Saturday, August 27, 2011

Synthonix Rings Up an Advertising Coup

Gotta hand it to 'em: Synthonix sure can print a convincing ad!

One of these things is not like the others! Credit: Synthonix, Inc.
The Wake Forest, NC company has taken out a few full-page ads in C&EN: clean, simple black structures on white backgrounds, illustrating the wide variety of oxetane, azetidine, and spiro-heterocycles intended for stitching into med-chem lead molecules. But their latest ad, a portion of which is shown here, takes the cake.

As any Linnaean taxonomist can tell you (*Kings Play Chess On Fat Grey Stools, anyone?), classification runs deep in the scientific blood. When you consider the sheer number of organic molecules that can exist (10^60 potential molecules of 500 MW or less?!), please forgive the namers for getting a little punchy. Molecules garner nicknames based on their appearance (propellanes, cubanes), their smell (putrescine, cadaverine), or other chemists (bullvalene)!

The naming convention for small, 5-membered heterocycles proceeds thusly: start with Latin or English names of the heteroatom, and add "ole" to the end (rhymes with "pole" or "coal," not like OlĂ©!).

Phosphorus? = phosphole. Sulfur? = thiazole. And arsenic...?

(I'll let you figure that one out)

 (*Kingdom, Phylum, Class, Order, Family, Genus, Species...Bio 101 FTW!)


  1. No, no, it's King Philip Crosses Oceans for Good Spices!

  2. @CJ - Boy, did you ever learn it wrong! :)
    Was it Roy G. Biv, too? Perhaps lefty loosey, righty-tighty?

  3. They never warned us about Tribes, Infra-Orders, or Infra-Species! Gaaaaah!

  4. King Philip Comes Over for Good Soup!!

  5. No, no. Its, "King Philip Cried out, For Goodness Sake!"