Story Science & Exploration Last starlight for ground-breaking Gaia 15/01/2025 5311 views 33 likes Read

Science & Exploration

15/01/2025
5496 views
35 likes

The European Space Agency’s Milky Way-mapper Gaia has completed the sky-scanning phase of its mission, racking up more than three trillion observations of about two billion stars and other objects over the last decade to revolutionise the view of our home galaxy and cosmic neighbourhood.

Launched on 19 December 2013, Gaia’s fuel tank is now approaching empty – it uses about a dozen grams of cold gas per day to keep it spinning with pinpoint precision. But this is far from the end of the mission. Technology tests are scheduled for the weeks ahead before Gaia is moved to its ‘retirement’ orbit, and two massive data releases are tabled for around 2026 and the end of this decade, respectively.

Infographic, showcasing ESA’s Gaia mission in numbers during its sky-scanning phase

“Today marks the end of science observations and we are celebrating this incredible mission that has exceeded all our expectations, lasting for almost twice its originally foreseen lifetime,” says ESA Director of Science Carole Mundell.“The treasure trove of data collected by Gaia has given us unique insights into the origin and evolution of our Milky Way galaxy, and has also transformed astrophysics and Solar System science in ways that we are yet to fully appreciate. Gaia built on unique European excellence in astrometry and will leave a long-lasting legacy for future generations.”“After 11 years in space and surviving micrometeorite impacts and solar storms along the way, Gaia has finished collecting science data. Now all eyes turn towards the preparation of the next data releases,” says Gaia Project Scientist Johannes Sahlmann.“I am thrilled with the performance of this incredible mission, and excited about the discoveries that await us.”

Gaia delivers best Milky Way map

Story Science & Exploration Last starlight for ground-breaking Gaia 15/01/2025 5311 views 33 likes Read

Science & Exploration

15/01/2025
5496 views
35 likes

The European Space Agency’s Milky Way-mapper Gaia has completed the sky-scanning phase of its mission, racking up more than three trillion observations of about two billion stars and other objects over the last decade to revolutionise the view of our home galaxy and cosmic neighbourhood.

Launched on 19 December 2013, Gaia’s fuel tank is now approaching empty – it uses about a dozen grams of cold gas per day to keep it spinning with pinpoint precision. But this is far from the end of the mission. Technology tests are scheduled for the weeks ahead before Gaia is moved to its ‘retirement’ orbit, and two massive data releases are tabled for around 2026 and the end of this decade, respectively.

Infographic, showcasing ESA’s Gaia mission in numbers during its sky-scanning phase

“Today marks the end of science observations and we are celebrating this incredible mission that has exceeded all our expectations, lasting for almost twice its originally foreseen lifetime,” says ESA Director of Science Carole Mundell.“The treasure trove of data collected by Gaia has given us unique insights into the origin and evolution of our Milky Way galaxy, and has also transformed astrophysics and Solar System science in ways that we are yet to fully appreciate. Gaia built on unique European excellence in astrometry and will leave a long-lasting legacy for future generations.”“After 11 years in space and surviving micrometeorite impacts and solar storms along the way, Gaia has finished collecting science data. Now all eyes turn towards the preparation of the next data releases,” says Gaia Project Scientist Johannes Sahlmann.“I am thrilled with the performance of this incredible mission, and excited about the discoveries that await us.”

Gaia delivers best Milky Way map

Are you a reader who likes meeting new people? Try Milwaukee’s Silent Book Club!

