Bret Baier is a host on Fox News, which has seen an uptick in big brands looking to advertise. Ryan Emberley/amfAR/Getty Images for amfAR 2025-03-31T16:09:51Z SaveSaved Read in app This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now.Have an account? Conservative media outlets say they're seeing an uptick in advertising from major brands.Fox News, Daily Wire, National Review, and Rumble are among those touting increased ad demand.Some advertisers fear signaling a political allegiance by skewing left with their ad placements.Yes, that's a Gucci ad on Fox News. Conservative media is having a moment and advertisers are here for it.Outlets including Fox News, The Daily Wire, the National Review, and the right-leaning video platform Rumble said in interviews with Business Insider and on recent earnings calls that, since the election, they had seen a noticeable uptick in blue-chip advertisers either returning or signing deals for the first time.It's a shift from the brand boycotts that occurred during President Donald Trump's first term in office when advertisers shunned the likes of "Tucker Carlson Tonight" over brand safety concerns.A Fox spokesperson said Fox News had brought on 125 new large advertisers since the election.According to the TV measurement firm iSpot. tv, new blue-chip advertisers appearing on Fox News national linear broadcasts since the election include Gucci, Busch Beer, and Netflix. New advertisers in this analysis were characterized as having not advertised on the channel since 2022. These brands didn't respond to requests for comment.What's driving the new behavior? Industry insiders tell BI that some advertisers have grown increasingly wary of signaling a political allegiance on either side of the aisle and are adjusting their media budgets to cover both bases. Earlier this year, the Harris Poll found that 45% of Democrats and 34% of Republicans would stop buying from companies whose political views they disagreed with.The new flow of ad dollars suggests that some marketers now view avoiding conservative platforms as a risk to their brands. The shift comes as companies across corporate America, from Disney to Meta, have overhauled their DEI programs and changed other policies since Trump's election win."Ultimately, big businesses are rational, and they will look to invest in advertising wherever their target audiences are and, provided those environments aren't toxic or brand-damaging, then you're happy to place your ads there," said Sam Tomlinson, chief client officer of the marketing consultancy MediaSense.Fox News takes a victory lapFox Corporation's ad sales, marketing, and brand partnerships chief, Jeff Collins, told BI that while Fox News had seen a gradual growth in advertisers over the last several years, that had grown into a "pretty dramatic" increase over the last two quarters.The channel is also surpassing viewership records: Nielsen Media Research said Fox News marked its most-watched February in total daytime viewing in the network's history, up 50% year-over-year to 2 million. Competitors MSNBC and CNN were down on the same measure year-over-year. Fox News is shattering ratings records and bringing on board new big-name advertisers. Jemal Countess/Getty Images "There's this virtuous circle where the top newsmakers who want to reach the largest audiences are coming to Fox, which provides Fox with the best interviews, increases our audience even more, which attracts more newsmakers, and is fueling ad demand," Collins said.Pharmaceutical and medical companies are the largest category of advertisers on Fox News, accounting for around a fifth (20.7%) of spending on its linear TV channel since Trump took office in January, according to iSpot.tv. That's in line with the broader trend. Industry analyst Brian Wieser, principal at Madison and Wall, told BI that pharmaceutical ads tend to account for 20% of all spending across cable news channels.The Daily Wire and National Review see increased advertiser demandAdvertisers are looking beyond the Fox News juggernaut as well.The Daily Wire recently said it had signed an annual deal with the AI company Perplexity, which will appear in the "Ben Shapiro Show" podcast."Demand for our inventory has soared to all-time highs, fueled by our direct response partners and an influx of brand advertisers now targeting news and political content, with our conservative demographic now top of mind," Christine Hoffmann, SVP of ad revenue at the Daily Wire, told BI in a statement. The Daily Wire signed a deal with the AI company Perplexity, which will appear in "The Ben Shapiro Show." Gregory Woodman for Daily Wire Despite promising advertising trends, The Daily Wire hasn't been immune to broader media market pressures. The outlet laid off some staffers Friday, a spokesman confirmed. The reduction was part of the company's plans to "better align resources with business priorities and growth areas," the spokesman said in a statement.Chuck DeFeo, CEO of The National Review, told BI that his conservative news magazine had received an uptick in requests for proposals and insertion orders since the election. According to its 2024 media kit, The National Review's website reaches around 10 million monthly users."I think that it is a different moment in terms of where the political environment is and a recognition there have always been a large number of Americans who are conservative," DeFeo told BI in an interview last month."Since 2017, you have seen examples of brands who have associated themselves too