U.S. Is Weighing Stronger Action in Syrian Conflict


Francisco Leong/Agence France-Presse — Getty Images


Rebels in northern Syria celebrated on Wednesday next to what was reported to be a government fighter jet.







WASHINGTON — The Obama administration, hoping that the conflict in Syria has reached a turning point, is considering deeper intervention to help push President Bashar al-Assad from power, according to government officials involved in the discussions.




While no decisions have been made, the administration is considering several alternatives, including directly providing arms to some opposition fighters.


The most urgent decision, likely to come next week, is whether NATO should deploy surface-to-air missiles in Turkey, ostensibly to protect that country from Syrian missiles that could carry chemical weapons. The State Department spokeswoman, Victoria Nuland, said Wednesday that the Patriot missile system would not be “for use beyond the Turkish border.”


But some strategists and administration officials believe that Syrian Air Force pilots might fear how else the missile batteries could be used. If so, they could be intimidated from bombing the northern Syrian border towns where the rebels control considerable territory. A NATO survey team is in Turkey, examining possible sites for the batteries.


Other, more distant options include directly providing arms to opposition fighters rather than only continuing to use other countries, especially Qatar, to do so. A riskier course would be to insert C.I.A. officers or allied intelligence services on the ground in Syria, to work more closely with opposition fighters in areas that they now largely control.


Administration officials discussed all of these steps before the presidential election. But the combination of President Obama’s re-election, which has made the White House more willing to take risks, and a series of recent tactical successes by rebel forces, one senior administration official said, “has given this debate a new urgency, and a new focus.”


The outcome of the broader debate about how heavily America should intervene in another Middle Eastern conflict remains uncertain. Mr. Obama’s record in intervening in the Arab Spring has been cautious: While he joined in what began as a humanitarian effort in Libya, he refused to put American military forces on the ground and, with the exception of a C.I.A. and diplomatic presence, ended the American role as soon as Col. Muammar el-Qaddafi was toppled.


In the case of Syria, a far more complex conflict than Libya’s, some officials continue to worry that the risks of intervention — both in American lives and in setting off a broader conflict, potentially involving Turkey — are too great to justify action. Others argue that more aggressive steps are justified in Syria by the loss in life there, the risks that its chemical weapons could get loose, and the opportunity to deal a blow to Iran’s only ally in the region. The debate now coursing through the White House, the Pentagon, the State Department and the C.I.A. resembles a similar one among America’s main allies.


“Look, let’s be frank, what we’ve done over the last 18 months hasn’t been enough,” Britain’s prime minister, David Cameron, said three weeks ago after visiting a Syrian refugee camp in Jordan. “The slaughter continues, the bloodshed is appalling, the bad effects it’s having on the region, the radicalization, but also the humanitarian crisis that is engulfing Syria. So let’s work together on really pushing what more we can do.” Mr. Cameron has discussed those options directly with Mr. Obama, White House officials say.


France and Britain have recognized a newly formed coalition of opposition groups, which the United States helped piece together. So far, Washington has not done so.


American officials and independent specialists on Syria said that the administration was reviewing its Syria policy in part to gain credibility and sway with opposition fighters, who have seized key Syrian military bases in recent weeks.


“The administration has figured out that if they don’t start doing something, the war will be over and they won’t have any influence over the combat forces on the ground,” said Jeffrey White, a former Defense Intelligence Agency intelligence officer and specialist on the Syria military. “They may have some influence with various political groups and factions, but they won’t have influence with the fighters, and the fighters will control the territory.”


Jessica Brandt contributed reporting from Cambridge, Mass.



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Facebook exec says company is reducing spam despite clogging your feed with brands you don’t like












Recent changes to Facebook’s (FB) Edgerank, the algorithm that’s responsible for displaying items on a user’s Newsfeed, have angered privacy groups who say the new policy will actually produce more spam than reducing it. According to Forbes’ Jeff Bercovici, Facebook’s VP of global marketing solutions Carol Everson said on Tuesday that the social network is reducing spam by using “Suggests Posts” – “non-connected page posts” that show a brand’s ads even if a user and their friends don’t “like” or support them. Bercovici argues that Facebook’s new approach to targeting brands at users contradicts its claims of reducing spam by doling out spam that users don’t connect with. 


