Apple Earnings Preview: What to Expect

Seth Fiegerman2013-04-23 14:03:00 UTC

Every earnings report from Apple is viewed as a market moving event, but even by that standard, today's report is huge.

For months, Apple's perception on Wall Street and Main Street has been tarnished by software blunders, supply constraint rumors, executive shakeups, increasing competition from Samsung and Google, and a growing concern that it might not have another breakthrough product in the pipeline.

It has now been more than half a year since Apple held a major launch event for a new product — the iPad Mini in October. Speculation about the company's decline has come to fill that void.

It has now been more than half a year since Apple held a major launch event for a new product — the iPad Mini in October. Speculation about the company's decline has come to fill that void.

It may not be a product launch, but the earnings report offers Apple a chance to pour cold water on some of these concerns, or at least provide some context. The consensus estimate among analysts is that Apple will report sales of just more than 35 million iPhones and about 18 million iPads for the March quarter, with some preparing for disappointing numbers based on recent earnings releases from Apple's supply and manufacturing partners.

Even with all the doomsday talk about the company, analysts are still expecting Apple to report revenue of $42.6 billion for the quarter, which would be a new record for sales in the second quarter. The bigger question, at least for investors, is what happens to Apple's profits for the quarter. Analysts expect that Apple will reporter earnings per share of $10.07, compared to earnings per share of $12.30 in the same quarter a year ago. If that happens, this would represent the first time Apple's profits per share have declined year-over-year in a decade.

AAPL data by YCharts

Apple's stock hit an intraday trading high of $705 a share in late September on the day that the iPhone 5 was released and has since plummeted below $400, effectively erasing all of the gains that it made in 2012. As a result, Apple is no longer the most valuable company in the world, having lost that title to ExxonMobil.

In early trading Tuesday, the stock was hovering right around the $400 line. This report and call will likely determine whether Apple finally starts climbing back up towards $500, or continues to collapse further into the $300-range.

The report will come out shortly after the market closes at 4pm ET and the earnings call will take place at 5pm.

Image via Getty, Kevork Djansezian

Topics: apple, Business, stocks if(window.pageChanged) window.omni({"channel":"business","content_type":"article","top_channel":"business","content_source_type":"Internal","content_source_name":"Internal","author_name":"Seth Fiegerman","age":"0","pub_day":23,"pub_month":4,"pub_year":2013,"pub_date":"04/23/2013","isPostView":true,"post_lead_type":"Default"}); metaData = {"link":[["canonical","http://mashable.com/2013/04/23/apple-q2-earnings-preview/"],["image_src","http://rack.1.mshcdn.com/media/ZgkyMDEzLzA0LzIzLzFiL0Nvb2suNWMxNjQuanBnCnAJdGh1bWIJNzIweDcyMCMKZQlqcGc/3f47bc3e/df3/Cook.jpg"]],"meta_property":[["og:url","http://mashable.com/2013/04/23/apple-q2-earnings-preview/"],["og:title","Apple Earnings Preview: What to Expect"],["og:type","article"],["og:site_name","Mashable"],["og:image","http://rack.1.mshcdn.com/media/ZgkyMDEzLzA0LzIzLzFiL0Nvb2suNWMxNjQuanBnCnAJdGh1bWIJNzIweDcyMCMKZQlqcGc/3f47bc3e/df3/Cook.jpg"],["og:article:published_time","2013-04-23T14:03:00Z"],["og:article:modified_time","2013-04-23T14:03:30Z"]],"meta_name":[["description","Every earnings report from Apple is viewed as a market moving event, but even by that standard, today's report is huge."],["keywords",["apple","stocks","uncategorized","business"]],["twitter:title","Apple Earnings Preview: What to Expect"],["twitter:description","Every earnings report from Apple is viewed as a market moving event, but even by that standard, today's report is huge. For months, Apple's perception on Wall Street and Main Street has been tarnished..."],["twitter:image","http://rack.1.mshcdn.com/media/ZgkyMDEzLzA0LzIzLzFiL0Nvb2suNWMxNjQuanBnCnAJdGh1bWIJNTYweDc1MAplCWpwZw/a3e916bc/df3/Cook.jpg"],["twitter:site","@mashable"],["twitter:url","http://mashable.com/2013/04/23/apple-q2-earnings-preview/"],["twitter:creator","@mashable"],["twitter:card","photo"],["twitter:image:width","560"],["twitter:image:height","750"]],"short_url":[["short_url","http://on.mash.to/12alCdq"]]};

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'Thor 2: The Dark World' Trailer Reveals Unlikely Companion

Stan Schroeder2013-04-23 10:22:14 -0400

The first official trailer for the upcoming Thor 2: The Dark World is now online.

