As Black Friday sales drift earlier, some people push back

Upset by more store openings on Thanksgiving Day, shoppers and retail employees are stepping up efforts to get big chains to back off.

Black Friday, the day after Thanksgiving, has long been considered the start of the holiday shopping season, with retailers offering big discounts and early-morning deals to attract hordes of shoppers.

But opening times have been drifting earlier. Chains such as Wal-Mart and Sears have announced plans for Black Friday events this year starting as early as 8 p.m. Thanksgiving Day. Frustrated workers and customers say they are unhappy about cutting their family Thanksgiving dinners short.

More than 20 petitions on Change.org urge stores to open later.

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Casey St. Clair of Corona went online to ask Target Corp. to "take the high road and save Thanksgiving." Target ads leaked to Internet deal sites say the chain's stores are opening at 9 p.m. on Turkey Day. A Target spokeswoman declined to comment.

"I currently work two jobs, substitute teaching and [at] Target at nights and weekends, so having Thanksgiving off really does give me that one day to relax and visit family," St. Clair wrote on her Change.org petition page. "Having to work on Black Friday prevents me from going home to the East Coast to see my family."

Shoppers such as Brian Zinn, who created a petition asking stores to open no earlier than 8 a.m. Friday, are also outraged.

"People are being kept from seeing family and enjoying a holiday which should be a time of giving thanks, not going out to spend money on stuff we don't need," he wrote on his petition page. "Their decision to open their stores on a holiday is disgraceful, greedy and disrespectful to everyone."

Retailers in recent years have been experimenting with Black Friday specials that creep into Thanksgiving. But last year saw a substantial shift, analysts say, with Thursday night overtaking Friday morning as the official kickoff to the holiday shopping season, when retailers rake in up to 40% of their annual sales.

Analysts say bricks-and-mortar retailers may have little choice. To compete with online rivals that are accessible 24 hours a day, companies have to generate excitement in order to drag people out of bed to go shopping.

"They need to make it exciting for shoppers to come into stores," said Ron Friedman, a retail expert at advisory and accounting firm Marcum in Los Angeles. "The way to do that is open up early and have hot sale items, so people think they have to eat the turkey and run to the store."

Discount giant Wal-Mart Stores Inc. and department store chain Sears are each launching "door buster" deals starting at 8 p.m. Thanksgiving Day, their earliest times ever.

Most Wal-Mart stores are open 24 hours a day and have been open on Thanksgiving for many years, company spokesman Steven Restivo said. "Historically, much of our Black Friday preparations have been done on Thanksgiving, which is not unusual in the retail industry."

After opening at 4 a.m. Friday last year, Sears heard from many customers who wanted "to drop their drumsticks and get the door busters" right away, spokesman Brian Hanover said. Sears is trying to accommodate its employees by scheduling seasonal workers and volunteers who want the extra holiday pay.

"We see a demand from associates who ask to work, who want that opportunity to supplement their usual income," Hanover said.

No retailer wants to replicate J.C. Penney's experience, which opened on Friday morning last year and lost momentum to early-bird rivals.

Stores are facing even more pressure this year to match Wal-Mart, which as the world's largest retailer wields huge influence.

Analysts say most Black Friday shoppers, eager for discounts, aren't fazed by workers who cry foul and pass around petitions.

"As long as it doesn't affect them directly, they probably don't think too much about it," said Ken Perkins of Retail Metrics Inc.

Many industry watchers predict that Black Thursday will officially take over as the shopping holiday du jour.

"I hope that the day doesn't come that they all open their stores all day Thanksgiving," Friedman said. "But that day could come.

shan.li@latimes.com

adolfo.flores@latimes.com

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Prop. 30 win gives Jerry Brown major boost

SACRAMENTO — Just a few weeks ago, as support for Gov. Jerry Brown's tax initiative appeared to falter, some of his fellow Democrats were saying privately that he might be serving his last term.

None of them are saying that now.

Brown has emerged from his successful tax fight with replenished political capital, his experience and instinct trumping conventional wisdom.

"His standing in the Capitol is probably higher than it has ever been," said Tony Quinn, co-editor of the California Target Book, which monitors political races. "Now we have a strong governor.... He is going to be able to get his way a lot more."

A loss at the ballot box would have been catastrophic for Brown politically. It also would have devastated education budgets throughout the state. The passage of Proposition 30 addressed both scenarios.

