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The Catastrophist’s 2019 Tech Gift Guide

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The optimistic view of the last 10 years of consumer technology is that hundreds of millions of people used unbelievable new devices and services to take part in explosive new economies and cultures.

The savvier take is to note that consumer tech — most of the all the smartphone — has been a force for change, but its benefits have not always been distributed in ways that are equitable, safe or desirable.

Or maybe you are filled with dread by the devices you have allowed into your life over the last decade, all but paralyzed by the knowledge that the nightmare of surveillance, invasion and exploitation in which you live was the direct result of a few thoughtless choices you made in a Best Buy or clicking around on Amazon.

You’re in a horror movie. Your phone is the guy who showed up in town claiming to be your brother. It’s the third act. The soundtrack is all rumbling low sounds and screeching violins. You wouldn’t wish this upon anyone.

This is the gift guide for you.

Optimistically: Video doorbells used to be exclusively for the rich or highly security conscious. Now, starting at $100, or $17 a month, anyone can install one. Give grandpa a Ring home-security system, and in a few minutes he’ll have an HD video feed from outside his door, with night vision, customizable motion alerts. He’ll be able to let you into his house with his phone, even if he’s not there!

Critically: With any connected device, there are security concerns. While a Ring camera would let Grandpa see who is outside his door, press reports have suggested that Ring has not taken sufficient care with user data and that its devices are subject to security flaws.

Ring, which is now owned by Amazon, also makes connected alarms and surveillance cameras for inside and outside the home. Several breaches of those devices have been documented. One report, out of Mississippi, involved a man hacking into an 8-year-old girl’s bedroom security camera and “repeatedly calling her a racial slur and saying he was Santa Claus.”

What did Ring have to say about that? “Unfortunately, when the same user name and password is reused on multiple services, it’s possible for bad actors to gain access to many accounts.” Does Grandpa change his passwords?

Catastrophically: You’ve already heard Grandpa complain about his neighbors, and you’ve usually been able to change the subject. Not anymore. His phone buzzes multiple times a day with the message: “Motion at Front Door.” It’s a delivery person. A raccoon.

Or is it? There is suddenly a lot going on at all hours. A car on the street. Why is it sitting there? What kept the UPS guy lingering yesterday? Grandpa buys new locks — and a Ring security system too.

Grandpa is extremely active on Ring Neighbors, the social network that the company calls “the New Neighborhood Watch,” and which is tearing at the already threadbare social fabric of his suburb. Ring has partnerships with more than 400 police departments; it has given users a choice to opt out. Grandpa absolutely has not opted out. Something is happening. Motion has been detected. Grandpa buys a gun.

Alternatively: A framed pic of the two of you together?

Optimistically: Your teenage nephew will really appreciate a pair of AirPods, which are probably the best wireless earbuds available. Pricey, generous and extremely back-ordered, AirPods are a functional status symbol. Your nephew spends all day on his phone anyway.

Critically: AirPods are sort of extravagant, and there are lots of good wireless headphones available for better prices. And, AirPods are one of the more egregious examples of tech disposability: They are expensive and unrepairable. When their battery fails in a few years, they will end up in a landfill. Does your nephew even have an Apple device, anyway?

Catastrophically: Your nephew does not have an Apple device. He and his friends all have Android phones. He’s due for an upgrade on his plan, though, and your generosity — you gave him an Apple Watch last year! — has finally nudged him to Apple.

This is a bigger change than he thought it would be. He spends a week or two troubleshooting group texts with his pals, because for some reason they aren’t all showing up for everyone. Maybe? It’s hard to tell. Group texts with other classmates, classmates with iPhones, some of whom have AirPods and Apple Watches themselves, are seamless, fast and easy.

Your nephew begins to recognize his privilege, but not in the good way. One of his old friends had been thinking of your nephew as something more, but his texts were green, and your nephew’s were increasingly blue, and they lose touch after graduation. He was your nephew’s soul mate. Your nephew dies alone.

Alternatively: Socks?

Optimistically: Last time you saw your aunt, she mentioned making a family tree. She’s getting older. You are, too. Legacy and history and the future are on your mind, and it’ll be something nice to talk about through the holidays. The genealogy sites do DNA tests now, too, so in addition to allowing your aunt to sift through millions of documents reconstructing your family’s journey through time, and the world, she can better understand where her distant ancestors were from. It’s a gift that may bloom into a hobby.