This full-length trailer shows Jane Foster in Asgard and reveals more about the plot, which includes a new, ominous threat and, perhaps, an unlikely new companion for Thor.

Destruction and battle scenes abound and, as is customary in superhero sequels, Thor and his love for Foster seem to be tested to their limits.

Starring Chris Hemsworth and Natalie Portman and directed by Alan Taylor, the movie hits theaters Nov. 8, 2013.

How do you like the new Thor 2 trailer? Share your thoughts in the comments.

Update: This post previously referred to an unofficial, fan-made video as an official preview clip.

Image courtesy of YouTube/Marvel

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New Clock Radio Warns You With Severe Weather Alerts

Vignesh Ramachandran2013-04-23 12:39:32 UTC

A new clock radio helps ensure you won't be caught off guard when severe weather affects your area.

The new American Red Cross ZoneGuard weather alert clock radio from Etón will flash its integrated LED lights when there are weather warnings, watches and advisories in up to 25 local zones that you can set. Warnings are flashed in red, watches in orange and advisories in green. You'll also hear a loud audio alert.

Since it can be powered by AA batteries (in addition to the usual AC adapter), ZoneGuard could be useful for any potential emergency weather situation when the power goes out — something many on the East Coast faced during last year's Hurricane Sandy. The gadget, which includes AM/FM radio and NOAA weather alerts, sports a pretty sleek design that can stand up on a table or be mounted on the wall.

ZoneGuard retails at $39.99 and is available at Radio Shack and Amazon.com. Etón says that portions of each weather clock radio sale will go to the American Red Cross.

Thumbnail image via iStockphoto, PalmsRick; Product images courtesy of Etón Corporation

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Global Malware Hackers Use Social Media to Escape Cyber Sleuths

Lorenzo Franceschi-Bicchierai2013-04-23 12:41:05 UTC

Malware has gone global, with Asia and Eastern Europe the two main malware hotspots, according to a new report from an online security company. The company says hackers are using new techniques, such as exploiting social media, to escape detection.

According to a report published Tuesday by online security firm FireEye, there were 185 countries hosting "command and control" (C&C) servers in 2012. These servers are the central nodes that send commands to malware-infected computers. By comparison, in 2010 and 2011, the company detected C&C servers in 150 and 130 countries, respectively.

For Rob Rachwald, director of market research at FireEye, the global spread of malware is not only a byproduct of more countries going online and having a stronger infrastructure — it's also because creating malware is becoming relatively easy.

"You really don't need to do a lot in order to develop your own malware package," he says.

To better illustrate how malware spreads globally, FireEye has created an interactive map displaying the results of its report. For this study, the company has monitored and analyzed more than 12 million so-called "callbacks" across thousands of infected computers. Callbacks are connections from malware-infected computers to C&C servers.

Despite being present in virtually every country in the world, the numbers clearly indicate where the two main malware hubs are.

"There's really two centers of gravity for these types of thing," Rachwald says. "One is Asia, and the other one is Eastern Europe."

In fact, China, Korea, India, Japan and Hong Kong account for 24% of the world's volume of callbacks. Eastern Europe, including Russia, Poland, Romania, Ukraine, Kazakhstan and Latvia, is close with 22%. While 44% of callbacks still originate from the United States, the researchers note that number is deceiving, because a lot of C&C servers are located in the US to prevent investigators from easily identifying the origins of the attacks.

The researchers also report that cyber criminals are adapting and embracing new ways of escaping detection by using social media networks like Facebook, Twitter and even the Chinese search giant Baidu.

