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The Longform Guide to Open Letters

Classics from Martin Luther King, Jr., Lindy West, James Baldwin and more.

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Compiled by Elon Green.

Daniel Chang covers healthcare for the Miami Herald. Along with Carol Marbin Miller, he won the George Polk Award for "Birth & Betrayal," a series co-published with ProPublica that exposed the consequences of a 1988 law designed to shelter medical providers from lawsuits by funding lifelong care for children severely disabled by birth-related brain injuries.

“I think that someone on the healthcare beat looks for stories from the perspective of patients, people who want or need to access the healthcare system and for different reasons cannot. It’s a pretty complicated system and it’s difficult for most people to understand how their health insurance works — and that’s if they have health insurance. If they don’t, there is a whole other system they have to go through. What you look for is access issues and accountability for that.”

This is the latest in a week-long series of conversations with winners of this year's George Polk Awards in Journalism.

Retail Therapy

How Viennese psychologist Ernest Dichter transformed advertising:

What makes soap interesting? Why choose one brand over another? Dichter’s first contract was with the Compton Advertising Agency, to help them sell Ivory soap. Market research typically involved asking shoppers questions like “Why do you use this brand of soap?” Or, more provocatively, “Why don’t you use this brand of soap?” Regarding such lines of inquiry as useless, Dichter instead conducted a hundred so-called “depth interviews”, or open-ended conversations, about his subjects’ most recent scrubbing experiences. The approach was not unlike therapy, with Dichter mining the responses for encoded, unconscious motives and desires. In the case of soap, he found that bathing was a ritual that afforded rare moments of personal indulgence, particularly before a romantic date (“You never can tell,” explained one woman). He discerned an erotic element to bathing, observing that “one of the few occasions when the puritanical American [is] allowed to caress himself or herself [is] while applying soap.” As for why customers picked a particular brand, Dichter concluded that it wasn’t exactly the smell or price or look or feel of the soap, but all that and something else besides—that is, the gestalt or “personality” of the soap.

A look back at some of our favorite moments from the first 99.

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The Longform Guide to Sex Work

Compiled by Elon Green, a contributing editor at Longform, and Josephine H., an editor at Tits and Sass, who has been stripping and writing in Detroit for over 10 years.