Now, the Democrats who won record-high numbers in the Legislature on Tuesday will owe him for the billions of dollars they'll have to balance the budget. The business interests who fear what a supermajority of Democrats might do with new, unilateral power will be eager to work with the moderate governor. They may see the pragmatic Brown as a check on a hostile Legislature.

Brown himself is already talking about the next steps in the state's bullet-train program and about moving on a multibillion-dollar system to send more water from the Sacramento-San Joaquin River Delta to Southern California — projects that could reshape his image into one of a builder like his father, who was governor when the state built new freeways and universities.

He wants to focus on enduring changes to the state's spending policies that he hopes will enhance California's standing with Wall Street and put it on more stable financial footing.

He is vowing to steer the Capitol toward moderation in the coming years, working with business leaders to streamline state regulations that they complain hamper economic growth. He wants to lift some of the policies Sacramento has inflicted on local schools — often at the behest of the Democrats' labor allies — so they have more flexibility in deciding how to operate.

"The work is never done," Brown said at a Capitol news conference after the election, stressing that he would not lose sight of the nuts and bolts of government just because the financial books would be in order for now.

He joked at the Capitol on Wednesday that he never understood why there were so many doubters of his ability to pull off a Proposition 30 victory.

"Some people began to read tea leaves incorrectly," Brown told reporters. "And then you all go off like a herd of buffalo down the road. Hopefully you're all now back on the plane of common sense."

Brown's internal polls had shown steady support for his measure despite public surveys suggesting steep drops. He was watching a surge in Democrats signing up to vote, spurred by the new online voter registration system he signed into law. Unions were mobilizing to get voters to the polls.

The governor also knew he could ride the coattails of President Obama, who appealed to the same demographic group as Proposition 30 and has been consistently popular in California.

Still, the path to victory had looked rocky as election day loomed. As in his 2010 gubernatorial campaign, he had resisted pressure from old Capitol hands to mobilize all his forces quickly. He ignored advice to hit the stump early and hard, to hammer away at this theme or that, to blitz the airwaves from the beginning.

Unfavorable reviews of Brown's encore as governor began to mount. Brown had vastly more campaign money than his opponents, but No-on-30 ads blanketed the airwaves, helped by $11 million that secret donors gave a group devoted partly to defeating Brown's measure.

He tweaked his strategy after questioning employees at a San Diego coffee shop. When one young woman told him she hadn't seen his commercials because she doesn't watch TV, he called his chief advisor, his wife, Anne Gust Brown, to say they needed to reach the "non-TV voter."

Only days away from the election, he had not settled on whether he should be featured prominently in campaign advertisements. On a plane, in the air between Bakersfield and Fresno, he drilled a Central Valley state senator about how voters viewed him there and whether his face should appear on their television sets.

"If this had gone the other way, he would be perceived as a lame duck," said Sherry Bebitch Jeffe, a professor in the USC Price School of Public Policy. "You would have seen a lot more visible activity on the part of … possible opponents in the 2014 governor's race."

Lt. Gov. Gavin Newsom, a fellow Democrat, appeared to be positioning himself that way when he openly contradicted some of what Brown said on the campaign trail. As it became clear in the wee hours Wednesday that Proposition 30 would pass, Brown's press secretary had a message for Newsom in the form of a tweet.

It was a link to Elvis Presley performing "Are You Lonesome Tonight?"

evan.halper@latimes.com

anthony.york@latimes.com

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Exclusive: Google Ventures beefs up fund size to $300 million a year

SAN FRANCISCO (Reuters) - Google will increase the cash it allocates to its venture-capital arm to up to $300 million a year from $200 million, catapulting Google Ventures into the top echelon of corporate venture-capital funds.

Access to that sizeable checkbook means Google Ventures will be able to invest in more later-stage financing rounds, which tend to be in the tens of millions of dollars or more per investor.

It puts the firm on the same footing as more established corporate venture funds such as Intel's Intel Capital, which typically invests $300-$500 million a year.

"It puts a lot more wood behind the arrow if we need it," said Bill Maris, managing partner of Google Ventures.

Part of the rationale behind the increase is that Google Ventures is a relatively young firm, founded in 2009. Some of the companies it backed two or three years ago are now at later stages, potentially requiring larger cash infusions to grow further.