Silent book clubs are popping up worldwide — including right here in Milwaukee. But what are they? WUWM’s Xcaret Nuñez and Maayan Silver stopped by a silent book club in Bay View’s Component Brewing Company to find out.  Upon walking into the brewery, we find bartenders slinging snifters filled with IPAs and lagers to people sitting and talking on tall, orange barstools. Garage punk music lilts in the background.But taking a closer look, we see a smattering of others silently reading, spaced around the room. Some have their eyes buried in e-books, while others are reading paperbacks and hardcovers.Many of them are strangers, and like Tim Sentz and Jacob Anderson, they’re each reading something different.“I’m reading Moby Dick,” says Sentz, while Anderson points out he’s reading Parable of the Talents by Octavia Butler.They’re sitting at the same long wooden table and trying to figure out whether they’ve met before.“Were you reading The Silmarillion last time?” Anderson asks.“Yeah, I was,” Sentz says.“All right, I thought so,” Anderson says.“So yeah, we did meet the first time I came,” Sentz says.

Xcaret Nuñez

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WUWMSilent Book Club readers get together at Bay View’s Component Brewing Company.

A silent book club gives readers a chance to be social, but it unfolds a bit differently than in a traditional book club.First of all, you don’t have to read the same book. Silent book clubs also happen in a public place, instead of someone’s home — think coffee shop or bar.The first hour usually involves solo reading of a book of your choosing. The second part of the night is when you vibe with other readers.“We generally — and this isn’t really structured, it’s just kind of how it happens — just ask each other, ‘What are you reading?’” says Sentz. “And we present a book, and generally, people kind of chime in if they’ve heard of it or if they’ve read it.”The whole meeting usually lasts about two hours and takes place once a month, usually on Tuesdays, at various locations. And you can join in on any part or all of it, says Meredith Klusman, the curator of Milwaukee’s Silent Book Club chapter.“This takes that pressure away — it allows people the freedom to come and read the whole time, and nobody’s gonna bat an eye at you,” explains Klusman. “You can come and read for five minutes and then be like, ‘I’m not feeling it today. I just want to hang out and talk.’ And people will absolutely jive into that, too. Because the core for me, at least, is to create those connections, especially as a transplant to Milwaukee. That’s really what drove me to want to do it in the first place.”

Xcaret Nuñez

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WUWMSilent Book Club readers Meredith Klusman (left) and Jacob Anderson (right) discuss the books their reading.

Klusman’s Milwaukee chapter isn’t alone. Silent book clubs are popping up everywhere. According to the Silent Book Club website, there are over 1,400 chapters in 54 countries. Klusman says she got the idea from TikTok and started Milwaukee’s first chapter in the summer of 2023.Even though Klusman’s Facebook group has over 900 members, she says she doesn’t promote the club at all online beyond the page.“I made the page and sent it to my five cousins that live in Milwaukee, and was like, ‘All right,’ and I’m assuming that other people saw the social media posts that I saw on TikTok or whatever, and were like, ‘Hey, let’s check it out.’”Anderson, one of the readers who showed up tonight, says he appreciates turning reading from something you do by yourself to something social. “So people who are willing to go and read a book in public silently are usually like-minded people.”He says he also just likes to experience new things. “Sometimes days can blend together. They don’t when I do a Silent Book Club day.”As the first hour of reading winds down, more people join Anderson, Sentz and Klusman at the table to discuss their books. One person is reading Sherlock Holmes, which sparks some conversation.Klusman, the organizer, says the community aspect of the club is important to her, especially during the times we’re living in. “I feel like the world can be a very divisive place, especially within the last couple of years. I feel like as much as we try to move with empathy and embrace uniqueness and diversity, that’s very clearly not the MO of everybody in the world. So it’s really important to me to foster an environment that’s inclusive of everyone.”

Xcaret Nuñez

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WUWMMeredith Klusman (pictured above) is the organizer of Milwaukee’s Silent Book Club. She started the Facebook group in the summer of 2023.

