Fit bid could be the company that will smooth out of the year ahead of everyone. All of that and more over the next hour. First, headlines from our cohost carol massar. Litigation over whether Martha Stewart breached a contract by selling goods at jcpenney. Macys said that this does not affect its outstanding claim against a jcpenney. Blackberry is parting ways with alicia keys. She failed to rekindle the love affair with the smartphone. She was hired as the global creative erector will be leaving the company after their year long collaboration. Those are some of your top headlines at the hour. The storm has everyone speaking about in the east coast and the rest of the northeast and the u. S. The storm is expected to bring more than a foot of snow to new england and blizzard conditions have grounded more than 1600 flights on the first workday of the new year. Here to help us track the storm and about how it is affecting business, Bloomberg Business meteorologist Bonnie Schneider and also michael barak. The blizzard warnings are covering coastal New Hampshire as well as it works its way up the coast. We are shutting to see some conditions changing here in new york. It is getting much colder. We are still anticipated about sixeight inches of snow. The blizzard conditions will be dangerous. That is why we have warnings for the overnight. We are looking at very strong wind and dangerous windchill. What conflicts of events makes this kind of weather. This is one of the key drivers is that you have such cold air coming out from canada. Even after the storm, you will have the blizzard which will not out electricity to hundreds of thousands of households. This is without power, without electricity. Question to have to find a way to stay warm. Is this the storm that can stay in a particular place or is this rapidly moving . Most of the advisers continue until 1 00. This is going into the overnight and that is why travel will be treacherous. Imagine less than a quarter mile visibility at night. That is what makes it so dangerous. This is blowing down such a bitterly cold air that it is making it more dangerous because we have windchill warnings in place. Has the storm already produced effects that the ground, 1600 flights. What about other areas . We have had quite a bit of snow already. We had wind gusts over 25 miles per hour. We have already seen some of the affecting the great lakes and some heavy rain working his way into the carolinas. For the northeast, the worst of the storm is coming tonight. You were interested in forecasting weather because of another storm, another blizzard. It was a blizzard and 96. It was my great grandmothers 96th birthday. I think i was excited because school was getting shut down. And latin lead you to the trail of becoming a meteorologist . I remember the song that i was playing when i was looking at the radar. There was two feet of snow on the ground which really sparked my interest. I ended up going to school for physics and i worked in the aerospace and Defense Industry but you have to follow your passion in life. Founded whether bell and we we focus mainly on helping companies that are exposed to the weather. Who are the Biggest Companies that will be affected by the storm . This is not ticking place since early in the midwest or farmers will not inconvenienced . There will be a large impact. It will be the energy sector, all of the utilities hopefully well have preparations that they have made from the storm. The airports are probably going to be shut down tonight and through tomorrow. Wayably be delays all the through saturday and then the bitterly cold air will come with all of the wind blowing snow. That will cause a lot of headaches for the airline industry. Beingt about from people able to get from a to b . Whether this trains, cars, all of that will be affected. We have artie had reports of cancellations, road closures. As of midnight, it will be shut down. It is too dangerous. The problem is the timing. Right after the christmas holiday, some people had travel plans for today and tomorrow. If you are talking about the timing, the impact is large because it is affecting many people. You had written a book about extreme weather. This really works its way into what is happening now, how to compare and survive any kind of natural disaster. I told the story of a man in washington dc who do not expect to be caught in a blizzard. 45 minutes. Or about the main thing i found in my book and my research is that people need to be aware of the forecast before they venture out and not take it likely. It could be deadly. You really have to take it very seriously and be aware of it. Is the extreme weather more common. The swings are becoming more commonplace. You have much greater to medication during this scene on the in japan, twitter was a main way that people work can indicating information to each other. We are seeing all of that coming together. Their are more incidences of extreme weather and i want to write about that in my book. My thanks to the founder and the chief executive of whether bell analytics. Coming up, and 31 days, the super bowl will take lace right here in metlife stadium. Be the coldest super bowl ever played. The coldest was in 1972 at tulane stadium in new orleans. The average temperature in new york city, it is 37 degrees. We have more next on professional sports, the professional bull riders. This has become a global organization. I will introduce you to the chief