Google Ventures has taken an eclectic approach, investing in a broad spectrum of companies ranging from medicine to clean power to coupon companies.

Every year, it typically funds 40-50 "seed-stage" deals where it invests $250,000 or less in a company, and perhaps around 15 deals where it invests up to $10 million, Maris said. It aims to complete one or two deals annually in the $20-$50 million range, Maris said.

LACKING SUPERSTARS

Some of its investments include Nest, a smart-thermostat company; Foundation Medicine, which applies genomic analysis to cancer care; Relay Rides, a carsharing service; and smart-grid company Silver Spring Networks. Last year, its portfolio company HomeAway raised $216 million in an initial public offering.

Still, Google Ventures lacks superstar companies such as microblogging service Twitter or online bulletin-board company Pinterest. The firm's recent hiring of high-profile entrepreneur Kevin Rose as a partner could help attract higher-profile deals.

Soon it could have even more cash to play around with. "Larry has repeatedly asked me: 'What do you think you could do with a billion a year?'" said Maris, referring to Google chief executive Larry Page.

(Editing by Muralikumar Anantharaman)

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Mark Wahlberg to star in next 'Transformers' movie

LOS ANGELES (AP) — Mark Wahlberg, roll out.

"Transformers" director Michael Bay says the 41-year-old actor will star in the franchise's fourth film.

Bay called Wahlberg the "perfect guy to re-invigorate the franchise and carry on the Transformers' legacy" in a post on his blog Thursday. He previously squashed rumors that Wahlberg was joining the film franchise about warring robots.

Bay worked with Wahlberg on his upcoming film, "Pain and Gain."

"Transformers 4" is scheduled to be released by Paramount Pictures on June 27, 2014.

Bay has said the next film will take a new direction in the series. The first three movies starred Shia LaBeouf and featured Peter Cullen as the voice of Autobot general Optimus Prime.

The third "Transformers" film, "Dark of the Moon," was the second highest-grossing film of 2011.

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Advertising: Help Remedies Tries to Cure Ailments in Small Doses

DISAPPOINTED voters, runners with blisters and headache sufferers alike are getting some unexpected relief from a pop-up pharmacy that opened this week in the nation’s capital.

The “help shop,” which offers low-dose drugs for everyday woes, is the idea of Help Remedies, a start-up company that sells minimalist white packets directed at single medical issues like nausea, headache or insomnia.

The company, the collaboration of two marketers, is creating quirky scenes including a high-heel wearing model walking on a treadmill to market its “Help, I have a blister” packet of bandages, or a performer sleeping in a store window to drum up interest for its “Help, I can’t sleep” caplets.

This week, shoppers and passers-by attracted by the napper, for example, could go inside the temporary pharmacy to investigate its 10 over-the-counter remedies for conditions like body aches and allergies.

The store’s team fanned out to polling stations on Tuesday to hand out its headache packets, and then on Wednesday to the nearby Republican National Committee to share nausea relief. Their marketing may be seen as fun and zany, but the company founders, Richard Fine and Nathan Frank, say they have a serious message.

“We want people to see that there are simple solutions,” said Mr. Fine, who said his straightforward approach was influenced by his parents, who are medical professors specializing in epidemiology.

“Most people shop by brand or product, and it’s difficult to know what you should be buying and taking,” he said. “It is a confusing space for people who are not experts.”

Mr. Fine and Mr. Frank, who met while working in branding and advertising, decided to try to streamline what they see as an antiquated and cluttered pharmaceutical market.

“We wanted to take what’s basic and works, and make it human,” Mr. Fine said. Their strategy of providing single ingredients in low dosages is aimed at basic medical conditions that do not require hospitalization.

After starting the company in 2008, they consulted pharmaceutical sources to zero in on the drugs and dosages to use. Their “Help, I have a headache” formulation, for example, contains 325 milligrams of acetaminophen per caplet.

“That is less than the amount in an extra strength caplet,” said Mr. Fine. “If you need more, you can take more. But this is what pharmacists recommend.”

By that summer, Help Remedies was distributing its packets in some high-end hotel chains and business conferences. In 2009, the two men quit their jobs and started the company Web site, helpineedhelp.com, which includes a link to drug facts for each product.