"It's actually an evasion technique," Rachwald says. "It's a way to avoid being detected, to try to look as normal as possible."

Hackers are making malware that, instead of connecting to traditional C&C servers, which would be easier to detect, connects with social networks or search engines to receive updates. This is a technique researchers have already seen in recent cyberattacks. The cyberespionage malware dubbed Miniduke used fake Twitter accounts to connect to C&C servers.

Another interesting finding is that 89% of every "advanced persistent threat" (APT) — a word commonly used to refer to sophisticated and long-standing cyber attacks — are carried out with Chinese-made tools. Rachwald notes that this doesn't mean that the Chinese government or even Chinese hackers are behind all those attacks, but simply that the hackers, wherever they are, use tools that were first developed in China.

Rachwald compares this malware proliferation to what happens in real life, when different countries copy technology or weapons (like drones) developed in other nations.

"That type of cross-pollination is much, much faster in the cyber world," he says, pointing out that it's much easier to copy or reverse-engineer malicious code than physically build a missile or a drone.

The most-used malware tool is called "Gh0st RAT" (which stands for Remote Administration Tool), a type of trojan that takes control of a computer and can log a user's every keystroke, take screenshots of what appears on the screen and even turn on and off the webcam to spy on the computer's owner.

The researchers finally note that the United States is still the primary target of most cyberattacks, "due to a very high volume and concentration of intellectual property and digitized data," the report reads. That's why 66% of APT-focused command and control servers are actually hosted in the United States.

Image via iStockphoto, ktsimage

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Prosthetic Hand Controlled With iOS App

Vignesh Ramachandran2013-04-23 02:33:49 UTC

A new prosthetic hand lets wearers have better control — thanks to an app.

Users of Touch Bionics' next generation "i-limb ultra revolution" prosthetic device can configure parts of the hand using the companion iOS app, as shown in the above video. The "biosim" app allows wearers to activate 24 custom grip modes, which can help with daily tasks (e.g. tying a shoe or holding a pen). It can also run diagnostics to ensure the i-limb is working correctly.

New electrodes in the updated i-limb model enable users to better control the strength of their grip; this feature is useful for performing a wide range of tasks. The device also features a powered rotating thumb that improves dexterity.

Although the bionic hand relies on an iOS app, the device relies mainly on the user's muscle signals for direction.

Thumbnail and images courtesy of Touch Bionics

Topics: Apps and Software, bionic, hand, Health & Fitness, Lifestyle, medical, medical technology if(window.pageChanged) window.omni({"channel":"lifestyle","content_type":"article","top_channel":"lifestyle","content_source_type":"Internal","content_source_name":"Internal","author_name":"Vignesh Ramachandran","age":"0","pub_day":23,"pub_month":4,"pub_year":2013,"pub_date":"04/23/2013","isPostView":true,"post_lead_type":"BC Video Lead"}); metaData = {"link":[["canonical","http://mashable.com/2013/04/22/touch-bionics-i-limb-prosthetic-hand/"],["image_src","http://rack.2.mshcdn.com/media/ZgkyMDEzLzA0LzIzL2U0L1RvdWNoQmlvbmljLjAzMGVmLmpwZwpwCXRodW1iCTcyMHg3MjAjCmUJanBn/b9928421/3fe/Touch-Bionics-i-limb1.jpg"]],"meta_property":[["og:url","http://mashable.com/2013/04/22/touch-bionics-i-limb-prosthetic-hand/"],["og:title","Prosthetic Hand Controlled With iOS App [VIDEO]"],["og:type","article"],["og:site_name","Mashable"],["og:image","http://rack.2.mshcdn.com/media/ZgkyMDEzLzA0LzIzL2U0L1RvdWNoQmlvbmljLjAzMGVmLmpwZwpwCXRodW1iCTcyMHg3MjAjCmUJanBn/b9928421/3fe/Touch-Bionics-i-limb1.jpg"],["og:article:published_time","2013-04-23T02:33:49Z"],["og:article:modified_time","2013-04-23T02:34:00Z"]],"meta_name":[["description","A new prosthetic hand lets wearers activate custom grip modes by using an iOS app."],["keywords",["hand","medical","bionic","uncategorized","apps-software","lifestyle","health-fitness","medical-technology"]],["twitter:title","Prosthetic Hand Controlled With iOS App"],["twitter:description","A new prosthetic hand lets wearers have better control -- thanks to an app. Users of Touch Bionics' next generation \"i-limb ultra revolution\" prosthetic device can configure parts of the hand using th..."],["twitter:image","http://rack.2.mshcdn.com/media/ZgkyMDEzLzA0LzIzL2U0L1RvdWNoQmlvbmljLjAzMGVmLmpwZwpwCXRodW1iCTU2MHg3NTAKZQlqcGc/7c94c2d4/3fe/Touch-Bionics-i-limb1.jpg"],["twitter:site","@mashable"],["twitter:url","http://mashable.com/2013/04/22/touch-bionics-i-limb-prosthetic-hand/"],["twitter:creator","@mashable"],["twitter:card","photo"],["twitter:image:width","560"],["twitter:image:height","750"]],"short_url":[["short_url","http://on.mash.to/15CAfuj"]]};