As expected, Everson’s response to clogging the Newsfeed with brand ads that users don’t support was: “You may not be a fan of a brand, but maybe everyone in your network is talking about it, so we think you might be interested in it,” and she said there are “literally more than a thousand signals” that go into displaying “relevant” brand ads.












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'That 70s Show' star arrested in North Carolina

STATESVILLE, N.C. (AP) — "That '70s Show" star Lisa Robin Kelly is free on bond after being arrested for assault.

Police in the Charlotte, N.C., suburb of Mooresville arrested the 42-year-old Kelly and 61-year-old husband Robert Joseph Gilliam after responding to a disturbance at their home Monday. Both are free on bond.

Gilliam is charged with misdemeanor assault on a female. Kelly is charged with misdemeanor assault. They were taken to the Iredell County Detention Center and released on $500 bond apiece. They have a court date of Jan. 25. It's not known if either has an attorney.

Kelly portrayed Laurie Forman, sister of Topher Grace's lead character Eric, on the FOX series, which ended in 2006. She also appeared on the TV shows "Murphy Brown" and "Married . . . With Children."

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Recipes for Health: Roasted Sweet Potato and Crispy Kale Salad — Recipes for Health


Andrew Scrivani for The New York Times







This is a great salad to make with leftover roasted sweet potatoes but you can also roast them just to make the salad. The trick to succeeding with crispy kale is to make sure it is completely dry before you put it in the oven. If you are using bunched kale I recommend that you stem and wash it, spin it twice in a salad spinner, then set the leaves in single layers on a few layers of paper towels and roll them up. You can then refrigerate for up to a day or two. Once the salad is assembled, the portion of kale that you toss with the sweet potatoes will soften, and the kale that surrounds the sweet potatoes will remain crispy.




2 large or 3 medium sweet potatoes


1 generous bunch curly kale (about 1 pound), stemmed, leaves washed and dried thoroughly (see above)


2 tablespoons extra virgin olive oil


Salt to taste


1/4 cup broken pecans, lightly toasted


For the dressing:


1 small garlic clove, pureed


2 ounces Roquefort or blue cheese, crumbled


1 teaspoon chopped fresh thyme leaves


1/2 cup buttermilk


1 tablespoon sherry vinegar


Freshly ground pepper


1. To roast the sweet potatoes, heat the oven to 425 degrees. Rinse the sweet potatoes and pierce in several places with the tip of a paring knife. Line a sheet pan with foil and place the sweet potatoes on the foil. Bake 40 to minutes to an hour, depending on the size of the sweet potatoes. They are done when they are soft and beginning to ooze. Remove from heat and allow to cool.


2. Meanwhile make the dressing (or you can make it a day ahead). In a mini-processor or in a mortar and pestle blend together the garlic, cheese, thyme, buttermilk, and vinegar. Season to taste with salt and pepper. For best results, leave it to sit for at least an hour.


3. To make the crispy kale, heat the oven to 300 degrees. Line two baking sheets with parchment. Make sure that your kale leaves are dry and tear them into medium-size pieces and toss with the olive oil. Gently knead the leaves between your thumbs and fingers to make sure they are coated with oil. Place in an even layer on the baking sheets. Do this in batches if necessary. Place in the oven and roast for 16 to 22 minutes, until the leaves are crisp but not browned. If some of the leaves crisp before others, remove them to a bowl or sheet pan and return the remaining kale to the oven. Watch closely as once the kale browns it will taste bitter. Season to taste with kosher salt or fine sea salt. Allow to cool.


4. Peel the sweet potatoes, quarter lengthwise and slice. Place in a salad bowl and add the pecans and half the crispy kale.


