Advertisement THE VAT reduction introduced 18 months ago has helped create hundreds of jobs in the local hospitality industry and the Government is being urged to keep the reduction in place come budget 2014.The Restaurant Association of Ireland, led by its regional president, Limerick restauranteur Padraic Frawley, is urging the Government to maintain the lower 9 per cent VAT figure to allow the industry survive and thrive.Sign up for the weekly Limerick Post newsletter Sign Up Launching their campaign to keep the VAT reduction in place, Mr Frawley said “We’re taking this campaign on the road because we believe it’s extremely important that the VAT rate is kept at 9 per cent. Money generated by this reduced VAT rate has kickstarted the engine room of our economy- the restaurant sector.“In the past eighteen months, over 10,000 new contracts were issued and this growth will continue with an additional 5,000 jobs to be created over the next year if the 9 per cent rate remains in effect”, he said.The Irish Tourist Industry Confederation (ITIC) has found that the overall benefit was about €90million, but when all jobs supported in the economy are counted, the estimated employment gain is increased by 40 per cent.The report found that the VAT reduction was passed on to consumers in the tourism sector with prices falling, despite the fact that the cost of many of the inputs used by the sector have risen.This ITIC say that the VAT rate is vital to the survival and future development of the food, tourism and hospitality sector in Ireland. Print WhatsApp Email Facebook Linkedin Previous articleMiami Ink star backs Limerick’s Ross as one of the bestNext articleVarley to lead Munster against London Irish Staff Reporterhttp://www.limerickpost.ie BusinessNewsLow VAT rate will maintain restaurant jobsBy Staff Reporter – August 28, 2013 500 Twitter
The stabilized platforms used in marine and airborne gravimeters behave like damped long‐period pendulums. When subjected to horizontal accelerations they tilt, resulting in gravimeter reading errors. The amount of tilt depends on the ratio of the period of the horizontal motion to that of the platform and is negligible if this ratio is less than about 0.1 (LaCoste, 1967). This condition can be achieved in straight and level flight using an auto pilot, provided the platform period is set to a sufficiently long period (Brozena and Peters, 1988). Course changes are sometimes unavoidable, however, resulting in lost data (Bell et al., 1991; Brozena, 1984). The aim of this paper is to show that such data loss is unnecessary since the tilt, and hence the gravimeter error, can be accurately modeled from the horizontal accelerations. Moreover the technique will improve data quality whenever long period horizontal accelerations occur. Measuring these accelerations is now straightforward with differential carrier phase GPS.
Facebook5Tweet0Pin0Submitted by Thurston County Public Health and Social ServicesThere are about 53,000 septic systems in Thurston County that treat 12,000,000 gallons of sewage every day. Regular care and maintenance of those septic systems is essential to make sure that our lakes, rivers, streams and Puget Sound are healthy as well as to make sure that our drinking water stays safe, now and in the future. Septic system care can also protect our families and communities from diseases that can be spread from untreated sewage.Thurston County Public Health recommends that septic systems get an annual inspection to catch problems while they are small and less expensive to fix. Most septic tanks need to be pumped every 3-5 years depending on: how many people live in the home, how large the septic tank is, the type of soil, the amount of water used in the home, and the type of products that are flushed. The best way to maintain your septic system is to work with a septic professional to get on a regular pumping schedule that works for your household. (https://www.co.thurston.wa.us/health/ehoss/cert_prof.html)Ways to Protect Your SystemIn addition to regular inspections and pumping as needed, there are easy things that you can do to protect your system:Make sure that only toilet paper goes into the toilet.Limit the use of bleach and other hazardous cleaning products to make sure that the septic tank can treat your waste for years to come.Choose baking soda and vinegar for most of your cleaning needs. Avoid products that say “danger” or “poison” on the label.Conserve water to prolong the life of your on-site septic system. Every gallon of water that leaves the house through the bathroom, kitchen or laundry settles in the septic tank and pushes a gallon of water out into the drainfield for treatment. Conserving water will keep your tank and drainfield working to the best of their ability for as long as possible.Know where all of the different parts of your septic system are located. Never park or drive machinery over them, graze animals, garden or build on top of them. A record drawing of your system and the maintenance records can be found at: http://www.onlinerme.com/(S(kmjktmzmlqwsmuhqgcpf55dl))/contractorsearchproperty.aspx You can also contact Thurston County Environmental Health’s permit assistance center at 360-786-5490 to request the records of your system as it was built.Attend a free workshop to learn more!Thurston County Public Health is offering four free workshops this September to provide basic information on regular care and maintenance. We will talk about how septic systems work, how to hire a professional, and provide take home resources along with a $10 coupon for your next septic pumping. For more information, or to register, contact Jennifer Johnson at [email protected] or 360-867-2674. Workshops are from 7:00 – 9:00 pm.Thursday, September 13Rochester Community Center10140 US-12, RochesterWednesday, September 19McLane Fire Station125 Delphi Road NW, OlympiaTuesday, September 25Olympia Waldorf School8126 Normandy Street SE, OlympiaThursday, September 27Griffin Fire Station3707 Steamboat Loop NW, Olympia