executive and its reigning champion. The weather has gotten a lot of attention on the u. S. East coast and it has disrupted travel in 2014. Arejoined by two men who known for hanging on. We are joined by jim haworth , the tbr world champion. That is a segue i will never be able to live down. We talked about organizing these, particularly when you have this weather. Has this been a big problem to get this thing all organized. Each consecutive time. We are excited about it. Logistics, there are always challenges, things we have to prepare for but thankfully we have our stock contractors and our animal athletes earlier. We will kick this off at the greatest in the world. We are fortunate because we have the best riders in the world. You have our champion from last year. We also have great animal athletes. I will just mention one of them. They get as much recognition as our writers do. Spottycker was the dad and sports. Bushwhacker. What are his stats . He had a consecutive streak of 52 until he met jb last year. I will let jb talk about that. He won about half 1 million in prize money over his career and continues to be able to translate into breeding rights and fees. He is quite a rockstar for us. , if you want to get into this how did you . I was riding horses. I started writing the sheep. You never looked back. How many times have you been blocked off of a bronco . Funny of times. A bunch of everything. It will happen writing bowls. Going to happen. What kind of training do you go through . I do this at the gym. What do you do . Do you just get on a bull . I catch cows, things like that. Where did you do all of this . At home. Did you always want to do this . Yes, ever since i was little. What is it like to go against these animals . What kind of stats are we talking about . How mean can this animal be . They way 1600, 1700 pounds is a mostly all muscle . Yes. Some kind of jump around but he walks in there, he is calm, he does not go around. Is ayou nod your head, it whole different story. Does he know that it is you . Probably. I have been on him more than anywhere else. Of the 62, 10 or 11 were me. The eighth time and is coming to Madison Square garden. Give us a scope of where this takes the shape. Last year we celebrated our 20th year. It started with 20 cowboys that road a dollar check to start Sports Properties that has go not only in the u. S. But almost globally. We are in five different countries. We have our stories, ford is one of our key sponsors. We go all the way across the from at t stadium to anaheim to could, washington. For ourp in las vegas world finals. We travel to major cities and get a chance to get a lot of exposure for our animal athletes do this. That actually are those that have the right bowl and are trying to get the better one . Absolutely. I would compare this to almost the thoroughbred business. We have major celebrities in sports, they get involved. Jared allen for the Minnesota Vikings has a bull. Wayne gretzky. Lex looked as a Champion Bull cost . It can range. , 50,000. E is 35 they could have half a million or million dollars. Is that what your salary is . It depends on how good my year was. How good was your year . I one 1. 8 million. How old is the bully youre up against . Average between three and six or seven years old. Usually when it gets six or seven, they start going a little bit. Ortoday going to retirement not . If they are like bushwhacker, they go into retirement. Do you have to go through any routine to prepare yourself for the injuries . Sometimes you wear a helmet, you have some protective clothing. All i wear now is a fast. It is kind of like a kevlar vest. To spread the impact when the bull steps on you. You have 1600 pounds stepping on you, you will feel it. Have you been seriously injured . Oh, yes. 18, a bullne i was stepped on my stomach and broke all of my ribs, lacerated my river and spleen. Put me in a hospital for a while. They said it would be eight months before i got on a bull and i think i waited for. I dont want to know what your Health Care Premiums are. How do you care for these people . Coming people are involved . Well, what you see is that we have the top 35 bull riders in the world. We have about 2500 people who are carrying cards and we have a minorleague series. We have a lot of different writers at different stages. The top 35 in the world are what you will see. We have catastrophic injuries but you can imagine that it depends on how well they ride in how well they get taken care of. He is one of those guys that did very well. We have 25 that made over six figures salary last year. We try to make sure that we are paying out the most. We tried to do everything we can to help those writers in that time. Both of you are wearing cowboy hats. Do you ride bulls as well . I am too big and too old. Of my life. Le all this is a dream job for me. Witht the business acumen what i would say a passion was a lot of fun for me. Do you put anything in the seat of your pants to make it less uncomfortable . Those bulls alike sitting on this chair. Their backs are flat. Yes, but they move. It hurt your pride more than anything else . It does me. ,f i fought as hard as i could im satisfied. I try my best. When i get real mad at myself is when i feel like i dont put out as much effort as i should have, i kind of put the ship early. That is when you will get me see me get really mad at myself. What is a typical ride time . Eight seconds. Leagues issued, the