Sparrow is a fast-food chain with 200 restaurants. Some years ago, the group to which Sparrow belonged was taken over by another company. Although Sparrow showed no sign of declining, the chain was generally in an unhealthy state. With more and more fast-food concepts reaching the market, the Sparrow menu had to struggle for attention. And to make matters worse, its new owner had no plans to give it the funds it required.

    Sparrow failed to grow for another two years. Until a new CEO, Carl Pearson, decided to build up its market share. He did a survey, which showed that consumers who already used Sparrow restaurants were extremely positive about the chain, while customers of other fast-food chains were unwilling to turn away from them. Sparrow had to develop a new promotional campaign.

Pearson faced a battle over the future of the Sparrow brand. The chain's owner now favored rebranding Sparrow as Marcy's restaurants. Pearson resisted, arguing for an advertising campaign designed to convince customers that visits to Sparrow restaurants were fun. Such an attempt to establish a positive relationship between a company and the general public was unusual for that time. Pearson strongly believed that numbers were the key to success, rather than customers' speeding power. Finally, the owner accepted his idea.

The campaign itself changed the traditional advertising style of the fast-food industry. The TV ads of Sparrow focused on entertainment and featured original songs performed by a variety of stars. Instead of showing the superiority of a specific product, the intention was to put Sparrow in the hearts of potential customers.

    Pearson also made other decisions which he believed would contribute to the new Sparrow image. For example, he offered to lower the rent of any restaurants which achieved a certain increase in their turnover (营业额) .

    These efforts paid off, and Sparrow soon became one of the most successful fast-food chains in the regions where it operated.

    Recently, we've been talking about how we need better teachers. There's no doubt that great teacher can help in a student's learning but here's what some new studies are also showing: We need better parents.

    Every three years, the organization called O.E.C.D. organizes exams as part of the Program for International Student Assessment(评估), or PISA, which tests 15-year-olds on their abilities to deal with real problems. America's 15-year-olds have not done as well as students in Singapore, Finland and Shanghai in the PISA exams.

    To better understand the reasons, the PISA team, starting with four countries in 2006, and then adding 14 more in 2009, went to the parents of 5,000 students. They interviewed them about how they raised their kids and then compared it with the test results for each of those years. Two weeks ago, the PISA team published the main finding of its study.

    Fifteen-year-olds whose parents often read books with them during their first year of primary school get much higher scores in PISA 2009 than students whose parents don't often read with them or not at all. Parents' concern for their children is strongly connected with better results in PISA.

    According to Schleicher, the leader of the team, just asking your children how their school    day was and showing great interest in their learning can help a lot. It is something every parent can do, no matter what their education level is.

    The study found that getting parents concerned about their children's learning at home is more powerful than parents attending parent-teacher meetings, volunteering in classrooms,   taking part in money-raising, and showing up at back-to-back nights.

    To be sure, nothing can replace a good teacher. But let's stop putting the whole duty on teachers. We also need better parents. Better parents can make teaching more beneficial.

    With all the wars, fighting and sadness in the world today, it's not only necessary, but also essential to have a good sense of humor just to help us get through each and every day of our lives. Putting a smile on someone's face when you know they are feeling down in the dump, makes me feel good and warms my heart.

    How would you feel if you could not joke around with your wife, husband, child, co-worker, neighbor, close friends, or even just someone that you are standing in line with at your corner store? I am always saying things that make others smile or laugh, even if I don't know the person I'm joking around with. My Grandma always found humor in everything she did, even if it was the hardest job anyone could imagine. This not only relieves stress in any situation, but also is common courtesy(礼貌)to speak to others that are around you.

    I know of a few people that don't have a funny bone in their bodies, as they say. Everyone around them could be rolling on the floor after hearing a great joke and they would sit there without the slightest smile on their face. They don't get the joke that makes others laugh. I am busting a gut while they just sit there, looking at me as if I were from outer space. How can people not get a really funny joke?

    Laughing is essential to keep your stress levels under control. Without humor we would find ourselves with a lot of psychological problems, or on a lot of medications to keep us from going crazy. There is too much sadness in this present world. It drives people crazy. We all need to find a way to ignore the sadness and bring a little light into our lives. So, I believe our best medicine is to get together and tell some jokes and have some fun laughing together.