SINGER, SONGWRITER AND actress Maureen McGovern was in the vanguard of the post-World War II baby boom.As a young girl growing up in an Irish Catholic family in Ohio, she suffered under the harsh discipline of an overzealous nun, worshipped Roy Rogers and dreamed of being Penny, the niece of the dashing Sky King who commandeered the skies of 1950s televisionland.And she sang – she always sang.Eventually, the voice that has been likened to a Stradivarius violin earned her fame, and fortune – interspersed with a few broken hearts and some unglamorous gigs as a secretary for the purpose of paying the rent.In her one woman show, “Carry It On,” running through April 22 at the Two River Theater in Red Bank, McGovern recounts the highs and lows of her life in the context of a time that can’t help but resonate with boomer audiences whose experiences paralleled those of McGovern’s – from the magic of that first transistor radio to the horror of the assassination of a president, from the inspiration of Martin Luther King to the simmering divide that split families into opposing factions during the Vietnam war.Recounting her own battles with her father over Vietnam, McGovern speaks movingly in her performance about accompanying her Dad to Washington, D.C. for the dedication of the World War II Memorial, where she learned for the first time of his heroism during that war.Conceived and written in collaboration with Phillip Himberg, McGovern’s performance offers a multitude of reminders of just how complex, exhilarating and dangerous this generational passage from the 1950s through the 1970s was. Throughout the h90-minute show, McGovern and her accompanist and music director Jeffrey Harris, treat the audience to the music that spoke for a generation — Carole King, Bob Dylan, the Beatles, Joni Mitchell, Simon and Garfunkel — as well as those McGovern herself made famous.Her first big hit was The Morning After which was the theme song for the disaster movie, Poseidon Adventure.She also recorded the theme song for the movie Towering Inferno: “We May Never Love Like This Again,” which earned her the dubious title of “disaster theme queen.” A stint as the singing nun in the comic disaster film, “Airplane” capped her disaster movie career, andMaureen McGovernMcGovern went on to accumulate an impressive array of achievements in film, theater, concerts, television, radio and songwriting.“Carry It On” continues at the Two River Theater through April 22. Show times and further info is available on the web at www.trtc.org.
By Mary Ann BourbeauFAIR HAVEN – It’s not unusual to see Monarch butterflies in Michael Humphreys’ backyard. But the fairies and dragons, that’s another story.Michael Humphreys of Fair Haven in his backyard that has a large model railroad with 300 feet of track.While the butterflies are real, the fairies and dragons are part of a landscaped model railroad scene that takes up most of Humphreys’ fenced-in yard. A virtual train town with 300 feet of track covers a 40-by-60-foot area of the yard, landscaped with real plants, flowers and miniature trees such as dwarf Alberta spruce.“When I was growing up in England, I had H-0 scale trains, but then I gave it up for many years,” Humphreys said. “In 1994, when my son was 6 years old, I bought my first big-scale train.”Humphreys thought it would be a fun experience for the two of them to share.“He didn’t have the slightest interest,” Humphreys said.Humphreys decided to pursue his hobby anyway. He began putting his train set on display for kids at area schools. Before he knew it, he bought more and more pieces. In 2006, Humphreys planted a magnolia tree and mapped out the plans for the town around it.With the blessing of his wife, Aimee, Humphreys soldiered on. He named the display the Fair Haven Frog Bay Railroad because he used to have frogs in the pond until a heron came in his yard one day and either ate or chased them away.A detail of Michael Humphreys’ 40-by-60 foot backyard model railroad.The G-scale trains run on two oval tracks through the yard, around the magnolia tree, past the waterfall and mini forest, and alongside the water lilies in a pond containing goldfish. An old western city sits just past the trestle, complete with 20 buildings including a schoolhouse, hotel, church and the requisite saloon. Scattered among the display are a stagecoach, windmill, water tower and a teepee plus plenty of people and farm animals. Though they don’t fit in with the decor, Humphreys added some fairies and dragons, hoping it might spur his daughter’s interest in trains. His second child had no interest either, but he left the decorations anyway.