Catalyst House, Inc. man-aging director, Lynnea By-lund, announced recentlythat her Company’s AD|MAXMedia unit has launched anew Web-based communitydirectory to serve the Or-ange County California re-gion.

Called ‘LocalTender.com’,the new site is a veritable‘super portal’ for local shop-ping values and savings,local search, local news,local food and entertain-ment… essentially LOCALEVERYTHING in OrangeCounty!

“The LocalTender.com OCportal affords an incredibleconvenience for OrangeCounty residents and visi-tors alike and provides awealth of information thatcan be found at no othersingle OC-directed website,”

states Ms. Bylund. Fromlocal merchant values andproduct discounts, to restau-rant coupons and delivery,local events, local entertain-ment, local news-weather-sports-recreation, 1000s ofcurrent local classifieds,local facts and entertain-ment, and a robust onlinebusiness directory that con-tains virtually every businessand ‘yellow page’ listing inthe region in a simple imme-diate search format.

“Visitors to LocalTen-der.com beta site can findsavings, values, and virtuallyanything and everythinghaving to do with OrangeCounty and beyond,” em-phasizes Ms. Bylund.

According to Ms. Bylund,“AD|MAX has created a hy-brid of existing industriesand media with a uniquevalue-added integration

embraced within an entirelynew business model. TheAD|MAX 'Unified MerchantMedia Solution' represents ahigh-value-added integrationof several proven mediaproducts - TV, radio, direct-mail, print, Internet - pricedwithin reach of most local-smallmer-

Update on AD|MAX -

AD|MAX Unveils Orange County ‘Super Portal’OC is ‘Ground Zero’ for Next-Generation Convergence ofBundled Merchant Media, e-Commerce, and Barter!

Fall 2006 | Volume 6 Issue 6

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CAT ALERT!

Media Giants Growing (and Shrinking)- Review by Lynnea M. Bylund

A specter now haunts theworld - a global commercialmedia system dominated bya small number of super-powerful, mostly US-basedtransnational media corpora-tions works as a system toadvance the cause of theglobal market and promotecommercial values, whiledenigrating journalism andculture not conducive to theimmediate bottom line.

"Everybody wants to rulethe world," sang Tears forFears in the '80s.

Now, according to themedia critic Ben Bagdikian,someone actually does: thecaptains of post-industry, whocontrol the global media. In1983, when Bagdikian pub-lished the first edition of "TheMedia Monopoly," his sober-ing announcement that mediaownership was concentratedin the hands of a mere 50transnational conglomeratesshocked many readers. Skep-tics dismissed the book as"alarmist."

CATALYST THIS! 2

AD|MAX UPDATES 3

ART OF THE START 4

NEW CAT ADVISORS 5

AQUARIUS NOW! 6

…..and

The Amazing AD|MAX Issue!

Lynnea M. Bylund

Publisher's Statement: To request electronic version of The Catalyst! CAT eNEWS please email toeditor@catalysthouse.com or call (702) 382-0555. Every effort has been made to ensure accuracy of information in this

newsletter, however, publisher accepts no responsibility for errors or omissions herein.

Catalyst! cat*a*lyst (kat’l-ist) n.

OM

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- continued on page 3

- continued on page 7

Catalyst This!

CAT Client & Affiliate News -

CAT advisor and watershed consciousness researcher and author,Marilyn Ferguson (The Aquarian Conspiracy, Brain/Mind Bulletin),has won the 2006 “IPPY” (Independent Publisher Book Award) in the‘New Age’ category for her long-awaited sequel - Aquarius Now. In thequarter century since Marilyn's Aquarian Conspiracy defined, pulled intofocus, then accelerated the transformational shift in consciousness knownas the human potential movement, much has changed. Read all about itin Aquarius Now. (Reviewed elsewhere in this issue)

CAT client and AD|MAX strategic partner Matchbin.com, the Salt Lake City based onlinetrading service provider, announced the release of its private labeled, online CommunityMarketplace which enables entrepreneurs, businessesand organizations to own an e-commerce CommunityMarketplace that is locally focused, yet globallyconnected. This platform, with it’s innovative technology,provides easy entry into the existing $17 billion dollar print classified market, as well as, the$6 billion plus market provided thru eBay and Yahoo. Members of these communities canbuy, sell and trade goods and services with those within their Community Marketplace andhave the option of doing the same on a global basis with other members of inter-connectedMatchbin Communities. Established in 2002, Matchbin.com, Inc. is the world’s first onlinetrading platform that specializes in product and service matching. Matchbin partners withentrepreneurs, organizations and businesses to offer a private-labeled website for theircommunity. Matchbin then connects all of these communities and individual memberstogether through its online cooperative platform and provides them with the ability to matchproducts and services that they can then auction, buy, sell or trade on a local, regional,national or global basis.

CAT client and AD|MAX strategic partner, Liberty Bloom, founded by Dr. Phil Harringtonand Rock and Roll Hall-of-Famer Sir Bob Geldof to create corporate-quality online retailsales and marketing software for small to medium-sizedenterprises, has commenced private beta testing of initialmodules of its high volume/automated “Liberty Suite” Version3.0, including social networking elements, which allows a micro-business to enhance its viral marketing by creating activities,tasks and incentives. Public beta testing of Version 3.0 is targeted to commence in October2006. Completion of the full development work on Liberty Suite will enable Liberty Bloomsoftware licensees to manage very large numbers of businesses around the world. Version3.0 development is using open source components to significantly enhance the product’sfunctionality. Markets addressed by 3.0 are media, which includes Music and Video,LOHAS/Cultural Creatives, which includes Sustainable Economy, Healthy Lifestyles,Alternative Healthcare, Personal Development and Ecological Lifestyles. Market research isalso being undertaken in respect of European and other markets including China, India andAfrica. Liberty Bloom has released a private offering memorandum to raise an additional$3M to meet its anticipated capital needs over the next two years. Liberty Bloom expects tobe cash-positive by the end of 2007 at which time the company plans a public flotation. Dr.Harrington posits that within four years the Company will be generating revenues in excessof $29 million with profits before tax of $9 million per annum, just in the US and UK musicmarkets.