To carve a niche in the crowded pharmaceutical market, Mr. Frank, who handles the company’s creative efforts, said he focused on offbeat marketing, including tactile packaging and performance windows, and viral videos that mixed up the serious, the absurd and even the goofy.

For the packaging, Mr. Frank settled on a flat, white, textured box that opens like a tin. Taking a page from product designers like Apple, he settled on a simple font called century schoolbook, in various colors.

The graphic work was originally done by ChappsMalina and Little Fury, design firms in New York, and was since updated by another firm, Pearlfisher.

Help Remedies, a privately held company, did not disclose its advertising spending, which was $400 in 2010 and $12,500 last year, according to figures from Kantar Media, a WPP unit.

With a small budget, the company has focused on spinning out lighthearted solutions to situations — like countering boredom by focusing on a bouncing ball or hangovers by staring at a rag — on its Web site, videos, bus shelters and other advertising and in the store windows of Ricky’s, a New York beauty supply company.

Help Remedies set up “living windows” like “Help, I’ve never been kissed,” with models on hand to give hugs and kisses in Ricky’s storefronts. There were also serious problems like “Help, I want to save a life,” that provided registration kits from the bone marrow donor center DKMS.

To expand, the company is adapting the living window approach to its first pop-up pharmacy, in Washington, which was delayed by Hurricane Sandy and got under way as the election results were unfolding.

In addition to giving “Help, I have a headache” packets to anyone who asked, the store manager, Melinda Welch, and her staff distributed 2,000 packets — for blisters and for body aches — to participants in the annual High Heel Race.

The company’s products are found in major pharmacy outlets like Duane Reade and CVS, as well as Target and Walgreens. Last year, the company reached $4 million in sales and is set to expand after Washington to San Francisco; Seattle; Portland, Ore.; Austin, Tex.; Chicago; and Miami.

As part of its expansion, the Washington store plans to hold a “Help, I am Insecure” event on Saturday with a life coach to provide support and advice, and a manicurist for those insecure about their nails, Ms. Welch said.

Other events at later dates include “Help, I am Lonely,” with an online dating site consultation, and “Help, I’m in an Argument with my Spouse,” with a relationship judge to settle differences.

William G. Daddi, the president of Daddi Brand Communications, said Help Remedies’s distinct packaging was well suited to compete in the crowded health and beauty market.

But he warned that tying so many products to whimsical marketing carried risks because “there will be consumer confusion and the remedies will be seen as novelty products.”

“To build a true brand, the consumer needs to see that the product is effective,” Mr. Daddi said. “There needs to be a link to tangible outcomes so people see that the product works.”

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Hybrid social networks help users connect online, meet up offline

Not too long ago, friending someone involved more than just clicking a button on Facebook.

So in a retro twist to social networking, a wave of Web start-ups are encouraging users to get off their couches, away from their smartphones and tablets, and back into the real world.

"We have an internal tagline: Use the Internet to get off the Internet," said Kathryn Fink, community manager at Meetup, an online-to-offline start-up with 11 million members.

Hybrid social networks are connecting strangers with similar interests online, then directing them to meet in person for dinners, bar-hopping, bowling or biking excursions. Unlike dating or networking sites, these start-ups are focused simply on helping users make new friends and hang out face to face. If a hookup or job interview results — well, that's just an added bonus.

On the sites, users create a free profile of themselves with basic information and a photo, and search for get-togethers that interest them. Before meeting face to face, people can post questions, offer parking or traffic tips and suggest topics to talk about. Events that cost money are usually paid for in advance online.

Quiz: How much do you know about California's economy?

The sites are doing especially well among twenty- and thirtysomethings in big cities, where finding new people to hang out with can be challenging.

"When you're in college, friends are basically thrown at you," said Greg Self, 22, an assistant at a film production company. "You get off the bus, you step on campus, and everyone is in the same situation as you and it's super easy."

But that wasn't the case after Self moved to L.A. from Virginia earlier this year. He searched online for ways to meet new people and came across Grubwithus, a Venice start-up that enables users to create and attend group meals.

Grubwithus meals are hosted at restaurants and typically bring together six to 10 people who have never met each other. Everyone pays in advance for their meal on the Grubwithus site — the start-up generally takes a 20% to 30% cut of each transaction — so there's no mulling over the menu or bickering over the tab.