“I like fairies and I like dragons,” he said.Since he retired in 2010 from his job as a salesman for point-of-sale computerized registers, Humphreys spends about two hours a day tinkering with the display, and also planting or weeding.“I call it a garden with a railroad in it,” he said. “I have as much fun doing the gardening as I do with the trains. It’s interesting to look at and it gives it the right impact.”Aimee Humphreys thinks the display is beautiful. “It’s a wonderful outlet for him,” she said. “Now that he’s retired, it’s a good way to spend his time and keep busy. It’s something we enjoy every night, watching the trains and listening to the water, and it’s quite a conversation piece.”The trains run on AC power and Humphreys controls them with a wireless remote.“It has digital sound, so it has recordings of actual locomotives of that style, with whistles, bells and choo-choo sounds,” he said. “You can hear the engineer shoveling coal and the brakes screeching. The sound is astonishing.”Humphreys buys his trains from a German company called LGB, which he refers to as “the Cadillac of trains.” He chose a western theme for his display because of his fondness for western movies.“Now, every time I watch one, I’m looking very carefully at the town views to see if I got it right,” he said.Michael Humphreys of Fair Haven has a full garden-gauge railroad in his backyard with a western theme.What keeps him busy these days is repairing the damage from Super Storm Sandy. A large tree fell in his yard and, though Humphreys had taken most of the trains and buildings inside, much of the track was damaged, as was the roof on his own home. When the tracks are repaired and the trains are up and running again, his next project will be a big one – putting lights in all the buildings.“I’ll never be done,” he said. “I’ll always be tweaking.” As with any hobby, putting together a project like this takes not only time but money. Humphreys estimates he has spent about $15,000 since he bought the first train in 1994.“It’s really not that much when it’s spread out,” he said. “And it’s fun to sit out here with a few drinks and watch the trains go around.”
Story and photos by Joseph SapiaCOLTS NECK – The Colts Neck Stillhouse, a craft-style alcohol distillery proposed for Route 34 South, has received local approvals and is in the process of completing alcohol licensing with the state and federal governments.On Thursday, June 16, the township Zoning Board of Adjustment unanimously granted GK Distilling Inc., owned by township resident Geoff Karch, the subdivision, site plan and minor variance approvals needed to open the distillery just south of Route 537. In February, the board approved a use variance to GK Distilling, needed because the B-1 neighborhood business zone does not permit distilleries and a house relocation on the property would be an expansion of a nonconforming use.Ground could be broken for the building of the distillery in late fall, said GK Distilling’s lawyer, John Giunco. No timetable is in place for opening the business.Craft distilling – or small-scale distilling up to 20,000 gallons a year, rather than large-scale, commercial distilling – has been allowed by New Jersey law since 2013.Colts Neck Stillhouse would distill corn, rye, barley or wheat for wholesale and retail use. To be considered a New Jersey distilled beverage, it must either grow or buy locally 51 percent of its raw material.The distillery’s property of about 200 by 200 feet, or nearly one acre, is situated south of Delicious Orchards and A Woman’s Place medical clinic. The Brandywine assisted-living facility is to the west and south, and Route 34 to the east. The distillery would be housed in a new 4,800-square-foot, barn-like building.Colt Neck Stillhouse will offer tours of its working distillery to visitors, with sales and sampling tied into the tour. The business also would be allowed to sell liquor as is or blended as part of its tours. But it would not be allowed to operate as a drop-in tavern.GK Distilling, the contract-purchaser of the Garrett farm, is dividing the farm into two pieces: using .95 for the distillery, with the Garrett family owning the remaining 1.76 acres. A farmhouse now on the property would be demolished and a new house built in a different area of the property.Colts Neck resident Geoff Karch, who wants to open his Colts Neck Stillhouse, a gin and whiskey distillery, on Route 34 in the township.The board voted 5 to 0, granting GK Distilling its approvals. Karch is a member of the Zoning Board, but has recused himself from board workings on his distillery proposal.There was some discussion over arsenic being found at 20.7 parts per million, or slightly over the federally approved standard of 20.0, in the soil in one spot of the property. Arsenic, a metalloid, could occur naturally or could be associated with pesticide use on farms, among other reasons for being there. The arsenic is to be encapsulated by the improvements being made to the property.“It’s such a minimal amount,” said Board Member Bruce Bennett, adding “throughout Monmouth County, there’s many farms” with arsenic in the soil.No objections have been voiced concerning the proposal at the recent or February hearings.Karch, 54, has said he is advancing a beer-making hobby into the distillery business. Karch is to brand his products “MuckleyEye,” a word he recalls his grandfather using “as a proclamation or exclamation,” he has said.