Page 2 The Catalyst! ™ Visit: www.catalysthouse.com

Mission Catalyst!

Catalyst!cat*a*lyst (kat’l-ist) n.

1: that which instigatesan acceleration offorces,2: that causes importantevents to happen,3: that which prvokes orspeeds significantchange or action!

The Mission ofCatalyst House is to bean agent of extraordi-nary change and accel-eration for its growingportfolio of clients, fo-menting new ventures,wealth, and philan-thropic influence whileactualizing planetaryequilibrium!

Who? - What?

Catalyst House (‘CAT’),is a strategic-teamingconsultant . Servicesthat CAT arranges for itsclients include broker-dealer and capitalformation introductions,business opportunities,buyer and distributorrelations, introduction ofprospective strategicpartners and affiliates,and debt, equity, andhybrid business finance.CAT is dedicated toassisting small andmedium-sizedbusinesses with anemphasis on emergingtechnologies andsustainable enterprise.

Since its inception in thelate 20 th century, CATAssociates haveassisted in the provisionof over $30 million indebt and equity toemerging technology andsustainable businessenterprises.

- affiliate news continued on page 8

- AD|MAX Super Portal (continued)

Page 3

STRATEGIC

PARTNERS

Since itsinception,

AD|MAX MEDIAhas culled a

substantial rosterof strategic

providers andpartners,

including thefollowing

exceptionalcompanies:

SMART-SMS CORP.

IBI GROUP

MATCHBIN

X/O SOFTWARE

XRAYMEDIA

RAVE REVIEW

JACOB TYLER

ITEX

LIBERTY BLOOM

PREMIER GUIDE

COX MEDIA

She adds, “The LocalTender.com website is now the ‘anchor’ to which all other AD|MAX mer-chant media is tethered. From this point forward AD|MAX merchant commercials and advertise-ments - TV, radio, direct mail, along with a host of new media offerings - will invariably include aclear and distinct secondary message: Go to LocalTender.com!”

“The AD|MAX business plan and strategy is the result of 3+years of planning and development. Its uniqueness is under-scored by its embrace of barter, its proprietary direct sales system,and now its OC local search and info ‘super-portal’ - LocalTen-der.com.

“The Orange County region, long-established for its innovativeand vital small business sector, is a prime region to fully establishthis all-in-one combined campaign, and to bring local businesses together with increased numbersof local consumers, and now with LocalTender.com as the exclusive Internet marketplace to whichall other AD|MAX media is tethered, the ADMAX unit may proceed towards final establishment ofits OC-based franchise-prototype, stated Ms. Bylund.

“Go to LocalTender.com!” ●

More AD|MAX Updates!

AD|MAX Retains TVA Capital -May 30, 2006 Catalyst House, Inc. managing director, Lynnea Bylund, announced that her Com-pany’s AD|MAX Media unit has entered into an exclusive representation agreement with invest-ment banking innovator TVA Capital whereby TVA will provide strategic capital formation repre-sentation, and related business development and investment advisory. “Having TVA as our strate-gic capital representative kicks the AD|MAX business plan and commencement into high-gear,”states Ms. Bylund. “TVA is enthusiastic about AD|MAX because it has created a hybrid of existingindustries and media with a unique value-added integration embraced within an entirely new andexciting business model,” according to TVA’s managing member, Elliot Reiff. The Venture Alli-ance of Newport Beach, CA. is an innovative investment banking group that was founded for thepurpose of facilitating the flow of national capital into promising US-based companies by screeningand introducing qualified deals available to accredited individuals and institutions.

LocalTender.com Receives Congressman Campbell’sOutstanding Achievement Certificate -On June 1, 2006 Catalyst House, Inc. managing director, Lynnea Bylund, announced that AD|MAXMedia had received Rep. John Campbell’s (R-CA) Certificate of Outstanding Achievement.“Congressman Campbell’s Certificate recognizes the outstanding achievement of AD|MAX in bring-ing together the community of greater Orange County, California through the development of the‘OC Super Portal’, LocalTender.com!”

AD|MAX Partners with SmartSMS™ Corp. -

On June 2, 2006 Lynnea Bylund, announced that AD|MAX Media had entered into an exclusivestrategic alliance with wireless messaging innovator SmartSMS™ Corporation (OTC:SRSM.PK)whereby SmartSMS™ will provide premium mobile text-message marketing technology and ser-vices to AD|MAX’s bundled merchant media campaigns. “Having SmartSMS™ Corp., a leadingprovider of premium text-message marketing solutions, as our mobile-messaging technology part-ner, instantly grants AD|MAX a highly advantageous position from which to deliver SMS (short-message-service) mobile marketing messages as a distinct and highly synergistic addition to ourestablished array of media for local Southern California merchants,” states Ms. Bylund. Once re-served only for big spenders like Coca-Cola, Nike, The Apprentice, and American Idol, the col-laboration of SmartSMS™ and AD|MAX will provide premium text-message marketing with web-based control for small-to-medium sized Southern California businesses who can now cash in onthe text-messaging craze to promote and brand their wares locally.

- continued on page 8

Special Report

The Art of the Start, ……the profundity of ‘FFAs’ and angels,and other smart things to getting doing (and finishing)!