In L.A., there have been Grubwithus meals geared toward traveling enthusiasts, vegans, Clippers fans and music aficionados. A recent dinner at the Venice Ale House was devoted to people who love beer and the television show "Arrested Development."

Grubwithus has tripled its user base since the beginning of the year, with meal reservations growing 15% month over month; the company has more than 80,000 subscribers. It launched out of start-up accelerator program Y Combinator and has raised $7.6 million in financing from investors including Ashton Kutcher and venture capital firm Andreessen Horowitz.

Since February, Self has attended nine Grubwithus meals and said he has made a handful of friends from the dinners.

"It's definitely added to my experience in this city," he said, though he added that some "can be hit or miss."

"I've been to ones before where you're sitting in between two people who are not really talking at all, or are not very interesting," he said. "And you're like, well, at least the food's good."

Grubwithus Chief Executive Eddy Lu said users like such online-offline sites because they provide a safe way for people to meet — members identify themselves through their profiles and get the chance to communicate with one another online before meeting at a business or other public place. That way, he said, intentions are clear from the start.

"If you talk to a girl at a bar, she thinks you're hitting on her; if you talk to a guy at a bar, he thinks you're hitting on him. It doesn't work," said Lu, who co-founded Grubwithus after graduating from UC Berkeley and having trouble finding new buddies when he moved to Chicago.

What seemed to work best, he realized, was house parties where people got to know friends of friends over a casual dinner. He set out to re-create that experience at restaurants, with the focus on fostering "low-pressure hangouts."

The hybrid social networks aren't just for the friendless. Many members of Meetup, an online community for groups to organize in-person outings, are using the site to supplement their core social circles, Fink said. In Southern California, Meetup has groups dedicated to art and museum enthusiasts, runners, Korean moms and young L.A. Eastsiders, among others.

"You might have a fantastic social circle with friends and family and co-workers, but if they're not into hiking and you love it, what do you do?" Fink said.

Still, some of the start-ups have been slow to get off the ground.

After receiving $5 million in funding in the spring, Lifecrowd, an experience marketplace for in-person group activities such as kickball and kayaking, went offline a few weeks ago. Chief Executive Bong Koh declined to comment on the start-up's progress; on its website, the Los Angeles company promises to "be back soon with an even better Lifecrowd."

Venture capitalist Mark Suster of L.A.'s GRP Partners says investing in start-ups that bridge the gap between online and offline social interactions has become a smart move instead of "putting all your eggs in the online-only basket."

"Pure online friends aren't the same as the people you've met in your personal life," said Suster, who backs Grubwithus.

Another rising tech start-up is Grouper, which connects two groups of friends for face-to-face hangouts after pairing them online. Users apply for membership and are matched with someone else on the site. Each person then invites two other friends to join in for drinks; after prepaying online for the first round of drinks, the group of six meets at a bar chosen by Grouper. The setup takes away some of the awkwardness of meeting someone new alone, said Michael Waxman, Grouper's co-founder and chief executive.

Launched in New York last year, Grouper expanded to L.A. in September.

"In a lot of ways, we're the anti-Facebook," Waxman said. "One of the original things that played into the genesis of Grouper was the idea that social software didn't make a lot of sense. There's this underlying paradox: Facebook, Twitter, social products — you usually use them by yourself by the glow of your computer screen."

andrea.chang@latimes.com

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Blue reign in Sacramento: Democrats dominate California voting

SACRAMENTO — Gov. Jerry Brown and his fellow Democrats are on the cusp of a coveted supermajority in both the Assembly and Senate, giving them the rare power to raise taxes without any Republican support.

No single party has held such a supermajority in Sacramento since 1933.

To cement the dual two-thirds majorities when the Legislature gets down to business next year, Democrats must hold onto one of two Senate seats to be vacated and a few Assembly seats won in tight races. The Senate seats will be filled in special elections expected in March.

The supermajorities would mark a dramatic shift in Sacramento's balance of power, where GOP legislators have aggressively used their ability to block state budget plans and prevent revenue increases to scale back the scope of state government.

Coupled with the approval of Brown's tax plan, Proposition 30, the Democrats now have not only the power but also the money to break free of the deficit that has paralyzed state government for years.

The pressure on Democrats to restore funding for the many services slashed to balance the budget in recent years will be intense.

