FTC study taking aim at online marketing of booze and kids

LOS ANGELES (Reuters) – The Federal Trade Commission (FTC) plans this summer to recommend ways that the alcoholic beverage industry can better protect underage viewers from seeing its advertisements online.

Distillers, brewers and wineries pour millions of dollars into brand promotion on Twitter, Facebook and other social media, and industry critics contend they are not doing enough to prevent young consumers from receiving these messages.

“We’re doing a deep dive on how they’re using the Internet and social media,” said Janet Evans, a lawyer with the FTC, which is conducting a year-long study due to be released by early summer. “We’re focusing on underage exposure.”

She would not elaborate on any potential recommendations that might come out of the study, which began in April 2012.

The FTC is reviewing data from 14 big producers, Evans said, including Beam Inc, the maker of Jim Beam, Diageo Plc, home to Johnnie Walker, and Constellation Brands Inc, which makes Robert Mondavi and Ravenswood wines.

The FTC report “is something we take seriously and place at high priority,” said Karena Breslin, director for digital marketing at Constellation.

The FTC has made two requests for information since the study began, she said.

The regulatory agency has not said it intends to impose restrictions on liquor company social media advertising but it can make recommendations to the industry.

The FTC is empowered to file suit to ensure consumers are protected from deceptive marketing practices, Evans said, but she stressed that studies of this nature are meant to promote better self-regulation, not provide a basis for a case.

Executives say alcohol makers and distributors voluntarily adhere to the same industry-set standard for marketing to underage viewers on social media sites that the industry set for its ads on TV and other medium. That requires that at least 71.6 percent of an audience consists of adults 21 and older.

“No one in their right mind would want to advertise to people who can’t legally buy their product,” said Frank Coleman, senior vice president for Distilled Spirits Council of the United States (DISCUS), the trade group that sets the industry’s advertising codes.

In June 2011, DISCUS revised its code upwards to 71.6 percent from 70 percent, after the FTC recommended it review the standard to better reflect U.S. Census population data.

Industry critics, including David Jernigen, director of the Center on Alcohol Marketing and Youth at Johns Hopkins University, and Sarah Mart, research director of the advocacy group Alcohol Justice, contend the industry didn’t go far enough and should raise the standard further.

Jernigen says it needs to be at least 85 percent to effectively protect youth, so there would be no more than 15 percent exposure to the underage drinking population.

“The industry says its self-regulating but it’s ineffective and social media opens up a whole new set of problems because their ads are everywhere,” said Sarah Mart, research director for the San Rafael, Calif.-based group Alcohol Justice.

The industry group’s Coleman said the group now requires members to install age-checking tools via instant-messaging as a gateway to Twitter feeds and other branded Web platforms that ask the user for a birth date before admitting them.

In the first nine months of 2012, beer, wine and spirits manufacturers’ spent an estimated $ 35 million for paid Web display advertising, but industry executives estimate many millions more were spent on Web site creation, video production for platforms like Google’s YouTube and social media marketing efforts.

“We’ve significantly adjusted more money to digital for online video, Web sites, Facebook and Twitter content,” said Kevin George, global chief marketing officer for Jim Beam, which he says spends 30 percent of its media spend for online outlets, up from 10 percent in 2008.

Many companies are expanding their digital staff. Wine maker Constellation hired Breslin three years ago to initiate digital marketing and now has a team of five reporting to her.

Many alcoholic beverage companies flocked to Facebook because it requires users to post their birth dates when signing up. Last year Twitter partnered with Buddy Media to offer a more effective screening tool that sends a direct message to fans who click on a brand. The message sends the fan a link to a site that asks for date of birth, which has allowed Twitter to grab some more of the sector marketing. Salesforce.com bought Buddy Media last June, which is now folding the platform into its marketing cloud portfolio.

Health advocates and industry critics are crying foul. “Facebook and other interactive platforms are poorly monitored and not well age protected,” said Jernigen of Johns Hopkins University. “Anyone can say they’re 21 and click yes.”