Page 4 The Catalyst! ™ Visit: www.catalysthouse.com

Back in 2004 former Silicon Val-ley venture capitalist and Appleevangelist, Guy Kawasaki, wrote abook entitled The Art of the Start.

For entrepreneurs, or anyoneinspired to start something - be it anew business, new product, newservice, or a new organizationaldivision - it’s easy to get boggeddown in theory and unnecessarydetails which hinder the process ofstarting and doing.

Inspired entrepreneurs oftendream big visions while spendingmoney and time trudging throughdetailed market research reports,competitive analyses, and long-term forecasts.

In The Art of the Start, authorGuy Kawasaki helps people sim-plify the art of starting a new en-deavor and avoid the potentialpain of paralysis. His study of atti-tudes and people’s states of mindfocuses on priorities and guide-lines for doing rather than dream-ing.

Most newbies to the businessworld "fire up Word to write a busi-ness plan, launch PowerPoint tocraft a pitch, or boot Excel to builda financial projection. Wrong,wrong, wrong!" Kawasaki writes.

Getting DoingInstead, he advises, you should

“get going by getting doing.”Think big, strive for somethinggrand. Don't work in a vacuum –find a few soulmates. Polarizepeople by creating something thatcatalyzes passion, pro and con.

“To get going and ‘get doing’ isto ‘catalyze’ passion,” says Lyn-nea Bylund, whose company’sAD|MAX unit began as shear idea.“After we had our initial inspirationto deliver affordable and effectivemulti-media ad campaigns tosmall businesses based on a newbusiness model, we looked atcomparables, tooled spread-sheets, and studied competitors,but in the end we simply starteddoing.”

Launching a new product orcompany involves the art of rais-ing capital, usually from outsideinvestors. These investors may beventure capitalists, foundations, oreven family and friends. Ulti-mately, the process of raisingmoney is a difficult one, yet one ofthe most important in activating abusiness.

Kawasaki also points out thatyour ‘pitch’ is more important thanyour business plan. Most entre-preneurs get it backward: "A goodbusiness plan is a detailed versionof a pitch – as opposed to a pitchbeing a detailed version of a busi-ness plan. If you get the pitchright, you'll get the plan right." Heoffers a 10-point list of the sub-jects that should be covered inany pitch for investors, and ifyou're looking for money, this sec-tion alone is worth the price of thebook.

“There are several points in yourbusiness that you will need to de-cide where you are going to getmoney,” says John A. Miller Jr., anearly investor in AD|MAX andpresident of PacStar DevelopmentLLC, an investment banking andasset management firm. “Initially,almost everyone funds their busi-ness out of their pockets,” Milleremphasizes. You may also useyour personal lines of credit andcredit cards. Depending uponyour business, you could get tomarket and start selling your prod-uct or service at a level sufficientto fund the continued growth ofthe business.

If you need additional fundingbeyond your own pockets andcredit cards, some people turn tothe FFA round (family, friends andacquaintances). This is a viable,but somewhat risky source offunding. The risk comes from thepossibility that one of them mayneed to ask for the money back

“Once you have gone beyondthe FFA round, you may look foran angel investor, someone whohas the financial resources to in-

vest in a business that intereststhem, seems to have a largeupside or potential, etc,” saysTVA Capital’s Elliot Reiff. AnNASD Broker-Dealer, Reiff’s TVAspecializes in accessing andaggregating angel investors.According to Reiff, “This personis an individual investor and isusually, but not always, schooledin the risks and opportunities ofearly stage investing.”

Kawasaki isn't afraid to chal-lenge conventional dogma, aswhen he advises, "Most expertswouldn't agree, but a businessplan is of limited usefulness for astartup because entrepreneursbase so much of their plans onassumptions, 'visions,' and un-knowns. … Organizations aresuccessful because of good im-plementation, not good businessplans."

It’s Your Brand, StupidOne of the many areas that

Kawasaki does not overlook is‘branding’.

According to Kim Long, presi-dent and founder of OrangeCounty-based Echo MediaGroup, a prominent public rela-tions and publicity agency,“Developing a brand strategy canbe one of the most difficult stepsin the business planning process.It's often the element that causesmost businesses the biggestchallenge.”

“Your brand resides within thehearts and minds of customers,clients, and prospects. It is thesum total of their experiencesand perceptions, some of whichyou can influence, and some thatyou cannot,” emphasizes Long.

Ron O’Farrell, president of Inno-vative Brands International goesfurther still: “Your brand is every-thing.”

“To get goingand ‘get doing’ isto ‘catalyze’ pas-sion,” saysLynnea Bylund,whose com-pany’s AD|MAXunit began asshear idea.“After we had ourinitial inspirationto deliver afford-able and effectivemulti-media adcampaigns tosmall businessesbased on a newbusiness model,we looked atcomparables,tooled spread-sheets, and stud-ied competitors,but in the end wesimply starteddoing.”

- continued on page 9

“Elliot Reiff’s TVAis comprised ofexperienced,highly knowledge-able funding pro-fessionals. All ex-ecutives of TVAare former AngelInvestors, VentureCapitalists or In-vestment Bankerswho know how tobuild businesses,analyze businessopportunities andas former investorsthemselves, theyknow what inves-tors are lookingfor.”

Page 5

CAT’s Spotlight On…

...The Newest AD|MAX AdvisorsTopflight PR and IB Join the Team!

Kim Long

Kim Long is a self-proclaimed creatively charged messenger. Today, Long sits at the helm ofEcho Media Group advising her clients on a wide range of public relations issues. As managingprincipal, Ms. Long is also actively involved in overseeing the day-to-day operations. In addition,she serves the agency as rainmaker, strategic counselor, and visionary.

