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Ray Patel could expand Ray's Electronics to multiple stores in a handful of towns. But he prefers the power of one. The 12-volt emporium in Addison, IL, just west of Chicago, consistently lands in many "top 100" 12-volt retailer lists. Patel runs his store just like a corner barbershop and is reluctant to change the formula beyond the confines of the single store he operates. Patel spent the downturn remodeling his store floor to ceiling. Patel said once a customer comes in, they create trust and show customers they're reliable. Patel's business partners said that type of style and attention to service sets him apart. With that type of customer loyalty, the only advertising Patel needs is his business card.

Minneapolis-based U.S. Bank partnered with Vistaprint (Venlo, Netherlands) to introduce the Vistaprint Visa Business credit card. The new card lets Vistaprint's small-business customers design and personalize their own cards online, matching them to existing business marketing materials; U.S. Bank will print and deliver the new cards. Cardholders will earn rewards for card purchases and receive 5 percent discounts off selected products at Vistaprint.com. U.S. Bank and Vistaprint plan to unveil a similar card for consumers later this year.

Frazzled broadcast network executives have entered the chest pain-inducing home stretch of picking their fall schedules, and they have very different strategies. But my well-placed moles in network war rooms tell me the execs are in fact thinking the exact same thing: "I wish that short, bald guy from B&C would just give me some advice."

Therefore, understandably feeling bad for those poor folks with their boring jobs and minuscule paychecks, I decided to take a few precious moments out of my high-profile, high-paying existence to do a little mitzvah, as we like to say around the old shul. And my message is simple: When picking which of those projects to put on your schedules, go big and go broad, baby.

You will never get fired for making accessible shows that draw tons of eyeballs, either in the demo or in total viewers. But make too many really smart and edgy shows that critics love and no one watches? Call up Kinko's and get those business cards printed for your new production shingle, because you're gonna need 'em.

I fully appreciate the desire of your creative side to take those big risks, and there is room for that, of course. But as a general rule, if you want to get really, really über-artsy and risqué, go get a naughty magazine and make some origami out of it, or do something else to quench that thirst. And keep the programming Middle America-friendly.

If you are soliciting advice from friends to make a broadcast television hit, I wouldn't listen to the ones in Los Angeles who think the workday starts at 10 a.m. And definitely don't listen to the ones in New York that use the verb "to summer," and are stupid enough to think the Mets are for real.

Go to a Wal-Mart in suburban Kansas City, or a shopping mall outside of Dallas. If you get those people watching your show, that's how broadcast television hits are made. Yes, it's not sexy to talk about at industry events, but it puts the kids through private school.

I hosted an event for my alma mater, Boston University, last week with action-movie producer Joel Silver. He makes big, broad movies, not tiny artsy fare, and guess what? They've brought in more than $10 billion at the box office. The tab for his wardrobe that night probably equaled two years of my salary.

So, go ahead and make a bunch of those smart, risky-type shows. We'll see them soon on Friday or Saturday nights.

Or let cable do them. Most cable networks can survive-for now-on shows with one or two million viewers. You can't. That's why you have to make big shows, get tons of eyeballs and then go get cable's retrans money.

Granted, this issue is not as black and white as I describe. Obviously, the ideal mix is a balance of big, broad plays and riskier fare. But you get my point. Check your ego at the door, and when in doubt, go wide. Simple and accessible concepts are underrated, and unemployment is vastly overrated.

MobileDN "Virtual Business Cards" Bring Social Networking to the Real-Time Web-

Snapp Conner PR

Cheryl Snapp Conner, 801-994-9625

cheryl@snappconner.com

Logo: http://www.mobiledn.com

Social networking and the real-time Web have just intersected, thanks to the free business card function now available from MobileDN. MobileDN's patent-pending technology blends free real-time social networking with the wireless and mobile market to create dynamic, virtual Business Cards that show you who is available to meet within your immediate Wi-Fi vicinity based on business or personal interests.

Social Media Meets the Real Time Web

Conference centers, dating groups and common interest areas such as RV Parks and Marinas are using MobileDN's Business Card function to move social networking beyond the ability to connect online with people you know to the ability to enter safe and meaningful live interaction with the world of people in your immediate vicinity that you haven't yet met.

A New Mobile Advertising Platform - and a Salesperson's Dream

In addition to real-time social networking MobileDN also introduces highly targeted marketing options for participants in tradeshows and other groups based on the interests that brought the group together. MobileDN brings the ability to provide offers and discussions that can happen live and in real-time even on a trade show floor. For advertisers, the fact that users entered MobileDN based on specific interests and will actually stay on the network for extended periods of time is producing an entirely new opportunity and medium for highly targeted ads.

Conference and trade show providers can offer MobileDN free of charge and can actually make money on the sponsorship and advertising opportunities the MobileDN network provides.

"MobileDN is a salesperson's dream," says CEO Dave Brown. "It's technology's answer to the practice of trading hundreds of cards at a show. The ability to know who is around and interact with them can help you set up meetings and connect live with the very best contacts at a business event." No more missed opportunities because you didn't know who was there.

Said Boise Centre Facilities Manager George Langdon, "We look at MobileDN as an added experience and a benefit we can offer to customers who use our facility to host their events. Being able to add this component to our existing services for exhibitors and participants is sheer genius--everyone wins."

MobileDN is a lifesaver in social settings as well, allowing users to search an immediate vicinity for others with common interests who have a mutual desire to meet--the awkwardness and obtrusiveness of making first-time introductions is gone.

Basic MobileDN service is free, although the platform also offers upgrade services such as Stealth, a $1.99 a month option that lets users be invisible to others for a short period of time. There's also a premium VIP upgrade for $4.99 a month that brings keyword search on users' profiles so you can focus on the profiles of those you want to meet.

For A Limited Time - Win $50 from MobileDN from "Where's Charlie?"

Starting May 4, MobileDN is launching "Where's Charlie": User Charlie will be visiting cities throughout the U.S. and stopping in bars, clubs, restaurants, coffee shops and locations that have free Wi-Fi. The first person logged in to www.mobiledn.com to send a chat message to Charlie from their MobileDN account will receive a $50.00 bill from Charlie himself.

About MobileDN

MobileDN, www.mobiledn.com, is addressing the Real Time Web through location-based technology that bridges the gap between social networking and face-to-face interaction.