There is a lake near a forest in Sweden. The water in lake is very clear and everything is quiet and still. On the far side of the water is some farmlands and further away, across the fields, is an old church built on a hill. It has just stopped raining. The brook flowing into the lake is full and there is still some half-melted snow from last winter on the ground.

    The reason the water is so clear and everything is so quiet and still, is that most of the plant and animal life in and around the lake is died. There are no birds because all the fish and insects, which the birds need for food, have disappeared. Many trees in the forest are losing their leaves and bark, and are sick and dying. Others were blown down by the high winds of last winter. A farmer is working in a field planting something, but unless he plants a stronger kind of seed this year, the crop will be between 25 to 40 percent lower than a few years ago. The stones of the old church tower are turning to power and unless the tower is repaired soon, it will fall down.

    The smoke coming out of factories and poisonous gases from cars and trucks causes all the death and destruction in this place. And yet this silent lake is hundreds of kilometers away from the nearest factory and highways.

    The National Postal Museum is divided into galleries that explore America's postal history. Visitors will have a full picture of the creation and fantastic varieties of postage stamps.

    World of Stamps

    Video images bring stamps to life and attract visitors who explore the surrounding displays. Visitors encounter the world's first postage stamp — the 1840 Penny Black and learn how it revolutionized communication. Stamp images, including Dr. Martin Luther King's "I have a dream" speech and the stamp that helped raise almost $72 million dollars for breast cancer research, explain how stamps have shaped history and honored people and places worldwide.

Gems of American Philately

    Visitors have the opportunity of examining 13 of the most rare and highly valued stamps in the world of the stamp collection, including the most famous American stamp of all, the 1918 Inverted Jenny. A video explains why the Inverted Jenny and other stamps displayed here are the most valuable. The treasures in this area are rarely available for public viewing. Each tells a story about an important event in US history.

    Mail Marks History

    The markings on mail provide valuable clues to the surprising ways mail has been transported over time, including challenges and even disasters encountered along the way. You will understand these markings by following the journeys of three historic letters.

    Connect with US Stamps

    Visitors explore their own connections with stamps. At three touch screen tables, they create their own stamp collection based on the topics that interest them most. They can also create their own stamp designs. Visitors have the chance to view videos in which stamp designers talk about their craft, stamp collectors explain what they collect and why, and footage(片段) shows the process of making stamps.

    One morning, a blind boy sat on the steps of a building with a hat by his feet. He held a sign which said, "I am blind, Please help me."

    There were only a few coins in the hat. A man was walking by. He took out a few coins from his pocket and dropped them into the hat. He then took the sign, turned it around, and wrote some words on it. He put the sign back so that everyone who walked by could see the news words.

    Soon the hat began to fill up. A lot more people were giving the money to the blind boy. That afternoon the man who had changed the sign came to see how things were. The boy recognized his footsteps and asked." Are you the one who changed my sign in the morning? What did you write?

    The man said, "I only wrote the truth. I said what you said, but in a different way." What he had written was, "Today is a beautiful day, but I can not see it."

    Do you think the first sign and the second sign were saying the same thing?

    Of course both signs told people the boy was blind. But the first sign simply told people to help by putting some money in the hat. The second sign told people that they were able to enjoy the beauty of the day, but the boy could not enjoy it because he was blind.

    The first sign simply said the boy was blind, while the second sign told people they were so lucky that they were not blind. There are at least two lessons we can learn from this simple story.

    The first is: Treasure what you have. Someone else has less. Try your best to help those who need your help.

    The second is: Be creative. Think differently. There is always a better way.

    Procter & Gamble (P&G), one of the world's biggest marketers, has announced a change in the way it buys advertising on Facebook. It has started cutting its spend on highly targeted ads and increasing its spend on ads that address much larger numbers of the potential audiences for its brands, which include Tide, Pampers and Gillette. Explaining this change of emphasis, P&G's global brand building officer, Marc Pritchard, said, "We targeted too much, and went too narrow."

    Facebook's astonishing income growth comes, in part, from its ability to deliver micro-targeted audiences (推送精准目标受众) to advertisers, and P&G in fact admits that it has wasted millions of dollars in the misguided pursuit of effectiveness.