Critically: Genealogy is a tricky subject — “let’s figure out the family tree!” can bring the family together but is something that can become more emotionally complicated with age. Some genealogy sites, particularly those that do DNA testing, have come under scrutiny for how they handle extremely private information.

Your aunt’s genetic test may be exposed to subpoena by law enforcement, but you’re pretty sure she hasn’t killed anyone. Some firms, under the auspices of furthering medical research, share data with third parties, which is the sort of decision you may not want to make for someone.

Then there’s security. Who knows who will own these firms, and your aunt’s data, in the future. MyHeritage, for example, disclosed in June 2018 that a hacker had obtained information from 92 million accounts.

Catastrophically: Your aunt receives a curious DNA result that she interprets to mean that the person she thought was her father was, in fact, not. The holidays are extraordinarily awkward. A second test, ordered after the first one, arrives a few weeks later. The first one suddenly seems less clear. Your aunt spends two months in agony, and writes you a thank-you letter anyway.

Alternatively: A nice sweater?

Optimistically: Spotify, Apple Music, Tidal — for about $10 a month, you can buy your mother access not only to the music she always talks about, but also to more music than she, or anyone, could listen to in a lifetime. She can use it on her phone. She can use it on her smart speaker, which you bought for her three years ago. You’ll set it up and everything!

Critically: Signing someone up for a subscription, even if you prepay the first year, can seem presumptuous. You’ve been on Spotify for years; it’s where your music collection lives, and you take it for granted, which is another way of saying it represented a pretty big change to your life.

The streaming music economy has turned out better than it could have, but these services still represent yet another middleman between musicians and listeners. These companies apply further downward price pressure on music as the digital economy in which they are second-class citizens applies downward price pressure on them. Does Mom still use her smart speaker, anyway?

Catastrophically: Your parents do not still use their smart speaker; your mother read some articles about it, and it got logged out of her accounts, and she didn’t want to ask you how to log it back in. This will be the fifth time in so many years that their child has tried to upgrade their lives with some new piece of technology; they both wish you would notice that they haven’t been using most of their gifts and make an effort to appear to be doing so when you’re around.

It’s a peculiar mixture of gratefulness and shame. They know you’re not exactly flush right now, and appreciate the gesture. But each birthday, each holiday, is accompanied by an interminable seminar on how to use some new object, or to join some new network. It’s coming from the right place, and yet it feels like the consultants have come to town to “modernize” the increasingly incomprehensible electronic workplace that their life has become.

They can never tell you this. They hardly allow themselves to think it. The hole is too deep. Your parents love you too much to resent you. They forget about their gift until your mother gets an auto-renewal notice in her email just before holiday season 2020. Your mother thinks about calling you. Your father calls the Geek Squad.

Alternatively: Gift certificate for a date night? (Printed.)



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6 essential marketing trends for 2020 | Smart Insights

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Examples of digital marketing tools and techniques to give you an edge in the year ahead

Well, we’ve nearly made it! For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2020. The cutting edge examples certainly show the exciting opportunities available – there is almost too much choice…

In this article, I’ll explore six key marketing trends based on examples and research on the adoption of the latest marketing techniques and technology marketers can use.

For recommendations on tapping into the innovations in different digital marketing channels, including email, social media and search engine marketing, see all the other posts from the Smart Insights team covering channel-specific digital marketing trends for 2020.

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In 2020, we can see the huge impact that digital marketing has had over the last decade, and more. Looking at advertising alone, these eMarketer predictions show how the duopoly of Facebook and Google dominate paid media investments online, although offline media buys remain important for many larger brands.alfred

Trend 1. Lifecycle marketing

Although it’s often said that the ‘funnel is dead’ since consumer follows non-linear journeys, regardless of the product or service you’re involved with marketing, it will always be the case that to grow a business, your primary focus is growing awareness, closely followed by increasing customer leads and prospects.

This focus is shown by the latest Altimeter / Prophet State of Digital Marketing report, which shows a primary focus on increasing awareness.

The role of digital in creating a unified customer experience is also high in the response, but it’s shocking that digital marketing isn’t seen as a driver of boosting revenue from existing customers. It’s an artefact of the question since digital marketing is effective in achieving all of these goals, including customer retention.

A more practical way to plan to integrate online marketing into marketing activities is to consider communications from a customer point-of-view through the customer journey. I call this always-on lifecycle marketing and recommend you review your use of online AND offline media across the customer lifecycle.