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Bud Light Surprises NBA Player with 1,100 Cases of Beer

Sam Laird2013-04-23 05:01:15 UTC

During the Miami Heat's incredible 27-game winning streak earlier this season, forward Shane Battier told NBA.com that he's a superstitious fellow. As the Heat won game after game, Battier said he was sticking to one beer to keep the streak's mojo intact. That beer? Bud Light.

Now, nearly a month later, Bud Light has paid Battier back for the love. How? A surprise delivery of some 1,100 cases of the goes-down-easy brew. The special drop-off is documented in the YouTube video, above, which we recommend checking out. Whether you're a fan of mass-produced light beer or are a craft-brew snob, there's one thing we can all agree on: Having 1,100 cases of beer laying around is never a bad thing.

Homepage image courtesy of Bud Light via YouTube

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Google's Eric Schmidt Says Glass for Consumers 'a Year-ish Away'

Anita Li2013-04-23 07:03:47 UTC

For those itching to get their hands on Google Glass, executive chairman Eric Schmidt has good news: The high-tech specs will likely go on sale for consumers in a year.

In an interview with BBC Radio 4's World at One on Monday, Schmidt said, "It would be fair to say that there'll be thousands of these in use by developers over the next months. And then based on their feedback, we'll make some product changes, and it's probably a year-ish away."

For the uninitiated, Glass is a $1,500 pair of augmented-reality glasses that includes a heads-up display, works through voice command and can take pictures. Explorer editions of Glass began rolling out to early adopters — many of whom are developers — last week.

For part of the 13-minute interview, Schmidt explained the basics of Glass to interviewer Martha Kearney, and said the device's technology is far-reaching.

"There are tremendous numbers of applications that can be imagined — augmented reality, where you see what's going on in real-time, and then we annotate that. We say, 'oh that's this building,' or 'this is something that you've already done,' or those sorts of things."

Google's chairman added that society must develop a "new social etiquette" to address privacy concerns brought about by devices such as Glass.

"It's obviously not appropriate to wear these glasses in situations where recording is not correct. And indeed, you have this problem already with phones. Companies like Google have a very important responsibility to keep your information safe, but you have a responsibility as well, which is to understand what you're doing, how you're doing it, and behave appropriately and also keep everything up-to-date."

[via Android Police]