5. Line the edge of a platter with the remaining crispy kale. Toss the sweet potato mixture with the dressing, place in the middle of the platter and serve at once.


Yield: Serves 4 as a main dish


Advance preparation: The crispy kale will remain crisp for a day at room temperature. Sweet potatoes can be baked and refrigerated for up to four days. The salad should be served right away once assembled.


Nutritional information per serving: 378 calories; 17 grams fat; 4 grams saturated fat; 3 grams polyunsaturated fat; 9 grams monounsaturated fat; 14 milligrams cholesterol; 49 grams carbohydrates; 8 grams dietary fiber; 431 milligrams sodium (does not include salt to taste); 11 grams protein


Martha Rose Shulman is the author of “The Very Best of Recipes for Health.”


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The Next War: In Federal Budget Cutting, F-35 Fighter Jet Is at Risk


Luke Sharrett for The New York Times


Vice Adm. David Venlet was named to lead the Joint Strike Fighter program in 2010 after problems had left it behind schedule and over budget.







LEXINGTON PARK, Md. — The Marine version of the F-35 Joint Strike Fighter, already more than a decade in the making, was facing a crucial question: Could the jet, which can soar well past the speed of sound, land at sea like a helicopter?






Luke Sharrett for The New York Times

An F-35B, the Marine Corps version of the Joint Strike Fighter.






On an October day last year, with Lt. Col. Fred Schenk at the controls, the plane glided toward a ship off the Atlantic coast and then, its engine rotating straight down, descended gently to the deck at seven feet a second.


There were cheers from the ship’s crew members, who “were all shaking my hands and smiling,” Colonel Schenk recalled.


The smooth landing helped save that model and breathed new life into the huge F-35 program, the most expensive weapons system in military history. But while Pentagon officials now say that the program is making progress, it begins its 12th year in development years behind schedule, troubled with technological flaws and facing concerns about its relatively short flight range as possible threats grow from Asia.


With a record price tag — potentially in the hundreds of billions of dollars — the jet is likely to become a target for budget cutters. Reining in military spending is on the table as President Obama and Republican leaders in Congress look for ways to avert a fiscal crisis. But no matter what kind of deal is reached in the next few weeks, military analysts expect the Pentagon budget to decline in the next decade as the war in Afghanistan ends and the military is required to do its part to reduce the federal debt.


Behind the scenes, the Pentagon and the F-35’s main contractor, Lockheed Martin, are engaged in a conflict of their own over the costs. The relationship “is the worst I’ve ever seen, and I’ve been in some bad ones,” Maj. Gen. Christopher Bogdan of the Air Force, a top program official, said in September. “I guarantee you: we will not succeed on this if we do not get past that.”


In a battle that is being fought on other military programs as well, the Pentagon has been pushing Lockheed to cut costs much faster while the company is fighting to hold onto a profit. “Lockheed has seemed to be focused on short-term business goals,” Frank Kendall, the Pentagon’s top weapons buyer, said this month. “And we’d like to see them focus more on execution of the program and successful delivery of the product.”


The F-35 was conceived as the Pentagon’s silver bullet in the sky — a state-of-the art aircraft that could be adapted to three branches of the military, with advances that would easily overcome the defenses of most foes. The radar-evading jets would not only dodge sophisticated antiaircraft missiles, but they would also give pilots a better picture of enemy threats while enabling allies, who want the planes, too, to fight more closely with American forces.


But the ambitious aircraft instead illustrates how the Pentagon can let huge and complex programs veer out of control and then have a hard time reining them in. The program nearly doubled in cost as Lockheed and the military’s own bureaucracy failed to deliver on the most basic promise of a three-in-one jet that would save taxpayers money and be served up speedily.


