommendation systems said the Journal’s tests showed that while gymnastics might appear to be an innocuous topic, Meta’s behavioral tracking has discerned that some Instagram users following preteen girls will want to engage with videos sexualizing children, and then directs such content toward them.

Instagram’s system served jarring doses of salacious content to those test accounts, including risqué footage of children as well as overtly sexual adult videos—and ads for some of the biggest U.S. brands.

Preventing the system from pushing noxious content to users interested in it, they said, requires significant changes to the recommendation algorithms that also drive engagement for normal users. Company documents reviewed by the Journal show that the company’s safety staffers are broadly barred from making changes to the platform that might reduce daily active users by any measurable amount.

The test accounts showed that advertisements were regularly added to the problematic Reels streams. Ads encouraging users to visit Disneyland for the holidays ran next to a video of an adult acting out having sex with her father, and another of a young woman in lingerie with fake blood dripping from her mouth. An ad for Hims ran shortly after a video depicting an apparently anguished woman in a sexual situation along with a link to what was described as “the full video.”

Current and former Meta employees said in interviews that the tendency of Instagram algorithms to aggregate child sexualization content from across its platform was known internally to be a problem. Once Instagram pigeonholes a user as interested in any particular subject matter, they said, its recommendation systems are trained to push more related content to them.

Part of the problem is that automated enforcement systems have a harder time parsing video content than text or still images. Another difficulty arises from how Reels works: Rather than showing content shared by users’ friends, the way other parts of Instagram and Facebook often do, Reels promotes videos from sources they don’t follow

In an analysis conducted shortly before the introduction of Reels, Meta’s safety staff flagged the risk that the product would chain together videos of children and inappropriate content, according to two former staffers. Vaishnavi J, Meta’s former head of youth policy, described the safety review’s recommendation as: “Either we ramp up our content detection capabilities, or we don’t recommend any minor content,” meaning any videos of children.

At the time, TikTok was growing rapidly, drawing the attention of Instagram’s young users and the advertisers targeting them. Meta didn’t adopt either of the safety analysis’s recommendations at that time, according to J.

Stetson, Meta’s liaison with digital-ad buyers, disputed that Meta had neglected child safety concerns ahead of the product’s launch. “We tested Reels for nearly a year before releasing it widely, with a robust set of safety controls and measures,” she said. 

After initially struggling to maximize the revenue potential of its Reels product, Meta has improved how its algorithms recommend content and personalize video streams for users

Among the ads that appeared regularly in the Journal’s test accounts were those for “dating” apps and livestreaming platforms featuring adult nudity, massage parlors offering “happy endings” and artificial-intelligence chatbots built for cybersex. Meta’s rules are supposed to prohibit such ads.

The Journal informed Meta in August about the results of its testing. In the months since then, tests by both the Journal and the Canadian Centre for Child Protection show that the platform continued to serve up a series of videos featuring young children, adult content and apparent promotions for child sex material hosted elsewhere. 

As of mid-November, the center said Instagram is continuing to steadily recommend what the nonprofit described as “adults and children doing sexual posing.”

Meta hasn’t offered a timetable for resolving the problem or explained how in the future it would restrict the promotion of inappropriate content featuring children. 

The Journal’s test accounts found that the problem even affected Meta-related brands. Ads for the company’s WhatsApp encrypted chat service and Meta’s Ray-Ban Stories glasses appeared next to adult pornography. An ad for Lean In Girls, the young women’s empowerment nonprofit run by former Meta Chief Operating Officer Sheryl Sandberg, ran directly before a promotion for an adult sex-content creator who often appears in schoolgirl attire. Sandberg declined to comment. 

Through its own tests, the Canadian Centre for Child Protection concluded that Instagram was regularly serving videos and pictures of clothed children who also appear in the National Center for Missing and Exploited Children’s digital database of images and videos confirmed to be child abuse sexual material. The group said child abusers often use the images of the girls to advertise illegal content for sale in dark-web forums.

The nature of the content—sexualizing children without generally showing nudity—reflects the way that social media has changed online child sexual abuse, said Lianna McDonald, executive director for the Canadian center. The group has raised concerns about the ability of Meta’s algorithms to essentially recruit new members of online communities devoted to child sexual abuse, where links to illicit content in more private forums proliferate.

“Time and time again, we’ve seen recommendation algorithms drive users to discover and then spiral inside of these online child exploitation communities,” McDonald said, calling it disturbing that ads from major companies were subsidizing that process.

Younger people are more likely to discover new brands online than in magazines or department stores, she said, and they like doing it online because they can buy on the spot.

For some, the only speech they feel should be truly public should also be “professional.” Hence: LinkedIn, where the only associated image is a professional headshot, and the only conversations are those related to work.

Which is how some people really would like to navigate the public sphere: with total freedom and total impunity

Twitter is where you could publicly (if often anonymously) fight, troll, dunk, harass, joke, and generally speak without consequence; it’s also where the mundane status update/life musing (once the foundation of Facebook) could live peacefully.

Twitter was for publicly observing — through the scroll, but also by tweeting, retweeting, quote tweeting — while remaining effectively invisible, a reply-guy amongst reply-guys, a troll amongst trolls.

The Facebook of the 2010s was for broadcasting ideological stances under your real name and fighting with your close and extended community about them; now it’s (largely) about finding advice (and fighting about advice) in affinity groups (often) composed of people you’ve never met.

It rewards the esoteric, the visually witty, the mimetic — even more than Twitter.

Tiktok is for monologues, for expertise, for timing and performance. It’s without pretense.

On TikTok, you don’t reshare memes, you use them as the soundtrack to your reimagining, even if that reimagining is just “what if I do the same dance, only with my slightly dorky parents?

Instagram is serious and sincere (see: the success of the social justice slideshow) and almost never ironic — maybe because static visual irony is pretty hard to pull off.

Like YouTube, far fewer people are posting than consuming, which means that most people aren’t speaking at all.

And then there’s Instagram. People think Instagram is for extroverts, for people who want to broadcast every bit of their lives, but most Instagram users I know are shy — at least with public words. Instagram is where parents post pictures of their kids with the caption “these guys right here” or a picture of their dog with “a very good boy.”

The text doesn’t matter; the photo speaks loudest. Each post becomes overdetermined, especially when so readily viewed within the context of the greater grid

The more you understand your value as the sum of your visual parts, the more addictive, essential, and anxiety-producing Instagram becomes.

That emphasis on aesthetic perfection is part of what feminizes Instagram — but it’s also what makes it the most natural home for brands, celebrities, and influencers.

a static image can communicate a whole lifestyle — and brands have had decades of practice honing the practice in magazine ads and catalogs.

And what is an influencer if not a conduit for brands? What is a celebrity if not a conduit for their own constellation of brands?

If LinkedIn is the place where you can pretend that your whole life and personality is “business,” then Instagram is where you can pretend it’s all some form of leisure — or at least fun

A “fun” work trip, a “fun” behind-the-scenes shot, a brand doing the very hard work of trying to get you to click through and make a purchase with images that are fun fun fun.

On the flip side, Twitter was where you spoke with your real (verified) name — and with great, algorithm-assisted importance. You could amass clout simply by rephrasing others’ scoops in your own words, declaring opinions as facts, or just declaring. If Twitter was gendered masculine — which it certainly was, and is arguably even more so now — it was only because all of those behaviors are as well.