far to the left and that has cost them customers," DeFeo added, pointing to Bud Light as the most famous example. The beer brand faced a consumer backlash after it partnered with a transgender influencer for a social media promotion.A post-GARM bump for Rumble?Rumble CEO Chris Pavlovski said last year that the video platform benefited from the closure of the ad industry brand safety initiative, the Global Alliance of Responsible Media.GARM, as it was known, dissolved after Elon Musk's X and Rumble filed antitrust lawsuits against it and several advertisers, accusing them of participating in an illegal agreement to withhold ad dollars from their platforms. The World Federation of Advertisers, GARM's parent organization, said it made the decision to close GARM because it had limited resources. It is fighting the cases and has said it's confident it will "demonstrate our full adherence to competition rules in all our activities." Both cases are ongoing."Immediately after we saw GARM disband, Rumble landed its first major brand advertising partnership," Pavlovski said on the company's November earnings call last year, without naming the advertiser.GARM was a US-based initiative designed to create common frameworks and language for brands, agencies, and platforms to categorize harmful or sensitive content such as hate speech, pornography, and misinformation.This month on Rumble's latest earnings call, Pavlovski said the Trump administration's strong stance on free speech put Rumble in a good position. Rumble, which describes its products as "immune to cancel culture," intends to target brands more aggressively in response to the changing environment, Pavlovski said. The company said it expected to post revenue growth of 25% year-over-year in the first quarter. Besides advertising, Rumble makes money through subscriptions, fees charged on users tipping creators, licensing, and platform hosting."We are entering a new era for Rumble, one where artificial advertising headwinds have the potential to turn into real tailwinds," Pavlovski said.Prospects also seem to be looking up at Elon Musk's X. A number of big-name advertisers fled after Musk's takeover, but some have slowly crept back in recent months. A recentforecast from EMARKETERpredicted X's ad revenue would increase this year, though added that some of the increased spending was driven by "fear" of potential retaliation from Musk and, for that reason, might not be sustainable.BI recently reported that ad agency execs and consultants were begrudgingly advising clients to pay what could be called an Elon tax: buying ads on X in order to avoid legal and political woes.Recommended video

The makers of Football Manager, Sports Interactive, have made an announcement that nobody saw coming but it appears that it hasn't done much to calm the anger of manyNews16:01, 31 Mar 2025Will we ever see Football Manager 2026?(Image: SEGA)A long-awaited update around the future of the Football Manager gaming series has been given but it's not quite what fans were hoping for. Earlier this year, the latest edition of the Football Manager series, FM25, was officially cancelled.After a series of cancellations, delays and awkward silences from makers Sports Interactive and Sega, an announcement was made at 3am on February 7 to confirm what most fans of the series had already predicted. It was announced in October that it was being delayed by a few weeks until November 26 due to issues with creating the game using a brand new system called Unity but that was then delayed a further five months.Article continues belowHowever, it was officially cancelled altogether with developers claiming they want to focus on whatever comes next, presumably Football Manager 26. But out of nowhere, Sports Interactive has made another announcement... that they're keeping Football Manager 24 alive for a bit longer.The game was cancelled in February (Image: SEGA)In a move nobody asked for, a spokesman said: FM24, FM24 Console and FM24 Touch will remain available for purchase until the end of the year on Steam, Epic, the Microsoft Store, PlayStation Store and Nintendo eShop.FM24 recently surpassed 17 million lifetime players, making it the most-played edition in series history we truly appreciate your continued support.And while that is all well and good, the issue most fans have been pointing out for months is that the game now has a database so outdated that telling fans to play a game that is almost two years old is, well... not the best idea.In response, one fan wrote: As it should be, no reason why there couldnt be a content and updated database update from yourselves this whole time leaving us on the sidelines after feeding us bull for a year.FM24 lives on . . . (Image: SEGA)A second fumed: Release an update for console and make it so you can take jobs from other leagues instead of only the same league every time, how on earth are we supposed to do journey men saves without that ability, and the limitation of only having one scout.And a third said: Thanks for letting us play an out of date game that weve already paid for. Several other comments demanded a data update for FM24, while others also said that the game should now be made free for all.Article continues belowSI bosses have consistently ignored calls to update the most currently available version of the game, however, and it looks as if that plea is going to fall on deaf ears once again.For the latest breaking news and stories from across the globe from the Daily Star, sign up for our newsletters.

