An Anniversary Opportunity: Digitization of Student Yearbooks

Anniversary celebrations provide archivists and librarians with many unique opportunities to build public support for their programs. Archivists, in particular, are expected to be a resource for such events. Handled adroitly, anniversary programming can offset the “dusty shelf” stereotype that frustrates many professionals. Moreover, resource allocators planning an anniversary are likely to look to their archives for ideas and special projects, initiatives that may result in additional financial and staffing resources. Describing the positive public relations value of anniversaries, archivist Tim Ericson has gone so far as to suggest “The Archivist\u27s First Law of Outreach”: Human beings are unable to resist celebrating any anniversary divisible by twenty-five

On estimating gravity anomalies: A comparison of least squares collocation with least squares techniques

The least squares collocation algorithm for estimating gravity anomalies from geodetic data is shown to be an application of the well known regression equations which provide the mean and covariance of a random vector (gravity anomalies) given a realization of a correlated random vector (geodetic data). It is also shown that the collocation solution for gravity anomalies is equivalent to the conventional least-squares-Stokes' function solution when the conventional solution utilizes properly weighted zero a priori estimates. The mathematical and physical assumptions underlying the least squares collocation estimator are described, and its numerical properties are compared with the numerical properties of the conventional least squares estimator

Phonetic Similarity in Brand Name Innovation

When developing a new brand name, similarity of the new brand name to an existing brand name may affect perceptions of the new brand name. However, marketers typically have little guidance on the optimal level of similarity versus originality. Based on linguistic theory, we develop a method to determine this optimal level. In four experiments, we examine the phonetic similarity of a company’s new brand names to the company’s original brand name, implementing a highly controlled methodology based on linguistic rules. When pre-existing attitudes towards a company are positive, an inverted U-shaped pattern is observed in brand name attitudes, such that moderate levels of phonetic similarity are preferred over closer or more distant levels of phonetic similarity. When pre-existing attitudes towards a company are negative, an opposite, U-shaped pattern is observed, such that moderate levels of phonetic similarity are less preferred over closer or more distant levels of phonetic similarity. However, when there are no pre-existing attitudes towards the company, a direct, linear relation between phonetic similarity and attitudes is observed, such that close levels are preferred over moderate levels which, in turn, are preferred over distant levels, consistent with a simple familiarity effect on brand name attitudes.Brand Names, Linguistics, Attitudes

Down-bucklng of a corner of a descending plate

A model of the earth's crust is presented as a set of rigid crustal blocks in which the crust is consumed, compressed, or created only at the boundaries of the blocks. As such the trench boundary moves with respect to the colliding plates because of down-buckling at the corner of the descending plate. It is further shown that this mechanism requires plate consumption of the descending plate at a rate faster than the relative plate motion, which in turn causes infilling of the basin behind the arc to compensate for the increased destruction. It is demonstrated that earthquake, heat flow, paleomagnetic, gravity anomaly, and geologic data derived from Japan and the Sea of Japan support the model