J uly 14, 1993 » T he P ortland O bserver
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McDonald’s Launches The Industry’s
Infomercial With “The Mac Report”
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New Program-Length Advertisement H ig h lig h ts
McDonald's Commitment to the
Black Community
McDonald's announced another
industry first” with "The Mac Re
port.” a new 30-minute infomercial
that shows the company is serving up
more than just hamburgers.
‘ The Mac Report" is unique in
that it is the first non-product oriented
infomercial targeting Black consum
ers. with a debut scheduled for Black
Entertainment Television (BET) on
July 17 at 7:30 p m (EST).
Produced in a news magazine
format, the program looks behind the
“Golden Arches" to present a menu of
community initiatives supported by
McDonald's, its franchisees and Ro
nald McDonald Children’s Charities.
The show spotlights the system's com
mitment to education, economic de
velopment and community relations -
- particularly in the Black community.
“W e’re excited about "The Mac
Report' because the program-length
format allow s some of our finest fran
chisees to touch American viewers the
way they’ve touched the lives of people
in their respective communities,” said
Sands Silver, assistant vice president/
marketing, McDonald’s Corporation
“The infomercial focuses on 14 fran
chisees who live McDonald’s phi
losophy of community involvement -
- and their s arc stories representative
ofM cDonald's franchisees around the
world.”
From H arlem to Hollywood,
McDonald’s franchisees play starring
roles not only in their communities
but in "The Mac Report” as well
Segments of the program showcase
franchisees w ho are making a differ
ence in the lives of Black youth, their
families and communities.
During the telecast, viewers will
get a glimpse of individual franchisee
education initiatives; the community
relations activities of inner-city Black
franchisees in Los Angeles and New
York, and the vast employment op
portunities available at the fast food
chain
"The Mac Report” also looks at
McDonald’s national initiatives in
cluding:
Ronald McDonald C hildren's
Charities, which has awarded more
than $64 million in grants to non
profit organizations benefiting chil
dren.
Ronald M cD onald House, a
"homc-away-froni-home ’ for families
of seriously ill children who are un
dergoing treatment at nearby hospi
tals.
M cD onald's GospelFest, local
fu n d ra ise rs
u n d e rw ritte n
by
McDonald’s restaurants annually
“McDonald’s Black History Mak
ers of tomorrow,” an education pro
gram saluting high school students
for their scholarship, leadership, com
munity service and ability to impact
Black history.
M c D o n a ld ’s “ Salute to the
Tuskegee Airmen,” a new travelling
exhibit and educational video recog
nizing the unsung Black heroes of
World War II.
M c D o n a ld ’s is the lead in g
foodserv ice retailer in the global mar
ketplace, with more than 9,000 res
taurants in the United States. About
80 percent ofM cD onald’s restaurant
businesses are locally owned and op
erated by independent entrepreneurs.
Energy Department Publishes
Guidelines For Small Business
The Department of Energy(DOE) point for D O E's small business tech-
has announced guidelines to facilitate nology transfer activities. . Due to the
and encourage the transfer of technol financial limitations of many small
ogy developed in its laboratories and businesses to travel and to research
opportunities for partnership with
facilities to small business.
The guidelines, published in the DOE, working with DOE ’ s small busi
June 14 Federal Register, identify spe ness contacts within the agency, and,
cific points of contact at DOE Head in particular, identifying local and
quarters, regional operations offices, regional contact pits, can provide a
program offices, and laboratories, who great benefit to many small firms
Companies interested in obtain
can guide small businesses through
ing
a
copy of the guidelines can con
the technology transfer programs at
tact
Sandy
Glatt, Small Business Co
these locations.
ordinator,
Office
of Technology Utili
D O E 's Office of Technology
Transfer Utilization, which published zation, Department of Energy, at 202/
the guidelines, will serve as a focal 586-5388
T oni s R e s ta u r a n t
P h a se #2 C a te r in g C o n cep ts
249-TONI
O p e n 7:00 am to 11:00 pm M / I Lu r «day
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Don’t You Believe Me?