Instagram is a great place to post an announcement and feel celebrated or consoled but not feel like you have to respond to people

The conversation is easier to both control and ignore; of all the social networks, it most closely resembles the fawning broadcast style of the fan magazine, only the celebs control the final edit, not the magazine publisher

Celebrities initially glommed to Twitte

But its utility gradually faded: part of the problem was harassment, but part of it was context collapse, and the way it allowed words to travel across the platform and out of the celebrity’s control.

Instagram was just so much simpler, the communication so clearly in the celebrity wheelhouse. There is very little context collapse on Instagram — it’s all curation and control. As such, you can look interesting but say very little.

 virtual influencers can also be cost-effective and provide more flexibility than a human alternative. 

“When it comes to an endorsement by a virtual influencer, the followers start questioning the expertness of the influencer on the field of the endorsed product/service,” he says. “Pretending that the influencer has actual experience with the product backfires.”

In one part of the study, about 300 participants were shown a social-media post purported to be from an influencer about either ice cream or sunglasses. Then, roughly half were told the influencer was human and half were told she was virtual. Regardless of the product, participants perceived the virtual influencer to be less credible than its “human” counterpart. Participants who were told the influencer was virtual also had a less-positive attitude toward the brand behind the product.

When the influencers “can’t really use the brand they are promoting,” it’s hard to see them as trustworthy experts, say Ozdemir.

Two groups saw a post with an emotional endorsement where the influencer uses words like love and adore. The other two groups saw a more staid post, focusing on specific software features. In each scenario one group was told the influencer was human and one group was told the influencer was virtual.

For the emotional endorsement, participants found the human influencer to be more credible. Participants who were told the influencer was human also had a more positive view of the brand than those who were told the influencer was virtual.

For the more factual endorsement, however, there was no statistically significant difference between the two groups when it came to influencer credibility or brand perception.

“When it comes to delivering a more factual endorsement, highlighting features that could be found by doing an internet search, participants really didn’t seem to care if the influencer was human or not,”

The answer is the 1 percent, obviously (or those willing to incur credit card debt). Luca Solca, an analyst for Bernstein, estimates that the top 5 percent of luxury clients now account for more than 40 percent of sales for most luxury goods brands

As wealth inequality increases globally, luxury brands are doubling down on an ever smaller slice of their clientele

VF There’s a sort of warring imperative here between people who see it as a badge of honor not to buy full price and those who belong to the very tiny club that can. Economics are involved, but as much as anything, it’s also psychology.

VF Which brings me back to Phoebe Philo’s current scarcity model: We don’t even know how much of any piece they produced (the company wouldn’t say) but the message is the market will bear the prices, since the products are sold out. We think because it is more expensive, it has more value.

GT This is the stuff for which Daniel Kahneman won the Nobel. Subjects shown two identical cashmere sweaters, one at a far higher price, inevitably chose the more costly of the two. His point was that we don’t think. We act irrationally.

EP Speaking of dollars, a quarter of a trillion them have been wiped off the value of Europe’s seven biggest luxury businesses since April, and sales are generally down across most fashion groups. That is the aspirational middle class stepping away from the credit card machine.

During his testimony, Mr. Zuckerberg repeatedly said Facebook has a tool for downloading your data that “allows people to see and take out all the information they’ve put into Facebook.”

Most basic information, like my birthday, could not be deleted. More important, the pieces of data that I found objectionable, like the record of people I had unfriended, could not be removed from Facebook, either.

“They don’t delete anything, and that’s a general policy,” said Gabriel Weinberg, the founder of DuckDuckGo, which offers internet privacy tools. He added that data was kept around to eventually help brands serve targeted ads.

When you download a copy of your Facebook data, you will see a folder containing multiple subfolders and files. The most important one is the “index” file, which is essentially a raw data set of your Facebook account, where you can click through your profile, friends list, timeline and messages, among other features.

Upon closer inspection, it turned out that Facebook had stored my entire phone book because I had uploaded it when setting up Facebook’s messaging app, Messenger.

Facebook also kept a history of each time I opened Facebook over the last two years, including which device and web browser I used. On some days, it even logged my locations, like when I was at a hospital two years ago or when I visited Tokyo last year.

what bothered me was the data that I had explicitly deleted but that lingered in plain sight. On my friends list, Facebook had a record of “Removed Friends,” a dossier of the 112 people I had removed along with the date I clicked the “Unfriend” button. Why should Facebook remember the people I’ve cut off from my life?

Facebook said unfamiliar advertisers might appear on the list because they might have obtained my contact information from elsewhere, compiled it into a list of people they wanted to target and uploaded that list into Facebook

Brands can obtain your information in many different ways. Those include:

■ Buying information from a data provider like Acxiom, which has amassed one of the world’s largest commercial databases on consumers. Brands can buy different types of customer data sets from a provider, like contact information for people who belong to a certain demographic, and take that information to Facebook to serve targeted ads

■ Using tracking technologies like web cookies and invisible pixels that load in your web browser to collect information about your browsing activities. There are many different trackers on the web, and Facebook offers 10 different trackers to help brands harvest your information, according to Ghostery, which offers privacy tools that block ads and trackers.

■ Getting your information in simpler ways, too. Someone you shared information with could share it with another entity. Your credit card loyalty program, for example

I also downloaded copies of my Google data with a tool called Google Takeout. The data sets were exponentially larger than my Facebook data.

For my personal email account alone, Google’s archive of my data measured eight gigabytes, enough to hold about 2,000 hours of music. By comparison, my Facebook data was about 650 megabytes, the equivalent of about 160 hours of music.

In a folder labeled Ads, Google kept a history of many news articles I had read, like a Newsweek story about Apple employees walking into glass walls and a New York Times story about the editor of our Modern Love column. I didn’t click on ads for either of these stories, but the search giant logged them because the sites had loaded ads served by Google.

In another folder, labeled Android, Google had a record of apps I had opened on an Android phone since 2015, along with the date and time. This felt like an extraordinary level of detail.

My assumption is that language and experience mutually influence each other. Language not only captures experience, it conditions it. It sets expectations for experience and gives shape to it as it happens. What might register as inarticulateness can reflect a different way of understanding and experiencing the world.

The word “thing” has of course long played a versatile and generic role in our language, referring both to physical objects and abstract matters. “The thing is …” “Here’s the thing.” “The play’s the thing.” In these examples, “thing” denotes the matter at hand and functions as stage setting to emphasize an important point. One new thing about “a thing,” then, is the typical use of the indefinite article “a” to precede it. We talk about a thing because we are engaged in cataloging. The question is whether something counts as a thing. “A thing” is not just stage setting. Information is conveyed.

What information? One definition of “a thing” that suggests itself right away is “cultural phenomenon.” A new app, an item of celebrity gossip, the practices of a subculture. It seems likely that “a thing” comes from the phrase the coolest/newest/latest thing. But now, in a society where everything, even the past, is new — “new thing” verges on the redundant. If they weren’t new they wouldn’t be things.

Clearly, cultural phenomena have long existed and been called “fads,” “trends,” “rages” or have been designated by the category they belong to — “product,” “fashion,” “lifestyle,” etc. So why the application of this homogenizing general term to all of them? I think there are four main reasons.

First, the flood of content into the cultural sphere. That we are inundated is well known. Information besieges us in waves that thrash us against the shore until we retreat to the solid ground of work or sleep or exercise or actual human interaction, only to wade cautiously back into our smartphones. As we spend more and more time online, it becomes the content of our experience, and in this sense “things” have earned their name. “A thing” has become the basic unit of cultural ontology.