An example of an audit is shown by this example of the use of marketing activities by a B2B company, which although strong at the top-of-funnel in terms of activities used, is less strong in the middle and bottom-of-funnel nurture and re-targeting activities. Many businesses are adopting marketing automation and account-based marketing technology to implement these touchpoints. See the article linked to above for all of the potential activities that can be audited.

Trend 2. Conversational marketing

For me, this is the most exciting trend in marketing today, bringing together rapid consumer adoption of smart speakers and innovation in search query processing, conversational interfaces and messaging.

Conversational marketing was highlighted as a key innovation in the latest Gartner hype cycle alongside Artificial Intelligence, which often fuels it.  You can see that of the technologies on the Innovation Trigger slope, many aren’t expected to become mainstream for 5 to 10 years. Of those forecast to hit the mainstream within the next 2 to 5 years, the three most significant for marketers to consider are personification, real-time and conversational marketing.

Gartner explains:

Conversational marketing technologies enable interactions between companies and customers that mimic human dialogue and do so at scale. This category is near the Peak of Inflated Expectations phase”.

Personally, I think the hype about smart speakers to support the purchase journey is just that. While some products lend themselves to purchase, where a choice is to be made amongst complex products, they just won’t cut it until we have truly intelligent comparison bots. However, the research suggests I may be wrong. A study of 2,000 British adults commissioned by Artefact UK, an AI and data-driven agency, reveals that:

“Six out of ten smart speaker owners (60%) have used them to make a purchase in the past year. In fact, nearly a quarter (22%) said they have done so within the past week”.

I believe that building in more relevant to web, email and mobile-based conversations can have a bigger impact by boosting relevance and speaking in a more personal tone. Persado is an interesting tech here.

Persado uses a copy impact classification applied to existing copy, which is used to tailor copy and calls-to-action on an individual basis.

For example, using Persado Natural Language Generation to run an experiment, Air Canada sparked a higher response using Anxiety language getting a 3% engagement lift, compared to a 5% drop using Exclusivity language, and a 3% drop using Safety language.

Another example of  AI application is nutrition and wellness retailer Holland & Barrett using AI to provide better-targeted emails. This Machine Learning approach from Tinyclues goes beyond optimizing copy using a tool like Persado, instead, it also involves targeting based on the behaviour of individuals to create more micro-targeted campaigns.

Speaking at a session I chaired at the Email Innovation Summit, Richard Lallo, Head of Digital Marketing, described what he calls ‘strategic promotions and mono-product pushes’ in a campaign. The business was able to drive campaign revenue and increase re-purchase rate while sending emails. Campaign revenue increased by 27%, open rates increased by 19%, while email send volume decreased by 23%, which also gives cost savings.

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Trend 3. Insights-driven marketing

At Smart Insights we’re huge fans of using analytics and insight to drive business performance and optimize the results from digital marketing. It’s why we’re called what we are.

Improving their data-driven marketing is an aim of many businesses indicated by the most desired skill amongst digital marketers revealed by the Altimeter/Prophet State of Digital Marketing report.

Data-driven marketing

Businesses using this approach are trying to gain the benefits reported by Mckinsey research that suggested that:

Intensive users of customer analytics are 23 times more likely to clearly outperform their competitors in terms of new customer acquisition than non-intensive users, and nine times more likely to surpass them in customer loyalty.

In addition to advances in customer analytics supported by CDPs described in the next section, new Voice of the Customer (VoC) techniques, such as online-hosted customer communities, can improve customer preferences for future products and how they are delivered.

For example, Red Bull used insight platform Vision Critical to launch a community of consumers passionate about the energy drink category. By providing a deeper understanding of consumer preferences, the community challenges widely-held assumptions. The company, for instance, learned who consumes Red Bull drinks — and how and when they buy — were changing. Data from the community provides insight on the competitive landscape, revealing channels the company can enhance to improve growth. The community also helps Red Bull deliver more value to retailers.

Trend 4. Marketing technology

Today, Marketing Technology (Martech for short) presents a bewildering choice of software services for businesses looking to improve their management of digital media, experiences and supporting data. If your business and your agencies adopt the right blend of Martech, it can help give you an edge against competitors, but if not, you may be missing out on the insights and automation processes they are using.

The latest 2019 Martech supergraphic from Scott Brinker, a specialist who hosts Martech conferences and has advised on technology for HubSpot, has created this somewhat scary map of all the potential categories and services that companies can use.

To highlight the range of great services available and to simplify the options a little, we designed this essential digital marketing tools infographic to recommend the categories of tools you should consider across the Smart Insights RACE Planning system and highlight the most popular, most capable tools.