Thankfully, to no one’s surprise, readers make wonderful customers, according to Component Brewing bartender Casey Sams. He’s all for normalizing reading at a bar—or in any public place, really. And he has something to say to anyone who thinks it may be “weird” to do so.“Well, first of all, book readers are not weirdos. Let’s make sure we let everyone know that.” But he adds that he’s especially supportive of the segment of the night where people get together to discuss what they’re reading. “Because how I might interpret what I’m reading could be totally different than what you’re interpreting. And we are able to get some good conversations, maybe you learn something new.”As the vibe at Component Brewing Company shifts from punk rock silent reading to its themed trivia night, Klusman starts thinking about the next Silent Book Club meeting. She says anyone is welcome to come turn the page with them, or with the second chapter of the club that recently opened up in the Milwaukee area. It’s a moment to drink, read and be social.You can visit the Milwaukee Silent Book Club’s Facebook page to learn more about this chapter.

Elizabeth Elrod highlights the key mistakes business owners make

On this episode of The Roadmap, Ted Jenkins is joined by Elizabeth Elrod, CEO of Decimal Bookkeeping, to explore the world of business accounting and bookkeeping. From her unique start in the industry to her insights on setting up proper financial systems for small businesses, Elrod breaks down the key strategies every business owner needs to know. Whether you’re just starting out or looking to improve your financial processes, her expertise offers invaluable guidance.
Elrod’s journey started with a childhood inspiration that eventually led her to establish her own bookkeeping business. She first became interested in accounting after being impressed by a cousin’s friend who worked in the field. She then switched her college major and pursued a business degree with a focus on accounting, eventually working in public accounting for 15 years.
After experiencing the grueling tax season, Elrod decided to transition into bookkeeping, where she could leverage her expertise while maintaining a better work-life balance. She now helps small business owners ensure their financial records are clean and organized, preventing costly mistakes down the road.
Elrod explains the differences between bookkeeping and tax preparation, noting that while tax returns are important, many business owners often fail to keep accurate books. She emphasizes the importance of having organized financial records, even for small businesses and sole proprietors, who may initially use simple forms like the Schedule C for taxes.
In discussing the right time to start bookkeeping, Elrod advises business owners to set up proper financial systems early, rather than relying on disorganized methods like using a shoebox for receipts. She also highlights how poor bookkeeping practices can harm a business when it comes time to sell, as potential buyers will scrutinize the general ledger for accuracy.
Nevertheless, Elrod highlighted a few common mistakes small business owners make, like misclassifying distributions as deductions, and shares her advice on payroll systems. To combat these mistakes, she recommends outsourcing payroll to services like ADP or Paychex to avoid potential IRS penalties and interest. Despite the proliferation of cheaper, lesser-known payroll options, she believes that the cost of reliable payroll services is a worthwhile investment. 

“Business owners often think that if they move money from their business account to their personal account, that’s a distribution and they can deduct it from their P&L statement, which is a big mistake. Distributions are not deductions.” – Elizabeth Elrod

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The United States and Armenia Establish Principles of Strategic Partnership: From Economy to Regional Security

The Charter of Strategic Partnership signed between the United States and Armenia outlines the fundamental principles of bilateral cooperation, covering a broad range of areas—from economic collaboration to regional security matters.The preamble of the document emphasizes that the partnership between the two democratic nations is founded on shared values and mutual interests, including the promotion of democracy and economic freedom, the protection of sovereignty and territorial integrity, the strengthening of the rule of law, and the safeguarding of fundamental human rights.Special attention is given to regional security. The United States reaffirms its support for the peaceful resolution of conflicts between Armenia and Azerbaijan, including the border delimitation process based on the 1991 Alma-Ata Declaration. Washington also advocates for the unblocking of regional transportation links in the South Caucasus, ensuring respect for the sovereignty and jurisdiction of all countries involved.In the economic section of the Charter, the two sides agreed to enhance cooperation to stimulate job creation and economic growth, support market reforms, and promote economic liberalization. Particular emphasis is placed on the development of the energy sector, including civilian nuclear energy in compliance with safety and non-proliferation standards, as well as increasing the share of renewable energy sources.Recognizing Armenia’s landlocked status, the United States aims to deepen cooperation to integrate Armenia into broader regional transportation networks, specifically by supporting Armenia’s “Crossroads of the World” project. Additionally, the Charter includes plans to establish a working group to strengthen export controls on dual-use goods and to expand access for Armenian companies to U.S.-regulated technologies.