Second, the fragmentation of this sphere. The daily barrage of culture requires that we choose a sliver of the whole in order to keep up. Netflix genres like “Understated Romantic Road Trip Movies” make it clear that the individual is becoming his or her own niche market — the converse of the celebrity as brand. We are increasingly a society of brands attuning themselves to markets, and markets evaluating brands. The specificity of the market requires a wider range of content — of things — to satisfy it

Third, the closing gap between satire and the real thing. The absurd excess of things has reached a point where the ironic detachment needed to cope with them is increasingly built into the things themselves, their marketing and the language we use to talk about them. The designator “a thing” is thus almost always tinged with ironic detachment. It puts the thing at arm’s length. You can hardly say “a thing” without a wary glint in your eye.

Finally, the growing sense that these phenomena are all the same. As we step back from “things,” they recede into the distance and begin to blur together. We call them all by the same name because they are the same at bottom: All are pieces of the Internet. A thing is for the most part experienced through this medium and generated by it. Even if they arise outside it, things owe their existence as things to the Internet. Google is thus always the arbiter of the question, “Is that a real thing?”

“A thing,” then, corresponds to a real need we have, to catalog and group together the items of cultural experience, while keeping them at a sufficient distance so that we can at least feign unified consciousness in the face of a world gone to pieces.

“starting to realize how powerful the responses to nonconscious stimuli can be,”

Such influences are subtle—and that’s exactly why they are so powerful. Consumers don’t perceive them as marketing messages and therefore don’t react with the usual resistance to ads and other promotions.

Consider this campaign by Dunkin’ Donuts in South Korea: When a company jingle played on municipal buses, an atomizer released a coffee aroma.

increased visits to Dunkin’ Donuts outlets near bus stops by 16% and sales at those outlets by 29%.

Bank executives should make sure that branch offices exude the reassuring, wealth-suggesting aromas of wood and leather.

The three found that imbuing pencils with the unusual scent of tea tree oil dramatically increased research subjects’ ability to remember the pencils’ brand and other details. Whereas those given unscented pencils experienced a 73% decline in the information they could recall two weeks later, subjects given tea-tree-scented pencils experienced a decline of only 8%.

“In the past, communications with customers were essentially monologues—companies just talked at consumers,”

Then they evolved into dialogues, with customers providing feedback. Now they’re becoming multidimensional conversations, with products finding their own voices and consumers responding viscerally and subconsciously to them.”

should be at the center of product innovation and marketing for many brands.

Mr. Trachtenberg understood the centrality of the university as a physical place. New structures were a visceral sign of progress. They told visitors, donors and civic leaders that the institution was, like beams and scaffolding rising from the earth, ascending. He added new programs, recruited more students, and followed the dictate of constant expansion.

the American research university had evolved into a complicated and somewhat peculiar organization. It was built to be all things to all people: to teach undergraduates, produce knowledge, socialize young men and women, train workers for jobs, anchor local economies, even put on weekend sports events. And excellence was defined by similarity to old, elite institutions. Universities were judged by the quality of their scholars, the size of their endowments, the beauty of their buildings and the test scores of their incoming students.

John Silber embarked on a huge building campaign while bringing luminaries like Saul Bellow and Elie Wiesel on board to teach and lend their prestige to the B.U. name, creating a bigger, more famous and much more costly institution. He had helped write a game plan for the aspiring college president.

GWU is, for all intents and purposes, a for-profit organization. Best example: study abroad. Their top program, a partnering with Sciences Po, costs each student (30 of them, on a program with 'prestige' status?) a full semester's tuition. It costs GW, according to Sciences Po website, €1000. A neat $20,000 profit per student (who is in digging her/himself deeper and deeper in debt.) Moreover, the school takes a $500 admin fee for the study abroad application! With no guarantee that all credits transfer. Students often lose a partial semester, GW profits again. Nor does GW offer help with an antiquated, one-shot/no transfers, tricky registration process. It's tough luck in gay Paris.Just one of many examples. Dorms with extreme mold, off-campus housing impossible for freshmen and sophomores. Required meal plan: Chick-o-Filet etc. Classes with over 300 students (required).This is not Harvard, but costs same.Emotional problems? Counselors too few. Suicides continue and are not appropriately addressed. Caring environment? Extension so and so, please hold.It's an impressive campus, I'm an alum. If you apply, make sure the DC experience is worth the price: good are internships, a few colleges like Elliot School, post-grad.GWU uses undergrad $$ directly for building projects, like the medical center to which students have NO access. (Student health facility is underfunded, outsourced.)Outstanding professors still make a difference. But is that enough?

Mr. Trachtenberg, however, understood something crucial about the modern university. It had come to inhabit a market for luxury goods. People don’t buy Gucci bags merely for their beauty and functionality. They buy them because other people will know they can afford the price of purchase. The great virtue of a luxury good, from the manufacturer’s standpoint, isn’t just that people will pay extra money for the feeling associated with a name brand. It’s that the high price is, in and of itself, a crucial part of what people are buying.

Mr. Trachtenberg convinced people that George Washington was worth a lot more money by charging a lot more money. Unlike most college presidents, he was surprisingly candid about his strategy. College is like vodka, he liked to explain.

The Absolut Rolex plan worked. The number of applicants surged from some 6,000 to 20,000, the average SAT score of students rose by nearly 200 points, and the endowment jumped from $200 million to almost $1 billion.

The university became a magnet for the children of new money who didn’t quite have the SATs or family connections required for admission to Stanford or Yale. It also aggressively recruited international students, rich families from Asia and the Middle East who believed, as nearly everyone did, that American universities were the best in the world.

U.S. News & World Report now ranks the university at No. 54 nationwide, just outside the “first tier.”

The watch and vodka analogies are correct. Personally, I used car analogies when discussing college choices with my kids. We were in the fortunate position of being able to comfortably send our kids to any college in the country and have them leave debt free. Notwithstanding, I told them that they would be going to a state school unless they were able to get into one of about 40 schools that I felt, in whatever arbitrary manner I decided, that was worth the extra cost. They both ended up going to state schools.College is by and large a commodity and you get out of it what you put into it. Both of my kids worked hard in college and were involved in school life. They both left the schools better people and the schools better schools for them being there. They are both now successful adults.I believe too many people look for the prestige of a named school and that is not what college should be primarily about.

In 2013, only 14 percent of the university’s 10,000 undergraduates received a grant — a figure on a par with elite schools but far below the national average. The average undergraduate borrower leaves with about $30,800 in debt.

When I talk to the best high school students in my state I always stress the benefits of the honors college experience at an affordable public university. For students who won't qualify for a public honors college. the regular pubic university experience is far preferable to the huge debt of places like GW.

Carey would do well to look beyond high ticket private universities (which after all are still private enterprises) and what he describes as the Olympian heights of higher education (which for some reason seems also to embitter him) and look at the system overall . The withdrawal of public support was never a policy choice; it was a political choice, "packaged and branded" as some tax cutting palaver all wrapped up in the argument that a free-market should decide how much college should cost and how many seats we need. In such an environment, trustees at private universities are no more solely responsible for turning their degrees into commodities than the administrations of state universities are for raising the number of out-of-state students in order to offset the loss of support from their legislatures. No doubt, we will hear more about market based solutions and technology from Mr. Carey

I went to GW back in the 60s. It was affordable and it got me away from home in New York. While I was there, Newsweek famously published a article about the DC Universities - GW, Georgetown, American and Catholic - dubbing them the Pony league, the schools for the children of wealthy middle class New Yorkers who couldn't get into the Ivy League. Nobody really complained. But that wasn't me. I went because I wanted to be where the action was in the 60s, and as we used to say - "GW was literally a stone's throw from the White House. And we could prove it." Back then, the two biggest alumni names were Jackie Kennedy, who's taken some classes there, and J. Edgar Hoover. Now, according to the glossy magazine they send me each month, it's the actress Kerry Washington. There's some sort of progress there, but I'm a GW alum and not properly trained to understand it.

