Editorial Authority
Now More Than Ever
National Geographic is the global leader in connecting people to their world, providing unbiased context and clarity for today’s complex issues while uncovering the wonders of our time. Each issue inspires readers with the world’s best photography and original journalism— creating an emotional and intellectual connection that empowers readers to make a difference. National Geographic has never been so important to its readers, and its advertisers. Today’s consumers recognize they are part of an increasingly connected world, making topics like energy, innovation, and world cultures more top-of-mind than ever before. National Geographic spotlights these issues like no other media brand, providing the “need-to-know” content and global perspective that helps people understand the dynamics of their changing world. As advertisers face countless choices, National Geographic magazine— through its editorial power, reader involvement, and quality reach— makes the deeply personal connection for those who want to have their messages seen, read, and acted upon.
NGM.COM
JUNE 2011
The
BIRTH
Religion of
The World’s First Temple
Africa’s Super Park 60 The Secret World of Child Brides 78 Crazy Creatures in Tide Pools 100 Can China Go Green? 116 Why Rare Earths Are in Almost Everything 136
Göbekli Tepe, Turkey circa 9600 B.C.
TV BAND TO COME NGM.COM
NEXT Water-cooled nuclear power plants aren’t the only option.
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CAN WE FLY?
At the center of each poppy seedsize fuel particle is a uranium kernel. Layers of carbon and silicon carbide contain the radioactive material.
MELTDOWN-PROOF NUKES
The next generation of nuclear plants may be cooled by gas— helium gas. Such reactors
SEPTEMBER 2011
Pyrolytic carbon Silicon carbide Uranium Porous carbon
were proposed in the 1960s but rarely pursued; only a few have ever been built. But that
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could change. Though issues such as fuel storage are a
potential concern, gas reactors—which can’t melt down—may be a way forward in the wake of Japan’s nuclear disaster. Using helium as a coolant has at least a couple of advantages. For one thing, it’s inert, so it can’t become radioactive like the water in water-cooled plants. For
Reactor core
another, gas reactors are more efficient at generating electricity than water-cooled ones, because they run much hotter. That heat, produced carbon free, has gotten the attention of chemical, fertilizer, and oil companies. Though it’s still in the developmental stage, “this technology could be a real game changer,” says Fred Moore of Dow Chemical.
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At the core of the reactor’s safety is a clever fuel design. Instead of the uranium fuel rods used in water reactors, gas-reactor fuel takes the form of uranium bits scattered among graphite “pebbles.” Graphite is a great moderator, slowing down the neutrons and keeping their reaction in the proper temperature range. Andrew Kadak of MIT, who visited a small prototype pebble-bed reactor in China four years ago, watched engineers turn off the cooling system. “It naturally shut down,” he says. “It was incredible. Especially in light of Fukushima, this is a reactor that doesn’t melt down.” —Juli Berwald
national geo graphic
• o c tober
What’s Inside a Pebble? Each “pebble” in a pebblebed gas reactor is a graphite fuel sphere the size of a tennis ball. Nine grams of uranium are dispersed among some 15,000 tiny particles within the graphite. During a recent three-year test at Idaho National Lab, 300,000 fuel particles were heated to 2300°F and bombarded with neutrons. Not a single particle leaked radioactive material—strong evidence of the fuel’s safety.
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How It Works A pebble-bed reactor is made up of about 400,000 pebbles. Heat from the fuel spheres is picked up by helium and can then be used to generate electricity—or to drive industrial processes such as oil refining and desalination.
Blowers move helium gas through the reactor and over the pebbles, where nuclear fission releases large amounts of energy, heating up the helium.
About 5,000 spheres move through the reactor each day, like gum balls through a vending machine. The constant circulation means no refueling interruptions.
If a pebble taken from the bottom can produce more power, it goes back in the top. If it’s spent, it’s stored as waste, and a new pebble is added.
