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Introductions were fun, yet cosmetic. Saul Alvarez knows that.

“People won’t follow you just because of the red hair,’’ said Alvarez, the red-headed Pied Piper for a new generation of Mexicans looking for the nation’s next big star.

The search for substance — grit that will be there even after the red goes gray — takes an early, yet significant turn Saturday night in Alvarez’ first defense of his World Boxing Council junior-middleweight title against Ryan Rhodes at Vicente Fernandez’ rodeo arena on the singer’s ranch near Guadalajara.

Alvarez rapid rise is little bit like the nickname, Canelo, which has been attached to him like one of his freckles. Cinnamon is a good condiment to have around for special occasions. But it’s not dinner. Where’s the beef? No single, definitive answer figures to come out of the bout against Rhodes. It is just the beginning of one.

Against undersized Matthew Hatton there was only an opportunity for Alvarez (36-0-1, 26 KOs) to win his first major title. He did, winning a decision. His inability to stop Hatton, however, put the substance question at the top of the menu.

“I’m nothing like Mathew Hatton,’’ Rhodes (45-4, 31 KOs) said in a conference call when confronted by questions that implied a similarity between the UK fighters.

Reasons are plentiful to think Rhodes has no chance. He has never fought in the United States, much less Mexico. Without a knockout, it’s hard to see how Rhodes can score an upset in Alvarez hometown.

“It is a little bit of an issue, but I believe I’m mature enough to handle it,’’ the 34-year-old Rhodes said.

Maybe big enough, too.

On the scale, at least, Rhodes won’t be at a disadvantage. He’s been at or near the 154-pound weight throughout his 16-year career. For Hatton, Alvarez failed to make the catch weight, 150 pounds. He was nearly two pounds heavier than the negotiated mandatory. At fight time, Hatton, a welterweight, was probably two divisions lighter than Alvarez, who looked like a middleweight.

Against Rhodes, Alvarez won’t have that hefty advantage. Rhodes, listed as a lefthander yet able to switch, promises to have equal power, which offers an intriguing glimpse at how Alvarez will respond. Alvarez’ debut in the U.S. against Jose Miguel Cotto in May 2010 introduced the question that will be there at opening bell Saturday on HBO’s Boxing After Dark. Cotto, a welterweight, had Alvarez in trouble in the second round.

Alvarez survived. He went on to win a ninth-round TKO, but the victory planted the question: What might have happened if those second-round punches had been delivered by a bigger man?

Against Rhodes, an answer looms in perhaps the first of many that will determine whether Alvarez is more than just another carrot top.

Where’s the Sulaiman protest?

While the Fernandez arena was being prepared for Saturday night’s bout, the legendary Mexican singer was in Phoenix last weekend for a show. He also was target of demonstrators opposed to Arizona’s controversial immigration legislation, SB 1070. Protesters chanted and sang outside of US Airways Center while Fernandez performed within the NBA arena.

Immigrant activists are asking for an Arizona boycott until the legislation is revoked. No word on whether WBC chieftan Jose Sulaiman plans to suspend Fernandez from singing. Sulaiman issued a ban on Mexicans fighting in Arizona. He threatened to suspend three who fought in Tucson last summer.

If Sulaiman was serious about his over-the-top decree, he’d demonstrate outside of the Fernandez arena Saturday. But there are no sanctioning fees in protest songs. Instead, Sulaiman figures to be at ringside, singing Fernandez praises while collecting the WBC cut for its sanction of the title fight.
Notes, quotes

· The Phoenix City Council honoured super-middleweight Jesus Gonzales Tuesday in a proclamation that cited his community involvement with kids and the needy during the last several weeks. Gonzales has participated in fund raisers, spoken to kids and just been the overall good guy everybody has known since he undertook his Phoenix comeback with a victory in late March. Gonzales (26-1, 14 KOs) faces Henry Buchanan (20-2, 13 KOs) of Maryland on July 8 at US Airways Center.

· And the unforgettable Roberto Duran celebrated a milestone Thursday. He turned 60. He has always been among boxing’s most compelling and entertaining personalities. A few years ago, he told me and 15 rounds colleague Bart Barry that he might still be fighting if not for injuries sustained in an auto accident in Argentina. Duran recalls the moment when he knew he wouldn’t fight anymore. He woke up and saw a circular light, the kind often seen in the ceiling of a hospital room. But Duran thought he had already passed on, into the after-life. “I saw the light and started yelling, “I made it, I made it,’ ‘’ Duran said. “Then, a hand grabbed my arm. It was a patient in the next bed. The guy tells me: ‘Not yet, not yet.’ ‘’ Have a Happy, Roberto.

Microsoft Bolsters Digital Advertising Solutions Via Acquisition of ScreenTonic

Wireless News May 7, 2007

Wireless News 05-07-2007 Microsoft Bolsters Digital Advertising Solutions Via Acquisition of ScreenTonic

Microsoft has agreed to acquire ScreenTonic SA, a Europe-based mobile advertising company, in a move that combines the breadth of Microsoft Digital Advertising Solutions offerings with the mobile expertise and industry relationships of ScreenTonic to help advertisers reach a global audience of mobile users.

ScreenTonic’s mobile solutions provide advertisers with a complete range of ad formats, from display to text, as well as ad management and reporting capabilities, while serving the needs of mobile operators and independent publishers equally. ScreenTonic will continue to operate out of its current headquarters in Paris.

Financial details of the acquisition were not disclosed.

The acquisition of ScreenTonic, in addition to Microsoft’s work with industry groups such as the Mobile Marketing Association and the Interactive Advertising Bureau, will be an extension of Microsoft’s commitment to connect advertisers with their target audiences at home, at work and on the go across multiple digital devices such as PCs, Xbox video game systems and mobile phones. see here microsoft office online

“The mobile Internet is an extraordinary vehicle for brands to connect with their target audiences, because devices like cell phones enable interaction to take place virtually anywhere or anytime,” said Steve Berkowitz, senior vice president of the Online Services Group at Microsoft. “The acquisition of ScreenTonic will be part of our long-term strategy to deliver ad experiences that map to the environment. Together, we will be able to provide relevant ads where consumers are, when they are actively engaged and communicating.” see here microsoft office online

Berkowitz said it is important for Microsoft to deliver ad experiences that are mutually beneficial to publishers, mobile operators and consumers alike. ScreenTonic has relationships with some of the largest mobile operators in Belgium, France and the U.K.

“Mobile advertising is expected to experience tremendous growth over the next five years,” said Didier Kuhn, CEO and co-founder of ScreenTonic. “We are very excited to expand our presence in this exciting marketplace with Microsoft. We’re confident that the combined strengths, services expertise and talent of our companies will deliver a great experience for advertisers, publishers and mobile operators alike.”

Microsoft Digital Advertising Solutions encompasses a set of global advertising products and services designed to effectively connect advertisers with their target audiences across multiple digital lifestyle touch points. Advertisers can actively engage with a global audience of more than 465 million unique users per month across the MSN network, as well as millions more consumers through Windows Live, Xbox LIVE, Microsoft Office Online and Live Search.

((Comments on this story may be sent to newsdesk@10meters.com))

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