[Sml-implementers] MediaSentiment Newsletter: Vol. No. 1, Issue No. 12, October 17, 2005

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                        <p><b>Brought to you by California News Tech (OTC
BB: CNTE)</b> </p>
                        <h1 style=3D"MARGIN: auto 0in">Americans Under Th=
reat
Just Want to Get Comfortable</h1>
                        <p align=3D"left"><b><a onclick=3D"return
top.js.OpenExtLink(window,event,this)"
href=3D"http://www.aheadsup.com/lists/lt.php?id=3DLUQJVlZQAlcBDxgFD1xPCA1=
ZV1sC"
 target=3D"_blank"></a><img height=3D"16" alt=3D""
src=3D"http://www.mediasentiment.com/images/newsletter/EAGLE2.gif" width=3D=
"15"
/>&nbsp;<a onclick=3D"return top.js.OpenExtLink(window,event,this)"
href=3D"http://www.aheadsup.com/lists/lt.php?id=3DLUQJVlZQAlcBDxgFD1xPCA1=
ZV1sC"
 target=3D"_blank">Listen to E-Motions Podcast available through
StreetIQ</a></b> </p>
                        <div align=3D"left"><em>By:</em> <em>Tai
Nicolopoulos</em></div>
                        <p align=3D"left"><b>1</b> <b>. Emotions in Focus=
:
Individualism and the American Way</b> </p>
                        <div>&nbsp;</div>
                        <div align=3D"left">
                        <p>&nbsp;</p>
                        <p style=3D"MARGIN: 0in 0in 0pt; TEXT-INDENT: 0.5=
in"
align=3D"justify"><img height=3D"218" alt=3D"" hspace=3D"8"
src=3D"http://www.mediasentiment.com/images/newsletter/EAGLE2.gif"
width=3D"300" align=3D"right" border=3D"0" />Americans have always placed=
 a
premium on individualism. As far back as the colonial period, writers lik=
e
Alexis De Tocqueville in <i>Democracy in America</i> have characterized t=
he
country as a place where the ultimate dream is of comfort and prosperity
for everyone, as well as personal freedom and spacious solitude. For a lo=
ng
time big cars traveling open highways leading to sprawling houses,
punctuated by beautiful natural scenery have symbolized the American Drea=
m.
Today times have changed, and this vision of America has become untenable
in the face of a growing population and evaporating natural resources.
Nonetheless, people still love the spirit of this idea and revert to it i=
n
times of stress and threat.</p>
                        <p style=3D"MARGIN: 0in 0in 0pt; TEXT-INDENT: 0.5=
in"
align=3D"left">&nbsp;</p>
                        <p style=3D"MARGIN: 0in 0in 0pt; TEXT-INDENT: 0.5=
in"
align=3D"justify">In particular, one manifestation of this kind of behavi=
or
can be seen in a number of recent events. A behavior called
&ldquo;cocooning&rdquo;, something sociologists say Americans do during
times when there are high levels of threat and stress present in the
societal atmosphere. Cocooning involves opting to spend more time at home=
,
doing comforting activities either with immediate family and friends or
alone. For example, after 9/11 people stayed at home more often, and more
couples chose to have babies. After the dot com bust, people drank more
beer and ate more burritos, rather than expensive wine and sit down
restaurant meals. Now, people because of war, natural disaster, and
political and economic uncertainty, cocooning, in some ways, is back.</p>
                        <p style=3D"MARGIN: 0in 0in 0pt; TEXT-INDENT: 0.5=
in"
align=3D"justify">&nbsp;</p>
                        <p style=3D"MARGIN: 0in 0in 0pt; TEXT-INDENT: 0.5=
in"
align=3D"justify">At the same time as Americans are spending more time at
home, or in other casual settings, their interest in athletic activities =
is
also increasing. Consequently, Americans are also bringing the spirit of
cocooning to their sporting activities. More people are getting into
outdoors activities, and casual All-American pastimes, rather than going
dancing at night clubs, or experimenting with unfamiliar athletic
classes.</p>
                        <p style=3D"MARGIN: 0in 0in 0pt"
align=3D"left">&nbsp;</p>
                        <p style=3D"MARGIN: 0in 0in 0pt" align=3D"left"><=
b>2.