(Reporting By Susan Zeidler; Editing by Ron Grover and Alden Bentley)

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Singer Shakira, soccer star Gerard Pique welcome baby

(Reuters) – Singer Shakira gave birth to her first child, a boy, on Tuesday in Barcelona, the Colombian pop star said on her website.

The “Hips Don’t Lie” singer and her boyfriend, the Spanish soccer player Gerard Pique, named the six-pound, six-ounce (three kilograms) boy Milan.

“Milan (pronounced MEE-lahn) means dear, loving and gracious in Slavic; in Ancient Roman, eager and laborious, and in Sanskrit, unification,” the star said in a statement posted on her website.

“Just like his father, baby Milan became a member of FC Barcelona at birth,” the couple joked in a statement. Pique is a defender for Spanish La Liga runner-up FC Barcelona.

Shakira, 35, announced her pregnancy in September after bowing out of a performance in Las Vegas.

The couple last week asked fans to donate gifts such as mosquito nets and vaccines to help needy children in an online baby shower. Shakira is a UNICEF Goodwill Ambassador.

Shakira has signed on to be a judge on the upcoming season of the hit singing contest “The Voice,” which is broadcast by U.S. network NBC. She and R&B singer Usher will replace judges Christina Aguilera and Cee Lo Green.

The singer fist met Pique, 25, in 2010, but only confirmed that they had been in a relationship in March 2011.

(Reporting by Eric Kelsey, editing by Elaine Lies)

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Well: Is There an Ideal Running Form?

In recent years, many barefoot running enthusiasts have been saying that to reduce impact forces and injury risk, runners should land near the balls of their feet, not on their heels, a running style that has been thought to mimic that of our barefoot forebears and therefore represent the most natural way to run. But a new study of barefoot tribespeople in Kenya upends those ideas and, together with several other new running-related experiments, raises tantalizing questions about just how humans really are meant to move.

For the study, published this month in the journal PLoS One, a group of evolutionary anthropologists turned to the Daasanach, a pastoral tribe living in a remote section of northern Kenya. Unlike some Kenyan tribes, the Daasanach have no tradition of competitive distance running, although they are physically active. They also have no tradition of wearing shoes.

Humans have run barefoot, of course, for millennia, since footwear is quite a recent invention, in evolutionary terms. And modern running shoes, which typically feature well-cushioned heels that are higher than the front of the shoe, are newer still, having been introduced widely in the 1970s.

The thinking behind these shoes’ design was, in part, that they should reduce injuries. When someone runs in a shoe with a built-up heel, he or she generally hits the ground first with the heel. With so much padding beneath that portion of the foot, the thinking went, pounding would be reduced and, voila, runners wouldn’t get hurt.

But, as many researchers and runners have noted, running-related injuries have remained discouragingly common, with more than half of all runners typically being felled each year.

So, some runners and scientists began to speculate a few years ago that maybe modern running shoes are themselves the problem.

Their theory was buttressed by a influential study published in 2010 in Nature, in which Harvard scientists examined the running style of some lifelong barefoot runners who also happened to be from Kenya. Those runners were part of the Kalenjin tribe, who have a long and storied history of elite distance running. Some of the fastest marathoners in the world have been Kalenjin, and many of them grew up running without shoes.

Interestingly, when the Harvard scientists had the Kalenjin runners stride over a pressure-sensing pad, they found that, as a group, they almost all struck the ground near the front of their foot. Some were so-called midfoot strikers, meaning that their toes and heels struck the ground almost simultaneously, but many were forefoot strikers, meaning that they landed near the ball of their foot.

Almost none landed first on their heels.

What the finding seemed to imply was that runners who hadn’t grown up wearing shoes deployed a noticeably different running style than people who had always worn shoes.

And from that idea, it was easy to conjecture that this style must be better for you than heel-striking, since presumably it was more natural, echoing the style that early, shoeless cavemen would have used.