The Last Of Us is getting a new release, sort of (Credits: 2023 Home Box Office, Inc. Al)The second season of The Last Of Us TV show is going to start soon and there will be a new video game release, but its going to cost you.Regardless of their quality, the one constant amongst all video game adaptations is that theres never any new games to tie into the film or TV shows. You might get a few online promotions but there was no new Mario game when the film came out and no new Sonic, Borderlands, or Uncharted when they were released.In some cases, there havent been any new entries for years and so when the first season of The Last Of Us debuted on HBO all Sony could do was release the, entirely unnecessary, remake The Last Of Us Part 1.That came out just before season 1 and then after that it was The Last Of Us Part 2 Remastered, which leaves nothing for them to do for season 2 except release an expensive collectors edition featuring both games.Season 2 of the show starts on April 13 and Sony has already announced a limited edition DualSense controller, with little Firefly logos on it, that will be released on April 10.Before that, The Last Of Us Part 2 Remastered will be released for PC on April 3, after having launched on PlayStation 5 in January 2024.Since theres only two games (the long promised multiplayer spin-off got cancelled over a year ago now) theres nothing else Sony can do to promote the show other than release an expensive special edition.The rumour comes from French retail source billbil-kun, who has basically never been wrong. However, all they know for sure in this case, is that a new physical edition of The Last Of Us is happening within the next two months and that it costs 119.99/$109.99 so probably around 110.They dont know what the special edition contains but since theres so few options the obvious guess is both games and some kind of merchandise. 110 seems a little too cheap for a statue, but something along those lines. Maybe a Blu-ray of season 1 of the show?More TrendingThats certainly what rumourmonger DetectiveSeeds has suggested, in response to billbil-kuns initial tweet, and in the absence of any other information its hard to imagine its not that.Will there ever be a The Last Of Us Part 3?Although their comments on the situation change slightly every time theyre asked, Naughty Dog has insisted theres no guarantee therell ever be a The Last Of Us Part 3.There certainly seems to be no evidence that theyre working on it now, which means itll be many years away from now, if it ever happens.Instead, Naughty Dog is working on Intergalactic: The Heretic Prophet, which isnt expected to be released until after next year. There are also rumours of a second new IP but no clue as to when that might be announced or released. Intergalactic: The Heretic Prophet is Naughty Dogs next game (Sony Interactive Entertainment)Emailgamecentral@metro.co.uk, leave a comment below,follow us on Twitter, andsign-up to our newsletter.To submit Inbox letters and Readers Features more easily, without the need to send an email, just use ourSubmit Stuff page here.For more stories like this,check our Gaming page.GameCentralSign up for exclusive analysis, latest releases, and bonus community content.This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Your information will be used in line with our Privacy Policy

By Ed Cara Published March 31, 2025 | Comments (0) | Too much LDL or Lp(a) can raise a person's risk of plaque build-up in their arteries, which then increases their risk of heart attacks and strokes. Sakurra via Shutterstock An experimental drug could be game-changing for millions of Americans with a higher genetic risk of cardiovascular disease. In clinical trial data published over the weekend, Eli Lillys lepodisiran was found to dramatically reduce peoples levels of a dangerous kind of cholesterol called lipoprotein(a), or Lp(a). Eli Lilly announced the peer-reviewed results of its Phase 2 trial of lepodisiran on Sunday, which involved over 300 people genetically predisposed to high Lp(a). People taking the highest doses of lepodisiran experienced a 94% drop in Lp(a) levels up to a year later. The findings indicate that lepodisiran could soon become the first treatment of its kind for this common genetic risk factor. The cholesterol in our bodies is transported through several different types of lipoproteins. Low-density lipoprotein, or LDL, is often known as the bad kind of cholesterol since too much of it can raise the risk of plaque building up in our arteries (atherosclerosis), which then increases the chances of having heart attacks, strokes, and other cardiovascular problems. Lp(a) is a form of LDL that can similarly raise the risk of plaque buildup. But unlike classic LDL, Lp(a) levels are largely determined by our genetics, not lifestyle. Its estimated that about one in five people worldwide are genetically predisposed to have high Lp(a), and there is no existing intervention that can reduce Lp(a)at least for now.Our genes contain the instructions needed for cells to produce proteins, but this only happens when the genes are expressed. Our bodies sometimes use a specific form of RNA to silence this expression of genes, called small interfering RNA (siRNA). In recent years, scientists have developed siRNA-based drugs that