    Facebook used to be irresistible to advertisers. It presents advertisers this question: Instead of sending your message to millions in a television ad, why not use data to reach only those you need to reach? But as many people may have noticed, making perfectly targeted ads appears to be much harder than it sounds. Most digital ads are easily ignored. Information about consumers is not the same as insight into human beings.

    The more fundamental problem with micro-targeting is that for big brands, advertising has never really been about messages—even brand owners have never quite realized it. It is about the creation of shared memories, triggered at the point of purchase. Think about some of the great brands: Nike, Apple, and yes, Pampers. If you buy them, it is because you know millions of others do, and because they seem to stand for something that, far from being unique to you, is common to all of us: achievement, creativity, and nurturing. The broader these brands go, the better they do.

    When a consumer reaches for something on the shelf, they usually reach for the familiar. To achieve that status, a brand needs to have done something that lots of people regularly see, notice and enjoy. What seemed to be the wastefulness of TV was in fact its secret sauce. By reaching large numbers of people at the same time, TV ads had the power to turn brands into cultural icons, which took up consumers' minds.

    In its conversations with advertisers, Facebook now talks less about targeting, preferring to emphasize the large number of consumers that it can help brands to reach. It is investing in video functions and is encouraging its clients to make short films. After years of telling clients TV is wasteful, it is now doing a good job of imitating it.

    Twenty-five years ago, most young Britons wanted a career in law, to be a doctor, or, if they were creative enough, to take up singing. But today, things stand differently.

    According to a survey by Tesco Mobile, a UK company, the "dream job" of young people aged between 16 and 25 in the UK is a video blogger, or "vlogger". The survey, carried out among 1,002 people, found that as much as 40 percent of them put vlogger as their number one choice on a list of ideal careers.

    This change is undoubtedly as a result of the Internet and social media. They have made it so much easier to reach audience of the world, without having to enter a career in show business in the traditional way.

    In the past, the biggest stars were trained by the Hollywood studios; now, anyone with a computer camera can become a star. Vloggers are the big stars of today because they are normal people interacting with their fans about everyday life."

    However, what people see is only the bright side of being a vlogger and they fail to notice the fact that only those who are successful earn fame and fortune. For every success there are hundreds of others who never get off the starting line. There are the dreams that come true and the dreams that remain dreams forever.

    Although being vloggers is popular, some young people choose to follow careers that don't necessarily earn them fame, but allow them to make good use of the Internet to share their hobbies. Young Israeli David Leshaw, for example, runs a business called the Finishers Club. It's an online platform for runners to keep a record of their races. His job allows him to express his enthusiasm, and is always a learning experience. And that's enough for him.

Despite extreme cold, cruel ice and being brushed off as mad, Slovenian Davo kamicar became the first person to ski non-stop down Mount Everest. After a dramatic fall over almost sheer cliffs of snow, stones and ice, 38-year-old Kamicar returned to his base camp after five hours of skiing. "I feel only absolute happiness and absolute tiredness," he said. 

Due to the severe weather conditions, Kamicar flung himself back down the mountain as soon as he reached the top rather than have a rest as planned At one point, he had to speed overstretches of ice that collapsed and broke underneath him and could have sent him falling into the deep crevasses(裂缝) that dot the mountain.

The descent (下落) had been widely regarded as extremely dangerous. The Darwin Awards website, known for documenting foolhardy deaths, urged people to log on to their website and "keep your eyes peeled for a live Darwin Award". However, the only body to make the news was the corpse (尸体)of an unknown mountaineer which Kamicar zipped past as he descended one of an estimated 120 corpses, thought to litter the slopes." This mountain is always full of surprises. Seeing a dead man out there was still a shocking experience," he said. 

Thanks to strategically placed cameras on the mountain and one attached to his safety helmet hundreds of thousands of people witnessed the process online, which was one of the record highs ever of more than 650,000 hits. The website was once jammed as people tried to access the site.

A previous failed attempt had already cost Kamicar two fingers when he got frostbite as a fierce storm hit the peak. Coming from a skiing family and had his first Himalayan skiing expedition in 1989, he has been ever since tireless in raising funds and sponsorship for more expeditions, with Everest as the permanent goal.