Image courtesy of Flickr, jolieodell

Topics: Apps and Software, Gadgets, Gentleman, psy, Tech, Video, views, YouTube if(window.pageChanged) window.omni({"channel":"tech","content_type":"article","top_channel":"tech","content_source_type":"Internal","content_source_name":"Internal","author_name":"Anita Li","age":"0","pub_day":23,"pub_month":4,"pub_year":2013,"pub_date":"04/23/2013","isPostView":true,"post_lead_type":"Default"}); metaData = {"link":[["canonical","http://mashable.com/2013/04/23/google-glass-consumers-year-eric-schmidt/"],["image_src","http://rack.3.mshcdn.com/media/ZgkyMDEzLzA0LzIzLzEwL0VyaWNTY2htaWR0LmE1NjQyLmpwZwpwCXRodW1iCTcyMHg3MjAjCmUJanBn/3e0bbd4b/d45/Eric-Schmidt.jpg"]],"meta_property":[["og:url","http://mashable.com/2013/04/23/google-glass-consumers-year-eric-schmidt/"],["og:title","Google's Eric Schmidt Says Glass for Consumers 'a Year-ish Away'"],["og:type","article"],["og:site_name","Mashable"],["og:image","http://rack.3.mshcdn.com/media/ZgkyMDEzLzA0LzIzLzEwL0VyaWNTY2htaWR0LmE1NjQyLmpwZwpwCXRodW1iCTcyMHg3MjAjCmUJanBn/3e0bbd4b/d45/Eric-Schmidt.jpg"],["og:article:published_time","2013-04-23T07:03:47Z"],["og:article:modified_time","2013-04-23T07:40:17Z"]],"meta_name":[["description","Google executive chairman Eric Schmidt says Glass will likely go on sale for consumers in a year.\r\n"],["keywords",["video","views","youtube","uncategorized","tech","apps-software","gadgets","psy","gentleman"]],["twitter:title","Google's Eric Schmidt Says Glass for Consumers 'a Year-ish Away'"],["twitter:description","For those itching to get their hands on Google Glass, executive chairman Eric Schmidt has good news: The high-tech specs will likely go on sale for consumers in a year. In an interview with BBC Radio ..."],["twitter:image","http://rack.1.mshcdn.com/media/ZgkyMDEzLzA0LzIzLzEwL0VyaWNTY2htaWR0LmE1NjQyLmpwZwpwCXRodW1iCTU2MHg3NTAKZQlqcGc/8b7bb087/d45/Eric-Schmidt.jpg"],["twitter:site","@mashable"],["twitter:url","http://mashable.com/2013/04/23/google-glass-consumers-year-eric-schmidt/"],["twitter:creator","@mashable"],["twitter:card","photo"],["twitter:image:width","560"],["twitter:image:height","750"]],"short_url":[["short_url","http://on.mash.to/YINX7x"]]};

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Celebrities' Most Asinine Tweets Set to Music

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Syrian Hackers Hijack CBS Twitter Accounts

Ben Weitzenkorn, TechNewsDaily Contributorfor TechNewsDaily 2013-04-23 09:09:43 UTC

The branded Twitter accounts for the CBS television network news shows 60 Minutes and 48 Hours, as well as the Twitter account of at least one CBS affiliate TV station, were hijacked over the weekend by pro-Syrian government hackers.

The accounts were used to send bogus messages that claimed that the United States government was aiding terrorists in Syria.

"Exclusive: Terror is striking the #USA and #Obama is Shamelessly in Bed with Al-Qaeda," the hijackers tweeted from the @60Minutes account.

"New Evidence of CIA Arming Al Qaeda Terrorists in #Syria," read a bogus tweet from @CBSDenver, the Twitter account of KCNC-TV.

The unauthorized messages, which, AllThingsD's Arik Hesseldahl said, may have contained links that led to malware, have since been removed. CBS has issued a notice and apology from the hacked accounts and from the Twitter account for CBS News.

We have experienced problems on Twitter accounts of #60Minutes & @48hours; We apologize for the inconvenience; Twitter is resolving issues

— CBS News (@CBSNews) April 20, 2013

"PLEASE NOTE: Our Twitter account was compromised earlier today. We are working with Twitter to resolve," @60Minutes wrote after regaining control. (The "60 Minutes" Twitter account is currently suspended.)

A group sympathetic to Syrian President Bashar al-Assad, known as the Syrian Electronic Army, claimed responsibility for the account hijackings Sunday, reported CNET.

The Syrian Electronic Army has launched similar attacks in the past against the websites and Twitter feeds of foreign news organizations, targeting Reuters, Al-Jazeera, the BBC and, most recently, National Public Radio.

Politics aren’t the only reason for Twitter hijacks; in February, the Burger King and Jeep Twitter accounts were taken over by pranksters who used them to make jokes about McDonald's and Cadillac.