We will create the annual update for this in early 2020, discussing it recently on LinkedIn has highlighted some of the latest trends that aren’t evident from this version of the wheel. Raviv Turner, Co-Founder, of B2B service @CaliberMind said:

“No MarTech stack is complete these days without the third leg of CRM, MAP & CDP. The only way to map, store, analyze and act on the complete end-to-end customer journey is having all the data in one place using a Customer Data Platform (CDPs).”

I’m not sure ‘the only-way’ is accurate, but that is the sentiment.

Kristen Obaid, Always On digital marketing campaigns manager for an international Education company, added:

“The Salesforce and Adobe MAPs are underrepresented here (eg Pardot can be used for email, social, CRM, CMS, audience management, analytics. Krux is now SF. They can both be used as DMPs if the data is configured properly.) BI with simple data integrations (like Domo, Tableau) are also missing, plus Intercom for service CMS eg FAQs, and Drift for automated service chat”.

Trend 5. Consumer Privacy and KYC

Repeated privacy faux-pas by Facebook, Google and security breaches at other brands leading to the release of customer details have highlighted to consumers that their data isn’t as safe with online brands as they may have once thought. Privacy regulations like GDPR have been enacted to improve data privacy with increased fines.

Record fines have arisen in 2019 from the maximum penalty for contraventions increasing under GDPR to up to €20m (£17.5m) or four percent of global turnover – whichever is the greater.

British Airways, was issued with a proposed fine of £183m for a breach of customer data and a £99 million fine on hotel chain Marriott for failing to protect personal data contained in approximately 339 million guest records.

While these may be more the concerns of the CIO or CFO rather than the CMO, it shows the need for marketers to work with colleagues to mitigate the potential impact of security breaches and reassure customers.

At the same time, we have seen a decreasing effectiveness of traditional identification methods such as cookies for tracking, which makes media ROI determination – supposedly one of the key benefits of digital channels – more difficult.

Emerging technologies can potentially help with both of these challenges.

New Identify Management or Know Your Customer solutions are being developed that can both improve security, reduce fraud and improve insight about customers across multiple devices.

For example, UK startup Hooyu blends traditional methods of customer verification such as database checks (where available) with ID document validation, digital footprint analysis, geo-location and facial biometrics. While this is most relevant for banks and other gambling applications, it indicates the range of data points that are now available.

With these consumer concerns and new legislation such as the EU ePrivacy legislation about to be launched and the inaccuracy of tracking online with increasing restrictions built into browser like Chrome and Safari it seems like the days of the cookie (and particularly third-party cookies) and digital fingerprinting may be numbered. This means that businesses should be considering other alternatives if they aren’t already.

Discussing Unified ID – Why Identity becomes a key success factor in the post-cookie era era – Alwin Viereck, Head of Programmatic Advertising and Ad Management, United Internet Media estimates that

More than 20% of all cookies in a desktop environment do not live longer than a day and a further 15–20% do not survive a month. For vendors in a third party context (which are typically all participants of the programmatic ecosystem), the problem might even be worse.

Multiplatform consent solutions like Sourcepoint and Identity and Access Management integration solutions like Auth0 and OneIdentity will be adopted more widely. Within AdTech new solutions will have to be found in response to Google and Apples Ad-targeting limitations.

Trend 6. Digital transformation and Marketing Transformation

Our managing digital marketing research revealed many challenges in terms of how digital marketing is run in companies today. Problems included a lack of focus on integrated strategy, testing, and optimization and structural issues like teams working in silos or a lack of skills in integrated communications.

To counter these types of problems and to make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place.

Digital Transformation research

The aim of digital transformation is to develop a roadmap to improve digital capabilities and skills, while at the same time, integrating ‘always-on’ digital marketing activities with brand and product marketing in the business.

This chart from the research shows that many businesses are active in transformation to try to achieve this aim through the success factors covered in this briefing.

Despite some talk that we might be in a post-digital world by 2020 and some traditional marketers suggesting that “it’s time to shut down digital marketing for good” the reality is that many specialist digital job roles and are needed to run digital marketing activities as my post ‘10 reasons you still need a digital team‘ shows.

A common practice that we can expect to continue in the future is a move to a hybrid approach to managing digital marketing with digital marketing skills being developed in marketing teams as suggested by this structure.

Digital marketing governance modelHowever, the label of a ‘digital department’ is outmoded, since the creation of large digital teams has caused silos to develop with other marketing and product teams. Instead, we can expect a continued move to a digital/marketing Centre of Excellence model. The DCoE will be smaller ‘digital services units’ that track the latest developments in development, advising on new digital techniques and technologies.