The cartoon stereotype of a scientist as an unbiased truth-seeking nerd wearing a white lab coat is hard to reconcile with some recent events. Not that the cartoon stereotype was ever realistic, but the row over Darwinism vs Intelligent Design (ID) shows just how biased and unethical certain people and organizations can behave in support of their side. One would think a scientific controversy would involve the debating of evidence in the open marketplace of ideas (another cartoon stereotype). But what if some participants work instead to prevent their opponents from even being heard? Is making one’s opponent cry uncle a measure of scientific progress?Georgia: Stickers gone “for good”: The Cobb County School District near Atlanta, Georgia thought they had a strong case for appealing the decision of Judge Cooper, who ordered stickers in high school biology textbooks calling for critical thinking on evolution to be removed (05/24/2005, bullet 6). The appeals court did not rule on the constitutionality of the stickers. Instead, it remanded the decision back to the local court on grounds the records of the lower court were incomplete. In the meantime, though, the burden of legal proceedings and costs on the school board grew too great. Weary from legal hassles and mounting costs, according to the Atlanta Journal-Constitution, the school said last month it was giving up. It settled with the five parents who sued the school with backing from the ACLU, by agreeing to remove the stickers. Not only that, they would never again apply any similar stickers, they said, and agreed to pay a third of the plaintiff’s costs: some $160,000. The school board was not acknowledging fault by this action, as if they felt they had done something wrong or without merit. Attorney Larry Taylor expressed his feelings to the paper in an editorial Dec. 21 (article reprinted on Uncommon Descent): “Once again, the potent combination of a liberal judge and the deep pockets of the American Civil Liberties Union have proved too much to overcome,” he said. “…This case was never about questioning evolution. It was about making sure it was taught honestly, fairly, accurately and completely – all of which the current textbooks fail to do.” Nature (4 Jan 2007) agreed that the decision was pragmatic: “The school board had a right to appeal but decided to abandon the case, in part because of rising costs.” CNN quoted the board chairwoman saying, “We faced the distraction and expense of starting all over with more legal actions and another trial.” They just wanted to get it over with and start the year with a clean slate. Attorney Brian Fahling of the American Family Association, according to Agape Press, regrets that the school board buckled under pressure. Needless to say, the pro-Darwin side is rejoicing over this capitulation. The NCSE justified the decision, and Science Now smirked that the stickers are “gone for good.”California: Frazier Park a year later: What happened since the Frazier Mountain High School capitulated to legal pressure in January? (01/25/2006) In that case, also, it was not that the teacher or the school board felt that they had done anything wrong; they were concerned over the cost of defending themselves in court. Even though they agreed in the settlement to “never again” offer a class that promotes creationism or intelligent design, the teacher had every intent of offering her “philosophy of design” class again this year, because “promoting” creationism was never the purpose to begin with. Nevertheless, certain persons saw to it that it wouldn’t happen. Though the people in the communities around Frazier Park are overwhelmingly conservative and supported the class, the only newspaper in the little mountain town is owned by a liberal pro-Darwinist. She not only wrote articles strongly biased against intelligent design (example), and tended to print only letters of similar persuasion, but promoted anti-ID candidates in the school board election. As a result, two anti-ID candidates won seats—one of them the plaintiff who had filed the lawsuit. Ethics would demand he recuse himself over this issue because of a conflict of interest, but because the community appears weary of the controversy, it appears unlikely it will be discussed again any time soon. Unfortunately for the pro-ID side, one of their allies, the district superintendent, had to quit his position over charges of ethical violations unrelated to the ID controversy. The school board is now strongly stacked against the class and it is unlikely a repeat will be attempted again any time soon. One pastor in the area says that the paper pushed the two anti-ID candidates ad nauseum and reported against ID with false information and bias approaching hysteria. He said the people of the community tend to get excited over an issue for awhile but quickly tire of it. Thus the anti-ID minority in this small mountain town gained the momentum against the majority—not by debate over the issues, but over legal pressure, threats and propaganda.Darwin’s arsenals: Apparently not satisfied