The Big Movers and Why</b> </p>
                        <p style=3D"MARGIN: 0in 0in 0pt"
align=3D"left"><b></b></p>
                        <p style=3D"MARGIN: 0in 0in 0pt; TEXT-INDENT: 0.5=
in"
align=3D"justify"><span><a onclick=3D"return
top.js.OpenExtLink(window,event,this)"
href=3D"http://www.aheadsup.com/lists/lt.php?id=3DLUQJVlZQAlcGBhgFD1xPCA1=
ZV1sC"
 target=3D"_blank"><img height=3D"60" alt=3D"" hspace=3D"8"
src=3D"http://www.mediasentiment.com/images/newsletter/2_26sept05.gif"
width=3D"234" align=3D"right" border=3D"0" /> </a>A recent big mover epit=
omizing
this cocooning sports&nbsp; trend is Wolverine World Wide (NYSE: WWW), a
producer of<b> </b></span>work clothes, and athletic/sporting goods,
including footwear, which went up 9.88% on October 5, 2005 on positive
earnings <a onclick=3D"return top.js.OpenExtLink(window,event,this)"
href=3D"http://www.aheadsup.com/lists/lt.php?id=3DLUQJVlZQAlcGBhgFD1xPCA1=
ZV1sC"
 target=3D"_blank"><img height=3D"60" alt=3D"" hspace=3D"8"
src=3D"http://www.mediasentiment.com/images/newsletter/RUSHTEXT.bmp"
width=3D"234" align=3D"right" border=3D"0" /> </a>news. According to Wolv=
erine
World Wide&rsquo;s quarterly earnings report, especially profitable
lines&nbsp;included Patagonia, Harley Davidson wear, and Hush Puppies and
Merrell shoes. Not only was Wolverine World Wide able to tap into the
all-American desire for wide open spaces and empty roads with back packin=
g
and motorcycling equipment, but also on the desire for a comfortable,
casual life style. Patagonia and Merrell sports equipment and Harley
Davidson shoes and outfits appealed to the desire for open spaces and
solitary adventure, while items like Hush Puppies loafers and Patagonia
fleeces appealed to the desire to spend the weekend at home with the kids=
.
<b></b></p>
                        <p style=3D"MARGIN: 0in 0in 0pt"
align=3D"left"><b></b></p>
                        <p style=3D"MARGIN: 0in 0in 0pt"
align=3D"left"><b></b></p>
                        <p style=3D"MARGIN: 0in 0in 0pt" align=3D"left"><=
b>3.
How to Use the News</b> </p>
                        <p style=3D"MARGIN: 0in 0in 0pt"
align=3D"left"><b></b></p>
                        <p style=3D"MARGIN: 0in 0in 0pt"
align=3D"justify"><b><span>&nbsp;</span>
<span>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
</span></b><span>As a general rule, investors cannot be highly successful
in the retail and consumer goods sector without a firm grasp on popular
culture. While many financial research firms and distributors and produce=
rs
of consumer goods actually hire professional &ldquo;trend spotters&rdquo;=
,
or &ldquo;cool hunters&rdquo;, the individual mostly requires a more
general understanding of trends. Consider the basic fears, insecurities a=
nd
wants present in society. Keep on top of the news, think about how the
stories you read relate to these social issues, and determine how you thi=
nk
these factors will influence consumer trends and spending habits. From
there, use your conclusions to help weigh your investment decisions.
</span></p>
                        <p style=3D"MARGIN: 0in 0in 0pt"
align=3D"left"><b></b></p>
                        <p align=3D"left"><b>4. Last Week in Media
Sentiment</b> </p>
                        <p style=3D"TEXT-INDENT: 0.5in"
align=3D"justify">Recent correlations between MediaSentiment.com's thumbs=
 up
/ thumbs down recommendations for <b>Heads Up&trade;</b> rated companies
and subsequent daily volume over the three month average show a strong
relationship. The correlation between ratings for <b>MediaSentiment.com</=
b>
selected stocks and their volume the next day over the three month averag=
e
is 100%. Therefore, this week, <b>MediaSentiment&trade;</b> gave an edge =
up
to 100% to smart investors who used <b>Heads Up&trade;</b> recommendation=
s
to trade on volume!</p>
                        <p
align=3D"justify">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;All figures reflect all
<b>MediaSentiment Heads Up&trade;</b> recommendations for the week of
October 3, 2005 through October 7, 2005, rating companies on the day of
their quarterly earnings releases correlated with their stock highs, lows=
,
closing prices and daily volumes for the subsequent day.</p>
                        <p style=3D"MARGIN: 0in 0in 0pt" align=3D"left"><=
b>5.
Links you can use</b> </p>
                        <p style=3D"MARGIN: 0in 0in 0pt"
align=3D"left"><b></b></p>
                        <p style=3D"MARGIN: 0in 0in 0pt" align=3D"left"><=
a
onclick=3D"return top.js.OpenExtLink(window,event,this)"
href=3D"http://www.aheadsup.com/lists/lt.php?id=3DLUQJVlZQAlcGBxgFD1xPCA1=
ZV1sC"
 target=3D"_blank">Taking Advantage of Trends: Cocooning</a> </p>
                        <p style=3D"MARGIN: 0in 0in 0pt"
align=3D"left">&nbsp;</p>
                        <p style=3D"MARGIN: 0in 0in 0pt" align=3D"left"><=
a
onclick=3D"return top.js.OpenExtLink(window,event,this)"
href=3D"http://www.aheadsup.com/lists/lt.php?id=3DLUQJVlZQAlcGBBgFD1xPCA1=
ZV1sC"
 target=3D"_blank">America Gets More Physical at Leisure</a> </p>
                        <p style=3D"MARGIN: 0in 0in 0pt"
align=3D"left">&nbsp;</p>
                        <p style=3D"MARGIN: 0in 0in 0pt" align=3D"left">P=
lease
subscribe to our newsletter,&nbsp;click <a
href=3D"http://www.aheadsup.com/lists/lt.php?id=3DLUQJVlZQAlcGBRgFD1xPCA1=
ZV1sC"
><font color=3D"#009933"><strong>here</strong></font></a></p>
                        </div>
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