Lockheed has delivered 41 planes so far for testing and initial training, and Pentagon leaders are slowing purchases of the F-35 to fix the latest technical problems and reduce the immediate costs. A helmet for pilots that projects targeting data onto its visor is too jittery to count on. The tail-hook on the Navy jet has had trouble catching the arresting cable, meaning that version cannot yet land on carriers. And writing and testing the millions of lines of software needed by the jets is so daunting that General Bogdan said, “It scares the heck out of me.”


With all the delays — full production is not expected until 2019 — the military has spent billions to extend the lives of older fighters and buy more of them to fill the gap. At the same time, the cost to build each F-35 has risen to an average of $137 million from $69 million in 2001.


The jets would cost taxpayers $396 billion, including research and development, if the Pentagon sticks to its plan to build 2,443 by the late 2030s. That would be nearly four times as much as any other weapons system and two-thirds of the $589 billion the United States has spent on the war in Afghanistan. The military is also desperately trying to figure out how to reduce the long-term costs of operating the planes, now projected at $1.1 trillion.


“The plane is unaffordable,” said Winslow T. Wheeler, an analyst at the Project on Government Oversight, a nonprofit group in Washington.


Todd Harrison, an analyst at the Center for Strategic and Budgetary Assessments, a research group in Washington, said Pentagon officials had little choice but to push ahead, especially after already spending $65 billion on the fighter. “It is simultaneously too big to fail and too big to succeed,” he said. “The bottom line here is that they’ve crammed too much into the program. They were asking one fighter to do three different jobs, and they basically ended up with three different fighters.”


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California Shows Signs of Resurgence


Sam Hodgson/Bloomberg News


Prosperous coastal places like La Jolla, here, are better off than the state as a whole; many inland areas still have high jobless rates.







LOS ANGELES — After nearly five years of brutal economic decline, government retrenchment and a widespread loss of confidence in its future, California is showing the first signs of a rebound. There is evidence of job growth, economic stability, a resurgent housing market and rising spirits in a state that was among the worst hit by the recession.




California reported a 10.1 percent unemployment rate last month, down from 11.5 percent in October 2011 and the lowest since February 2009. In September, California had its biggest month-to-month drop in unemployment in the 36 years the state has collected statistics, from 10.6 percent to 10.2 percent, though the state still has the third-highest jobless rate in the nation.


The housing market, whose collapse in a storm of foreclosures helped worsen the economic decline, has snapped back in many, though not all, parts of the state. Houses are sitting on the market for a shorter time and selling at higher prices, and new home construction is rising. Home sales rose 25 percent in Southern California in October compared with a year earlier.


After years of spending cuts and annual state budget deficits larger than the entire budgets of some states, this month the independent California Legislative Analyst’s Office projected a deficit for next year of $1.9 billion — down from $25 billion at one point — and said California might post a $1 billion surplus in 2014, even accounting for the tendency of these projections to vary markedly from year to year.


A reason for the change, in addition to a series of deep budget cuts in recent years, was voter approval of Proposition 30, promoted by Gov. Jerry Brown to raise taxes temporarily to avoid up to $6 billion in education cuts.


“The state’s economic recovery, prior budget cuts and the additional, temporary taxes provided by Proposition 30 have combined to bring California to a promising moment: the possible end of a decade of acute state budget challenges,” the report said. “Our economic and budgetary forecast indicates that California’s leaders face a dramatically smaller budget problem in 2013-14.”


And 38 percent of Californians say the state is heading in the right direction, according to a survey this month by U.S.C. Dornsife/Los Angeles Times. For most places, that figure would seem dismal. But it is double what it was 13 months ago.


California’s recovery echoes a rebound across much of the country; the state suffered not only one of the longest downturns but also one of the most severe. Economists say the turnaround, should it continue, is a positive harbinger for the nation, given the size and diversity of the state’s economy.


Democrats here have been quick to argue that the improvements in fiscal conditions that the state is now projecting after voters approved the temporary tax increase may embolden other states, and Congress, to raise some taxes rather than turn to a new round of cuts.