buzzer blows. There are judges there. This is on how hard the bull bucks. Is there a particular buck that you really dont like to ride . I like all of them. Are there any that you just have it out for . Bush walker, that is one i kept getting onto many times. I wanted to prove to myself that i could. That time they think cannot be ridden, that is the one that i want. But, you dont wear helmet anymore. Last year i was not writing very good. 2012, i was not writing very good. I could not keep it down. The bull still weighs 1600 pounds. I decided that i was going to take the helmet off and see how that goes. The best of luck to you at Madison Square garden. My goodness, the champion. J. B. Mauney. I want to thank the chief executive of the professional Bull Riders Association am a Bull Riders Association, jim haworth. It was a big year in the technology sector, what can investors expected this year . Biotechnology Company Stocks posted a banner year in 2013. The Nasdaq Biotechnology index rising by nearly six percent percent. T was not without some bruises a cancer Pharmaceutical Company lost about 70 of the amount. We go from bolster may be a bull market. . Hat characterized 2013 whats the big metric was ipos. This return to the biotech industry and willing to buy into these initial public offerings. This is the biggest year. There were several biotech ipos. There is some really Exciting Technology coming to the market for public investors can get into it now. Acouple of these companies, Synthetic Biology company led by rj kirk. Dollar now a 2 billion company. This guy is a seasoned biotech investor. People are following this guy wherever he goes. Little bitple a more because the idea that you have to find the people that know what they are doing. This is almost like finding a needle in a haystack. This is such a complicated and long term that you have to make. When you find someone who is really experienced, people follow them. This guy founded a Company Called new river from acidic roles that made a drug that was sold to scheier in 2007. As well. Red investors he founded a Company CalledClinical Data which makes an antidepressant which was sold to force labs. I want you to tell us about pharmaceuticals. It was not a pretty picture. That is one of the few disappointing areas in biotech. You see a lot of areas that double been tripled. They lost 65 . The fda and it upholding the marketing of in the u. S. That really caused the stock to plunge. We will have to see what happens with Aria Pharmaceuticals this year. This is taking stock on bloomberg. Onthis is taking stock bloomberg, i am pimm fox. For more on the headlines, i want to go to my radio cohost carol massar. The average rate for a 30 year fixed mortgage was over 4. 5 . To record in the Fourth Quarter according to studley. This was drive and buy large agreements by companies such as effectivelooking for real estate. This is for 12. 7 million square feet. To issueco has plans longterm debt in their first sale since august. Officials are set to issue the bonds later this month. Puerto rico postponed plans last inr selling 1. 2 billion bonds. The new year times resolutions, lose weight, get healthy seems to be on everyones lips. Juice biz is blending in order to help people read some of their health goals and a new Company Wants a piece of this. Bitch and the fit chief Executives Join me now. When we all heard the name of the company, everyone did a double take and said, oh. Why would you call the company this . I will let lidia answer that. How did you come to this name . Really how it happened is that the beach and with some friends and we were having some them had to make what we call a skinny margarita. I said, i amfour, not a skinny girl, i am a fit bitch. It is a confidence thing. Then we thought, what can we do to this. , wee was something here have something which brought us in. We got the name. You were involved in this. Tell us about how you ended up applying to this . Both of us are onchip and errors nurse. Both of us have been in the fitness and weight loss industry. I have always been very healthy. I have known choosing to be very popular. I know the health benefits. Also using my background to help understand that there were a few things that it was missing. One of the things that is different is the fiber content we are able to maintain within our plans. We kind of put our minds together and said, not only is it great that we knew something that we could do. We want to take a multibillion dollar industry and put this on the map. Tell us the details. Muche want to know how this costs. What are the numbers around the fiber and the benefits . What it costs really depends on how me days you do it. When you look at the other programs out there, they can range from i45 dollars a day to 70 a day. Our whole program, we have four different programs that we deal with. The more you do, your price goes down. We save money on shipping. There are many things we do differently than other programs. When youre looking at the numbers of what you need, the average american gets less than 80 grams of fiber in the day. That is no mistake about because we get less than three servings of vegetables a day. What we do, our focus is getting as much fiber and nutrients in their as possible. And more vegetable and fruit. Fruit is great, you get your fruits and vegetables and but you need more vegetables than you do fruit. We are a society that takes in so much sugar. The