work on the same principle, such as lepodisiran.Lepodisiran inhibits the livers production of apolipoprotein(a), a key component of Lp(a). In the phase 2 ALPACA trial, 320 people with high Lp(a) were randomly assigned to five conditions; three groups were given two subcutaneous injections of lepodisiran at the start of the study and six months later in varying doses. Another group was given the highest dose of lepodisiran at the start of the study and a placebo six months later. And the last group only received placebo.Everyone given lepodisiran experienced a reduction in Lp(a) compared to placebo. But those on the highest dose saw a drastic 94% reduction in Lp(a) by the six-month mark. People given only a single injection of the highest dose did experience a slight rebound in Lp(a) a year later (an overall 88% reduction), while people given two injections had a 95% reduction in Lp(a) a year later. The findings were publishedin the New England Journal of Medicine. Phase 2 trials are primarily used to further test a drugs safety and find its optimal dose. So there will need to be more research to confirm these findings. But coupled with the earlier data, lepodisiran appears to be generally safe, with no serious reported adverse events related to the treatment in this latest trial. And given how dramatic these results are, outside experts are understandably excited about the drugs future.Its remarkable, Eric Brandt, director of preventive cardiology at the University of Michigan Health Frankel Cardiovascular Center in Ann Arbor, who was not involved with the study, told NBC News. These drugs have the potential to nearly eliminate that lipoprotein. Eli Lilly has already started to enroll volunteers for its Phase 3 trial of lepodisiran. If the drug continues to perform as hoped, it could become the latest accomplishment for siRNA-based therapies. In 2021, the Food and Drug Administration approved Alnylam Pharmaceuticals and Novartis Leqvio as a LDL-lowering treatment for people with certain genetic conditions or poorly controlled atherosclerosis.Daily NewsletterYou May Also Like By Ed Cara Published March 25, 2025 By Ed Cara Published March 19, 2025 By Ed Cara Published March 17, 2025 By Ed Cara Published March 16, 2025 By Isaac Schultz Published March 4, 2025 By Ed Cara Published March 2, 2025

By Cheryl Eddy Published March 31, 2025 | Comments (0) | Daemon Targaryen (Matt Smith) and Rhaenyra Targaryen (Emma D'Arcy) in season 2 of House of the Dragon. Ollie Upton/HBO House of the Dragon season three is not expected until next yearbut while we wait, we can start speculating about what to expect when the Dance of the Dragons gets underway in earnest. Today theres some casting news that should thrill fans of George R.R. Martins source-material novel, Fire & Blood: the Winter Wolves are coming! According to an HBO press release announcing the start of production on season three, House of the Dragon has just added Tommy Flanagan as Ser Roderick Dustin and Dan Fogler as Ser Torrhen Manderly; they join the previously announced James Norton as Ormund Hightower. So what does this mean for season three? Dustin, known as Roddy the Ruin, is probably the most exciting casting because hes just a very, very cool character. Hes the leader of the Winter Wolvesan army of 2,000 older Northmen who join forces to support Rhaenyra Targaryens Team Black during the civil war, aka the Dance of the Dragons. Older is key because these guys are riding to fight to the death; in keeping with Northern traditions, theyve volunteered for battle so that the younger generation can survive and thrive back in their frozen homeland. And, in fact, many of the Winter Wolves end up dyingbut not without taking tons of Team Green soldiers with them, including a bunch of those pesky Lannisters to avoid them providing support during the Greens attempted assault on Harrenhal, a key setting in House of the Dragon season two. No spoilers if you havent read the book, but suffice to say Roddy the Ruin is around for some memorable deaths and betrayals, as well as some badassery even after losing one of his arms. The other two new characters are more spoilery to discuss, but Sir Torrhen Manderly plays a key role in the aftermath of the Dance of the Dragonsand if Ormund Hightowers name is familiar, thats because hes Ottos nephew, and is a general wholl factor into the battles well see in season three.The returning cast includes Matt Smith, Emma DArcy, Olivia Cooke, Steve Toussaint, Rhys Ifans, Fabien Frankel, Ewan Mitchell, Tom Glynn-Carney, Sonoya Mizuno, Harry Collett, Bethany Antonia, Phoebe Campbell, Phia Saban, Jefferson Hall, Matthew Needham, Tom Bennett, Kieran Bew, Kurt Egyiawan, Freddie Fox, Clinton Liberty, Gayle Rankin, and Abubakar Salim. No word yet on when we can expect to see their characters (and respective dragons) back on the battlefield, but 2026 would seemingly be the absolute earliest. Additional reporting by James Whitbrook. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, whats next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who.Daily NewsletterYou May Also Like James Whitbrook and Gordon Jackson Published March 11, 2025 By Cheryl Eddy Published March 10, 2025 By Justin Carter Published March 8, 2025 By James Whitbrook Published February 19, 2025 By Cheryl Eddy Published February 3, 2025 James Whitbrook and Gordon Jackson Published February 3, 2025

