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• McDonald’s CEO Jim Skinner told a Chicago conference on “humanizing the digital experience” that the company is using blogs on its website to respond to criticism about the nutritional value of its food, and that it is moving away from the traditional advertising outlets and to the Internet for marketing purposes. The company now spends only seven out of ten marketing dollars on television ads, Skinner said, compared to a few years ago when 85 percent of its marketing money went to TV ads.

In addition, Skinner said, the company is working to bring interactive experiences into the store by testing self-serve kiosk ordering systems.
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