But the new study finds otherwise. When the researchers had the 38 Daasanach tribespeople run unshod along a track fitted, as in the Harvard study, with a pressure plate, they found that these traditionally barefoot adults almost all landed first with their heels, especially when they were asked to run at a comfortable, distance-running pace. For the group, that pace averaged about 8 minutes per mile, and 72 percent of the volunteers struck with their heels while achieving it. Another 24 percent struck with the midfoot. Only 4 percent were forefoot strikers.

When the Daasanach volunteers were asked to sprint along the track at a much faster speed, however, more of them landed near their toes with each stride, a change in form that is very common during sprints, even in people who wear running shoes. But even then, 43 percent still struck with their heels.

This finding adds to a growing lack of certainty about what makes for ideal running form. The forefoot- and midfoot-striking Kalenjin were enviably fast; during the Harvard experiment, their average pace was less than 5 minutes per mile.

But their example hasn’t been shown to translate to other runners. In a 2012 study of more than 2,000 racers at the Milwaukee Lakefront Marathon, 94 percent struck the ground with their heels, and that included many of the frontrunners.

Nor is it clear that changing running form reduces injuries. In a study published in October scientists asked heel-striking recreational runners to temporarily switch to forefoot striking, they found that greater forces began moving through the runners’ lower backs; the pounding had migrated from the runners’ legs to their lumbar spines, and the volunteers reported that this new running form was quite uncomfortable.

But the most provocative and wide-ranging implication of the new Kenyan study is that we don’t know what is natural for human runners. If, said Kevin G. Hatala, a graduate student in evolutionary anthropology at George Washington University who led the new study, ancient humans “regularly ran fast for sustained periods of time,” like Kalenjin runners do today, then they were likely forefoot or midfoot strikers.

But if their hunts and other activities were conducted at a more sedate pace, closer to that of the Daasanach, then our ancestors were quite likely heel strikers and, if that was the case, wearing shoes and striking with your heel doesn’t necessarily represent a warped running form.

At the moment, though, such speculation is just that, Mr. Hatala said. He and his colleagues plan to collaborate with the Harvard scientists in hopes of better understanding why the various Kenyan barefoot runners move so differently and what, if anything, their contrasting styles mean for the rest of us.

“Mostly what we’ve learned” with the new study, he said, “is how much still needs to be learned.”

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Prosecutors: Peregrine Financial fraud loss exceeds $215M

Peregrine Financial Group's former chief executive stole more than $215 million from customers of his now-defunct futures brokerage and should be sentenced to the maximum 50 years in jail, U.S. prosecutors said Tuesday.

Russell Wasendorf Sr., 64, who founded the firm, has pleaded guilty to embezzlement but wants a lighter sentence, saying that the loss was less than $200 million and that he used "very basic, simple means" to carry out his fraud, according to documents filed by U.S. prosecutors.

Wasendorf, whose attempted suicide sent his firm into bankruptcy last July, is in jail in Iowa and will be sentenced Jan. 31.

U.S. prosecutors say the large loss, the sophisticated nature of the crime and the sheer number of victims -- more than 10,000 -- justify his spending the rest of his life behind bars.

"While some of defendant's individual acts might be characterized as simple in isolation, they were part of an exceedingly complex scheme whereby defendant's entire business was used as a mechanism to gather and purloin investor funds," prosecutors said in their sentencing memorandum, promising to fight any attempt by Wasendorf to receive a sentence of less than 50 years.

Prosecutors put the exact loss at $215,530,547, based on Peregrine's bank records, and will call Brenda Cuypers, the firm's chief financial officer, as a witness at the sentencing hearing next week.

They had previously pegged the embezzlement only at "more than $100 million," to which Wasendorf pleaded guilty.

Wasendorf's public defender has a policy of declining to comment on cases, and did not reply to an email from Reuters seeking comment.

The collapse last July of Peregrine Financial, known as PFGBest, dealt a blow to confidence in the U.S futures industry, already reeling from $1.6 billion hole in customer pockets left when giant brokerage MF Global failed nine months earlier.

Futures traders had never before suffered such large losses as a result of a brokerage failure.

"To see (Wasendorf) go to jail could give some people some hope," said James Koutoulas, co-head of the Commodity Customer Coalition, which fought to get customer money back in both bankruptcies. "In MF Global, justice hasn't been done."