To make sure your Twitter account isn't hijacked, use a strong, hard-to-guess password for your account, and make sure that password isn't used anywhere else.

Image via Streeter Lecka/Getty Images

This article originally published at TechNewsDaily here

Topics: Business, CBS, hackers, Media, Syria, syrian electronic army, Twitter, U.S., World TechNewsDaily is a Mashable publishing partner that is an exciting new and accessible source of technology news and information for non-geeks seeking to learn about the cool gadgets, powerful software and unavoidable technologies of everyday life. This article is reprinted with the publisher's permission.

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Anyone Can Be Found on Social Media in 12 Hours

for MIT Technology Review 2013-04-23 13:35:29 UTC

In 1967, the American social psychologist Stanley Milgram sent out 160 packages to randomly chosen individuals in the U.S., asking them to forward them to a single individual living in Boston. The task included a simple rule: The recipients could only send each parcel on to somebody they knew on a first-name basis.

To his surprise, Milgram found that the first package arrived at its destination via only two people. On average, he found that the parcels reached their destination via five pairs of hands, which amounts to 6 degrees of separation.

Milgram’s work has since been repeated on various social networks. For example, Microsoft says people on its Messenger network are separated by 6.6 degrees of freedom and Facebook claims its members are separated by only 4 degrees of separation.

But there is another element to this work that has been less closely studied, which is the time it takes to travel across a network. In Milgram’s experiment, the first package arrived in just four days. But the others took significantly longer.

So an interesting question is how quickly is it possible to traverse a social network — to track down a random individual across the network.

Today, we have an answer thanks to the work of Alex Rutherford at the Masdar Institute of Science and Technology in Abu Dhabi and a few pals who have measured how quickly it is possible to track down random individuals around the world using social networks.

They concluded that, on average, any individual is just 12 hours of separation from another.

Their data comes from a competition called the Tag Challenge, in which the goal was to find five individuals in five different cities in North America and Europe. The only clue was a mugshot of the individual, the name of the city he or she was in and the fact that they would be wearing a T-shirt with the logo of the event.

Rutherford and his team won the competition by identifying three of the five individuals in just 12 hours.

They say a key factor to achieving this feat was the ability of participants to target other individuals who may be to help. That’s in contrast to another strategy which is blindly gathering as many different people to help as possible.

“We have shown that this 12 hours of separation phenomenon relies crucially on the ability of social networks to mobilize in a targeted manner, using geographical information in recruiting participants,” they say.

Their data shows that one in three messages were targeted in an appropriate way during the most time sensitive part of the task. This indicates that social networks are able to tune their geographical communication to suit the task in hand.

And Rutherford and co say but it may be possible to get participants to react even more quickly using appropriate incentives.

That’s an interesting observation that may have important applications for the way politicians and grass roots organisations mobilise support. It may also help in emergency situations such as in tracking down individuals.

However, Rutherford and co-fail to address the important question of false positives, when individuals who are not legitimate targets are falsely identified.

That’s unlikely when the target is wearing a T-shirt with the competition logo on it. But the recent social media frenzy over the Boston marathon bombings, and the erroneous finger-pointing that occurred on social networking sites such as Reddit, shows that this is an important factor.

Perhaps future work can throw more light on how false positives can be handled and avoided.

But given the significant impact that these kinds of mistakes can have on individuals, important questions remain over whether social media will ever be a suitable medium for tracking individuals in this kind of situation.

Image via iStockphoto, adisa

This article originally published at MIT Technology Review here

Topics: computer science, data, Science, six degrees of separation, Social Media, World MIT Technology Review is a Mashable publishing partner that identifies emerging technologies and analyzes their impact for technology and business leaders. This article is reprinted with the publisher's permission.

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'New York Times' Removes Paywall for Videos

Lauren Indvik2013-04-23 14:44:54 UTC

In an attempt to beef up its online video viewership, The New York Times announced Tuesday that its videos are now available in full for free to everyone, including those without a subscription to the newspaper or its digital editions.

No matter the subscription you have (or don't have), you'll be able to watch as many videos as you like on the Times' website, mobile website and mobile applications. Views will not count as part of the 10-article per month limit imposed on non-subscribers.