Yet California still faces major problems. The economic recovery is hardly uniform. Central California and the Inland Empire — the suburban sprawl east of Los Angeles — continue to stagger under the collapse of the construction market, and some economists wonder if they will ever join the coastal cities on the prosperity train. Cities, most recently San Bernardino, are facing bankruptcy, and public employee pension costs loom as a major threat to the state budget and those of many municipalities, including Los Angeles.


A federal report this month said that by some measures, California has the worst poverty in the nation. The river of people coming west in search of the economic dream, traditionally an economic and creative driver, has slowed to a crawl.


Still, the fear among many Californians that the bottom had fallen out appears to be fading. Economists said they were spotting many signs of incipient growth, including a surge in rental costs in the Bay Area, which suggests an influx of people looking for jobs.


“I think the state is turning a corner,” said Enrico Moretti, a professor of economics at the University of California, Berkeley. He said that the recovery was creating regional lines of economic demarcation — “We are going to see a more and more polarized state,” he said — but that over all, California was emerging from the recession.


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Nintendo: more than 400,000 Wii Us sold in US












NEW YORK (AP) — Nintendo says it has sold more than 400,000 of its new video game console, the Wii U, in its first week on sale in the U.S.


The Wii U launched on Nov. 18 in the U.S. at a starting price of $ 300. Nintendo says the sales figure, based on internal estimates, is through Nov. 24.












Six years ago, Nintendo Co. sold 475,000 of the original Wii in that console’s first seven days in stores. The original Wii remains available, and Nintendo says it sold more than 300,000 of them last week, along with roughly 250,000 handheld Nintendo 3DS units and about 275,000 of the Nintendo DS.


Wedbush analyst Michael Pachter estimates that Nintendo will ship 1 million to 1.5 million Wii Us in the U.S. through the end of January.


Gaming News Headlines – Yahoo! News


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Leads, director of Motown musical visit Hitsville

DETROIT (AP) — The stars of the upcoming Broadway musical about Motown Records have read pretty much every book about and listened to every song from that golden era of American music.

The research only took them so far, so they decided to come and see Hitsville, U.S.A., for themselves.

Brandon Victor Dixon, who portrays the label's founder, Berry Gordy, and Valisia LeKae, who plays its signature songstress, Diana Ross, visited the Motown Museum on Tuesday, taking a lengthy tour of the two-level home that produced the soundtrack of a generation.

"I'm trying not to get emotional," LeKae said as she methodically inspected the hundreds of mementos — posters, gold records, clothing and more — on display at the Motown Museum.

LeKae, a Broadway veteran who has appeared in "The Book of Mormon" and "Ragtime" among others, worried about losing her composure when it came time to visit Studio A, the famed space in which Gordy and his army of artists, writers, producers and engineers signed, sealed and delivered hit after hit throughout the 1960s.

And she succeeded, descending a small flight of stairs into the square, smallish room and calmly checking out the famed studio affectionately called the "Snake Pit." LeKae marveled at an oversized black-and-white snapshot on the wall of Ross singing with a smiling Gordy looking on.

It wasn't until later, while visiting the home's upstairs, that LeKae's emotions kicked in.

Standing underneath the "echo chamber," a hole cut in the upper level's ceiling designed to create unique sounds for the recording process, LeKae belted out the first few lines of the Supremes' "Where Did Our Love Go."

"Baby, baby / Baby, don't leave me," she wailed, before the tears began to well up and she had to stop singing.

"This is, like, amazing," she said.

LeKae and Dixon, who earned a Tony nomination for his work in "The Color Purple" and bears more than a passing resemblance to a Motown-era Gordy, will be front and center when the show debuts this spring.

"Motown: The Musical" begins its run of preview performances March 11 ahead of the official opening on April 14 at New York's Lunt-Fontanne Theatre.

That gives Dixon, LeKae, Gordy (who's producing and writing the book) and director Charles Randolph-Wright four months to bring the show to the stage.

To that end, Randolph-Wright also was at Hitsville on Tuesday, seeing prospective actors during a callback session in Studio A. He's still looking for understudies and others to play smaller parts.