No one has been charged with wrongdoing in MF Global's collapse.

Regulators have scrambled to patch perceived gaps in customer protections at brokerages and exchanges that handle contracts valued at some $2.5 trillion a day.

That figure is set to rise as new rules push over-the-counter swaps onto regulated trading venues.

The sentencing memorandum offers new details in the government's account of the fraud, which Wasendorf said in a July statement began in the early 1990s after he was hounded by an overzealous regulator.

The fraud began even earlier, prosecutors said in Tuesday's filing, when he stole at least $250,000 from customers' accounts to pay back the original financier of his brokerage, a person referred to in the document only by the initials "J.C."

"Using a copy machine, defendant fabricated a bank statement to conceal the theft of funds," the document said. For the next nearly 20 years, prosecutors said, he faked bank balances, fabricated deposits, and used a rented post office box in Cedar Falls, Iowa, to intercept letters from his auditors meant to check up on his balances at U.S. Bank.

He even went so far as to fly from Chicago, where his firm did most of its business, to Iowa to prevent the near-discovery of his fraud, ultimately convincing Peregrine and U.S. Bank employees that nothing was wrong, the document said.

All the while he worked to make Peregrine Financial seem much bigger and more successful than it was, they said.

Wasendorf believed that "if he could make himself appear rich, the auditors and regulators wouldn't be concerned with the state of his personal finances and not discover it was all a fraud," prosecutors quoted Wasendorf as saying in a sealed presentencing report.

But Peregrine was never actually profitable, even though by its demise investors had entrusted more than $376 million to him and his firm, they said.

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Body of cyanide-poisoned lottery winner is reburied

Mohammed Zaman on the exhumation of his brother-in-law, poisoned lottery winner Urooj Khan. (Posted on: Jan. 21, 2013.)

The body of a West Rogers Park man who died of cyanide poisoning last summer after winning a million-dollar lottery was laid to rest again Monday, three days after his remains were exhumed for an autopsy as part of a homicide investigation.

The scene at Rosehill Cemetery on Monday afternoon was in sharp contrast to Friday morning, when a throng of reporters and TV cameramen had massed outside an entrance gate as numerous Chicago police, Cook County medical examiner officials and cemetery workers surrounded the gravesite while Urooj Khan's remains were unearthed.

About half a dozen people — two in light blue coveralls — wheeled a gurney carrying Khan's body Monday from the back of an unmarked white minivan to under a tent at his gravesite in the Far North Side cemetery. The body was then lowered into the ground while two of Khan's relatives stood at the gravesite in the bitter cold.

Haroon Firdausi, a funeral director and imam, gave a brief prayer during the reburial.

The entire reburial took about 20 minutes.

Shortly before the reburial, one of Khan's relatives, Mohammed Zaman, talked briefly at the cemetery about the family's discomfort with his body being exhumed for the police investigation.

"The sad part is that he wasn't resting in peace," Zaman said of the exhumation. "... Now we have to bury him back again. For any religion, it's hard."

As the Tribune first revealed earlier this month, the medical examiner's office initially ruled that Khan's death in July was from hardening of the arteries, after no signs of trauma were found on the body and a preliminary blood test did not raise any questions. But the investigation was reopened about a week later after a relative raised concerns that Khan may have been poisoned.

Chicago police were notified in September after tests showed cyanide in Khan's blood. By late November, more comprehensive testing showed lethal levels of the toxic chemical, leading the medical examiner's office to declare the death a homicide.

After Khan's body was exhumed Friday, an autopsy was performed for evidence that could aid in the homicide investigation. At the time, Chief Medical Examiner Stephen Cina said it could take several weeks for the tests to be completed. The medical examiner's office hopes samples taken from Khan's organs will show whether he ingested or inhaled the cyanide.

Although a motive has not been determined, police have not ruled out that Khan was killed because of his lottery win a few weeks before his death, a law enforcement source has told the Tribune. At the time of his death, he hadn't collected his winnings — a lump-sum payment of about $425,000 after taxes.