Already, activists are pressing lawmakers to pump new money into such programs as college scholarships, dental care for the needy and, of course, public schools.

But the first move Brown and legislative leaders made Wednesday was to reassure voters that they would show restraint.

They promised there would be no frenzy of tax hikes.

"Voters have trusted the elected representatives, maybe even trusted me to some extent, and now we've got to meet that trust," Brown said at a Wednesday news conference in the Capitol. "We've got to make sure over the next few years that we pay our bills, we invest in the right programs, but we don't go on any spending binges."

Still, lawmakers can appear to hold the line on revenue generation without actually doing so.

Supermajorities allow lawmakers to impose new fees to pay for infrastructure and other programs that are not technically defined as taxes.

And the same Democrats who are talking tough about fiscal responsibility this week have for years been touting the programs they want to restore or start once the opportunity is there. In addition to raising revenue, they would also be empowered to bring constitutional changes and other measures to voters without any GOP signoff — and to override gubernatorial vetoes.

Given a supermajority, "We're going to use it," Senate President Darrell Steinberg (D-Sacramento) said Wednesday.

"It will be an awesome responsibility," Steinberg said. "But it's very exciting.''

Steinberg briefed the media on his desire to overhaul the tax code.

The result, he acknowledged, could be more money for the state budget.

Assembly Speaker John A. Pérez (D-Los Angeles), who vowed there would be no additional tax increases next year, laid out goals that could trigger more government spending, such as helping students pay for college.

The success Tuesday of Brown's Proposition 30, which raises billions of dollars through temporary income-tax increases on high earners and a quarter-cent surcharge on sales, gives lawmakers breathing room they have not had in years.

With one election, a deficit that has rendered Sacramento dysfunctional and threatened to ravage public schools has been largely wiped out.

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Apple slides to five-month low, uncertainty grows

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Rihanna a rock star on Victoria's Secret catwalk

NEW YORK (AP) — Rihanna rocked the lingerie look at Wednesday night's Victoria's Secret fashion show in New York, providing the highlight of the live-music soundtrack and holding her own on the catwalk with some of the world's top models.

And those models even had props, including Adriana Lima's ringmaster wand, Doutzen Kroes' body cage and several pairs of the oversized wings that the retailer has made its signature. It would be a close contest who got the biggest wings: Toni Garrn's giant poppy pair or Miranda Kerr's swan-style feathered pouf. Only Lily Aldridge could boast star-spangled wings that shot out silver sparkles.

Alessandra Ambrosio's orchid-petal wings might have lacked a little grandeur, but she made up for it with a $2.5 million jeweled "floral fantasy bra."

Still, wearing a sheer pink mini that gave glimpses of her bra, Rihanna sang "Fresh Out the Runway" at the end of the corset-and-garter parade and she was the one to grab the audience's biggest applause.

The fashion show has become a pre-holiday season tradition for the retailer. CBS will turn it into a one-hour special, which also had performances from Justin Bieber and Bruno Mars, to be shown on Dec. 4.

This year's event had a slight twist. It started with an announcer noting that Victoria's Secret and CBS had each made a donation to relief efforts for Superstorm Sandy, and a thank you to the National Guard members who are based out of the Lexington Avenue Armory that has for years been home to the show.

Mostly, though, models are encouraged to smile, ham it up and show off the extra time at the gym that most admit to in the weeks beforehand. "It's highly televised, and you take that into consideration," said model Joan Smalls ahead of the show. "This is kind of not the same as other runways. You have to prepare your body: No. 1 is the wings are heavy, and No. 2 is you have to be comfortable with your body because the camera will pick up on it if you're not comfortable and confident."

There's an emphasis on glitz, skin and dramatic production here, not wearable undergarment trends for typical Victoria's Secret shoppers. It was divided into six sections: Circus, complete with acrobats, contortionists and a sword eater; Dangerous Liaisons; Pink Is Us; Silver Screen Angels; Angels in Bloom; and Calendar Girls, which allowed Bruno Mars to serenade a model for each month of the year.

For his first song, "Beauty and the Beat," Bieber, wearing low-slung white pants and a white leather studded vest, sat alone with his guitarist in the mellowest part of the show. For "As Long As You Love Me," however, he brought in backup dancers and interacted with the models while moving around a giant makeshift pinball machine.

"It's like a dream come true," said Bieber on the pink carpet before the show. "I would rather be here than anywhere in the world."