Through the year, we’ve been adding to our tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation. To review your digital readiness, either for integrated digital marketing or individual channels, download our benchmarks or take our interactive capability graders.

All the best for grasping the opportunities from digital marketing in 2020 and beyond! To help you on your way take a look at our benchmarking templates, each of which will give you a quick review for digital marketing governance and the key channels like search, social, email marketing plus analytics, content marketing and experience.

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Leonard Kamsler, a Dissecting Golfing Photographer, Dies at 85

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Leonard Kamsler, a photojournalist whose award-winning photos {of professional} golfing for almost 50 years driven the envelope of sports activities strobe images as he accrued a trove of greater than 200,000 photographs at the PGA Excursion, died on Nov. 18 in Bethel, N.Y. He was once 85.

His husband and most effective speedy survivor, Stephen Lyles, stated the reason was once organ failure. Mr. Kamsler had houses in Bethel and New york.

Jim Richerson, president of the PGA of The usa, known as Mr. Kamsler “the undisputed dean of golfing images.” Ultimate month, Mr. Kamsler was the primary recipient of the group’s Lifetime Success Award in Photojournalism.

Nearly part of that lifetime was once spent at the golfing route, regardless that lugging a digicam as a substitute of golf equipment. Starting in 1963, he lined 40 consecutive Masters tournaments, 17 P.G.A. championships and 22 U.S. Opens, freezing moments of motion in indelible photographs.

“His skill to take the easiest image at the easiest time was once unsurpassed by way of someone within the industry,” the champion golfer Tom Watson stated in a videotaped tribute when Mr. Kamsler gained the lifetime fulfillment award.

Mr. Kamsler’s technical inventions in high-speed strobe images broke down the whole arc of a golfing swing from starting to result in stop-motion exposures — from deal with to backswing to touch to follow-through — every place of the palms, hands, toes, legs, torso, head and membership contained in one sequential symbol suggestive of a pinwheel.

George Peper, his editor at Golfing Mag for 25 of Mr. Kamsler’s 60 years related to the newsletter, stated it was once Mr. Kamsler who “created the swing-sequence in golfing with out query.”

Mr. Kamsler, he stated, “discovered at Edgerton’s knee,” relating to Harold Edgerton, a professor on the Massachusetts Institute of Era who pioneered stroboscopic era. Mr. Kamsler started consulting with Mr. Edgerton in 1957.

He additionally evolved an in depth courting with Charles Hulcher, who had evolved a forte digicam to file slow-motion research of rocket launches.

Mr. Kamsler’s number one software was once a hulking Hulcher high-speed 35-millimeter digicam, at the start designed to shoot at some 70 frames consistent with 2d. He was once in a position to push the prohibit to 100, after which 200, frames consistent with 2d — which means that during lower than 3 seconds of lightning-fast exposures he may dissect a complete golfing swing.

Mr. Kamsler’s first sequential stop-motion learn about, of Arnold Palmer’s method and clubhead dynamics, “created a sensation,” Mr. Peper stated, including that as a educating device “it was once posted on each and every golfing teacher’s wall in The usa.”

Mr. Kamsler documented greater than 400 golf-swing sequences of alternative champion golfers, together with Sam Snead, Jack Nicklaus, Kathy Whitworth and Tiger Woods.

Throughout a event he might be leading edge in taking pictures the motion. One dangerous method was once to flatten himself at the flooring along with his digicam and feature the most efficient golfers on the planet hit previous his head. Throughout one practice-tee setup, he situated Mr. Nicklaus so just about him that the golfer’s explosive shot simply neglected destroying Mr. Kamsler’s lens.

Consistent with the P.G.A., Mr. Kamsler was once the primary photographer to arrange remote-control cameras at the back of the notoriously difficult holes 12 and 15 at Augusta Nationwide Golfing Membership, the place the Masters is performed.

Some golfers abhorred being photographed up shut all over pageant, so Mr. Kamsler would lodge to subterfuge. He as soon as concealed himself in a rubbish bag to snap the camera-shy Australian Bruce Crampton.

Beginning within the 1970s, Mr. Kamsler widened his box to profile performers in Nashville, together with Johnny Money, Dolly Parton, Waylon Jennings, Tammy Wynette and Loretta Lynn. Lots of his photos was the covers of file albums.