Skaistakalnis Park / PUPA Life Over SpaceSave this picture! Aist RakauskaitLithuaniaArchitects: PUPA Life Over SpaceAreaArea of this architecture projectArea:297000 mYearCompletion year of this architecture project Year: 2023 PhotographsPhotographs:Aist Rakauskait, Norbert TukajManufacturersBrands with products used in this architecture project Manufacturers: Kompan playgrounds Lead Architects: Tadas Jonauskis, Justina Muliuolyt, Ignas Rakauskas, Lukas Kulikauskas, Augustas Makrickas, Ramun Baniulien, Linas sas Project Management: MutuusMore SpecsLess SpecsSave this picture!Text description provided by the architects. Skaistakalnis Park is the oldest park in Panevys, Lithuania. Set in a scenic landscape along the bend of the Neveis River, the park features hilly, wooded areas, small streams, and ponds. The architectural team "PUPA / Life Over Space" redesigned the park to enhance its beauty and accessibility. New bridges and paths improved access to previously hidden areas, while new activity zones, refreshed greenery, and increased biodiversity made the park more enjoyable for citizens.Save this picture!Save this picture!The park has a rich history, originating as part of a historic manor in the late 19th century. In the early 20th century, the poet's homestead in the park was a hub of cultural life. Later, various sports facilities were added, and the park hosted training sessions and competitions. However, in the 1970s, active sports were moved elsewhere to protect the natural environment. Though good for nature, this decision left the park neglected and overgrown for decades. This changed in 2016 when the Panevys municipality prioritized improving the city's image and quality of life by investing in public spaces, arts, and culture, including Skaistakalnis Park.Save this picture!In 2017, "PUPA / Life Over Space" won the competition to redesign the park and its historic homestead. The primary goal was to preserve the park's natural forested character while creating spaces for entertainment and leisure. Different zones were designed: areas for gatherings and cultural events near the arts center in the historic manor, sports and activity zones by the main bridge, playgrounds, and smaller meeting spaces with benches throughout the park.Save this picture!Save this picture!The historic homestead, a red brick heritage building, became a key attraction. It was renovated and expanded with a modern glass extension housing workshops and residencies, blending with the surrounding landscape. The area around the arts center is used for community events, with wooden terraces hosting readings, concerts, fairs, and exhibitions. One terrace is built on the former manor barn site, incorporating its ruins and original masonry. Gardens and orchards are maintained by local citizens. Bridges also play a defining role in the park's new identity. Both reconstructed and new bridges feature a design with vertical wooden planks. The main bridge across the Neveis River, once inaccessible to wheelchairs, strollers, and cyclists, now includes ramps and an observation area for resting and viewing events. Smaller bridges over streams add charm and playfulness to the landscape of Skaistakalnis Park.Save this picture!Save this picture!Skaistakalnis Park has been transformed into a vibrant, accessible space that balances nature with community activities, honoring its rich history while meeting modern needs. Its thoughtful redesign has made it a beloved destination for citizens, fostering both cultural engagement and outdoor recreation for generations to come. In 2024, the arts center in the historic manorSkaistakalnis Park's main attraction and cultural hubwas recognized as the Best Recreational Architecture Project in Lithuania for its exceptional design and impact.Save this picture!Project gallerySee allShow lessProject locationAddress:J. Bilino g. 3, Panevys, 36102, LithuaniaLocation to be used only as a reference. It could indicate city/country but not exact address.About this officePUPA Life Over SpaceOfficePublished on March 31, 2025Cite: "Skaistakalnis Park / PUPA Life Over Space" 31 Mar 2025. ArchDaily. Accessed . <https://www.archdaily.com/1028523/skaistakalnis-park-pupa-life-over-space&gt ISSN 0719-8884Save!ArchDaily?You've started following your first account!Did you know?You'll now receive updates based on what you follow! Personalize your stream and start following your favorite authors, offices and users.Go to my stream