Acura and Microsoft have signed on as sponsors to make the videos available beyond the paywall.

The video portals include primarily on-demand video, organized by current events — there's a section for the Boston Marathon bombings, for example — as well as by the paper's traditional verticals, including U.S., Business and Style.

The Times redesigned its video player last August. It also brought on Rebecca Howard, former head of video development at the AOL Huffington Post Media Group, as general manager of video production in February.

Image via Andrew Harrer/Bloomberg via Getty Images

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Cap'n Crunch Gets YouTube Late-Night Talk Show

Samantha Murphy2013-04-23 13:00:20 UTC

Cap'n Crunch is looking for a comeback and placing bets on social media — and a touch of nostalgia — to make it happen.

The cereal brand is launching an online late-night talk show for its beloved animated character, hoping to rev up its loyal fan base that loved the product in their childhood. The new online animated series called "The Cap'n Crunch Show" will feature nine episodes throughout the spring and summer on its YouTube channel. Just like other late-night shows, it will air at 11:35 p.m. ET/PT and is aimed at an adult audience. A new episode is available every other Tuesday, starting May 7.

The Cap'n — whose full name is Cap’n Horatio Magellan Crunch, an iconic animated figure which starred in commercials during Saturday morning cartoons from the 1960s to the 1980s — will conduct interviews with animated celebrities and fictional characters within a giant cereal bowl. He gets out of the bowl too, but only when not with guests. Topics of conversation will vary from pop culture to social media, and he'll have his sidekick Sea Dog alongside for the ride.

"It felt like the natural next step for the Cap'n considering that over the last two years we've morphed our marketing of the brand to primarily digital and social, with a goal of providing entertaining content that fuels conversation," Quaker Chief Marketing Officer Justin Lambeth told Mashable. "It’s become more than about the cereal and allowing people to create an emotional connection with the Cap’n."

Back in 2011, a rumor circulated that Cap'n Crunch was calling it quits. The outpouring of support from adults who connected with the character as a child sparked the company to move him online, first with Facebook and Twitter. Although there are now 270,000 Facebook fans and 14,000 Twitter followers for the brand, this is its first foray into YouTube.

"We consider this a comeback," Lambeth said. "The Cap'n is taking the path other personalities have used for a comeback: a talk show. Being on the internet allows him to connect with his old fans in a modern way and reaches them where — and in the ways — they are spending their time."

The cereal box this summer will feature a call out for the show, directing consumers to YouTube.

Images via Quaker Oats

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Oxygen Teams Up With Tumblr to Infuse TV Shows With GIFs

Brian Anthony Hernandez2013-04-23 16:15:06 UTC

Oxygen will begin airing GIFs during its TV shows starting May 8 with Best Ink 2, a competition show for tattoo artists hosted by Fall Out Boy rocker Pete Wentz.

In the past, GIFs had been used only online to complement programming. Now, viewers will make and see their GIFs on-air alongside the ones Oxygen and "expert GIF artists" create.

"GIFs are the instant replays of unscripted television," Harleen Kahlon, Oxygen's senior vice president of digital, told Mashable. "Our fans ... can't get enough of them. We noticed this fascination with GIFs so we started doing more with this increasingly popular social expression."

Oxygen has teamed up with Tumblr to crowdsource the GIFs — two to four of which will appear each episode in the lower third of viewers' screens. One way Oxygen will encourage people to participate is caption contests where Oxygen will make GIFs out of scenes from futures episodes and then have viewers write captions.

"As we move on to other shows, the integrations will get deeper, with some shows featuring GIFs baked into the actual shows at the production level," Kahlon added.

For now, Best Ink 2 GIFs are posted on the show's Tumblr page.

Aside from Best Ink, Oxygen has thrown "GIF parties" for Bad Girls Club and The Face. Viewers would go to those shows' Tumblr pages while watching the shows to quickly find GIFs they can share across social media. Oxygen would update the pages in real-time.

"GIFs are increasingly powering the social TV conversation," Kahlon said, "with some people even asking if the GIF is the new tweet."

Image courtesy of Oxygen

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