It wasn't Randolph-Wright's first visit to Motown's birthplace as it was for his two leads, but for the 56-year-old who proclaims that "Motown's in my DNA," it was no less special.

"What a joy to be a part of (the Motown) movement and what a responsibility to try and place that in the world," Randolph-Wright said, sitting on a piano bench in Studio A. "So, I've been very careful about trying to do that the right way."

And he has, working for the past three years on "Motown: The Musical," holding a nationwide casting call and working with Gordy and the other producers to identify which of the overwhelming number of songs from the Motown catalog to include on stage.

"The show is 15 hours," Randolph-Wright joked.

The first version had 100 songs in it, he said, and "I wanted every song."

While he said the show's decision-makers are still deliberating about which songs make the final cut, one thing is certain about the musical selections: A few numbers in the show will be Gordy originals, written specifically for it.

"It's so interesting to see him go back to being a songwriter after all these years," said Randolph-Wright, who described one Gordy-penned song as having "all the textures of what Motown is and was, but it's new."

As for the man playing the man, Dixon spent his Tuesday walking through the halls of the Motown Museum, taking in every word tour guide Eric Harp and the other docents offered and, as he put it, "soaking it all in."

At one point, he kneeled down and softly touched the cushion of a red-orange couch upstairs on which Marvin Gaye would take the occasional slumber.

Dixon burst out laughing, then leaped up and continued the tour.

Asked what was so funny, he quickly responded: "Because Marvin Gaye slept on this couch!"

All three of the Hitsville visitors spoke of their great respect and admiration for Gordy and the history of Motown and how important they felt it was to do it justice on stage.

"There's an energy here that is palpable still," Randolph-Wright said. "And it remains in this space. I think more than anything, the second I walked in here, it told me that I have to be honest" in telling the Motown story.

The first time he visited the museum, Randolph-Wright remembered walking into the gift shop, where he "bought everything," including a Temptations T-shirt that read: "Live It Again."

"I love that, because that's what we're doing," he said.

___

Online:

http://www.motownthemusical.com

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Recipes for Health: Spinach and Turkey Salad — Recipes for Health


Andrew Scrivani for The New York Times







Turkey or chicken transforms this classic spinach salad (minus the bacon) into a light main dish, welcome after Thanksgiving and before the rest of the holiday season feasting begins.




2 cups (12 ounces) shredded cooked turkey, chicken breast or chicken breast tenders


1 6-ounce bag baby spinach


6 white or cremini mushrooms, thinly sliced


1 cup cooked wild rice


2 tablespoons chopped walnuts


1 to 2 hard boiled eggs (to taste), finely chopped (optional)


2 tablespoons chopped chives


1 to 2 tablespoons chopped fresh herbs such as parsley, tarragon or marjoram


For the dressing:


2 tablespoons fresh lemon juice


1 tablespoon red wine vinegar, tarragon vinegar or sherry vinegar


1 teaspoon Dijon mustard


Salt and freshly ground pepper


1 small garlic clove, pureed


1/3 cup extra virgin olive oil


2 tablespoons plain low-fat yogurt


1. Combine all of the salad ingredients in a large salad bowl. Whisk together the lemon juice, vinegar, Dijon mustard, salt, pepper, garlic, olive oil and yogurt. Toss with the salad just before serving.


Yield: Serves 4 as a main dish


Advance preparation: The salad can be assembled and the dressing mixed several hours before serving. Refrigerate and toss together when ready to serve.


Variation: Add 1 ripe but firm persimmon, peeled, cored and sliced, to the mixture.


Nutritional information per serving: 375 calories; 25 grams fat; 4 grams saturated fat; 5 grams polyunsaturated fat; 15 grams monounsaturated fat; 53 milligrams cholesterol; 14 grams carbohydrates; 2 grams dietary fiber; 119 milligrams sodium (does not include salt to taste); 26 grams protein


Martha Rose Shulman is the author of “The Very Best of Recipes for Health.”