with their legal victories, or rather their ability to wear down the opposition, the pro-Darwin forces are ratcheting up their battle tactics. Science this week (Netwatch, Jan 5) urged readers, “Become an Evo Warrior.” What, pray tell, is an evo-warrior? The news item pointed to an arsenal of evolutionary info at FASEB, the Federation of American Societies for Experimental Biology, which contains “pointers on meeting with public officials, testifying at school board hearings, and related topics” in case your local school board tries something like Cobb County or Frazier Park did, or even if your hometown newspaper runs an editorial in favor of intelligent design. The site has sample letters to write, Powerpoint presentations, posters, cards and even buttons that proclaim “Teach Evolution – Learn Science.”Paper victory: A congressional committee found evidence for harassment and discrimination by the Smithsonian against Dr. Richard Sternberg, who had allowed publication of a pro-ID paper in a Smithsonian journal (see Evolution News). The report listed numerous examples of spying, plotting, lying, scheming and creating a hostile environment against Dr. Sternberg by Smithsonian staff with the NCSE’s help. It is unlikely those charged will suffer any consequences of this report, however, or that many citizens will even know it exists. The NCSE website makes no mention of the accusations against them in the report and shows no signs of changing anything they are doing. Apparently there are no fines, penalties or legal consequences against those involved—unlike the large legal costs faced by school boards sued by the ACLU or Americans United for Separation of Church and State. The report, headed by Republican congressman Mark Souder, only makes recommendations to Congress about what should be done to prevent such behavior by the Smithsonian in the future. With the new Democratically-controlled congress in session, that will most likely not be on the agenda.It would seem that school boards intellectually prepared to debate evolution and ID lack the fortitude or budget to count the cost of protracted, expensive lawsuits. Is Darwinism winning by pressure, then? John West of the Discovery Institute, however, is encouraged by the events of 2006. In his podcast for Dec. 25 on ID the Future, he listed reasons to believe Darwinism is imploding and ID is making headway – not the least of which is the apparent paranoia of Darwinism’s defenders.After the Darwin idol topples, we’re going to remember the litany of shenanigans and intimidation tactics of the Darwiniacs and hold it up for all to see. Philosophers and historians of science are going to shake their heads over this one. It’s hard to remember a time when people ostensibly committed to evidence, debate, logic and reason behaved so badly. Where is the rationality, the intellectual dignity and integrity, behind Darwin buttons and Darwin Days and legal hammerlocks against poor local teachers who just want their student to hear both sides of one of the biggest scientific controversies of our time? This is crazy. They don’t have a philosophical or historical leg to stand on for believing Darwin’s fairy tales and insisting that people can’t hear anything else. Whenever the Darwiniacs have tried to debate the evidence in a fair exchange they have almost always walked away with dodo droppings on their heads. No wonder they are paranoid. Notice that nothing in the Darwin Party’s reaction deals with scientific evidence. It’s all about strategizing to silence anyone who opposes them. If they can only win by threatening with their ACLU attack dogs and silly propaganda games, how can they look at themselves in the mirror? The evidence, meanwhile, marches on (example).(Visited 10 times, 1 visits today)FacebookTwitterPinterestSave分享0
Manchester City’s Bernardo Silva celebrates after scoring the opening goal during the English Premier League soccer match between Fulham and Manchester City at Craven Cottage stadium in London, Saturday, March 30, 2019. (AP Photo/Alastair Grant)LONDON — Bernardo Silva and Sergio Aguero sent Manchester City back to the top of the English Premier League after being gifted goals by Fulham to seal a 2-0 victory on Saturday.City moved a point ahead of Liverpool, which hosts Tottenham on Sunday but will have played a game more than Pep Guardiola’s defending champions.ADVERTISEMENT Panelo: Duterte ‘angry’ with SEA Games hosting hassles MOST READ Don’t miss out on the latest news and information. LeBron James to sit out last 6 games of Lakers’ season Cayetano: Senate, Drilon to be blamed for SEA Games mess LATEST STORIES Trump tells impeachment jokes at annual turkey pardon event It is little wonder Fulham is next-from-last and facing relegation given the sloppiness of the defending before both City goals.A misplaced, casual clearance by Timothy Fosu-Mensah in the fifth minute was seized on by Kevin de Bruyne. Aguero received the ball from the Belgian and he teed up Bernardo Silva to strike low into the net.FEATURED STORIESSPORTSPrivate companies step in to help SEA Games hostingSPORTSPalace wants Cayetano’s PHISGOC Foundation probed over corruption chargesSPORTSSingapore latest to raise issue on SEA Games food, logisticsFulham was so ineffective on the ball that, when the hosts finally strung passes together in the 15th minute, there were ironic cheers around Craven Cottage.It was a brief intermission from the City supremacy. Wintry storm delivers US travel woes before Thanksgiving Private companies step in to help SEA Games hosting Among its remaining seven games, City still has to play a resurgent Manchester United and third-placed Tottenham.