This explains a lot of the modern, emerging mentality. It encompasses the culture of enforced grade inflation, cheating and anti-intellectualism in much of higher education. It is consistent with our culture of misleading statistics and information, cronyism and fake quality, the "best and the brightest" being only schemers and glad handers. The wisdom and creativity engendered by an honest, rigorous academic education are replaced by the disingenuous quick fix, the winner-take-all mentality that neglects the common good.

I attended nearby Georgetown University and graduated in 1985. Relative to state schools and elite schools, it was expensive then. I took out loans. I had Pell grants. I had work-study and GSL. I paid my debt of $15,000 off in ten years. Would I have done it differently? Yes: I would have continued on to graduate school and not worried about paying off those big loans right after college. My career work out and I am grateful for the education I received and paid for. But I would not recommend to my nieces and nephews debts north of $100,000 for a BA in liberal arts. Go community. Then go state. Then punch your ticket to Harvard, Yale or Stanford — if you are good enough.

American universities appear to have more and more drifted away from educating individuals and citizens to becoming high priced trade schools and purveyors of occupational licenses. Lost in the process is the concept of expanding a student's ability to appreciate broadly and deeply, as well as the belief that a republican democracy needs an educated citizenry, not a trained citizenry, to function well.Both the Heisman Trophy winner and the producer of a successful tech I.P.O. likely have much in common, a college education whose rewards are limited to the financial. I don't know if I find this more sad on the individual level or more worrisome for the future of America.

This is now a consumer world for everything, including institutions once thought to float above the Shakespearean briars of the work-a-day world such as higher education, law and medicine. Students get this. Parents get this. Everything is negotiable: financial aid, a spot in the nicest dorm, tix to the big game. But through all this, there are faculty - lots of 'em - who work away from the fluff to link the ambitions of the students with the reality and rigor of the 21st century. The job of the student is to get beyond the visible hype of the surroundings and find those faculty members. They will make sure your investment is worth it

My experience in managing or working with GW alumni in their 20's or 30's has not been good. Virtually all have been mentally lazy and/or had a stunning sense of entitlement. Basically they've been all talk and no results. That's been quite a contrast to the graduates from VA/MD state universities.

More and more, I notice what my debt-financed contributions to the revenue streams of my vendors earn them, not me. My banks earned enough to pay ridiculous bonuses to employees for reckless risk-taking. My satellite tv operator earned enough to overpay ESPN for sports programming that I never watch--and that, in turn, overpays these idiotic pro athletes and college sports administrators. My health insurer earned enough to defeat one-payor insurance; to enable the opaque, inefficient billing practices of hospitals and other providers; and to feed the behemoth pharmaceutical industry. My church earned enough to buy the silence of sex abuse victims and oppose progressive political candidates. And my govt earned enough to continue ag subsidies, inefficient defense spending, and obsolete transportation and energy policies.

as the parent of GWU freshman I am grateful for every opportunity afforded her. She has a generous merit scholarship, is in the honors program with some small classes, and has access to internships that can be done while at school. GWU also gave her AP credits to advance her to sophomore status. Had she attended the state flagship school (where she was accepted into that exclusive honors program) she would have a great education but little else. It's not possible to do foreign affairs related internship far from D.C. or Manhattan. She went to a very competitive high school where for the one or two ivy league schools in which she was interested, she didn't have the same level of connections or wealth as many of her peers. Whether because of the Common Application or other factors, getting into a good school with financial help is difficult for a middle class student like my daughter who had a 4.0 GPA and 2300 on the SAT. She also worked after school.The bottom line - GWU offered more money than perceived "higher tier" universities, and brought tuition to almost that of our state school system. And by the way, I think she is also getting a very good education.

This article reinforces something I have learned during my daughter's college application process. Most students choose a school based on emotion (reputation) and not value. This luxury good analogy holds up.

The entire education problem can be solved by MOOCs lots and lots of them plus a few closely monitored tests and personal interviews with people. Of course many many people make MONEY off of our entirely inefficient way of "educating" -- are we even really doing that -- getting a degree does NOT mean one is actually educated

As a first-generation college graduate I entered GW ambitious but left saddled with debt, and crestfallen at the hard-hitting realization that my four undergraduate years were an aberration from what life is actually like post-college: not as simple as getting an [unpaid] internship with a fancy titled institution, as most Colonials do. I knew how to get in to college, but what do you do after the recess of life ends?I learned more about networking, resume plumping (designated responses to constituents...errr....replied to emails), and elevator pitches than actual theory, economic principles, strong writing skills, critical thinking, analysis, and philosophy. While relatively easy to get a job after graduating (for many with a GW degree this is sadly not the case) sustaining one and excelling in it is much harder. It's never enough just to be able to open a new door, you also need to be prepared to navigate your way through that next opportunity.

this is a very telling article. Aimless and directionless high school graduates are matched only by aimless and directionless institutes of higher learning. Each child and each parent should start with a goal - before handing over their hard earned tuition dollars, and/or leaving a trail of broken debt in the aftermath of a substandard, unfocused education.

it is no longer the most expensive university in America. It is the 46th.Others have been implementing the Absolut Rolex Plan. John Sexton turned New York University into a global higher-education player by selling the dream of downtown living to students raised on “Sex and the City.” Northeastern followed Boston University up the ladder. Under Steven B. Sample, the University of Southern California became a U.S. News top-25 university. Washington University in St. Louis did the same.

I currently attend GW, and I have to say, this article completely misrepresents the situation. I have yet to meet a single person who is paying the full $60k tuition - I myself am paying $30k, because the school gave me $30k in grants. As for the quality of education, Foreign Policy rated GW the #8 best school in the world for undergraduate education in international affairs, Princeton Review ranks it as one of the best schools for political science, and U.S. News ranks the law school #20. The author also ignores the role that an expanding research profile plays in growing a university's prestige and educational power.

And in hundreds of regional universities and community colleges, presidents and deans and department chairmen have watched this spectacle of ascension and said to themselves, “That could be me.” Agricultural schools and technical institutes are lobbying state legislatures for tuition increases and Ph.D. programs, fitness centers and arenas for sport. Presidents and boards are drawing up plans to raise tuition, recruit “better” students and add academic programs. They all want to go in one direction — up! — and they are all moving with a single vision of what they want to be.

this is the same playbook used by hospitals the past 30 years or so. It is how Hackensack Hospital became Hackensack Medical Center and McComb Hospital became Southwest Mississippi Regional Medical Center. No wonder the results have been the same in healthcare and higher education; both have priced themselves out of reach for average Americans.

a world where a college is rated not by the quality of its output, but instaed, by the quality of its inputs. A world where there is practically no work to be done by the administration because the college's reputation is made before the first class even begins! This is isanity! But this is the swill that the mammoth college marketing departments nationwide have shoved down America's throat. Colleges are ranked not by the quality of their graduates, but rather, by the test scores of their incoming students!

The Pew Foundation has been doing surveys on what students learn, how much homework they do, how much time they spend with professors etc. All good stuff to know before a student chooses a school. It is called the National Survey of Student Engagement (NSSE - called Nessy). It turns out that the higher ranked schools do NOT allow their information to be released to the public. It is SECRET.Why do you think that is?

