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Visit the In the Classroom section for information related to articles you read in The Classroom Edition newspaper. Visit College & Careers and Tools and Resources sections for help in your college search. You can also read articles from other students around the country and submit your own on the Student Voices page.

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arrow SEPTEMBER 2010
THE BLACK EYED PEAS
How the Band Takes Care of Business

Selling records used to be the secret to success in the music business. For the Black Eyed Peas, it has been all about corporate connections. On their path to the top, the Peas have been escorted by a parade of corporate backers, cultivated by frontman will.i.am. From BlackBerry to Levi’s, Honda to Pepsi, brands have padded the group’s video budgets, sponsored its tours and showcased band members in prominent places. Cover Story

THE SUMMER SIX
LETTERS TO THE EDITOR


arrow INSIDE THE CLASSROOM EDITION

+ INDEX OF BUSINESSES AND BRANDS

77Kids, Teen Stores Aim Younger, Page 08
Abercrombie & Fitch,Teen Stores Aim Younger, Page 08
Adidas, Low Point for Hightops, page 15
AEG Live, Taking Care of Business, page 06
Aeropostale, Teen Stores Aim Younger, Page 08
Ahold, The ‘Wal-Mart Killers,’ page 14
American Eagle Outfitters,Teen Stores Aim Younger, Page 08
Amazon.com, The Next Chapter, page 09
Apple,Taking Care of Business, page 06
Apple, The Next Chapter, page 09
Baltimore Orioles, Payoff Pitch, page 18
Barnes & Noble,The Next Chapter, page 09
Best Buy, Taking Care of Business, page 06
Blackberry,Taking Care of Business, page 06
Chevy,Taking Care of Business, page 06
Chili’s, Food companies kick it up a notch, page 04
Cleveland Cavaliers, Low Point for Hightops, page 15
Coca-Cola, Coke goes high-tech to mix its sodas, page 04
Converse, Low Point for Hightops, page 15
Doritos, Food companies kick it up a notch, page 04
Dr Pepper, Taking Care of Business, page 06
Florida Marlins, Payoff Pitch, page 18
Florida Virtual School, Stay in School, page 12
Frito-Lay, Food companies kick it up a notch, page 04
Gap,Teen Stores Aim Younger, Page 08
Giant Food Stores, The ‘Wal-Mart Killers,’ page 14
Google, The Next Chapter, page 09
Honda,Taking Care of Business, page 06
International Flavors and Fragrances, Food companies kick it up a notch, page 04
Interscope Geffen A&M, Taking Care of Business, page 06
iPad, The Next Chapter, page 09
iTunes, Taking Care of Business, page 06
Kindle,The Next Chapter, page 09
Levi’s, Taking Care of Business, page 06
Los Angeles Dodgers, Payoff Pitch, page 18
Los Angeles Lakers,Low Point for Hightops, page 15
Major League Baseball,Payoff Pitch, page 18
Memphis Grizzlies, Low Point for Hightops, page 15
Microsoft, Taking Care of Business, page 06
NBA, Taking Care of Business, page 06
New York Mets, Payoff Pitch, page 18
NFL, Taking Care of Business, page 06
Nike, Low Point for Hightops, page 15
Nook, The Next Chapter, page 09
Ohio Virtual Academy, Stay in School, page 12
Old Navy, Teen Stores Aim Younger, Page 08
P.S. from Aeropostale, Teen Stores Aim Younger, Page 08
Pepsi,Taking Care of Business, page 06
PepsiCo, Food companies kick it up a notch, page 04
Phoenix Suns, Low Point for Hightops, page 15
Sacramento Kings, Low Point for Hightops, page 15
Safeway, The ‘Wal-Mart Killers,’ page 14
Saint Consulting Group, The ‘Wal-Mart Killers,’ page 14
Supervalu, The ‘Wal-Mart Killers,’page 14
Symantec, Taking Care of Business, page 06
Twitter,Taking Care of Business, page 06
Utah Jazz, Low Point for Hightops, page 15
Verizon,Taking Care of Business, page 06
Victoria’s Secret,Taking Care of Business, page 06
Wal-Mart Stores, The ‘Wal-Mart Killers,’ page 14
Wrigley, Food companies kick it up a notch, page 04

RETAILING
Teen Stores Aim Younger
After failing to reach adults, teen clothing retailers are now focusing on babies and kids to fuel their growth Article

 


TECHNOLOGY
The Next Chapter
Baby blankets. Puzzles. Board games. If e-books take off, what will Barnes & Noble sell at its superstores? Article

 


IDEAS
Stay in School
More hours, more days in the classroom would improve our education system, one formed federal education official argues Article


BIG BUSINESS
The ‘Wal-Mart Killers’
Opposition to new stores is often organized by a consulting company specializing in anti-development campaigns, and stoked by competing supermarkets Article


MARKETING
Low Point for Hightops
Kobe Bryant switched, and his teammates followed. More basketball players are switching to low-top sneakers as function trumps fashion Article


ON CAMPUS
Great Expectations
Jenny McCartney of Pomona College makes her debut. In college, she writes, listen to others, but follow your own path Article


SPORTS
Payoff Pitch
Ballplayer has a 25-year, $29.8 million deal—and he won’t have to play a single inning Article


OPINION
My Vision for Haiti
Wyclef Jean runs for president
Article

arrow COLLEGE & CAREERS



LIVE WEBCAST: Get Your College Questions Answered. Sept. 15, 7 p.m.