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Facebook Gift Store Urges Users to Shop While They Share





SAN FRANCISCO — Facebook is already privy to its users’ e-mail addresses, wedding pictures and political beliefs. Now the company is nudging them to share a bit more: credit card numbers and offline addresses.







James Best Jr./The New York Times

Facebook Gifts is a service that prompts users to buy things for friends on the social network.






Sharing Even More




What do you think about Facebook’s plan to have users buy gifts for their friends through the site using their credit cards?







A screenshot of Facebook Gifts.






The nudge comes from a new Facebook service called Gifts. It allows Facebook users — only in the United States for now — to buy presents for their friends on the social network. On offer are items as varied as spices from Dean & DeLuca, pajamas from BabyGap and subscriptions to Hulu Plus, the video service. This week Facebook added iTunes gift cards.


The gift service is part of an aggressive moneymaking push aimed at pleasing Facebook’s investors after the company’s dismal stock market debut. Facebook has stepped up mobile advertising and is starting to customize the marketing messages it shows to users based on their Web browsing outside Facebook.


Those efforts seem to have brought some relief to Wall Street. Analysts issued more bullish projections for the company in recent days, and the stock was up 49 percent from its lowest point, closing Tuesday at $26.15, although that is still well below the initial offering price of $38. The share price has been buoyed in part by the fact that a wave of insider lockup periods expired without a flood of shares hitting the market.


To power the Gifts service, Facebook rented a warehouse in South Dakota and created its own software to track inventory and shipping. It will not say how much it earns from each purchase made through Gifts, though merchants that have a similar arrangement with Amazon.com give it a roughly 15 percent cut of sales.


If it catches on, the service would give Facebook a toehold in the more than $200 billion e-commerce market. Much more important, it would let the company accumulate a new stream of valuable personal data and use it to refine targeted advertisements, its bread and butter. The company said it did not now use data collected through Gifts for advertising purposes, but could not rule it out in the future.


“The hard part for Facebook was aggregating a billion users. Now it’s more about how to monetize those users without scaring them away,” said Colin Sebastian, an analyst with Robert W. Baird.


He added: “Gifts should also contribute more to Facebook’s treasure trove of user data, which has the benefit of a virtuous cycle, driving more personalization of the site, leading to better and more targeted ads, which improves overall monetization.”


Facebook already collects credit card information from users who play social games on its site. But they are a limited constituency, and a wider audience may be persuaded to buy a gift when Facebook reminds them that a friend is expecting a baby or a cousin is approaching her 40th birthday.


The Gifts service, which grew out of Facebook’s acquisition of a mobile application called Karma, was introduced in September and expanded earlier this month on the eve of the holiday shopping season.


Magnolia Bakery, based in New York, was among Facebook’s early partners for Gifts. Its vice president for public relations, Sara Gramling, said the company had sold roughly 200 packages of treats since then. She counted it as a marketing success. The bakery, which gained fame thanks to “Sex and the City,” had only recently begun shipping its goods. “It was a great opportunity to expand our network,” she said.


Magnolia Bakery isn’t exactly catering to the masses. A half-dozen cupcakes cost $35, plus about $12 for shipping. Facebook, Ms. Gramling said, takes care of the billing. The bakery is eyeing Facebook’s global reach, too, as it opens outlets internationally, especially in the Middle East.


One of the appeals of Facebook Gifts is the ease of making a purchase. Facebook users are nudged to buy a gift (a gift-box icon pops up) for Facebook friends on their birthdays. They are offered a vast menu to choose from: beer glasses, cake pops, quilts, marshmallows, magazine subscriptions and donations to charity. They are asked to choose a greeting card. Then they are asked for credit card details. Facebook says it stores that credit card information, unless users remove it after making a purchase.


Facebook has declined to say how many users have bought gifts, only that among those who have, the average purchase is $25.


David Streitfeld contributed reporting.



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