Most recently Ms. Long led her agency in the successful creation and execution of the LasVegas Monorail Monster Campaign. A campaign so far reaching that it generated 906 news sto-ries, made 139,715,657 consumer impressions and an estimated advertising equivalency of$2,737,526.

It also earned Echo Media Group a ton of awards. Among them, the agency snagged thePinnacle Award for "Best Overall PR Program in 2003" and the Polaris Awards for "Best OverallPR Program," "Best Media Relations Campaign," "Best Marketing and Communications Pro-gram" and "Best Special Event" for 2003.

A believer in "it's definitely who you know," Long spent her career forging relationships withproducers and journalists. She developed a keen understanding of what is "news" and honed herability to "think like a reporter." A respected and knowledgeable speaker, Long has delivered herkeynote presentation entitled "Media Exposure: How to Get it and What to Say Once You've GotIt!" to numerous professional organizations.

A firm believer in giving back, Ms. Long continuously dedicates a portion of her time to sup-porting the efforts of local and national non-profit organizations including: PS I Love You, OrangeCounty Works, Rotary Club, All American Boys Choir and many others.

A graduate of San Diego State University, Long earned her Bachelor of Arts degree in jour-nalism, with an emphasis in public relations and a minor in English. She has also studied abroadin London, England.

Today, she resides in Orange County, California with her husband Jamie, their son Dillon,recent addition, baby Alexis, and their two dogs. ●

Elliot Reiff

As chief operating officer of The Venture Alliance, and managing director of its broker-dealerarm TVA Capital, Elliot Reiff is on a mission: “Our Mission is to get you funded,” he states laconi-cally.

TVA represents a nationwide group of professional investors, and venture capital funds rep-resenting over $4 Billion in capital that got together to increase their deal flow. “Most entrepre-neurs can't even get a meeting with the money folks,” says Mr. Reiff. “Venture capitalists don'tread 80 percent of the business plans they receive and fund fewer than one in a hundred,” con-cludes Reiff.

Mr. Reiff has over 25 years of finance, investment banking and management experience inboth the private and public sectors. Most recently he worked for 12 years at Geneva Companies,the nation’s leading provider of M&A services to middle market entrepreneurs. Over that periodhe served as COO and CFO and was responsible for the origination of new evaluation and M&Aclients. Prior to Geneva he provided investment banking and financial advisory services to pri-vate and public entities. He has also held senior positions at the Pennsylvania and New JerseyState Housing Finance Agencies with responsibility for credit enhanced bond financings, subsi-dized and market rate multifamily loan underwriting and workouts.

Mr. Reiff earned a Master's of Regional Planning from Penn State University and a Bachelorof Mechanical Engineering from City College New York. ●

Kim Long

Elliot Reiff

This summer Ms. Kim Long, founder and president ofEcho Media Group, and Mr. Elliot Reiff, managing directorof TVA Capital, both joined the AD|MAX Advisory Boardto advise the Company’s Managing Director in their re-spective fields of PR, market awareness, and finance andcapital formation, respectively.

BOOK REVIEW –

Aquarius Now!‘Radical Common Sense and Reclaiming Our Personal Sovereignty’

“CAT advisorand watershedconsciousnessresearcher andauthor, MarilynFerguson (The

AquarianConspiracy,Brain—MindBulletin), has

won the2006 “IPPY”(Independent

Publisher BookAward) in the

‘New Age’ cate-gory for her

long-awaited se-quel - Aquarius

Now. In thequarter centurysince Marilyn'sAquarian Con-

spiracy defined,pulled into fo-

cus, then accel-erated the trans-formational shift

in conscious-ness known asthe human po-tential move-

ment, much haschanged.”

Page 6 The Catalyst! ™ Visit: www.catalysthouse.com

The “peace and love” move-ment of the 60s and 70s mayseem like a failed experiment andis often blamed for everythingfrom abortion to AIDS. Yet itwould be a mistake to dismiss thatera, as well as the New Agemovement of the early 80's, asbeing without valuable lessons toteach us. Marilyn Ferguson's pre-vious bestseller, The AquarianConspiracy, has been bothpraised and criticized as an influ-ential extension of this philosophy.In Aquarius Now, the focus is onchanging our world by changingourselves from within first.

What Ferguson lacks in specif-ics she more than makes up for inwisdom and firm but gentle con-viction. She is also very muchaware, as are most enlightenededucators, of modern ideas aboutdifferent learning styles and theneed to break away from our pre-conceived notions about whatpeople are capable of:

“The notion of fixed intelligenceis a universal error of the firstmagnitude. It's incorporated intoour child-rearing and educationaltheory, the workplace, and ourattitude toward the aged. It colorsour expectations and strangles ourambitions.

The paradigm of limits is soprevalent that we don't even thinkabout it. Because leaps of learn-ing and dramatic progress are nottypical in our educational system,we ignore the evidence that giantsteps take place. Whether in lock-step education, mandatory retire-ment, or the caretaking of the‘hopelessly’ retarded and mentallyill, these sacred-cow assumptionsdictate our policies. Fortunately,just as a handful then knew theworld to be round, there are credi-ble professionals talking about avast evolutionary potential in hu-man beings, even those at the lowend of the IQ scale.”

Ferguson doesn’t mince words:

“The gap between human ca-pacities and human realities isstark enough to make a stoneweep.” As she revisits the humanpotential movement twenty-fiveyears in, Ferguson identifies themalaise of lethargy and finger-pointing, then gathers innovativethinkers from across history toengage those lagging human ca-pacities. “We can save this ship,”she writes. “But it will requirenerves of steel, a heart of gold,and a habit of perpetual renewal.”