The impending eruption of Alaskas Mt. Spurr is a timely reminder that, if you live near a volcano, you should be prepared in case it blows. The United States Geological Survey (USGS) says there are 170 potentially active volcanoes in the country, and chances are you could live near one. But how should you prepare for an eruption and how can you recover after? Planning for a Volcano EruptionThe first question one should ask themselves is, do I live within range of a volcano, and if so, how close? The USGS can help you assess your hazard. Although households within 20 miles are under the most danger, even people living as far as 200 miles away could be susceptible to some hazards, such as falling ash.The next question is, what is the status of your volcano neighbor? The USGS can help you find an answer and provide monitoring. Once you have determined your risk and are aware of how to monitor for changes to it you should make plans for what to do before, during, and after an eruption.Have an idea of a safe evacuation route, as well as a place to stay, in the event of an eruption. Consult local officials on possible routes, and be aware that this could vary depending on different hazards based on the kind of eruption. The initial blast; flying debris; hot gases; and fast-moving mud, rock, water (known as lahars) all present different hazards, and, therefore different avoidance strategies. For instance, for an eruption scenario involving a lava flow, your escape route should avoid valleys and riverbeds. For one including gas or ash, consider the winds direction and avoid a downwind route. Make sure all family members know and understand the plan. Here are some additional steps to take when planning for an eruption, according to the Centers for Disease Control and Prevention.Emergency kits: These are useful to have for other disasters as well not just volcanic eruptions. Dont forget prescription medicines as well as enough food and water for a week. Also make up a separate kit for your evacuation vehicle. Include food, flares, booster cables, maps, tools, a first aid kit, a fire extinguisher, sleeping bags, a flashlight, and batteries. Keep your gas tank full.Shelter: Be prepared for a shelter in place order. Make sure you have plenty of containers for clean water. Remember that, if the order comes, you should also fill your sinks and bathtubs with as much clean water as you can.Additional protection: Have plastic sheets available if necessary to protect windows and vents from ash. Also have enough N95 respirator masks available for all family members. Make sure they are approved models. How to Evacuate When a Volcano Will EruptWhen a volcano will erupt, be sure to follow the Volcano Notification Service for updates and date information about eruptions. Follow evacuation orders from local officials promptly, tune in via radio or internet, and listen for sirens be aware of what they mean. Dont wait.Read the SituationThis is where your preparation comes in handy. Before you drive away, review your evacuation plans, assess the situation, and use the one most appropriate for your scenario. Rubble and ash may fly through the air, so if that is a factor, avoid a downwind evacuation route. If lava may flow, choose your non-valley route. Avoid driving in heavy ash. If you must, keep windows closed and dont run the air conditioner.Protect YourselfIf you are outside, wear clothes that will protect you from falling ash. Put on your N95 mask, if directed, or if you see ash in the air.If you are ordered to shelter in place, start filling all available water containers, as well as sinks and bathtubs. If you have coolers for frozen food, place water containers in coolers. If you have supplies, it's important to take shelter from the ash in the location that you're in. Be sure to cover windows and seal doors. Stay in an interior room, away from doors and windows, according to Ready of U.S. Department of Homeland Security.Good CommunicationListen to any available news source. Monitor conditions online if you have cellular internet connections. Maintain contact with friends or family outside the area.Read More: 5 of the Most Explosive Volcanic EruptionsWhat to Do After the EruptionAccording to Ready, dont return home until youve been given the signal to do so by the proper authorities. If you have been sheltering in place, stay inside until you receive an all clear. Here are some other tactics to follow in your return.Check in: Reach out to friends and relatives through any available means especially through text messages and social media. Remember that phone services may be overwhelmed during the emergency, so consider other ways to communicate.Avoid Ashes: Dont drive in heavy ashes, even if they have stopped falling. Doing so will stir them up potentially clogging your engine and stalling your vehicle.Continue to wear a mask until advised to do otherwise. This is especially important for people with breathing conditions like asthma. Dont try to remove ash from your roof. If you are able to clean up, wear protective clothing and avoid skin contact with ash and debris.This article should be used for informational purposes only.Article SourcesOur writers at Discovermagazine.com use peer-reviewed studies and high-quality sources for our articles, and our editors review for scientific accuracy and editorial standards. Review the sources used below for this article:United States Geological Survey (USGS). Volcano Hazards ProgramUnited States Geological Survey (USGS). Volcano Notification Service (VNS)Centers for Disease Control and Prevention. NIOSH-Approved Particulate Filtering Facepiece RespiratorsCenters for Disease Control and Prevention. Preparing for a Volcanic EruptionBefore joining Discover Magazine, Paul Smaglik spent over 20 years as a science journalist, specializing in U.S. life science policy and global scientific career issues. He began his career in newspapers, but switched to scientific magazines. His work has appeared in publications including Science News, Science, Nature, and Scientific American.