Tune into a live admissions webcast presented by WSJ On Campus at wsj.unigo.com. A panel of admissions counselors and experts in the field tell you what you need to know about the college admissions process. Live from Cooper Union at 7 p.m., Sep. 15. To have your question answered by the panel, send it by email to wsjoncampus@unigo.com.

WSJ On Campus also features a collection of Wall Street Journal articles on getting into college, paying for it and making the most of the experience once you get there.


ON CAMPUS
Great Expectations
In college, listen to others, but follow your own path

Seize the Years
A guide for anyone starting college, no matter what school. Think of it as a few tips from someone who’s been here for three and three-quarters years, and loved every minute. Article


COLLEGE & MONEY
The New Rules of College Credit
A law that took effect this year cracks down on high-interest credit cards and aggressive marketing tactics used by card issuers to sign up college students. But it won’t stop banks from trying to win students as customers.Article


PERSONAL FINANCE
History Lesson
More and more employers are conducting credit background checks on applicants for some positions, figuring that the financial information can offer insight into a candidate’s level of responsibility. Article


IDEAS
Stay in School
More hours, more days in the classroom would improve our education system, one formed federal education official argues Article

OPINION
No Pay, No Problem

The value of an unpaid internship. Article


SUMMER SIX
SPORTS | LEBRON JAMES
“I’m going to take my talents to South Beach”
—LeBron James, NBA Star

The biggest sports U.S. story was a fast-moving one, as Mr. James went from coveted NBA free-agent darling to sports villain in a matter of a few minutes on ESPN. In July, Mr. James announced on an hourlong ESPN special that he would leave Cleveland and sign with the Miami Heat. The telecast got high ratings, with 13 million viewers, but the network, Mr. James and his hand-picked interviewer, Jim Gray, were widely panned for what many critics saw as an ego-driven spectacle. ESPN’s own internal ethics watchdog blasted the network for overhyping its coverage of Mr. James and for yielding editorial control of the broadcast to the basketball player. Read more about Sports at WSJ.com


TECHNOLOGY | IPHONE 4
“We’re not perfect”
—Steve Jobs, Apple CEO

It started out as the biggest technology story of the summer—the release of Apple’s iPhone 4. But by the end of the summer, it had become a story about damage control, prompting Mr. Jobs to publicly acknowledge his fallibility. Apple products tend to have a devoted following, but users of the new device complained of dropped calls and poor reception due to the iPhone 4’s peculiar antenna design. Mr. Jobs said the iPhone’s problems are no different from those of other modern smartphones. Nonetheless, he offered consumers a choice of a new case for the phone or a full refund. Apple’s top iPhone executive left the company shortly afterward. Read more about the iPhone at WSJ.com


SPORTS | WORLD CUP
“The U.S. is a soccer nation.”
—Don Garber, Major League Soccer Commissioner

This year’s World Cup final between Spain and the Netherlands drew the biggest-ever U.S. audience for a soccer match, a total of 24.3 million viewers, and leaders of U.S. Soccer are hoping to use those numbers, along with the U.S. team’s performance in the tournament, to strengthen their bid to host the World Cup in 2018 or 2022. (The U.S. hosted the tournament in 1994.) Spain won the final 1-0, but the real winner was South Africa, whose economy and ambitions received a huge shot of confidence from hosting the 2010 tournament.
Read more about the World Cup at WSJ.com


BUSINESS | GULF OIL SPILL
“I’d like my life back.”
—Tony Hayward, BP CEO

The disaster aboard BP’s Deepwater Horizon offshore oil platform in the Gulf of Mexico started with an explosion in late April that killed 11 people. But the situation spiraled out of control over the next couple of months, as a blown well nearly a mile underwater spewed millions of barrels of crude oil into the Gulf—soiling beaches, killing off wildlife and wiping out the local fishing industry. BP engineers tried a host of ideas to contain the damage, but it wasn’t until early July that BP engineers managed to fully cap the well. By then, the BP name had become mud. Mr. Hayward, the CEO, got his wish and lost his job, and BP reported a second-quarter loss of $17 billion. Read about the Gulf oil spill at WSJ.com


INTERNATIONAL | AFGHANISTAN
“The battlefield consequences … are potentially severe
and dangerous.”
—Robert Gates, Secretary of Defense

Nine years after it started, the war against the Taliban in Afghanistan is becoming more difficult for the U.S. and its allies. July was the deadliest month ever for U.S. troops in the country, with 66 American soldiers killed, breaking a record set the previous month. Meanwhile, a group called WikiLeaks.org published a massive trove of classified Pentagon documents—covering a period from January 2004 to late 2009—that presented a bleak view of the Afghan war and criticized Pakistani forces for helping the Taliban. The release of classified files drew an angry response from the Obama administration, which said the breach could put U.S. and Afghan forces at risk and hamper the war effort. The administration initiated a new Afghan strategy in December 2009. Read about international news at WSJ.com


ECONOMICS | UNEMPLOYMENT
“It’s not the job of my dreams.”
—Lynda Bernstein, Furniture Saleswoman

A recovery in the job market stalled over the summer, with 14.6 million Americans still searching for work, and unemployment stuck at 9.5%. The slowdown increases pressure on the government to do something to spark the job market, but some economists say it has exhausted most of its options. Ms. Bernstein lost her $70,000-a-year job as a physician recruiter last summer, and now makes $10 an hour. Says Ms. Bernstein: “I need some income and I need benefits. You do what you have to do.” Read about the economy at WSJ.com