The article blames "the standard university organizational model left teaching responsibilities to autonomous academic departments and individual faculty members, each of which taught and tested in its own way." This is the view of someone who has never taught at a university, nor thought much about how education there actually happens. Once undergraduates get beyond the general requirements, their educations _have_ to depend on "autonomous departments" because it's only those departments know what the requirements for given degree can be, and can grant the necessary accreditation of a given student. The idea that some administrator could know what's necessary for degrees in everything from engineering to fiction writing is nonsense, except that's what the people who only know the theory of education (but not its practice) actually seem to think. In the classroom itself, you have tremendously talented people, who nevertheless have their own particular strengths and approaches. Don't you think it's a good idea to let them do what they do best rather than trying to make everyone teach the same way? Don't you think supervision of young teachers by older colleagues, who actually know their field and its pedagogy, rather than some administrator, who knows nothing of the subject, is a good idea?

it makes me very sad to see how expensive some public schools have become. Used to be you could work your way through a public school without loans, but not any more. Like you, I had the advantage of a largely-scholarship paid undergraduate education at a top private college. However, I was also offered a virtually free spot in my state university's (then new) honors college

My daughter attended a good community college for a couple of classes during her senior year of high school and I could immediately see how such places are laboratories for failure. They seem like high schools in atmosphere and appearance. Students rush in by car and rush out again when the class is over.The four year residency college creates a completely different feel. On arrival, you get the sense that you are engaging in something important, something apart and one that will require your full attention. I don't say this is for everyone or that the model is not flawed in some ways (students actually only spend 2 1/2 yrs. on campus to get the four yr. degree). College is supposed to be a 60 hour per week job. Anything less than that and the student is seeking himself or herself

This. Is. STUNNING. I have always wondered, especially as my kids have approached college age, why American colleges have felt justified in raising tuition at a rate that has well exceeded inflation, year after year after year. (Nobody needs a dorm with luxury suites and a lazy river pool at college!) And as it turns out, they did it to become luxury brands. Just that simple. Incredible.I don't even blame this guy at GWU for doing what he did. He wasn't made responsible for all of American higher ed. But I do think we all need to realize what happened, and why. This is front page stuff.

I agree with you, but, unfortunately, given the choice between low tuition, primitive dorms, and no athletic center VS expensive & luxurious, the customers (and their parents) are choosing the latter. As long as this is the case, there is little incentive to provide bare-bones and cheap education.

Wesleyan University in CT is one school that is moving down the rankings. Syracuse University is another. Reed College is a third. Why? Because these schools try hard to stay out of the marketing game. (With its new president, Syracuse has jumped back into the game.) Bryn Mawr College, outside Philadelphia hasn't fared well over the past few decades in the rankings, which is true of practically every women's college. Wellesley is by far the highest ranked women's college, but even there the acceptance rate is significantly higher than one finds at comparable coed liberal arts colleges like Amherst & Williams. University of Chicago is another fascinating case for Mr. Carey to study (I'm sure he does in his forthcoming book, which I look forward to reading). Although it has always enjoyed an illustrious academic reputation, until recently Chicago's undergraduate reputation paled in comparison to peer institutions on the two coasts. A few years ago, Chicago changed its game plan to more closely resemble Harvard and Stanford in undergraduate amenities, and lo and behold, its rankings shot up. It was a very cynical move on the president's part to reassemble the football team, but it was a shrewd move because athletics draw more money than academics ever can (except at engineering schools like Cal Tech & MIT), and more money draws richer students from fancier secondary schools with higher test scores, which lead to higher rankings - and the beat goes on.

College INDUSTRY is out of control. Sorry, NYU, GW, BU are not worth the price. Are state schools any better? We have the University of Michigan, which is really not a state school, but a university that gives a discount to people who live in Michigan. Why? When you have an undergraduate body 40+% out-of-state that pays tuition of over $50K/year, you tell me?Perhaps the solution is two years of community college followed by two at places like U of M or Michigan State - get the same diploma at the end for much less and beat the system.

In one recent yr., the majority of undergrad professors at Harvard, according to Boston.com, where adjuncts. That means low pay, no benefits, no office, temp workers. Harvard.Easily available student loans fueled this arms race of amenities and frills that in which colleges now engage. They moved the cost of education onto the backs of people, kids, who don't understand what they are doing.Students in colleges these days are customers and the customers must be able to get through. If it requires dumbing things down, so be it. On top of tuition, G.W. U. is known by its students as the land of added fees on top of added fees. The joke around campus was that they would soon be installing pay toilets in the student union. No one was laughing.

You could written the same story about my alma mater, American University. The place reeked of ambition and upward mobility decades ago and still does. Whoever's running it now must look at its measly half-billion-dollar endowment and compare it to GWU's $1.5 billion and seethe with envy, while GWU's president sets his sights on an Ivy League-size endowment. And both get back to their real jobs: 24/7 fundraising,Which is what university presidents are all about these days. Money - including million-dollar salaries for themselves (GWU's president made more than Harvard's in 2011) - pride, cachet, power, a mansion, first-class all the way. They should just be honest about it and change their university's motto to Ostende mihi pecuniam! (please excuse my questionable Latin)Whether the students are actually learning anything is up to them, I guess - if they do, it's thanks to the professors, adjuncts and the administrative staff, who do the actual work of educating and keep the school running.

When I was in HS (70s), many of my richer friends went to GW and I was then of the impression that GW was a 'good' school. As I age, I have come to realize that this place is just another façade to the emptiness that has become America. All too often are we faced with a dilemma: damned if we do, damned if we don't. Yep, 'education' has become a trap for all too many of our citizen.

I transferred to GWU from a state school. I am forever grateful that I did. I wanted to get a good rigorous education and go to one of the best International Affairs schools in the world. Even though the state school I went to was dirt-cheap, the education and the faculty was awful. I transferred to GW and was amazed at the professors at that university. An ambassador or a prominent IA scholar taught every class. GW is an expensive school, but that is the free market. If you want a good education you need to be willing to pay for it or join the military. I did the latter and my school was completely free with no debt and I received an amazing education. If young people aren't willing to make some sort of sacrifice to get ahead or just expect everything to be given to then our country is in a sad state.We need to stop blaming universities like GWU that strive to attract better students, better professors, and better infrastructure. They are doing what is expected in America, to better oneself.

"Whether the students are actually learning anything is up to them, I guess." How could it possibly be otherwise??? I am glad that you are willing to give credit to teachers and administrators, but it is not they who "do the actual work of educating." From this fallacy comes its corollary, that we should blame teachers first for "under-performing schools". This long-running show of scapegoating may suit the wallets and vanity of American parents, but it is utterly senseless. When, if ever, American culture stops reeking of arrogance, greed and anti-intellectualism, things may improve, and we may resume the habit of bothering to learn. Until then, nothing doing.

Universities sell knowledge and grade students on how much they have learned. Fundamentally, there is conflict of interest in thsi setup. Moreover, students who are poorly educated, even if they know this, will not criticize their school, because doing so would make it harder for them to have a career. As such, many problems with higher education remain unexposed to the public.