Zaman said he hopes the autopsy sheds more light on his brother-in-law's death.

"It's very hard for the family," Zaman said of the exhumation and reburial. "But it's the only way to find out what happened to him."

jgorner@tribune.com

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BlackBerry Z10 compared to iPhone 5 on camera [video]

Alongside BGR’s own extensive BlackBerry 10 walkthrough, Austrian website Telekom Presse has uploaded another video comparing Research in Motion’s (RIMM) not-so-secret BlackBerry Z10 smartphone to the iPhone 5. The company’s upcoming BlackBerry 10 operating system seems to be a mix between iOS and Android, while adding some unique features. The video showcases the BlackBerry voice assistant app, multitasking and app switching, the app drawer, and the device’s business and home profiles.

[More from BGR: BlackBerry 10 OS walkthrough, BlackBerry Z10 pricing]

Despite the fact that the handset is still running beta software it appears to be exceptionally fast, even besting the iPhone 5 in some scenarios.

[More from BGR: Rumored Xbox 720 specs: 8-core processor, 8GB of RAM, 800MHz GPU]

The BlackBerry Z10 smartphone is said to be equipped with a 4.2-inch HD display, 16GB of internal storage, an 8-megapixel rear camera, 2GB of RAM, NFC, 4G LTE and an 1,800 mAh battery.

RIM will unveil the device along with a second BlackBerry 10 phone at a press conference on January 30th. The BlackBerry Z10, iPhone 5 comparison video follows below.

This article was originally published on BGR.com

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Dish Closing 300 More Blockbuster Stores

NEW YORK (TheWrap.com) – Dish Network is closing another 300 Blockbuster video stores in the next few weeks, bringing its total number of locations to about 500, the company announced Monday.

The move comes after Blockbuster closings last year that included the shutdown of 500 locations last February. The company said Monday, as it did last year, that it would close unprofitable stores.

No locations for the closings have been announced. Some of the stores are reaching the end of their building leases, while others will close because of their performance, Dish spokesman John W. Hall told TheWrap.

The closures come as little surprise as more consumers watch streaming videos or buy them on-demand through their cable company rather than trekking to the brick-and-mortar stores that were so packed with customers in the 1990s.

Dish, which purchased the video chain for $ 320 million in 2011, is increasingly using Blockbuster’s remaining physical locations to hawk its Dish services.

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The Week: A Roundup of This Week’s Science News

“Science,” a colleague once said at a meeting, “is a mighty enterprise, which is really rather quite topical.” He was so right: as we continue to enhance our coverage of the scientific world, we always aim to keep the latest news front and center.

His observation seemed like a nice way to introduce this column, which will highlight the week’s developments in health and science news and glance at what’s ahead. This past week, for instance, the mighty enterprise of science addressed itself to such newsy topics as the flu (there’s still time to get vaccinated!), and mental illness and gun control.

In addition to the big-headline stories that invite wisdom from scientists, each week there is a drumbeat of purely scientific and medical news that emerges from academic journals, fieldwork and elsewhere. These developments, from the quirky to the abstruse, often make their way into the daily news cycle, depending on the strength of the research behind them. (Well, that’s how we judge them, anyway.)

Many discoveries are hard to unravel. “In a way, science is antithetical to everything that has to do with a newspaper,” the same colleague observed. “You couldn’t imagine anything less consumer-friendly.”

Let’s aim to fix that. Below, a selection of the week’s stories.

DEVELOPMENTS

Health

Strange, but Effective

People with a bacterial infection called Clostridium difficile — which kills 14,000 Americans a year — have a startling cure: a transplant of someone else’s feces into their digestive system, which introduces good bacteria that the gut needs to fight off the bad. For some people, antibiotics don’t fix this problem, but an infusion of diluted stool from a healthy person seems to do the trick.

Genetics

Dig We Must

Hillery Metz and Hopi Hoekstra/Harvard University

Evolutionary biologists at Harvard took a tiny species of deer mice, known for building elaborate burrows with long tunnels, and bred it with another species of deer mice, which builds short-tunneled burrows. Comparing the DNA of the original mice with their offspring, the biologists pinpointed four regions of genetic code that help tell the mice what kind of burrow to construct.

