The charity clearly wants visitors to sign up to their petition against deforestation. So, the new entry page is a simple ‘add your name now’ box with a short video from the Prince himself. You can then click to continue to the rest of the website.

It’s simple. But it’s also a great way to focus attention, don’t you think?

Why not have a look at the Prince’s Rainforest Project site now? And you should sign up while you’re there, of course.

Speaking about the growth in ethical products, essayists David Boyle writes:

“The Fairtrade and ethical sector in the UK, which began so small a generation ago, now stands at £29 billion a year - that’s bigger than alcohol or tobacco sales.”

Blimey. No wonder big businesses have been taking it all a bit more seriously of late. But, does big money and ethical selling mix well?

With a bus stop outside their front door, they have opened a coffee window onto the street. It means you can stand outside while they brew up your drink. You can see your bus coming down the road, stopping, then leaving while you wait…

We love London bus drivers.

Love’s is a Brighton eaterie that featured on Channel 4’s Kitchen Nightmares. What we appreciate is the fact that the site does the basics well. A bit like the advice you’d get from Gordon Ramsey, we’d imagine.

It leads with food. Fish chowder, crumbed fish cakes, fish cooked whichever way you like, and the posh fish and chips deal from 12-5pm. They say the way to a man’s heart is through his stomach. Well, TENFOUR’s is rumbling.

Above and beyond that, there’s a super-clear map to find the restaurant and a simple booking facility. Without even speaking about the more fun features, it’s a site that truly works. It gets you hungry enough to snap up a table.

Well, we hope so. Owner Allan Love seems like a nice chap - one of those people you’d like to do well in business. It’s just a shame that TENFOUR writing is based in London, that’s all we say.

An article written by NME on the ‘pay what you like’  release of Radiohead’s In Rainbows album started us thinking. According to a band representative, online download sales generated more money than the total takings from previous album Hail to the Thief. Particularly amazing, considering a lot of people decided to pay nothing for the recording at all.

Another two other examples:

A reader of Devon Life Magazine recently ran a competition to win his country house. Entrants buy raffle tickets at £25 a pop and the draw is made once a certain amount of tickets had been taken - presumably covering the market price for the property. A creative way of selling in difficult property-selling times, don’t you think?

In a sushi shop, TENFOUR saw punters piling trays with raw fish and sticky rice. Everything on the shelves was buy-one-get-one-free: two packets of two sushi for £1.50 or so. You need a tonne of the stuff to touch the sides, of course. But, by selling two packets of two rather than one packet of four we presume customers will be more likely to pick up a tray and start a collection. What do you think?

TENFOUR was reading film posters on a tube journey home the other day. Here are two of them: Bangkok Dangerous and You Don’t Mess with the Zohan.

Both names are arguably bad. Though, while Bangkok Dangerous seems truly brainless to us, we thought there was something redeeming about the other.

What do you get from the ‘Bangkok Dangerous’ title? (1) The film is set in the Thai capital. And (2), there might just be some danger. We’re guessing guns, some cars and another sketchy Nicolas Cage haircut. It’s a title that’s super-clear about its audience, but no more.

‘You Don’t Mess with the Zohan’, on the other hand, is a bit more intriguing. Zohan, that’s an unusual name. Who is this man, Zohan? Why shouldn’t we mess with him exactly? Then there are all the hairdressing references. We might be clutching at straws, but at least the title makes us use our brain.

Therein lies the difference perhaps: it gets us thinking, even if that’s just a little. What do you reckon? And, have you got any favourite film titles… good or bad?

By the way, the TENFOUR jury is still out for ‘Snakes on a Plane’.

The most recent book was a cracker: Roy Peter Clark’s Writing Tools (see it on Amazon). Over 250 pages, he details 50 ‘essential strategies for writers’. Sounds serious, doesn’t it. But the book’s really well put together. And each tool is just a few pages long, so it’s the perfect public transport read.

To give you an example, Tool 20 covers the number of elements we include in any list we write. He talks about using one element for power (’the girl is smart’); two for comparison or contrast (’Tom and Jerry’); three for completeness (’beginning, middle and end’); and four or more to list, inventory, compile and expand (’that girl is smart, sweet, determined and neurotic’).

Think about it next time you use any number of listed elements in a sentence.

Clip from Tool 20:

“Tom Wolf once told Willian F. Buckley Jr. that if a writer wants the reader to think something is the absolute truth, the writer should render it in in the shortest possible sentence. Trust me.”

If you’re into any kind of writing, this book’s definitely worth a look. For sure.

The Board meeting, at which the organisation’s proposed approach, which was informed by the research, will be discussed, will take place in London on [date].

Blimey.

First, the front page of London Lite:

Tube and bus fares will rise by up to 10 per cent in the new year, Boris Johnson announced today. The price of taking a bus with Oyster pay-as-you-go will increase by slightly more, from 90p to £1, in January.

Now the front page of The London Paper:

Tube and bus fares will soar by up to 10 per cent in a bid to plug a massive ‘budget black hole’, Boris Johnson announced today. The Mayor unveiled an inflation-busting package of rises… bus fares will jump from 90p to £1… The rises amount to an average 6 per cent hike across the network… more than the official 5 per cent rate of inflation.

Which do you think is the best write-up?

We’d argue that ’soar’, ‘hike’ and ‘inflation-busting’ are words that jump on the credit crunch bandwagon a little too eagerly. And TENFOUR thought London Lite was the more obvious tabloid sibling of the two freesheets.

Times Online quote from a story about new US Republican Party vice presidential nominee, Sarah Palin. Read the article>>