Three Salvadoran immigrants – in their words

Three undocumented Salvadoran immigrants have shared stories of their journey from their former homeland to Somerville. By Jeffrey Shwom Somerville has been a Sanctuary City since 1987, and, per resolution, strives to “protect the safety, dignity, and rights of immigrants, migrants, asylum seekers, asylees, and refugees” by limiting its cooperation with the Federal government in…

How the US Ban on Chinese Smart Car Tech Could Reshape Global Marketing

By The Malketeer“Cars today aren’t just steel on wheels—they’re computers,” US Commerce Secretary Gina RaimondoThe United States’ decision to bar Chinese technology from its automotive market is not just a political or economic maneuver—it’s a seismic event with far-reaching implications for global marketing, branding, and consumer trust.With connected vehicles increasingly viewed as rolling data hubs, the move underscores rising anxieties over data sovereignty and supply chain integrity.As the curtain falls on President Joe Biden’s tenure, this policy cements a legacy of technology decoupling that marketers and brands worldwide cannot afford to ignore.Rebooting National Security Through Tech Exclusions“Cars today aren’t just steel on wheels—they’re computers,” remarked Commerce Secretary Gina Raimondo when announcing the ban.This statement encapsulates the evolving nature of automobiles, which now straddle the domains of mobility and digital connectivity.From GPS systems to voice assistants and autonomous driving algorithms, connected vehicles represent the convergence of hardware and software—a convergence that leaves open a backdoor for potential interference or misuse of sensitive data.For the US, this isn’t just about individual consumer safety; it’s about protecting critical infrastructure from perceived adversaries.As a result, global automakers, from Tesla to Toyota, will be forced to reevaluate their sourcing strategies.Any component linked to China or Russia could become a liability, not just in regulatory terms but also in public perception.The Branding Fallout: Who Wins, Who Loses?Branding experts should prepare for a world where “made with Chinese tech” may become synonymous with distrust in Western markets.Tech-savvy consumers increasingly scrutinise the ethical and security implications of their purchases.For brands relying heavily on Chinese suppliers or technology partners, this could mean a significant image overhaul to align with new consumer expectations.But not everyone stands to lose.Western tech giants like Google and Apple, already investing in automotive tech, may find an expanded market for their offerings.European automakers with less dependency on Chinese technology could reposition themselves as the “safe” alternative, leveraging this geopolitical shift to capture anxious consumers.Meanwhile, Chinese brands eyeing international expansion—like BYD and Geely—may need to double down on emerging markets outside the US.The challenge lies in maintaining global growth while avoiding the “banned in America” stigma, which could spill over into other regions.Navigating the New Global Tech EcosystemThe US ban on Chinese automotive tech serves as a bellwether for broader decoupling trends.Drones, telecommunications, and even consumer electronics may soon face similar scrutiny.Marketers must adapt by pivoting from globalised supply chains to more regionalised, secure alternatives—a shift likely to be both costly and complex.Messaging will also need recalibration.Brands should focus on transparency, emphasising how their technologies meet stringent security standards and align with local regulations.For instance, marketing campaigns that highlight “data security” and “sovereignty-compliant” features could resonate strongly in a climate of heightened awareness about tech risks.A Marketing Revolution in the MakingThis ban is not just a policy shift—it’s a wake-up call for global marketers to rethink how they position technology in the age of geopolitical fractures.The rise of connected vehicles symbolises the intertwining of mobility, data, and consumer trust, making it a pivotal frontier for brands worldwide.Those who navigate this challenge deftly—balancing innovation, security, and market perceptions—will not only survive but thrive in this new era.MARKETING Magazine is not responsible for the content of external sites.