Weekend Reading List (3.17.12): Pro Cycling Challenge Goes Gran, CDC Butts Out, Fat Cells Burn, MLB Social Swing

USA Pro Cycling Does Texas Gran

From BikeRadar: USA Pro Cycling Challenge partner with Gran Fondo: Texas TMCO

The USA Pro Cycling Challenge, one of the largest professional cycling races in the US, have teamed up with the second-annual Gran Fondo: Texas TMCO to create the KOM (King of the Mountain) Challenge.

Butt Out

From RedOrbit: CDC Launches New Graphic Anti-Smoking Campaign

The Center for Disease Control and Prevention (CDC) announced a new graphic anti-smoking ad campaign today featuring personal descriptions and photographs of people who have suffered effects from smoking.

Earn to Burn

From Science Daily: Teaching Fat Cells to Burn Calories: New Target Against Obesity Involves Brown Fat

In the war against obesity, one’s own fat cells may seem an unlikely ally, but new research from the University of California, San Francisco (UCSF) suggests ordinary fat cells can be reengineered to burn calories.

Social Swing

From Sports Techie: Grooved Down the Middle: Will Major League Baseball Swing at Social Media?

For professional sports leagues, the ability to use social media to enhance their global marketing campaigns is an enormous opportunity because of how little it costs to add valuable revenue streams. Some leagues have allowed the public domain to essentially do the advertising leg work for them by allowing the sharing of video clips of their games on the Web. However, Major League Baseball has always been a staunch opponent of this tactic, instead choosing to prohibit unaffiliated websites from replaying MLB highlights. The league has intended to be the only source of this information in order to steer visits to

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