Aerospace

Launch, Then Inflate

Uncredited/Bigelow Aerospace, via Associated Press

NASA signed a contract for an inflatable space habitat — roughly pineapple-shaped, with walls of floppy cloth — that will ideally be appended to the International Space Station in 2015. NASA aims to use the pod to test inflatable technology in space, but the company that builds these things, Bigelow Aerospace, has bigger ambitions: think of a 12-person apartment and laboratory in the sky, with two months’ rent at north of $26 million.

Biology

What’s Green and Flies?

Jodi Rowley/Australian Museum

National Geographic reported on an Australian researcher working in Vietnam who discovered a great-looking new species of flying frog. Described as having flappy forearms (the better for gliding), the three-and-a-half-inch-long frog likes to “parachute” from tree to tree, Jodi Rowley, an amphibian biologist at the Australian Museum in Sydney, told the magazine. She named it Helen’s Flying Frog, for her mother.

Privacy

That’s Joe’s DNA!

People who volunteer their genetic information for the betterment of science — and are assured anonymity — may find that their privacy is not a slam dunk. A researcher who set out to crack the identities of a few men whose genomes appeared in a public database was able to do so using genealogical Web sites (where people upload parts of their genomes to try to find relatives) as well as some simple search tools. He was trying to test the database’s security, but even he did not expect it to be so easy.

Genetics

An On/Off Switch for Disease

Geneticists have long puzzled over what it is that activates a disease in one person but not in another — even in identical twins. Now researchers from Johns Hopkins and the Karolinska Institute in Sweden who studied people with rheumatoid arthritis have identified a pattern of chemical tags that tell genes whether to turn on or not. In rheumatoid arthritis, the immune system attacks the body, and it is thought the tags enable the attack.

Planetary Science

That Red Planet

Everybody loves Mars, and we’re all secretly hoping that NASA’s plucky little rover finds evidence of life there. Meanwhile, a separate NASA craft — the Mars Reconnaissance Orbiter, which has been looping the planet since 2006 — took some pictures of a huge crater that looks as if it once held a lake fed by groundwater. It is too soon to say if the lake held living things, but NASA’s news release did include the happy phrase “clues to subsurface habitability.”

COMING UP

Animal Testing

Retiring Chimps

Emily Wabitsch/European Pressphoto Agency

A lot of people have strong feelings about the use of chimpanzees in biomedical and behavioral experiments, and the National Institutes of Health has been listening. On Tuesday, the agency is to release its recommendations for curtailing chimp research in a big way. This will be but a single step in a long process and it will apply only to the chimps the agency owns, but it may well stir big reactions from many constituencies.

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Groupon nixes all gun-related deals

The Groupon logo is displayed in the lobby of the company's headquarters in Chicago. (Scott Olson/Getty Images / January 21, 2013)

By Samantha Bomkamp




Tribune staff reporter

12:38 p.m. CST, January 21, 2013

Groupon Inc. has stopped all current and future gun-related deals, bowing to customer pressure a month after the deadly mass shooting in Newtown, Conn.

The Chicago company said Monday it has cancelled existing and planned discounts for shooting ranges, conceal-and-carry and clay shooting.

The statement didn’t specify the company’s motives or when it would resume such deals, other than to say that the “category is under review following recent customer and merchant feedback.”

It said it plans to review its international standards for these deals while they’re on hold.

The move has come under fire from some businesses who say their deals were cancelled abruptly due to the change in policy. Some media outlets cited a Texas gun shop owner who is calling for a Groupon boycott after he said the site scrapped his deal for a concealed handgun training course.

Several other companies have distanced themselves from gun makers and related businesses since the shooting at Sandy Hook Elementary School, where 20 students and six adults were killed. Dick’s Sporting Goods stopped selling guns in its store nearest to the school’s location in Newtown, Conn. and stopped selling certain semi-automatic rifles in its stores nationwide.