I've lectured and taught in at least five different countries in three continents and the shortest perusal of what goes on abroad would totally undermine most of these speculations. For one thing American universities are unique in their dedication to a broad based liberal arts type education. In France, Italy or Germany, for example, you select a major like mathematics or physics and then in your four years you will not take even one course in another subject. The amount of work that you do that is critically evaluated by an instructor is a tiny fraction of what is done in an American University. While half educated critics based on profoundly incomplete research write criticism like this Universities in Germany Italy, the Netherlands, South Korea and Japan as well as France have appointed committees and made studies to explain why the American system of higher education so drastically outperforms their own system. Elsewhere students do get a rather nice dose of general education but it ends in secondary school and it has the narrowness and formulaic quality that we would just normally associate with that. The character who wrote this article probably never set foot on a "campus" of the University of Paris or Rome

The university is part of a complex economic system and it is responding to the demands of that system. For example, students and parents choose universities that have beautiful campuses and buildings. So universities build beautiful campuses. State support of universities has greatly declined, and this decline in funding is the greatest cause of increased tuition. Therefore universities must compete for dollars and must build to attract students and parents. Also, universities are not ranked based on how they educate students -- that's difficult to measure so it is not measured. Instead universities are ranked on research publications. So while universities certainly put much effort into teaching, research has to have a priority in order for the university to survive. Also universities do not force students and parents to attend high price institutions. Reasonably priced state institutions and community colleges are available to every student. Community colleges have an advantage because they are funded by property taxes. Finally learning requires good teaching, but it also requires students that come to the university funded, prepared, and engaged. This often does not happen. Conclusion- universities have to participate in profile raising actions in order to survive. The day that funding is provided for college, ranking is based on education, and students choose campuses with simple buildings, then things will change at the university.

This is the inevitable result of privatizing higher education. In the not-so-distant past, we paid for great state universities through our taxes, not tuition. Then, the states shifted funding to prisons and the Federal government radically cut research support and the GI bill. Instead, today we expect universities to support themselves through tuition, and to the extent that we offered students support, it is through non-dischargeable loans. To make matters worse, the interest rates on those loans are far above the government's cost of funds -- so in effect the loans are an excise tax on education (most of which is used to support a handful of for-profit institutions that account for the most student defaults). This "consumer sovereignty" privatized model of funding education works no better than privatizing California's electrical system did in the era of Enron, or our privatized funding of medical service, or our increasingly privatized prison system: it drives up costs at the same time that it replace quality with marketing.

There are data in some instances on student learning, but the deeper problem, as I suspect the author already knows, is that there is nothing like a consensus on how to measure that learning, or even on when is the proper end point to emphasize (a lot of what I teach -- I know this from what students have told me -- tends to come into sharp focus years after graduation).

Michael (Baltimore) has hit the nail on the head. Universities are increasingly corporatized institutions in the credentialing business. Knowledge, for those few who care about it (often not those paying for the credentials) is available freely because there's no profit in it. Like many corporate entities, it is increasingly run by increasingly highly paid administrators, not faculty.

GWU has not defined itself in any unique way, it has merely embraced the bland, but very expensive, accoutrements of American private education: luxury dorms, food courts, spa-like gyms, endless extracurricular activities, etc. But the real culprit for this bloat that students have to bear financially is the college ranking system by US News, Princeton Review, etc. An ultimately meaningless exercise in competition that has nevertheless pushed colleges and universities to be more like one another. A sad state of affairs, and an extremely expensive one for students

It is long past time to realize the failure of the Reagonomics-neoliberal private profits over public good program. In education, we need to return to public institutions publicly funded. Just as we need to recognize that Medicare, Social Security, the post office, public utilities, fire departments, interstate highway system, Veterans Administration hospitals and the GI bill are models to be improved and expanded, not destroyed.

George Washington is actually not a Rolex watch, it is a counterfeit Rolex. The real Rolexes of higher education -- places like Hopkins, Georgetown, Duke, the Ivies etc. -- have real endowments and real financial aid. No middle class kid is required to borrow $100,000 to get a degree from those schools, because they offer generous need-based financial aid in the form of grants, not loans. The tuition at the real Rolexes is really a sticker price that only the wealthy pay -- everybody else on a sliding scale. For middle class kids who are fortunate enough to get in, Penn actually ends up costing considerably less than a state university.The fake Rolexes -- BU, NYU, Drexel in Philadelphia -- don't have the sliding scale. They bury middle class students in debt.And really, though it is foolish to borrow $100,000 or $120,000 for an undergraduate degree, I don't find the transaction morally wrong. What is morally wrong is our federal government making that loan non-dischargeable in bankruptcy, so many if these kids will be having their wages garnished for the REST OF THEIR LIVES.There is a very simple solution to this, by the way. Cap the amount of non-dischargeable student loan debt at, say, $50,000

The slant of this article is critical of the growth of research universities. Couldn't disagree more. Modern research universities create are incredibly engines of economic opportunity not only for the students (who pay the bills) but also for the community via the creation of blue and white collar jobs. Large research university employ tens of thousands of locals from custodial and food service workers right up to high level administrators and specialist in finance, computer services, buildings and facilities management, etc. Johns Hopkins University and the University of Maryland system employ more people than any other industry in Maryland -- including the government. Research universities typically have hospitals providing cutting-edge medical care to the community. Local business (from cafes to property rental companies) benefit from a built-in, long-term client base as well as an educated workforce. And of course they are the foundry of new knowledge which is critical for the future growth of our country.Check out the work of famed economist Dr. Julia Lane on modeling the economic value of the research university. In a nutshell, there are few better investments America can make in herself than research universities. We are the envy of the world in that regard -- and with good reason. How many *industries* (let alone jobs) have Stanford University alone catalyzed?

What universities have the monopoly on is the credential. Anyone can learn, from books, from free lectures on the internet, from this newspaper, etc. But only universities can endow you with the cherished degree. For some reason, people are will to pay more for one of these pieces of paper with a certain name on it -- Ivy League, Stanford, even GW -- than another -- Generic State U -- though there is no evidence one is actually worth more in the marketplace of reality than the other. But, by the laws of economics, these places are actually underpriced: after all, something like 20 times more people are trying to buy a Harvard education than are allowed to purchase one. Usually that means you raise your price.

Overalll a good article, except for - "This comes on the heels of Richard Arum and Josipa Roksa’s “Academically Adrift,” a study that found “limited or no learning” among many college students." The measure of learning you report was a general thinking skills exam. That's not a good measure of college gains. Most psychologists and cognitive scientists worth their salt would tell you that improvement in critical thinking skills is going to be limited to specific areas. In other words, learning critical thinking skills in math will make little change in critical thinking about political science or biology. Thus we should not expect huge improvements in general critical thinking skills, but rather improvements in a student's major and other areas of focus, such as a minor. Although who has time for a minor when it is universally acknowledged that the purpose of a university is to please and profit an employer or, if one is lucky, an investor. Finally, improved critical thinking skills are not the end all and be all of a college education even given this profit centered perspective. Learning and mastering the cumulative knowledge of past generations is arguably the most important thing to be gained, and most universities still tend to excel at that even with the increasing mandate to run education like a business and cultivate and cull the college "consumer".

As for community colleges, there was an article in the Times several years ago that said it much better than I could have said it myself: community colleges are places where dreams are put on hold. Without making the full commitment to study, without leaving the home environment, many, if not most, community college students are caught betwixt and between, trying to balance work responsibilities, caring for a young child or baby and attending classes. For males, the classic "end of the road" in community college is to get a car, a job and a girlfriend, one who is not in college, and that is the end of the dream. Some can make it, but most cannot.

as a scientist I disagree with the claim that undergrad tuition subsidizes basic research. Nearly all lab equipment and research personnel (grad students, technicians, anyone with the title "research scientist" or similar) on campus is paid for through federal grants. Professors often spend all their time outside teaching and administration writing grant proposals, as the limited federal grant funds mean ~%85 of proposals must be rejected. What is more, out of each successful grant the university levies a "tax", called "overhead", of 30-40%, nominally to pay for basic operations (utilities, office space, administrators). So in fact one might say research helps fund the university rather than the other way around. Flag

It's certainly overrated as a research and graduate level university. Whether it is good for getting an undergraduate education is unclear, but a big part of the appeal is getting to live in D.C..while attending college instead of living in some small college town in the corn fields.