All Aboard for a Family Trip by Train

    If you're looking for a family vacation idea, look no further. Explore America with Amtrak. On the train, your family will have plenty of room to spread out and relax.

    Once on board, the family can take in the scenery from the Sightseer Lounge（观景车厢）. Plus, most of our overnight trains feature Dining cars that serve three meals a day, with full menus and table service. If you're looking for lighter fare, grab a bite to eat or a drink in the Café car. You can also reserve Sleeping car accommodations and let the gentle rhythms of the train sway you to sleep. It's the best way to arrive at your destination rested and ready to go.

    Learn More about the Onboard Experience on www.amtrak.com

    A Dining Experience like No Other

    From full sit-down meals to more informal food service, many trains have one or more option for onboard dining. If you're not hungry, you might start to hear your stomach rumbling（腹鸣） after looking at our menus. We provide you with more dining choices, onboard dining reservations and the different types of dining cars, like long distance dinning car, lounge car and café car.

    Sleeping Accommodations

    Sleeping accommodations are available on most long-distance routes. Amtrak trains traveling on long-distance routes typically use either two-level Superliner or one-level Viewliner train car equipment, each of which include bedrooms arranged in various configurations and private and public bathrooms and showers.

    Seating Accommodations

    On most Amtrak trains, you have three options for seating accommodations. The availability of these options varies depending on your route and the type of train equipment in use:

    Coach Class: Designed for You to Relax.

    Business Class: More Amenities. More Comfort.

    First Class: Exclusively on Acela Express.

    David Rees runs a truly distinctive business. He charges customers $15 to sharpen their pencils to perfections, using a variety of tools.

    I know what you're thinking﹣is this a joke? The 39﹣year﹣old gets asked that question a lot. To clarify everything, he even created a special section on his website telling everyone he's actually providing a real service.

    You can supply your own pencil or you can have Rees sharpen one of his own favorite 2B pencils. After that, he mails it to you in a display tube with the shavings in a separate bag, and an authentic certificate which just happens to mention the pencil is so sharp as to be a dangerous object.

    To achieve the desired result, the master sharpener uses all kinds of tools, including general sandpapers, pocket knives and even a special $450 sharpening machine. "It depends on what the customer wants to use his/her pencil for," he says. "That determines the most appropriate pencil﹣sharpening technique. Some customers buy pencils as inspirational symbols while others buy them because of their special memories of classic 2B pencils."

    $15 to have a pencil sharpened is a bit expensive though, right？ You're not the only one who feels that way, and David's unique business has really angered lots of people, who talk of inequality in America, saying it is so insane for the wealthy to pay $15 to sharpen a pencil. But others will say, "This is just our urge to put an end to the welfare state because new ideas arise along with the business."

    David admits his trade is sort of unusual. But there are those who actually value his service, as proven by the over 500 orders he has gotten.

    Scientists at the University of Oxford have developed new artificial intelligence(AI) software to recognize and follow up the faces of chimpanzees(黑猩猩)in the wild. The new software will allow researchers and wildlife conservationists to significantly cut back on time spent analyzing videos, according to the new paper published in Science Advances.

    For species(物种)like chimpanzees which have complex social lives and live for many years, getting photos of their behavior taken from short-term field research can only tell us so much," says Dan Schofield, researcher and DPhil student at Oxford University's Private Models Lab, School of Anthropology. "By taking advantage of the power of machine learning to unlock large video files, it makes it possible to measure behavior over the long term."

    The computer model was trained using over 10 million images(影像):from Kyoto University s Primate Research Institute(PRI) video files of wild chimpanzees in Guinea, West Africa. The new software is the first to continuously track and recognize individual a wide range of poses, performing with high accuracy in difficult conditions such as low lighting and poor image quality.

    "Access to this large video file has allowed us to use deep neural networks to train models to a degree that was previously not possible," says Arsha Nagrad, co-auther of the study and DPhil student at the Department of Engineer Science, University of Oxford." Additionally, our new software differs from previous primate face recognition software in that it can be applied to videos with limited manual intervention(人工干预), saving hours of time."

    The technology can be potentially used to monitor species for conservation Although the present application focuses on chimpanzees, the AI software provided will be applied to other species, and help drive the adoption of AI systems to solve(解决)a range of problems in the wildlife sciences.