His selection of song photographs was once just lately bought by way of the Nation Tune Corridor of Status and Museum in Nashville, the place many are on view. Greater than 20 of his pictures have been proven in “Nation Tune,” the 2019 documentary collection by way of Ken Burns for PBS.

Mr. Kamsler’s strobe-lighting paintings additionally reached past golfing. He devised one complicated strobe machine to seize the primary strive at a quintuple somersault by way of the Flying Cranes aerial troupe of the Moscow Circus. The image ran in The New York Occasions Mag on Dec. 30, 1990, with a canopy article in regards to the troupe.

A circus aficionado, he additionally photographed performances of the Ringling Bros. and Barnum & Bailey Circus, the animal teacher Gunther Gebel-Williams and the magicians Siegfried & Roy’s level act the use of tigers.

As a PGA Excursion fixture, Mr. Kamsler may rarely be omitted. For years he arrived at occasions in his candy-apple-red, tail-finned Cadillac Eldorado convertible, his six-foot body of abundant girth garbed in a golfing blouse tucked into polyester slacks held up by way of a couple of suspenders.

His number one sports activities outlet was once Golfing Mag, the place he was once a freelance photographer from 1959 by way of 2019. His pictures additionally gave the impression in lots of books.

Golfer pushback was once a part of the process of photographing gamers delicate to any distraction all over play. Mr. Kamsler “were given the shark chew from time to time,” stated Greg Norman, the Corridor of Famer whose nickname was once the Shark.

“He understood what that shark chew intended,” Mr. Norman added, within the video tribute, “that I used to be intense — and I used to be into my second.”

As soon as, capturing an “18 holes with” celebrity-golfing function in Miami with the actor Jack Nicholson, Mr. Kamsler reached over to push up the invoice of Mr. Nicholson’s hat as it was once hiding his eyes. “No one touches Jake’s hat!,” Mr. Nicholson barked.

Leonard Macon Kamsler was once born on Oct. 18, 1935, in Raleigh, N.C., to Morton and Helen (Strother) Kamsler. His father owned a retail retailer, and his mom was once a homemaker. His father gave Leonard his first digicam at age 12. He graduated from Broughton Top Faculty in Raleigh after which from Duke College, in 1957. Transferring to New york, he was a $32-a-week assistant to the fame photographer Milton H. Greene. One among his first assignments was once to {photograph} Marilyn Monroe.

Following a stint within the Military, Mr. Kamsler returned to New york and started getting jobs as a contract photographer.

His hobby for strobe images led him to golfing — for the alternatives it afforded him “to seize movement,” Mr. Lyles, his husband, stated, including, “He started knocking on doorways till they might have a look at his photos.”

Mr. Kamsler offered his library of greater than 200,000 photographs to Popperfoto, a partnership with Getty Pictures, in 2018.

For all his involvement with golfing, the sport itself by no means beckoned to greater than his shutter finger. After an entire life of event trudging, Mr. Kamsler was once proud to mention, “I by no means performed a unmarried sport of golfing.”



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Sufferers of a Vermont Health center Are Left ‘within the Darkish’ After Cyberattack

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Others reported ransom calls for “in 8 figures, which will not be one thing that regional well being care techniques can do,” stated Allan Liska, an analyst with Recorded Long run, a cybersecurity company. Those atypical calls for, blended with the coordination of the assaults, make “it appear that it was once intended to be a disruptive assault” relatively than a profit-seeking one, he stated.

Mr. Holden stated most of the well being techniques opted to barter with their extortionists, whilst ransoms leap into the hundreds of thousands.

“An ideal selection of sufferers are coping with those assaults on their very own,” he stated.

In Vermont, the wear and tear radiated out thru a sprawling community, hitting particularly laborious within the most cancers middle.

“My in point of fact excellent buddies are I.C.U. nurses, and so they’re like, no giant deal, all we need to do is paper charting,” Ms. Cargill, the price nurse, stated. However the most cancers middle was once badly set again for weeks, in a position to serve simplest about one in 4 of its customary chemotherapy sufferers.

Ms. Cargill spent the remainder of the day turning away sufferers, an revel in she can’t relate with out starting to cry, just about a month later.

“To appear any individual within the eye, and inform them they can’t have their life-extending or lifesaving remedy, it was once terrible, and completely heart-wrenching,” she stated. The first actual particular person she grew to become away, a tender girl, burst into tears.

“She stated, ‘I’ve to get chemo, I’m the mummy of 2 younger children,’” Ms. Cargill stated. “She was once so anxious, and the worry was once tangible.”



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