lower the sugar, the better response on your body on how it. Ill detoxify as far as bacteria keeping in your system. Of course, fiber. That is our thing, getting in and fleshing out the toxins and keeping you regular, keeping things moving. What is this idea about free biotics. This is supposed to help you digest that are. In the fiberfound itself and that is what allows your body to produce good bacteria in the gut to help with digestion. What kind of ingredients does that have . It could be broccoli, kale, cauliflower. A lot of the Green Vegetables are what we are trying to put into our plans. When you start mentioning cauliflower and kale, i have to shake my head a little bit. These are not what you had 20 or 30 years ago. Where did kale come from . It is been around forever but it is the research. We learn that kale is like a super food and super detoxifying comet has cancer fighting agents, it is great for for the skin, great for the ph balance and water retention. It is been around forever. Usually you found that they are slopping it with olive oil or butter. We are doing it in a different way. Cant you do this at home . Cant you put this in the blender yourself and make your own things . What is the structure that you think it is more helpful . Obviously, you can definitely do it at home. It comes down to convenience. Also what we found by doing the blending because you have to actually purchase so many different vegetables, you end up wasting a lot when you make it at home and we know that it comes down to when it comes to not only convenience but price point, it makes sense to have it done and prepared and shipped to you as opposed to making a mess and doing it yourself. You can do it at home and have a variety of different plans and flavors. Thank you for sharing your story with us. Your fromnext, youtube might be an ad. See how one company has found a way to get you to sit down and actually watch a commercial. You might actually enjoy it. 52 million and counting. That is how many views my next guest has managed to get on just one of their viral videos. This week, the section has a focus on viral marketing and in Company Called thinkmodo. Emma rosenblumy and james percelay. This is a term that when it gets picked up. Thinkmodo has gotten many that have gone viral. Is this to get people to watch advertisements . It is to get people to watch video that the we then connect with the advertiser which is different a commercial because we set out to injure taine and then we deliver that audience to the brand. One of the videos had to do which isovie carry the remake of the stephen king novel. Carrie endedow up in a coffee shot. She is able to move things. We took it outside of the context of the movie and put that into a coffee shop and we had a girl freak out by using her powers to manipulate the objects in the room. At the same time, filmed the unsuspecting patrons while this was all going on. Is the reactions that make our videos work. When unsuspecting people saw a guy fly up the wall. That would make people a little bit anxious. This reminds me of candid camera little bit. You want to film real people reacting in real ways. This specific one, it is. Thinkmodo specializes in pranks particularly. It does not cannot and say that this is a commercial for carrie, they get the message afterwards. You are interested in showing the audience how the prank, how it is actually put together. This is a big change because in commercials you tend to take a holier than thou and i am granting you the opportunity to look at our video. In this case, this is how we did it, enjoy the process. You are a participant. Was that a brainstorm that you and your collaborators put together . Aspect. Particular do you do that . We had the starting to unfold. On videos,ment products. There is more of a dialogue. Why not let everybody in on it and get them to feel like they are part of the process . A particulare favorite . I have been looking at them for many parts of the day. I like the elevator murder. Why dont you describe that . Whats the elevator opens up strangling another man and then you see the reaction of the people watching that happen. Some people took pictures with their phone, some try to help. Does make you think what you are trying to do. How did you come up with this idea . It was called dead man down and we wanted a social experience. Actualted it in an elevator. We took it out of that context and put it in the real world context and we wanted to see how people would react and it was those reactions that you pointed out earlier which makes it work. Theres another video that includes a reaction that has taken place is in the real world. It is a hovercraft but it is a hovercraft that is made as a golf cart. Oakley came to us with their golfer and wanted to energize the connection between this guy who loves stock cars and what could we do. Hottest golfe cart in the world by making a hovercraft golf cart that works. It works that people are buying them through a little entity we have created. We noticed that crispus this gerald is featured in this at and he talks about how it is less punishing on the greens because it doesnt exert as much pressure when walking through the feet. This is a company that we hire to do this. This is far less than one foot on a golf course. This is actual viable. Do you see yourself hovering over this . Golfer but i do think that most interesting things is that these advertising gets picked