“Seven games left for the Premier League, and it’s easy — we have to win every game to be champions,” Guardiola said. “We have a tough, tough opponent (Liverpool). But that’s the challenge.”Fulham is 13 points from safety with 18 points to play for.Sports Related Videospowered by AdSparcRead Next Bloomberg: US would benefit from more, not fewer, immigrants Google Philippines names new country director View comments Fulham defender Joe Bryan even helped City with its second goal in the 27th.Bryan’s slack attempt to pass the ball back to Calum Chambers was intercepted and Bernardo Silva squared to Aguero, who struck past goalkeeper Sergio Rico for his 19th league goal.With a comfortable lead and little threat from Fulham, City could afford its finishing being wayward after the break when Aguero came off injured.“He says he felt something, but hopefully he’s not injured,” Guardiola said. “He decided on not continuing. Hopefully it will not be a big issue.”Next up is another game against relegation-threatened opposition, with Cardiff going to City on Wednesday.ADVERTISEMENT Colombia protesters vow new strike after talks hit snag PH underwater hockey team aims to make waves in SEA Games PLAY LIST 02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games02:11Trump awards medals to Jon Voight, Alison Krauss
The Food Bank of Siouxland celebrated the completion of a major capital improvement project Friday.Executive Director Linda Scheid says thanks to a $230,582 grant from Tyson Foods, the Food Bank has expanded and modernized their freezer space:Audio Playerhttp://kscj.com/wp-content/uploads/2018/04/FBANK.mp300:0000:0000:00Use Up/Down Arrow keys to increase or decrease volume.OC………..able to go up. :21Scheid says the local demand for food assistance continues to increase:Audio Playerhttp://kscj.com/wp-content/uploads/2018/04/FBANK2.mp300:0000:0000:00Use Up/Down Arrow keys to increase or decrease volume.OC………….people in need. :12She says there are 26,150 food insecure individuals, including 11,210 children living in Siouxland.The Food Bank of Siouxland is the warehouse and distribution center for approximately 100 nonprofit agencies.
Mumbai: Marketers in India are missing potential opportunities to reach out to men in the categories where both genders are equal decision makers, according to a Kantar report. It revealed the disconnect between consumer and business opinions of gender portrayals in advertising. The AdReaction report noted that 58 percent ads on air target women exclusively, and only 35 percent are targeted towards both genders. While the clear majority of marketers globally (more than 75 percent) think they are avoiding gender stereotypes, 76 percent of female consumers and 71 percent of male consumers believe that the way theyre portrayed in advertising is completely out of touch, it said. Also Read – Maruti cuts production for 8th straight month in SepIt noted that globally, gender-balanced brands drive greater brand value while brands that skew towards men tend to underperform and are valued on average $9 billion less, while only one in three brands achieve this balance in India. In the wake of the ‘MeToo’ movement, the industry globally claims they are actively designing for both genders and representing them in a progressive context. But less female marketers are convinced with the way theyre portraying men in the advertisements, it said. It observed that getting the gender placement right is important, especially from a digital and static perspective because it can be used as a targeting and optimisation variable in these channels. Also Read – Ensure strict implementation on ban of import of e-cigarettes: revenue to CustomsIt also noted that new information has the highest receptivity in India, more than 50 percent men and women become more positive towards the ads that have new information. This is closely followed by humour which has a critical role to play in improving the ad receptivity with both genders. “The report highlights that the bulk of ads in India are targeted at women; but marketers appear to be targeting them led more by stereotypes. Gender targeting should not be an either or decision and we need to challenge these outdated assumptions. From a portrayals perspective, more emphases need to be made towards aspirational and authoritative roles. The industry as a whole needs to be more aware than ever that things need to change, said Vishikh Talwar-managing director- Kantar Millward Brown, South Asia.