___

AP reporter John Carucci contributed to this report.

___

Samantha Critchell tweets fashion at http://www.twitter.com/AP_Fashion

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After Loss, Fight to Label Modified Food Continues

LOS ANGELES — Advocates for the labeling of genetically modified food vowed to carry their fight to other states and to the federal government after suffering a defeat in California on Tuesday.

A ballot measure that would have made California the first state in the nation to require such labeling was defeated, 53.1 percent to 46.9 percent. Support for the initiative, which polls said once was greater than 60 percent, crumbled over the last month under a barrage of negative advertisements paid for by food and biotechnology companies.

The backers of the measure, known as Proposition 37, said on Wednesday that they were encouraged it had garnered 4.3 million votes, even though they were outspent about five-to-one by opponents. They are now gathering signatures to place a similar measure on the ballot in Washington State next year.

Declaring that more than four million Californians are “on record believing we have a right to know what is in our food,” Dave Murphy, co-chairman of the Proposition 37 campaign and executive director of Food Democracy Now!, an advocacy group, said on Wednesday: “We fundamentally believe this is a dynamic moment for the food movement and we’re going forward.”

Still, there is no doubt the defeat in California has robbed the movement of some momentum. Until Tuesday’s vote, labeling proponents had been saying that a victory in California, not a defeat, would spur action in other states and at the federal level.

The defeat greatly reduces the chances that labels will be required, according to L. Val Giddings, a senior fellow at the Information Technology and Innovation Foundation, a Washington organization supporting policies that favor innovation. “I see little potential that the defeat in California could result in any increase in pressure for labels. ”

Dr. Giddings, who is a supporter of biotech crops, said it would now be more difficult for labeling proponents to raise money. “What justification can they present to their funders to pour more money down this drain?” he said.

The election in California was closely watched because it had national implications. It could have led to a reduction in the use of genetically modified crops, which account for more than 80 percent of the corn, soybeans and sugar beets grown in the United States. That is because food companies, fearing that some consumers would shun products labeled genetically engineered, would instead reformulate their products to avoid such ingredients.

With so much at stake, food and biotechnology companies amassed $46 million to defeat the measure, according to MapLight, an organization that tracks campaign contributions. Monsanto, the largest supplier of genetically engineered seeds, contributed $8.1 million. Kraft Foods, PepsiCo and Coca-Cola each contributed at least $1.7 million.

The backers of Proposition 37 raised only $9.2 million, mainly from the organic and natural foods business.

The proponents argued that people have a right to know what is in their food. They said that genetically engineered crops have not been adequately tested and that dozens of countries require labeling.

The Food and Drug Administration does not require labeling of a food just because it is genetically modified, saying there is no material difference between such foods and their conventional counterparts.

The big food and biotechnology companies argued that numerous expert reviews have shown the crops to be safe. For the most part, they did not directly attack the notion of consumers’ right to know. Rather they said Proposition 37 was worded in a way that would lead to red tape, increases in food prices and numerous lawsuits against food companies and supermarkets.

Some backers of labeling will shift their focus to Washington, hoping to get the F.D.A. to change its mind and require labeling.

“We think that attention is now going to shift back to Washington, with a whole lot more to discuss and a whole lot more people interested,” said Gary Hirshberg, the chairman of Stonyfield, an organic yogurt company.

Mr. Hirshberg is also chairman of Just Label It, a group that submitted a petition with more than one million signatures to the F.D.A. asking it to require labeling. So far, however, the F.D.A. has shown little propensity to overturn its policy. And bills in Congress to require labeling have failed to gain much support.

Proposition 37 has no doubt raised awareness, however, which might prompt some consumers to seek foods that do not contain genetically engineered ingredients.

“Everything you buy in the grocery is a vote,” said Sara Hadden of Hermosa Beach, who organized street-corner rallies in favor of Proposition 37. “That’s the vote that really counts.”

One question is whether food firms, having narrowly escaped a disruption of their business on Tuesday, will make changes on their own — like voluntarily labeling or reducing their use of genetically modified crops.

If that is being considered, the food companies are not letting on. In a statement Wednesday, the Grocery Manufacturers Association, which represents big food companies, called the defeat of Proposition 37 “a big win for California consumers, taxpayers, businesses and farmers.”

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