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
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Observer f o r a 10% discount
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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