(Image Credit: Alexander_Evgenyevich/Shutterstock) NewsletterSign up for our email newsletter for the latest science newsIn the 1960s, physicists showed how light could interact with itself in intriguing ways thanks to a process known as second-harmonic generation. In the right kind of material, two photons of a certain frequency can interact to produce another photon of twice the frequency, turning red light into green, for example. Since then, physicists have exploited these non-linear optics in techniques ranging from precision measurement to quantum computing. Yet, one persistent challenge has remained. Nonlinear optical devices must be crafted with a single, unchangeable function determined during fabrication. And this limits their utility and function.Now that looks set to change thanks to the work of Ryotatsu Yanagimoto at Cornell University in Ithaca, and colleagues, who have unveiled a programmable photonic chip that promised to reshape optical science and the technology it enables.Sculpted LightA key process in non-linear optics is phase matchingthe ability to synchronize two different light waves to keep them in phase. Ordinary materials do not usually allow this in their raw state and so must be carefully "sculpted" through complex nanofabrication processes. One example is to grow patterns of semiconductor material on the surface to form a grating that forces light of a certain wavelength to interact in a nonlinear way. This allows laser light to interact with the electrons inside the material in a nonlinear way that keeps their phases in sync. This is known as a (2) effect.However, this pattern is fixed, as is the type of interactions the material allows and any potential applications. Yanagimoto and co's breakthrough circumvents these limitations. They have found a way to induce the same kinds of changes in a material using an external light field. So by beaming a pattern of light onto the material, it can create the same kind of (2) effect. This ingenious mechanism allows the team to create versatile phase-matching gratings that are customizable in real-time. This allowed us to create distinct spatial light profiles across multiple wavelengths, say the team.The underlying mechanics involve a slab waveguide composed of a silicon nitride core, a photoconductive silicon-rich nitride layer, and an indium tin oxide electrode. When illuminated by structured green laser light, the photoconductive layer becomes locally conductive, inducing a programmable nonlinearity. In one demonstration, Yanagimoto and co used the technique to spell out the name "Cornell" in second-harmonic light over time. They achieved this by using structured illumination on the photoconductive layer, selectively activating the electric-field-induced nonlinearity across the chip's surface. When the bias voltage was applied, these illuminated regions became active, generating second-harmonic light at twice the frequency of the input laser beam but modulated over time in a way that spelt out the name of the university. This adaptability should open the floodgates for various applications. For instance, programmable nonlinear photonic chips could enable sophisticated quantum computing architectures, allowing a single device to execute multiple quantum gates or generate quantum states tailored to specific computational tasks. The chips also promise significant advancements in classical optical communications, enabling ultra-fast all-optical signal processing and reconfigurable optical computation. Our work shows that we can transcend the conventional one-deviceone-function paradigm, say Yanagimoto and co.The team also developed real-time feedback techniques that allow them to produce small changes in output as needed. This allows them to address one of the longstanding issues with traditional nonlinear optical techniques: fabrication imperfections. Traditional components are notoriously sensitive to minor imperfections which can drastically affect performance. But the real time adaptability sidesteps this challenge by dynamically compensating for these variations, greatly enhancing reliability and yield.Practical ApplicationsThe Cornell team's device is still in an early developmental stage. Its current nonlinearity strength, while modest, can potentially be increased by a factor of ten or even one hundred through further engineering refinements, say Yanagimoto and colleagues. Such improvements should help propel this technology from the laboratory bench to practical use.Reflecting on their achievement, Yanagimoto and co say the work paves the way toward a future where optical devices are not merely passive conduits but active participants, dynamically responding to the demands of their environments and users. This development signifies a new era in optics, one where adaptability and programmability are fundamental rather than exceptional.Ref: Programmable on-chip nonlinear photonics : arxiv.org/abs/2503.19861physics1 free article leftWant More? Get unlimited access for as low as $1.99/monthSubscribeAlready a subscriber?Register or Log In1 free articleSubscribeWant more?Keep reading for as low as $1.99!SubscribeAlready a subscriber?Register or Log In