Much of the book details ninemetaphorical inner selves andtheir gifts. The chapter “Choosingto Be Intelligent” focuses on thegifts of hunter-gatherer and scout.These inner allies highlight thecapacities of intelligence and val-ues, ability to notice, and connec-tion between attention and intelli-gence. Quotes from diverse vi-sionaries—from Feldenkrais to St.Francis of Assisi—offer commen-tary and support. Another chapterfocuses on intuition, gift of the fire-maker, defined as “a kind of short-hand of the mind.” Readers learnthat there’s strength in numbersas the book explores the diversemetaphorical capabilities repre-sented by the athlete, dowser,artist, scientist, sacred warrior,holy fool, free spirit, navigator.

Ferguson has a real gift fortaking ideas which may seemimpractical and over-idealistic onthe surface and giving them anindisputable logic. She warns usagainst our tendency to over-control our emotions, noting,“Impulse control is essential tosocial functioning, but it need notinhibit our feeling life.” She usesthe phenomenon of “battlefieldanesthesia,” which refers to ourability to keep pain out of aware-ness until later, when we candeepen it at will, as an exampleof the “tricks” the body has “up itssleeve.” She gives an example ofan experiment in which the sub-jects were told they were wouldexperience an electric shock atsome point during an experimen-tal session. No shock was admin-istered, but the subjects reactedas if there would be one, eitherby trying to avoid thinking about italtogether or tensing up in prepa-ration. It was found that the“avoiders” had higher blood pres-sure, while those who tried toprepare themselves for the shockdemonstrated an overall healthierresponse.

In the final analysis, we have agreat deal more power within usthan we tend to realize, and thatthe more we as a society tap intothis power, the more advanced,more human, we become. Whatsets Ferguson's book apart fromother self-empowerment tracts isits non-overly-hyper tone, andthe inclusion of social responsi-bility. Or, as she puts it, “In thisdynamic world inaction can be afatal choice. In our decision to donothing, we do something; weunconsciously block our naturalpropensity for caring.”

Aquarius Now is essentialreading for all twenty-first centurytravelers willing to shoulder theresponsibility of shaping a caringfuture that works for all. ●

Page 7

Big Media Specter (continued)

Bagdikian's first edition, pub-lished in 1983, assailed theconcentration of media owner-ship, finding that 50 companiesdominated the newspaper,broadcast, magazine, book,and movie industries. Thesefirms did the bidding of corpo-rate America because, in Bag-dikian's view, they were corpo-rate America, their boards ofdirectors interlocked with thoseof other major corporations.

Now, after the frenzy ofmergers and acquisitions in the'80s and '90s, a 'media-monopoly' run by 50 firmslooks virtually democratic. To-day, the number of transna-tional firms who dominate theglobal media system has dwin-dled to five.

Why should we care? Be-cause, according to some crit-ics, these global media giantsare sacrificing journalistic qual-ity and ethics on the altar ofshareholder returns. MBAswith no experience in---andlittle love for---journalism aredownsizing news divisions andupping the fluff-to-fiber ratio inorder to boost profits. share-holder returns. MBAs with noexperience in---and little lovefor---journalism are downsizingnews divisions and upping thefluff-to-fiber ratio in order toboost profits.

Ominously, some corporateparents are meddling in thenewsroom, slipping productplacement into news showsand censoring investigativereports that bite the hand thatfeeds. In the name of greatermarket share, they're fencingout diverse or dissentingvoices, creating a bland mediamonoculture. They're privatiz-ing the airwaves, blockadingour right-of-way to the publicsphere.

Most worrisome, some crit-ics say, is the bottom-lineagenda of global corporatemedia: profoundly anti-democratic, dedicated to ad-vancing the interests of the

power élite and keeping therabble entertained and docile.

Media moguls and the pow-ers they serve want happyshoppers, not freethinking citi-zens, the argument goes.

Regardless of whether youagree, there's no denying that,in the Information Age, "mediapower is political power," asBagdikian writes in The MediaMonopoly. "When a handful ofcompanies control much ofwhat we watch, read, and lis-ten to, it's time for us to take along, hard look at the privatepowers who own our mediawindows on the world.”

These companies, Bag-dikian contends, have built acommunications cartel withinthe United States. In this case,the group controls not just in-dustrial products such as gaso-line, refrigerators, or clothing,but the words and images thathelp to define and shape theculture and political agenda ofthe country. Essentially, thepublic is only exposed to theviewpoints and opinions of fivecorporations who have similarinterests. Messages that donot fit within the attitudes, val-ues, or revenue goals of thesecorporations get little, if any,exposure. Also, any informa-tion that is damaging to TheBig Five or to other large cor-porations that they sympathizewith may be repressed or

given so little exposure that thepublic does not even notice it.

According to Bagdikian, thegiant companies that control themedia, therefore, have a greatdesire to do two things: (1) en-sure that the parent company isnever cast in a negative light,and (2) find ways to plant posi-tive news items about the par-ent company.

Bagdikian details several ex-amples in which journalists werefired and stories killed simplybecause the subject was insome way injurious or poten-tially injurious to the parentcompany. For instance, a sur-vey by the American Society ofNewspaper Editors found that33% of all editors working fornewspaper chains said theywould not feel free to run anews story that was damagingto their parent firm. And, Bag-dikian argues that some ofthese companies are so hugethat they control innumerableassets in all areas of the media.

The New Media Monopoly ismostly important for both itsinvestigation into inequitablecorporate control of the media,and also Bagdikian's great in-sights into the ensuing politicaland cultural effects on society.Bagdikian makes a clear andeffective case demonstratinghow this media concentrationsubverts democracy.

