http://www.chicagotribune.com/technology/local/chi-0604110267apr11,1,7715921.story?coll=chi-technologylocal-hed
Scientists become trading card heroes By Jon Van Chicago Tribune staff reporter April 11, 2006 In an unusual twist, trading cards that feature scientists instead of athletes were launched Monday at the BIO2006 trade show at McCormick Place. "Collect 'em now and get an autograph," said Jack Lavin, director of the Illinois Department of Commerce. "They'll be worth thousands once they win a Nobel!" The cards are just one clue to the true nature of biotechnology: It's the intersection of serious science and unbridled marketing. In a meeting at which up to 20,000 people from around the world are gathering, it seems that everyone has a gimmick to call attention to their message. Lavin said the Illinois biotech trade association developed the trading cards to call attention to the plentiful supply of smart researchers working at universities in Illinois and other Midwestern states. Illinois' promotion of its biotech capabilities has two goals, said Lavin: The state would like foreign companies to consider Illinois as a good base for their U.S. operations, and state officials want to attract more investors who will put money into local start-up companies. He cited the Japanese pharmaceutical firm Takeda, which located its North American facility in Lincolnshire. "They benefit the state by employing hundreds of people in high-tech jobs that pay well above average," Lavin said. "They also use services of lawyers, accountants and others located here. By bringing thousands of people from other countries to Chicago, BIO gives us the opportunity to convince other companies like Takeda that this is a great base for their operations." Lavin said about 60,000 Illinois jobs are related to biotechnology. That's a substantial number, but the general perception is that the East Coast and West Coast are where most of the action is. "For a lot of people the Midwest is just a flyover between the coasts," said Robert Rosenberg, University of Chicago research assistant vice president. "This meeting attracted 30 percent more visitors from other countries than any previous BIO meeting, and we wanted to call attention to all the great researchers working here." One of the featured scientists is Peter Sutovsky of the University of Missouri, who was surprised to see his photo on a trading card. "It's a little overwhelming," said Sutovsky. "I wonder if I could find these in a card store. The question is how do you calculate a scientist's batting average?" The promotions didn't stop with trading cards. The University of Chicago created a deck of playing cards decorated with protein images produced at Argonne National Laboratory, which it operates. Such images provide invaluable information used to create new diagnostic and therapy tools for fighting diseases. "We're using the playing cards to bring Argonne out of the closet," said Rosenberg. "Few people know that virtually every pharmaceutical company uses Argonne's Advanced Photon Source in their research." Illinois and its card tricks were not lonely in the BIO2006 marketers' playground. Early in the day chief executives from several biotech companies described how their firms use enzymes to turn corn and other plant products into plastics, fuel and fiber. To illustrate their handiwork, after the executives stopped talking, music cranked up and models strutted back and forth on a runway wearing garments made from corn-based fiber. The models and their clothing were as attractive as anything staged at an upscale fashion show. But perhaps the most ambitious marketing ploy at McCormick Place is the live corn field that has been transplanted into the convention hall. Along with the corn, companies promoting biotech seed brought farmers from around the world who grow biotech crops. Advocate Mdutshane, a farmer from South Africa, plants about 25 acres of biotech sweet corn that he and his family eat themselves as well as sell. "We want to tell people that this corn is safe for human consumption, and as a farmer I like the increase in yield," Mdutshane said. A month ago he visited a large meeting in Brazil to promote biotech crops. Another South African at McCormick Place was Khosi Rebe, who grows biotech sweet corn as a farmer and who is also assistant director of a regional department of agriculture. Sitting next to a corn field in a vast convention hall with thousands of people milling about, Rebe expressed some surprise at his situation. He noted that delegates to the BIO trade show probably already appreciate the value of biotechnology. Ordinary consumers aren't part of the event. "There are a lot of people who don't know much about this technology," Rebe said. "They could learn a lot if they were here." ================================ George Antunes, Political Science Dept University of Houston; Houston, TX 77204 Voice: 713-743-3923 Fax: 713-743-3927 antunes at uh dot edu Reply with a "Thank you" if you liked this post. _____________________________ MEDIANEWS mailing list [email protected] To unsubscribe send an email to: [EMAIL PROTECTED]