This image, made with Multispectral Imaging and processed using the Minimal Noise Fraction method, brings out annotations on the left-hand side which were invisible to the naked eye, including the stamp Huntingfield believed to have been added in the 16th century when the manuscript was repurposed as a binding. Credit: Cambridge University Library / CHILVariations on the classic Merlin and King Arthur legends span hundreds, if not thousands, of retellings. Many are documented within handwritten medieval manuscripts dating back over a milleniabut some editions are far rarer than others. For example, less than 40 copies are known to exist of a once-popular sequel series, the Suite Vulgate du Merlin. In 2019, researchers at the University of Cambridge discovered fragments of one more copy in their collections, tucked inside the recycled binding of a wealthy familys property record from the 16th century. But at the time of discovery, the text was impossible to read.Now after years of painstaking collaborative work with the universitys Cultural Heritage Imaging Laboratory (CHIL), archivists have finally been able to peer inside the obscured textswithout ever needing to physically handle the long-lost pages.The manuscripts outer left cover and extension. Credit: Cambridge University Library / CHIL Experts combined multiple conservation tools and techniques to construct a 3D model of the fragments. These included multispectral imaging (MSI), which creates high-resolution images by scanning an artifact with wavelengths ranging from ultraviolet to infrared light. After borrowing X-ray and CT machines from Cambridges zoology department, the team then examined the parchment layers to map unseen binding structures without the need to deconstruct the delicate material. CT scanning allowed researchers to examine how the pages were stitched together using thin strips of similar parchment.Some of the Merlin texts were unreadable due to being hidden under folds or stitching, so the team also needed to amass hundreds of images from every angle using an array of magnets, prisms, mirrors, and other tools. The combined result is a high-definition, digitized 3D model of the entire relic that unfolds, allowing experts to analyze it as though reviewing the physical manuscript itself.If this had been done 30 years ago, the fragment might have been cut, unfolded, and flattened. But today, preserving it in situ gives us a crucial insight into 16th-century archival practices, as well as access to the medieval story itself, Irne Fabry-Tehranchi, a French specialist in the Cambridge University Librarys collections department who helped oversee the project, said in a statement.The results revealed not just a part of Suite Vulgate du Merlin, but insights into the time period in which it existed. Experts now believe the sections originally belonged to a shortened edition of the tale. Given small typographical errors as well as the red and blue ink used in its handwritten decorated initials, historians traced its origins to sometime between 12751315 CE.Sally Kilby (Conservation Department) and Baej Mikua (CHIL) carefully photograph inside the folds of the manuscript. Credit: Cambridge University Library / Baej Mikua / Amlie Deblauwe The original edition was written in Old French, the language used by the medieval aristocracy and courts of England after the Norman Conquest, while the 16th century binding contains two repurposed sections. Fabry-Tehranchi and colleagues at first believed it to be a 14th century story involving Sir Gawain.Further examination revealed it to be part of the Old French Vulgate Merlin sequel, a different and extremely significant Arthurian text, she said. Get the Popular Science newsletter Breakthroughs, discoveries, and DIY tips sent every weekday. By signing up you agree to our Terms of Service and Privacy Policy.The first portion recalls the Christians victory against the Saxons at the Battle of Cambnic, including a fight involving Gauvain, his brothers, and his father King Loth versus the Saxon Kings Brandalus, Dodalis, Moydas, and Oriancs. The second scene is a courtly sequence that takes place during the Feast of the Assumption of the Virgin Mary, and includes Merlin appearing in Arthurs court while disguised as a harpist.With the sections translated and digitally preserved, the team hopes the same techniques can be applied to other conservation projects, particularly those involving delicate and obscured artifacts. Recycling older parchment for new books was a common practice during the medieval era, meaning many other invaluable records are still likely hidden in existing archives.This project was not just about unlocking one textit was about developing a methodology that can be used for other manuscripts, said Fabry-Tehranchi. Libraries and archives around the world face similar challenges with fragile fragments embedded in bindings, and our approach provides a model for non-invasive access and study.