The New Media Monopoly isan important and useful bookthat deserves to be read byanyone who thinks that our 500-channel cable universe and theInternet mean that we are livingin a fully informed, democraticsociety. His general thesis, thatmedia consolidation is antitheti-cal to viewer interests, is be-yond serious debate.

The New Media Monopolygives a good overall perspectiveand history of media in theUnited States and it criticallylooks at the dangers inherent inthe current monopolistic systemwhere so few decide what themasses will know. ●

“Now, afterthe frenzy ofmergers andacquisitions inthe '80s and'90s, a 'media-monopoly' runby 50 firmslooks virtuallydemocratic.Today, thenumber oftransnationalfirms whodominate theglobal mediasystem hasdwindled tofive.”

“Media poweris politicalpower," asBagdikianwrites in TheMedia Monop-oly. "When ahandful ofcompaniescontrol muchof what wewatch, read,and listen to,it's time for usto take a long,hard look atthe privatepowers whoown our mediawindows onthe world.”

AD|MAX Holds Successful Equity Seminar, Partners with Innovative Brands -

The AD|MAX equity investment seminar, which was hosted by TVA Capital on Thursday evening,July 20th, at the beautiful Shady Canyon Golf Club in Irvine, California, was well attended by an-gel investors, strategic partners, and AD|MAX clients, and featured presentations by both TVA andAD|MAX management followed by refreshments and southwest-style cuisine. “The AD|MAX invest-ment presentation generated surprising results and the consummation of a strategic partnership withInnovative Brands International is a further vote of confidence that the AD|MAX Media merchantadvertising program is being recognized by established media players,” observed Ms. Bylund. Othernotable attendees present at the Shady Canyon event included TVA’s managing member, ElliotReiff; SmartSMS Corp. CEO Gordon Lee; John Tripp, president of Howland Worldwide; DonnaDeutsch, Executive Director of Education Telecommunications Group, LLC.; and Jason Davis,scion of the Davis Family and grandson of the late energy and media billionaire, Marvin Davis.

Special Vehicle Concepts retains AD|MAX, announces marketing shift

On August 4, 2006 AD|MAX’s Ms. Bylund it had entered into an exclusive marketing contract withSpecial Vehicle Concepts, Inc. (‘SVC’) wherein AD|MAX will provide market expansion strategies,solutions and expertise that will enable SVC to more effectively market its outstanding line of high-end vehicle customization products and accessories via e-commerce channels and to automobiledealerships and independent vehicle accessorization and aftermarket providers throughout NorthAmerica. The AD|MAX appointment is expected to propel SVC into increased sales through e-commerce channels, including EBay, Amazon, and other robust platform providers. “Retaining theadvertising and marketing prowess of a regional and national media and marketing strategist likeAD|MAX is a natural next step towards SVC realizing its market expansion vision,” Adds Pete Cam-eron. “And being retained by an industry leader like SVC is a promising and exciting assignment forus,” affirms, AD|MAX’s Ms. Bylund.

AD|MAX receives funding commitment, adds TV media in development

Catalyst House, Inc. managing director, Lynnea Bylund, announced on August 31, 2006 that hercompany’s AD|MAX media unit has received a confirmation of financial assurance in the amount of$400,000 in equity capital from its strategic partner Innovative Brands International, LLC. (‘IBI’).The IBI commitment includes the provision of unique Southern California venue TV media in develop-ment by IBI including SanDiego@Home™, SanDiego@Large™, OC@Home™, and OC@Large™.

AD|MAX Updates (continued)

Page 8 The Catalyst! ™ Visit: www.catalysthouse.com

CAT Client & Affiliate News (continued) -

In late July, Auckland-headquartered software firm XO Limited, theAD|MAX barter software provider, has signed a five year $6 millionfranchise license deal with Thai software company SLC for provision of itsOzone bartering software. XO spokesperson Daniel Evans says "Thelicense will enable SLC to obtain barter customers in Thailand and Viet-nam who can the trade with our other franchisees in New Zealand, Australia, South Africa andSingapore". The company's main markets are offshore. Evans says last week it released the soft-ware in 280 different languages and, at present, a Norwegian version is being tested. SLC, whichspecializes in custom software installations and IT consulting, has set up a subsidiary companycalled OpenServe Thailand to operate a barter exchange operation under the Ozone name. Earlierthis year XO announced that it had sold a franchise license to establish an Ozone-branded BarterExchange in Singapore.

AD|MAX strategic provider, PremierGuide, the leading provider of private-label local search solutions to local media companies, announced in Au-gust that it now provides the local search solution for 250 newspaper, TVstation and city portal clients, up from 130 customers in January 2006, and50 customers in August, 2005. "We are proud to operate North America’slargest and fastest-growing network of private-label local search sites," said Malcolm Lewis, CEOand co-founder of PremierGuide.

AD|MAXannouncedon August 31that it hasreceived a$400,000equity assur-ance from itsstrategic part-ner IBI.

In additionto the finan-cial pledge IBIis to includethe provisionof unique So-Cal televisionmedia in de-velopment.

Page 9

Art of the Start (continued)

O’Farrell quit his post asadvertising rainmaker onMadison Avenue years ago tofind his own brand, so tospeak. O’Farrell’s IBI para-digm turns the traditionalbusiness model inside out byturning big brand sponsordollars from advertising ex-pense to profit centers usingproprietary culture events.

The E-MythDespite all of the inherent

optimism that goes with astart-up, statistically-speaking, small businessesoften die nearly as fast asthey're born. 84 percent ofthe 1 million U.S. businessesstarted each year fail within10 years, according to the USSmall Business Administra-tion.