up as content. Get spread they around. There is an experiment going on involving you. What is happening there . That is a video where they came to us to promote the walking dead. We came up with a concept where what would happen if people did not have walking dead anymore and they had to be employed as workers in new york and we had police and firemen, all sorts of zombies trying to adjust to new york life and he not work out very well. Are you a prankster in your real life . We you the kind of guy that should watch out for . Yes, i rested development. That is who i am. What is really clever and original and surprised people, step outs, we dont of the box and cebu. They make really crazy elaborate hightech objects and create scenarios. Popcorn machine that pumps and it shoots popcorn into your mouth. We have an upcoming video that is going to let people see. Oh, come on. It is coming out on january 17. Stay tuned. Have something pretty crazy for this movie movie. Can people see these if they go to your website . You can see all of the videos. They moved the promo. It will be coming out in due course. It would be equally as surprising as our other videos. You can do the look. He went over 50 million. You have to change the contract. This is tremendous. It is not like a tv commercial because ours incorporate the media but it is free into the production. They are getting free media globally and online as well as the production. It is much more efficient than commercials because once you stop paying for them media, you disappear. In that case you keep on giving and giving. Commercials cost about 100,000 just to air one. This can cost 10 million for a company to do that and they dont do that. They buy the cost of production which is up 750,000. Then it takes off and he gets picked up on the today show. That. As going to say thank you both for much. James percelay, the founder of thinkmodo. You guys are great pranksters. To read the latest edition of Bloomberg Businessweek, just download our application. East coast,n the you might need a generator. Dont have one . Our next guest will tell you everything you need to know to be prepared for the first storm of 2014. From new england to new york city, all the way to philadelphia, they are bracing for bitter cold and this will likely cause numerous Power Outages. My next guests company could be in high demand. The chief executive of generac joins us from the walkie wisconsin. Aaron jagdfeld, good to have you with us. Tell us what you have experience in terms of whether and how people might want to prepare. We had this in the upper midwest. We are just north of chicago. We had some pretty good snowfall. To the east of us and michigan, we had a pretty good ice storm. A lot of what it was going into michigan and in the toronto area. Unfortunately, when you have an outage, Everyone Wants a generator. They have become in very high demand and trying to find them. Lets say that you have some foresight and you have decided to investigate this whole world. Give us an idea of the range of generators that you make and perhaps the unknown applications for some of them. Are looking at a small portable generator. This is how people resolve Power Outages for a long time. It is a gasoline powered generator. The berkeley a rope start. You have to cross and the refill the gas. You have a rope start. It works in a pinch. We have seen a migration to a more permanently installed solution. This is a category that in the past decade has taken off and these run off of natural gas and propane are fully automatic. You dont have to be home. The product steps up from there. Businesses without power. You cannot create any revenue and you have inventory spoilage issues. The mobile towers themselves, the mobile cell phone towers, towers need power as well. Good markets to be had. Businesses such as filling stations or parking garages, if they dont have power, youre not getting gasoline and youre not getting out of that parking space. Thats right. When the grid goes down, homes, businesses, theres just so much, particularly when you get into things and the hospitals, that typelaces where of daily care is necessary. Dependent we become on electricity, the more you need to have a backup strategy. Superstorm sandy a moment in which the realization that backup generation was a mainstay . Was that a real moment in your history . I think it certainly was if not to become a watershed event it was a strong reminder to people how fragile and frail the grid is. When you have an event like have in a heartbeat you two weeks of no power for people chaos. Is such a massive the infrastructure from filling stations to Everything Else is dependent on that power. Basically, life gets very permanent difficult very quickly when you dont have it. I want to thank you aaron jagdfeld, the chief executive of generac. The s p 500 lower by 60 points today. The Dow Jones Industrial average falls 135 points. The nasdaq declined 33. Thank you for taking stock, good night. Lex live from pier three in san francisco, welcome to the late edition of bloomberg west where we cover the technology and Media Companies that are reshaping our world. Our focus is on innovation, technology, and the future of business. Lets get straight to the rundown. To facebook users file a lawsuit against the social network saying its scanning private messages to better target advertising. Facebook calls the lawsuit without merit. Expose the names and numbers m