Walmart, the country’s largest retailer by revenue, is seeking to attract wealthier shoppers, ramping up efforts to better compete with Amazon online. It is wooing premium brands to walmart.com; late last year it announced plans to start selling products from department store Lord &

And last week it replaced many of its private-label clothing brands with new, slightly more expensive and fashion-forward versions.

Lower-income consumers have been the fastest-growing segment of online shoppers, analysts say, but still face potential impediments. They may lack internet access, banking resources like credit cards—SNAP cards can’t be used to pay online—and safe places to deliver a package.

Now, numerous advertising executives say they’re willing to move their money elsewhere, especially if Mr. Musk eliminates the safeguards that allowed Twitter to remove racist rants and conspiracy theories.

“At the end of the day, it’s not the brands who need to be concerned, because they’ll just spend their budgets elsewhere — it’s Twitter that needs to be concerned,” said David Jones

On Wednesday night, at Twitter’s annual NewFronts presentation for advertisers at Pier 17 in New York, company representatives stressed Twitter’s value for marketers: as a top destination for people to gather and discuss major cultural moments like sporting events or the Met Gala, increasingly through video posts.

Twitter differs from Facebook, whose millions of small and midsize advertisers generate the bulk of the company’s revenue and depend on its enormous size and targeting abilities to reach customers. Twitter’s clientele is heavily weighted with large, mainstream companies, which tend to be wary of their ads appearing alongside problematic content.

Twitter earns the vast majority of its ad revenue from brand awareness campaigns, whose effectiveness is much harder to evaluate than ads that target users based on their interests or that push for a direct response, such as clicking through to a website.

Twitter’s reach is also narrower than many rivals, with 229 million users who see ads, compared with 830 million users on LinkedIn and 1.96 billion daily users on Facebook.

“Even the likes of LinkedIn have eclipsed the ability for us to target consumers beyond what Twitter is providing,” he said. “We’re going to go where the results are, and with a lot of our clients, we haven’t seen the performance on Twitter from an ad perspective that we have with other platforms.”

“Twitter’s done a better job than many platforms at building trust with advertisers — they’ve been more progressive, more responsive and more humble about initiating ways to learn,” said Mark Read

On Twitter, he has criticized ads as “manipulating public opinion” and discussed his refusal to “pay famous people to fake endorse.”

“There’s a fork in the road, where Path A leads to an unfiltered place with the worst of human behavior and no brands want to go anywhere near it,” said Mr. Jones of Brandtech. “And Path B has one of the world’s genius entrepreneurs, who knows a lot about running companies, unleashing a wave of innovation that has people looking back in a few years and saying, ‘Remember when everyone was worried about Musk coming in?’”

The thing about Trump’s comments about Mexicans and his clumsy attempts at clean-up since is that they don’t just hurt him directly, in the loss of earnings from the Miss USA contest or any of those ties and shirts; they also degrade the value of his brand and reputation. So even if you take Trump’s self-valuation at face value, you can see how his comments about Mexican immigrants have been costly.

And now he has validated his own point in an unfortunate way: By any measure, the campaign has been terrible for his brand.

Just as the loss of a species decreases the richness of an ecosystem, the addition of new animals could achieve the opposite effect.

National Geographic Society hosted a larger conference to debate the scientific and ethical questions raised by the prospect of “de-extinction.

“De-extinction went from concept to potential reality right before our eyes,

“This may be the biggest attraction and possibly the biggest benefit of de-extinction. It would surely be very cool to see a living woolly mammoth.”

less scientific, if more persuasive, argument was advanced by the ethicist Hank Greely and the law professor Jacob Sherkow, both of Stanford. De-extinction should be pursued, they argued in a paper published in Science, because it would be really

They will replace chunks of band-tailed-pigeon DNA with synthesized chunks of passenger-pigeon DNA, until the cell’s genome matches their working passenger-pigeon genome.

Scientists predict that changes made by human beings to the composition of the atmosphere could kill off a quarter of the planet’s mammal species, a fifth of its reptiles and a sixth of its birds by 2050

This cloning method, called somatic cell nuclear transfer, can be used only on species for which we have cellular material.

There is a shortcut. The genome of a closely related species will have a high proportion of identical DNA, so it can serve as a blueprint, or “scaffold.”

By comparing the fragments of passenger-pigeon DNA with the genomes of similar species, researchers can assemble an approximation of an actual passenger-pigeon genome.

“We’ve framed it in terms of conservation,”

the genome will have to be inscribed into a living cell.

As with any translation, there may be errors of grammar, clumsy phrases and perhaps a few missing passages, but the book will be legible. It should, at least, tell a good story.

MAGE (Multiplex Automated Genome Engineering). MAGE is nicknamed the “evolution machine” because it can introduce the equivalent of millions of years of genetic mutations within minutes

Developmental and behavioral biologists would take over, just in time to answer some difficult questions. Chicks imitate their parents’ behavior. How do you raise a passenger pigeon without parents of its own species? And how do you train band-tailed pigeons to nurture the strange spawn that emerge from their eggs; chicks that, to them, might seem monstrous: an avian Rosemary’s Baby?

For endangered species with tiny populations, scientists would introduce genetic diversity to offset inbreeding.

They will try to alter the birds’ diets, migration habits and environment. The behavior of each subsequent generation will more closely resemble that of their genetic cousins.

“There’s always this fear that somehow, if we do it, we’re going to accidentally make something horrible, because only nature can really do it right. But nature is totally random. Nature makes monsters. Nature makes threats. Many of the things that are most threatening to us are a product of nature. Revive & Restore is not going to tip the balance in any way.”

For species threatened by contagion, an effort would be made to fortify their DNA with genes that make them disease-resistant

This optimistic, soft-focus fantasy of de-extinction, while thrilling to Ben Novak, is disturbing to many conservation biologists, who consider it a threat to their entire discipline and even to the environmental movement.

The first question posed by conservationists addresses the logic of bringing back an animal whose native habitat has disappeared. Why go through all the trouble just to have the animal go extinct all over again?

There is also anxiety about disease

“If you recreate a species genetically and release it, and that genotype is based on a bird from a 100-year-old environment, you probably will increase risk.”

The scientific term for this type of genetic intervention is “facilitated adaptation.”

De-extinction also poses a rhetorical threat to conservation biologists. The specter of extinction has been the conservation movement’s most powerful argument. What if extinction begins to be seen as a temporary inconvenience?

De-extinction suggests that we can technofix our way out of environmental issues generally, and that’s very, very bad.

How will we decide which species to resurrect?

Philip Seddon recently published a 10-point checklist to determine the suitability of any species for revival, taking into account causes of its extinction, possible threats it might face upon resurrection and man’s ability to destroy the species “in the event of unacceptable ecological or socioeconomic impacts.”

But the most visceral argument against de-extinction is animal cruelty.

“Is it fair to do this to these animals?” Shapiro asked. “Is ‘because we feel guilty’ a good-enough reason?” Stewart Brand made a utilitarian counterargument: “We’re going to go through some suffering, because you try a lot of times, and you get ones that don’t take. On the other hand, if you can bring bucardos back, then how many would get to live that would not have gotten to live?”

In “How to Permit Your Mammoth,” published in The Stanford Environmental Law Journal, Norman F. Carlin asks whether revived species should be protected by the Endangered Species Act or regulated as a genetically modified organism.

He concludes that revived species, “as products of human ingenuity,” should be eligible for patenting.