Ronald Dunham, a founderof Newport Beach-basedSpringboard Capital and acertified’ E-Myth’ consultant,says he can help. Disciplesof E-myth Academy creatorMichael Gerber, certified con-sultants help small businessowners find out why theirbusinesses sink and how toget them to sail. More than50,000 small businesseshave used the 21-step pro-gram. "Entrepreneurs wanttheir businesses to run better,but most don't know how toget there," said Dunham, afinancial adviser who in 1999read Gerber's book, "The E-Myth Revisited: Why MostSmall Businesses Don't Workand What To Do About It."

The e-myth itself: Mostbusinesses aren't started byentrepreneurs but by dream-ers who have had an"entrepreneurial seizure."Since they understand thetechnical aspect of theirbusiness, they presume theyunderstand how to run abusiness that works. As aresult, few have businessdevelopment plans and mostare consigned to merelyworking in their business,not on it.

“Other mistakes includeweak niche developmentand poor target marketing,”says Dunham. E-Mything'sfirst principle is creating avision and developing lead-ership skills and the sys-tems.

Money Mgmt. Basics

“Before you start makingmoney, you've got to figureout how you're going tomanage your finances,” saysAD|MAX CFO Robert Pat-ton, a CPA whose financialservices firm, IMTECH,sometimes assists start-upsto organize their financialdepartments. "Money man-agement can be tricky be-cause, in addition to custom-ers, cash flow and managingyour accounts properly iswhat keeps your businesshumming along,” empha-sizes Patton.

When it comes time to setup your financial books, youhave two options--do it your-self or hire an accountant or

Lynnea Bylund recom-mends doing both: “Initially,keep your own books andhire an accountant to pre-pare year-end financialstatements and tax forms, toconserve early critical fi-nances without sacrificingexpert oversight..”

If you opt to keep yourown books, make sure youinvest in accounting softwaresuch as QuickBooks orQuicken because they'reeasy to use and makesbookkeeping ‘almost’ enjoy-able. ●

“Before youstart makingmoney, you'vegot to figureout how you'regoing to man-age your fi-nances,” saysAD|MAX CFORobert Patton,a CPA whosefinancial ser-vices firm, IM-TECH, some-times assistsstart-ups toorganize theirfinancial de-partments."Money man-agement canbe tricky be-cause, in addi-tion to cus-tomers, cashflow and man-aging your ac-counts prop-erly is whatkeeps yourbusiness hum-ming along,”emphasizesPatton.

“Despite all of the inherent optimism that goes with a start-up,statistically-speaking, small businesses often die nearly as fast

as they're born. 84 percent of the 1 million U.S. businessesstarted each year fail within 10 years, according o the US Small

Business Administration.”

‘Survivor’ Meets the Investment CommunityEntrepreneurs Compete for Venture Capital inReality-Based Investment Forum

By Lynnea M. Bylund

One of the most exciting events of last year’s ‘Orange County Innovation Week’ was the “TCVNSurvivor!” night. Each entrepreneur in attendance was able to deliver their 'elevator pitch' to apanel of 5 venture capitalists.

In August I attended a Survivor‘prelim’ event, and though I in-tended solely to observe and takenotes, the event organizers ca-joled me into taking the podiumand giving my unrehearsed 30-second AD|MAX pitch to a 100+audience of investors and fellowentrepreneurs. What a gas!

The Tech Coast Venture Network (TCVN) is a not-for-profit corporation dedicated to assisting,educating and connecting entrepreneurs and emerging companies with capital and resources.TCVN has been directly or indirectly responsible for the establishment and growth of a significantnumber of early-stage businesses.

Apparently my impromptu schpeel was impressive enough that I was invited by event organizersBart Greenberg, TCVN’s Chairman, and Joe Krueger, CEO of The Marketing Machine, to actuallycompete in the next full-cycle event ‘Survivor II’ on September 28, 2006 at the Irvine Marriot.

Here’s how it works: Each participant in attendance will have the opportunity to make its 30-second pitch to the panel of investors. 10 companies will then be invited back as “sub-finalists” toreturn to the podium to make a three minute pitch. From the 10 companies, 3 will be invited backas “finalists” to again return to the podium for an additional 10 minute question and answer period.At the end of the evening, the investor panel will select the company they consider to be the bestinvestment opportunity – The Survivor. Prizes include nearly $30,000 in venture consulting andadvisory services… and maybe even some funding will result.

Well when the evening of September 28th came I was decidedly nervous – there were more than60 company competitors with pitches and over 400 spectators sitting in the audience – many fromnotable VC and Angel groups!

Only ten of the 60 30-second pitch contestants would be selected to proceed to the 3-minuteschpeel, and (of course) my AD|MAX elevator was a slam-dunk and made the top ten!

Alas, I was edged out of the top-3 positions by:2nd Runner-Up - An energy deal with revenues and a lucrative contract in place with NASA,

headed by an impressively credentialed scientist.1st Runner-Up - A home-delivery dentistry franchise system led by a former Airforce fighter pilot

with revenues and operations in three major markets.

First Place - A next-generation 3-D animation company, founded and led by Stanford PhD

In all modesty, though I never actually expected to win such an event, first time out anyhow, sev-eral people excitedly told me that my AD|MAX pitch “should have placed.”

I later learned that in the final round it got down to a debate between the judges for the final thirdspot - between ADMAX and the energy company with the NASA contract.

The Home/Dental deal and 3D Animation were solid 1st and 2nd, though.

In all it was a great experience in full-contact networking as ‘sport’ and AD|MAX survived with itsdignity in honor against some of the best start-ups of 2007 Innovatio Week.

