ROAD KILL

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Bits and bytes from the new-media front.

Big Mac on the Danube. McDonald's has planted its familiar golden arches on the Web, but you'll need to know German to experience it. The company's Austrian unit opened a home page at http://www.mcdonalds.co.at/mcdonalds/, featuring news of the country's 57 McDonald's restaurants (ever wanted the address of one in Salzburg?), calorie counts for Big Macs, fries and Coke (do we really want to know?) and franchise information. It's not quite as grand as a Royale With Cheese (apologies to "Pulp Fiction"), but better than a Filet-o-Fish.

Microsoft Circus 95. Bill Gates is no clown. In fact, the Microsoft Corp. chairman will play the ringmaster at a "carnival-style" unveiling ceremony for the company's long-awaited Windows 95 operating system, according to the May 29 U.S. News & World Report. The magazine says Microsoft will take over a field near its Redmond, Wash., headquarters and set up "product pavilions, game arcades and a 5,000-seat main tent" for the Aug. 24 product intro. Microsoft confirms the release date but is otherwise tight-lipped.

Vatican Interactive. First Charlton Heston toured the Holy Lands for "Charlton Heston's Voyage Through the Bible." Now Peter Ustinov talks Pope for "Inside the Vatican," a CD-ROM from Jasmine Multimedia detailing the history of the Catholic Church and the Pope. It'll be a simply divine experience, we're sure.

Less is Moore. Speakers at a recent high-tech conference sponsored by Cincinnati agency Hensley Segal Rentschler certainly gave Gordon Moore his due, citing over and over again the Intel Corp. founder's law that a chip's processing power doubles every 18 months. But it took MIT Media Lab chief Nicholas Negroponte to tell the audience the real meaning. Quipped the author of "Being Digital": "What it means is Andy [Grove] makes a processor faster, Bill [Gates] uses more of it."

Didja hear the one about the agency exec who opened his own home page? Got a good agency joke? Send it to the new personal home page of Wunderman Cato Johnson interactive expert Greg Stuart. You could win $100. Mr. Stuart, in an effort to practice what he preaches, offers his resume, thoughts on interactive advertising and the contest at http://www.panix.com/; gstuart/home.html.M

Check out Roadkill online at http://www.adage.com/IMM/roadkill.html. E-mail Scott Donaton, executive editor/interactive and new media, at sdonaton@adage.com. E-mail Interactive Media & Marketing Managing Editor Debra Aho Williamson at imm@adage.com.

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