KAITLIN M. YARNALL, NGM STAFF ART: STEFAN FICHTEL. SOURCE: ANDREW KADAK, MIT
AWARDS & RECOGNITION
Saving Orphan Elephants Forever Wild in the Adirondacks Girl Power in Brazil Lords of the Sahara The Race to the South Pole
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EDITORIAL
ASME NATIONAL MAGAZINE AWARDS The preeminent awards for magazine journalism in the United States. + 25 years of consecutive nominations, collecting a total of 24 awards + 2011: Two wins for Magazine of the Year and Single-Topic Issue + 2010: Three wins for General Excellence, Photojournalism, and Essay OVERSEAS PRESS CLUB OF AMERICA 2011 Seeks to maintain an international association of journalists who uphold the highest standards of professional integrity in news reporting. + Two awards for Best Photographic Reporting from Abroad in a Magazine and Best Magazine Reporting from Abroad in a Magazine PICTURES OF THE YEAR INTERNATIONAL (POYi) 67th ANNUAL COMPETITION One of the oldest, largest, and most highly respected photojournalism contests in the world. + 19 Awards Total: Six 1st place, five 2nd place, four 3rd place, and five Awards of Excellence WORLD PRESS PHOTO CONTEST 2010 Offers an overview of how press photographers tackle their work worldwide and how the press gives the news, bringing together pictures from all parts of the globe to reflect trends and developments in photojournalism. + First Place, Nature Story four years in a row CARTOGRAPHY AND GEOGRAPHIC INFORMATION SOCIETY (CaGIS) 37TH ANNUAL MAP DESIGN COMPETITION Promotes interest in map design and recognizes significant design advances in cartography. + Best in Show and Thematic Category; Best of Category; Honorable Mention for Reference Category
NORTH AMERICAN TRAVEL JOURNALISTS ASSOCIATION (NATJA) 18TH ANNUAL AWARDS COMPETITION Honors the “best of the best” of travel writing, photography, and travel promotion. + First Place, Destination Travel, International Magazine SOCIETY FOR NEWS DESIGN (SND-E) 18TH MALOFIEJ INTERNATIONAL INFOGRAPHICS AWARDS Annual competition referred to by some as the “Pulitzer” of the infographics world. + Most awarded media with 22 medals (2 gold, 10 silver, and 10 bronze) SOCIETY OF PUBLICATION DESIGNERS (SPD) 45th ANNUAL PRINT AWARDS Highlight the highest examples of design, photography, and illustration excellence. + 7wo Medal Awards and seven Merit Awards NORTH AMERICAN NATURE PHOTOGRAPHY ASSOCIATION (NANPA) 2010 AWARDS Recognize one’s accomplishments, stature, or length of service in nature photography. + Outstanding Nature Photographer Award: Joel Sartore + Past recipients: Tim Laman (2009), James Balog (2008), Kevin Schafer (2007), Michael Nichols (2002), Frans Lanting (1999) COMMUNICATION ARTS 2009 PHOTOGRAPHY ANNUAL The best photography of the past year, selected by a distinguished jury, is published in this must-have annual. + 10 wins (out of the 157 chosen from 8,600+ entries): 9 editorial series and 1 editorial single VEOLIA ENVIRONMENT 2009 WILDLIFE PHOTOGRAPHER OF THE YEAR An international showcase for the very best nature photography. + One Winning, one Specially Commended, and five Highly Commended photos
AWARDS & RECOGNITION
National Geographic Magazine
EDITORIAL continued
AMERICAN PHOTOGRAPHY ANNUAL 25 From the 10,100 pictures only 360 images are selected to appear in this award-winning, large-format, printed, hardcover annual. + “The Man Who Wasn’t Darwin: Alfred Russel Wallace,” Robert Clark, December 2008 + “Fast Lane to the Future: India’s Superhighway,” Ed Kashi, October 2008 + “Send Me To Siberia: Oil Transforms a Russian Outpost,” Gerd Ludwig, June 2008 + “Who Murdered the Virunga Gorillas?” Brent Stirton, July 2008 NATURE’S BEST PHOTOGRAPHY WINDLAND SMITH RICE INTERNATIONAL AWARDS One of the most highly respected and visually compelling nature photography competitions in the world. + Highly Honored in the Wildlife and Birds categories HARRIS POLL + #1 Most Trusted Magazine, 2010 and 2011 BUYOLOGY + Most Desired Magazine Brand, 2011
ADVERTISING
ADVERTISING AGE EDITOR OF THE YEAR 2008 + Chris Johns, Editor in Chief, National Geographic ADVERTISING AGE MAGAZINE A-LIST 2011 Recognizes outstanding accomplishment, growth, business, and buzz among magazines. + Selected in 2008, 2009, and 2011 MIN TOP 21 MOST INTRIGUING 2009 The magazine industry’s most intriguing personalities who went above and beyond the clarion call of duty to create a lasting mark in their sphere of influence. + Claudia Malley, EVP/Worldwide Publisher, National Geographic
MIN INTEGRATED MARKETING AWARDS Salute the campaigns, ongoing programs, and innovative people who’ve raised the bar on magazine marketing programs. + 2009: Five honorable mentions + 2008: Won for best special advertorial section, best print/ online bundle, and top integrated marketing team; one honorable mention MIN 2008 SALES EXECUTIVE OF THE YEAR AWARD Salutes those who are the “cream of the crop” and their best practices serving as guides for the thousands of media sales professionals in search of stronger strategies. + Sales Team of the Year, Single Title
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ADWEEK MAGAZINE WEBSITE OF THE YEAR 2010 “Most impressive is National Geographic’s all-encompassing website, which serves as the umbrella for all the brand’s assets.” 2010 NATIONAL MAGAZINE AWARD FOR DIGITAL MEDIA Recognizes the outstanding work that appears on magazine-branded digital platforms. + Winner for Photography, Digital Media; and for Community PICTURES OF THE YEAR INTERNATIONAL (POYi) 67th ANNUAL COMPETITION One of the oldest, largest, and most highly respected photojournalism contests in the world. + Won Best Use Online Publication two years in a row 2009 SOFTWARE & INFORMATION INDUSTRY ASSOCIATION (SIIA) CODiE The software industry’s highest honor. + Finalist for Best Online Reference Service, Best Online Consumer Information Service, and Best Online News Service 2009 SLATE’S THE BIG MONEY FACEBOOK 50 A ranking of the brands that are currently making the best use of Facebook. + Ranked #22 15TH ANNUAL WEBBY AWARDS The leading international award honoring excellence on the Internet including websites, interactive advertising, and online film and video. + Won one Webby Award and two People’s Voice Awards
AWARDS & RECOGNITION