Next time I’m taking the gloves off! ●

Page 10 The Catalyst! ™ Visit: www.catalysthouse.com

In August Iattended theTCVN Survivor‘prelim’ event,and though Iintended solelyto observe andtake notes,the eventorganizerscajoled me intotaking thepodium andgiving myunrehearsed30-secondAD|MAX pitchto a 100+ audi-ence of inves-tors and fellowentrepreneurs.What a gas!

Page 11

Give Us Liberty, And Give Us Silver!

“With federalreserve notesall you get is

a promisefrom a deceit-

ful govern-ment and its

privatelyowned, ac-

countable-to-no-one, no-

account‘bank’ - a

Federal Re-serve Bank

that is neitherfederal nor a

bank, andposses noreserves!”

Last year Lynnea Bylund wrote an enthusiastic report for the Las Vegas Tribune heralding America’sfirst and only private silver-backed currency (see New Millennium Moolah, Las Vegas Tribune, August 19,2005).

Liberty Dollars are the brainchildof Monetary Architect Bernard vonNotHaus and his ‘NORFED’ or-ganization, which stands for theNational Organization for the Re-peal of the Federal Reserve Act.

Bernard von NotHaus - one ofthe world's foremost experts onprivate currencies and alternativeeconomics - was for 25 years theMintmaster at the Royal HawaiianMint.

Von NotHaus says NORFEDwas incorporated by a group of"concerned, dedicated citizens"who abhor legal-tender laws andwho believe the nation's moneysupply is doomed because it isperpetually inflationary and not"value backed."

"What we're basically trying to dois abolish the Federal Reserve,"said Nick Jesson, whose electron-ics business is one of 2500 re-demption centers nationwide."The currency in the reserve isnothing, backed by nothing, andwe want a currency with gold orsilver behind it."

In a lengthy, published legalopinion regarding NORFED’s Lib-erty Currency, attorney Paul Sullaconcluded that the currency "is a valid negotiable paper instrument under the provisions of the UniformCommercial Code and its intended use protected by the bearers' right under the United States Constitu-tion.”

But the government recently warned consumers and businesses that it is “illegal” to use alternativemoney known as "Liberty Dollar" coins, which organizers promote as a competitor to the almighty dollar.

"We don't want consumers to be fooled," U.S. Mint spokeswoman Becky Bailey says, noting U.S. Attor-neys offices across the USA have noticed a marked increase in inquiries about the coins.

The coins' producers vowed to fight the government's decision.

NORFED says its Liberty Dollars, unlike official U.S. cash, has a hedge against inflation because it ismade almost entirely of silver and is backed by stocks of silver and gold in a vault in Idaho.

The Justice Department has determined that use of Liberty Dollars, which come in varying denomina-tions, "is a crime," according to the Mint, which issued a rare public warning Thursday.

"The United States Mint is the only entity that can produce coins," Bailey says.

This challenge by the Mint is obviously a threat to private minters. The Mint has recently taken up acampaign to "warn" the public about the fact that many privately minted medallions are not US Mint issue.This is rather obviously a ploy to drive down the collectible value of these private coins and drive up thevalue of official US Mint specie coins.

A possible second consideration may be that the Liberty Dollar is a talisman of the libertarian, anti-tax"Patriots", anti-Federal Reserve, and other populist movements. That there are other private currencies inwide circulation in four states is not mentioned by the Mint.

- continued on next page

Page 12 The Catalyst! ™ Visit: www.catalysthouse.com

Free Market News writes:“The US Mint announcement is not quite the same as a legislature, a judge or a jury deciding a thing

is a crime. (Prosecutors and cops declaring a thing to be a crime don’t necessarily make it so, and wehave plenty of instances both nationally and locally where law enforcers invent nonexistent laws just tohave an excuse to bust somebody’s chops.) …And apparently the word is getting out, that silver ismoney and that post-1964 US Mint excrement is not. Every Federal Reserve Note, every sandwichquarter and dime, every zinc penny and nickel, is a baleful and tragic reminder of the broken faith of avile and perfidious Lyndon Johnson Administration, then perpetrated by every administration and cow-ardly, callow Congress since. The seeds of this crime were sown with the creations of the Federal Re-serve Bank and the federal income tax 90 years ago.

“And now this government that can neither be trusted nor believed is attempting to invalidate and de-value a perfectly legitimate barter program. Because that’s all the Liberty program really is: consentingadults agreeing to trade one thing for another thing between or amongst themselves. The differencebetween barter and using fiat fednotes is that with barter, the consenting parties each generally getsomething of value, whereas with fednotes, all you get is a promise from a deceitful government and itsprivately-owned, accountable-to-no-one, no-account ‘bank’ - a Federal Reserve Bank that is neitherfederal nor a bank, nor posses any reserves. “

George Orwell must be spinning in his grave at this brave new triple-speak.This should be an interesting fight - with $20 million in private currency in circulation, NORFED is a small

but vital private currency today. Whether it can afford the legal costs of this David and Goliath fight re-mains to be seen. ●

Catalyst House, Inc.

2550 E. Desert Inn Road

Las Vegas NV 89121

Check out the NEW expanded version of the‘Knee Of Listening’, at www.dawnhorsepress.com.“The Truth is, by definition, already True —Avatar Adi Da is already here, now!”

— Lynnea Bylund

Liberty Dollars (continued)

“With fed-eral reserve

notes, allyou get is a

promisefrom a de-

ceitful gov-ernment andits privately-

owned,accountable-

to-no-one,no-account

‘bank’ - aFederal

ReserveBank that isneither fed-

eral nor abank, and

posses noreserves!”