This Is The Last Reading List
As soon as I announce the final
article of a senes in wluch the readers
have shown great interest, here comes
a rash of relev ant goodies from near
and afar. I’m determined that this is
the final, absolute closeout of the
summer book list - - 1 know that you
are anxious to move on to those new
areas of both specific and general
information that the Portland Obscrv er
provides in more depth than anyone
else
Just arrived is a comprehensive
catalog of educational and cultural
m aterials addressing the principal
minority groups of America -- Black.
Hispanic, Native American, Asian
Obtainafreecatalog (MP3. June 1993-
May 1994, “Catalog of Books By And
A bout People o f C o lo r” ). T h e
Highsmith Co Inc , W5527 Highway
106, P O Box 800. Fort Atkinson,
Wisconsin 53538-0800 or call 1-800-
558-2110
All ages and curriculum ap
proaches are represented here, texts to
icons, posters to postcards And there
are artists, musicians, heroes, inven
tors. authors and great leaders Espe
cially attractive are the kits displayed
in color like the "Indian Crafts” or the
'Kwanzaa Kit” with a wooden candle
holder, set of sev en colored candles,
bamboo mat, poster and book All
schools and organizations should find
these materials useful in our cultur
ally diverse society .
Two ministers who inspected my
library a few years ago suggested sev
eral items with which I should ac
quaint readers. First, they cite two
books that "are sure to gain the inter
est of Bible readers who ' really get
into things'”. 101 Bible Secrets That
Christians Do Not Know by Dr. Ernest
L. Martin. And by the same author,
Secrets O f Golgotha: The Forgotten
H istory O f C h rist’s C rucifiction
(“Recently uncov ered biblical and his
torical ev idence show s that Jesus was
crucified on a Tree' and buried and
resurrected on the Mount of Olives',
just cast of Jerusalem").
Either book is $14 95 with ship
ping and handling at $3.00 per vol
ume, Order from The Center For Bib
lical Studies, 408 South Pasadena Ave,
Suite 4, Dcpt BAR, Pasadena CA,
91105 (Make checks pay able to “CBS
Bookstore ”). Two very handy biblical
references with both conventional and
biblical verse' indexes arc by the
noted Isaac Asimov, Asimov ’s Guide
To The Bible: Old Testament and
Asimov’s Guide To The Bible: New
Testament Order through your favor
ite local bookstore though Looking
Glass' tells me the "Old Testament
Guide" (only) is out of print Try
second-hand stores Another popular
and useful book is A History O f The
Jews, by Paul Johnson, (Harper &
Row. 1987).
Because so much ancient African
history is intertwined with the Bible
and Judea, an invaluable reference
book on my shelf is Smith s Bible
Dictionary by William Smith, Revised
andE ditcdbyF N andM A Pcloubct
(Thomas Nelson Publishers. 1986).
F ri/S a t. 7 :0 0 am to 4:00 am
Buy or Sell
Many of the references and illustra
tions in this classic text relate to Egy pt
and other Africana.
In the same vein, another invalu
able resource for my Africa research is
my subscription to the Biblical Ar
chaeology Review, a bi-monthly pub
lication, lyr, $13.47,2yr, $23.95. P O
Box 7026, Red Oak, 1A51591-2026
In addition to coverage of the on
going major archaeological discov er
ies and important reviews of matters
like the “Dead Sea Scrolls", there are
myriad illustrations of artifacts and
structures that reveal African origins
or influence.
Many of us remember the book.
“Black Power The Politics of Libera
tio n ” by K w am e T ure (Stokely
Carmichcl) and Charles V. Hamilton
This classic of the Civil Rights era
(1967) has been reissued with a sec
tion titled. “ A fterw ord. 1992 by
C harles H am ilton.” The struggle
comes anew with a re-examination of
the early Civil Rights Movement and
the insightful after-thoughts Published
by Vintage Books (ob.). 1992 edition
And, finally, for reader, student,
writer or whoever enjoy s the written
word (or should be), get that classic,
definitive standard. "Rogct's Interna
tional Thesaurus Fourth Edition".
This book goes far beyond a dictio
nary. collections of antonyms or syn
onyms — it prov ides a handy index of
associations between similar defini
tions. meanings and similar thoughts/
ideas You will wonder how you ever
read, wrote or imagined' without it
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