The term “de-extinction” is misleading. Passenger pigeons will not rise from the grave

Our understanding of the passenger pigeon’s behavior derives entirely from historical accounts.

There is no authoritative definition of “species.” The most widely accepted definition describes a group of organisms that can procreate with one another and produce fertile offspring, but there are many exceptions.

Theseus’ ship, therefore, “became a standing example among the philosophers . . . one side holding that the ship remained the same, and the other contending that it was not the same.”

What is coming will go well beyond the resurrection of extinct species. For millenniums, we have customized our environment, our vegetables and our animals, through breeding, fertilization and pollination. Synthetic biology offers far more sophisticated tools. The creation of novel organisms, like new animals, plants and bacteria, will transform human medicine, agriculture, energy production and much else.

Sneakily, empowerment had turned into a theory that applied to the needy while describing a process more realistically applicable to the rich. The word was built on a misaligned foundation; no amount of awareness can change the fact that it’s the already-powerful who tend to experience empowerment at any meaningful rate. Today “empowerment” invokes power while signifying the lack of it. It functions like an explorer staking a claim on new territory with a white flag.

highly marketable “women’s empowerment,” neither practice nor praxis, nor really theory, but a glossy, dizzying product instead. Women’s empowerment borrows the virtuous window-dressing of the social worker’s doctrine and kicks its substance to the side. It’s about pleasure, not power; it’s individualistic and subjective, tailored to insecurity and desire.

The new empowerment doesn’t increase potential so much as it assures you that your potential is just fine. Even when the thing being described as “empowering” is personal and mildly defiant (not shaving, not breast-feeding, not listening to men, et cetera), what’s being mar­keted is a certain identity.

When consumer purchases aren’t made out to be a path to female empowerment, a branded corporate experience often is. There’s TEDWomen (“about the power of women”), the Forbes Women’s Summit (“#RedefinePower”) and Fortune’s Most Powerful Women Conference (tickets are $10,000).

This consumption-and-conference empowerment dilutes the word to pitch-speak, and the concept to something that imitates rather than alters the structures of the world. This version of empowerment can be actively disempowering: It’s a series of objects and experiences you can purchase while the conditions determining who can access and accumulate power stay the same. The ready partici­pation of well-off women in this strat­egy also points to a deep truth about the word “empowerment”: that it has never been defined by the people who actually need it. People who talk empowerment are, by definition, already there.

I have never said “empowerment” sincerely or heard it from a single one of my friends. The formulation has been diluted to something representational and bloodless — an architectural rendering of a building that will never be built.But despite its nonexistence in honest conversation, “empowerment” goes on thriving. It’s uniquely marketable, like the female body, which is where women’s empowerment is forced to live.

Like Sandberg, Kardashian is the apotheosis of a particular brand of largely contentless feminism, a celebratory form divorced from material politics, which makes it palatable — maybe irresistible — to the business world. Advertisement Continue reading the main story The mistake would be to locate further empowerment in choosing between the two. Corporate empowerment — as well as the lightweight, self-exculpatory feminism it rides on — feeds rav­enously on the distracting performance of identity, that buffet of false opposition.

One thing that happened on the road to doom was that the world figured out how to feed itself despite its rising numbers. No small measure of thanks belonged to Norman E. Borlaug, an American plant scientist whose breeding of high-yielding, disease-resistant crops led to the agricultural savior known as the Green Revolution.

Some preternaturally optimistic analysts concluded that humans would always find their way out of tough spots. Among them was Julian L. Simon, an economist who established himself as the anti-Ehrlich, arguing that “humanity’s condition will improve in just about every material way.”

In fact, birthrates are now below long-term replacement levels, or nearly so, across much of Earth, not just in the industrialized West and Japan but also in India, China, much of Southeast Asia, Latin America — just about everywhere except Africa, although even there the continentwide rates are declining. “Girls that are never born cannot have babies,”

Because of improved health standards, birthing many children is not the survival imperative for families that it once was. In cramped cities, large families are not the blessing they were in the agricultural past. And women in many societies are ever more independent, socially and economically; they no longer accept that their fate is to be endlessly pregnant. If anything, the worry in many countries is that their populations are aging and that national vitality is ebbing.

Still, enough people are already around to ensure that the world’s population will keep rising. But for how long? That is a devilishly difficult question. One frequently cited demographic model by the United Nations envisions a peak of about nine billion around 2050. Other forecasts are for continued growth into the next century. Still others say the population will begin to drop before the middle of this century.

In Mr. Pearce’s view, the villain is not overpopulation but, rather, overconsumption. “We can survive massive demographic change,” he said in 2011. But he is less sanguine about the overuse of available resources and its effects on climate change

“Rising consumption today far outstrips the rising head count as a threat to the planet,” Mr. Pearce wrote in Prospect, a British magazine, in 2010. “And most of the extra consumption has been in rich countries that have long since given up adding substantial numbers to their population,

“Let’s look at carbon dioxide emissions, the biggest current concern because of climate change,” he continued. “The world’s richest half billion people — that’s about 7 percent of the global population — are responsible for half of the world’s carbon dioxide emissions. Meanwhile, the poorest 50 percent of the population are responsible for just 7 percent of emissions.”

we want to buy the illusions that the marketing world sells to us—hook, line and sinker. Which may be the scariest thing of all.

Super Bowl's audience exists on a different planet from the rest of everything we call "pop culture."

So if you add the year's biggest movie and the year's biggest TV show and the year's biggest album (while pretending that there is no overlap), you sum to an audience of 69 million, total. This year's Super Bowl is projected to have 120 million viewers watching—all at once. There is pop culture, and then there is the Super Bowl.

To understand why the Super Bowl is such a good deal by TV advertising standards, you have to understand the first thing about TV advertising. It's not about the price you pay for the advertisement. It's about the price you pay for the eyeballs

The argument "$4 million for 30 seconds is absurd" is sort of like saying "$1,000 for dinner is absurd." Yes, $1,000 is an expensive dinner-for-one. But what about a fancy dinner for 10 friends? Or 20 friends? Or 100? The more people at the table, the more that $1,000 starts to look like a bargain.

The Super Bowl's rate this year is about $35 to reach 1,000 people. Is that expensive? Not at all.

People in living rooms across the country say, in unison, "Everybody shut up, I want to experience this corporate messaging so that I can engage with the brand."

For four hours a year, a Super Bowl viewer transforms from an ordinary human, constantly rejecting the bombardment of advertising, into a marketing professor's platonic ideal of consumer, diligently seeking out great brand messaging. Surely, that remarkable metamorphosis is worth something.

. Later, those who produced the most oxytocin were the most likely to give money to others they couldn't see.

"Our results show why puppies and babies are in toilet paper commercials," Zak said. "This research suggests that advertisers use images that cause our brains to release oxytocin to build trust in a product or brand, and hence increase sales."

A study published in the Journal of Consumer Research demonstrated that consumers who experienced fear while watching a film felt a greater affiliation with a present brand than those who watched films evoking other emotions, like happiness, sadness or excitement.

The rude comments made participants dig in on their stance

That emotions are critical -- maybe even more than previously thought -- to marketing.

In an analysis of the IPA dataBANK, which contains 1,400 case studies of successful advertising campaigns, campaigns with purely emotional content performed about twice as well (31 percent versus 16 percent) as those with only rational content (and did a little better than those that mixed emotional and rational content).

The emotional brain processes sensory information in one fifth of the time our cognitive brain takes to assimilate the same input

we're not just sharing the object, but we're sharing in the emotional response it creates."