Lonely Planet, best known as a traditional travel guidebook publisher, is announcing a new U.S. head tomorrow–John Boris of Zagat Survey–as it increasingly moves to reposition the company as much more of a “cross-media” platform.

As the paid versus free content online debate gets louder over the next year, how well known brands like Lonely Planet–which has a strong reputation among consumers–handle the fallout will be more and more interesting to watch.

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Former Bebo CEO Joanna Shields and Shine Group Chairman and CEO Elisabeth Murdoch have formed a content start-up to produce across media platforms, both online and offline, with a focus on social engagement, according to sources.

The new venture, which does not have a name, is being financially backed by both Shine and Shields.

Based in London, it will invest, develop and partner to create a variety of content offerings that also incorporate interactive and social networking elements.

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Last night, “The News Hour With Jim Lehrer” aired a piece on “how technology companies are innovating amid the recession by designing popular new smart phone applications.”

BoomTown was to talk about how perhaps not all of the 65,000 apps being created by legions of third-party developers for the Apple iPhone will result in gold, diamonds and unicorns raining down on entrepreneurs.

Oddly enough, I somehow went all Jules Verne at the end and started talking about screens on coffee tables, so I am obviously just as bad.

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One of my favorite “world-of-the-future” videos recently has been one done by Microsoft Office Labs, because it does not seem ridiculously fanciful or impossible to imagine actually happening sooner than much later.

But, of course, the folks at IGN.com’s Sarcastic Gamer managed to find the perfect way to poke fun at the video in a spoof that hit the target deftly.

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Twitter will unveil a new main homepage next week at Twitter.com, said co-founder Biz Stone, in order “to better show who we are.”

In an interview with BoomTown this afternoon, Stone said the current page is essentially confusing to the masses of people who come to it, made aware of the microblogging service by the massive media hype it has received over the last year.

People arriving at the new main homepage will be greeted by a search box, information on Twitter trends and a panoply of more specific information about how they can use Twitter.

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When Sun Microsystems Gadfly-in-Chief Scott McNealy made his infamous statement about online privacy online in 1999, there was a horrified hubbub at the time that he had the audacity to say such a thing.

You know, that he actually uttered such a terrible thing as the truth.

What a shock then that everyone is now in yet another tizzy about Facebook changes to its Terms of Service, which pretty much state the obvious again by noting that Facebook archives info you posted, even if you quit the service.

As in: You cannot take it back, if you have shared with 476 of your closest “friends,” your bikini shots from Cabo.

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Displaying BoomTown’s advanced age and elephantine cache of meaningless tech memories, after news yesterday that the software giant was plunging into the retail market, I was surprised to find little mention that Microsoft’s last store effort had ended in failure in 2001.

That’s not to say it’s a particularly good or bad idea to hire a former Dreamworks and Wal-Mart exec named David Porter as vice president of retail stores to create Microsoft-branded stores–or as the company announced yesterday, “to create a better PC and Microsoft retail purchase experience.”

Just as long as the Zunes go on the back shelf!

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As former Disney CEO and online video investor Michael Eisner said in a recent onstage Q&A appearance about what works for video on the Web: “Sex seems to work. User-generated, sports, news, anything with Sarah Palin works.”

Indeed, anything with Sarah Palin.

Here is the latest Internet effort, an unusual interactive site called PalinAsPresident in which you click on various items in the Oval Office, where Palin is sitting behind the desk, to hear funny remarks from her.

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