Private equity firm Cerberus is trying to sell its stake in the company that made a rifle used in the shooting and the nation’s largest teacher pension fund has moved to sell its stake in gun and ammunition makers.

sbomkamp@tribune.com | @SamWillTravel

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Obama sworn in for second term in White House ceremony

Singers, musicians, vendors and a veteran parade planner tune up on Sunday, Jan. 20, 2013, for President Obama's Monday inauguration. (Chris Walker, Chicago Tribune)

WASHINGTON -- Four years after making history by becoming the first African-American president, Barack Obama will kick off his second term on Monday with a scaled-back inauguration that reflects the tempered expectations for his next four years in office.

Lingering high unemployment, bitter political battles and a divisive re-election campaign have punctured the mood of optimism and hope that infused Obama's 2009 inauguration after a sweeping election win.

This time, Obama's inauguration will feature smaller crowds and a reduced slate of inaugural balls and parties to match the more subdued tenor of the times.

When Obama raises his right hand to be sworn in by Chief Justice John Roberts outside the U.S. Capitol at 11.55 a.m. EST (1655 GMT), it will be his second time taking the oath in 24 hours.

He had a formal private swearing-in on Sunday at the White House because of a constitutional requirement that the president be sworn in on January 20.

Rather than stage the full inauguration on a Sunday, the main public events were put off until Monday.

Obama will take the oath again and deliver his inaugural address from the Capitol's west front overlooking the National Mall, where a crowd of up to 700,000 is expected to watch. That is down significantly from the record 1.8 million people who jammed Washington in 2009 for Obama's first inauguration.

The focal point will be Obama's inauguration address, which he will use to lay out in broad terms his vision for the next four years but will stay away from policy specifics.

David Plouffe, a senior adviser, said Obama would call on both parties to come together to resolve daunting second-term challenges like the budget, the need to raise the nation's borrowing limit and the Democrat's push for tighter gun laws and a legal path to citizenship for illegal immigrants.

The president views the inauguration speech and the State of the Union speech to Congress on February 12 as "a package," Plouffe said, and would save details of his second-term agenda for the later speech.

'LAY OUT HIS VISION'

"In the inaugural address he is really going to lay out his vision for his second term and where he thinks the country needs to go in the years ahead, the values undergirding that, and then obviously a detailed agenda and blueprint in the State of the Union," Plouffe said on CNN on Sunday.

After a bitter election fight against Republican Mitt Romney, the daunting challenges facing Obama and his political battles with congressional Republicans have split public opinion about the prospects for the next four years.

An NBC/Wall Street Journal poll last week found 43 percent of Americans were optimistic about the next four years and 35 percent pessimistic, with 22 percent having a mixed opinion.

Obama's main political opponent in Congress, Republican House of Representatives Speaker John Boehner, plans to attend a White House tea before the ceremony, as well as the inaugural speech and a post-event lunch at the Capitol with the president and lawmakers.

Public safety officials and workers closed Washington streets around the ceremony site on Sunday night in preparation for the inauguration, with security barriers going up and thousands of police and National Guard troops being deployed around the city.

The inauguration ceremony will include music - singers James Taylor and Kelly Clarkson will perform patriotic songs and Beyonce will sing the national anthem - and also feature Vice President Joe Biden taking the oath of office again after doing so already on Sunday.

Obama and his wife, Michelle, will join Biden and his wife, Jill, at the capital luncheon before the two couples take part in the inaugural parade down Pennsylvania Avenue from the Capitol to the White House.

Obama could get out of his limousine and walk part of the way to interact with the crowd.

After watching the rest of the parade from a viewing stand in front of the White House, the Obamas will change and head to the two inaugural balls - an official ball and one for military personnel and their spouses.

That is a dramatic reduction in activities from 2009, when there were 10 official inaugural balls.

With the public ceremony falling on the national holiday honoring slain civil rights leader Martin Luther King Jr., Obama will be able to draw some historic parallels. While taking the oath, he will place his left hand on two Bibles - one once owned by Abraham Lincoln and the other by King.

(Editing by Alistair Bell and Christopher Wilson)

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