The problem of social networks as an advertising environment has been discussed for several years, but a solution still does not seem to have been found. As the latest figures from eMarketer show, social media only accounted for 5.5% of the digital advertising market in 2009. This represents a moderate increase on the previous year, when the share was five percent. However, unlike in many other advertising segments, there was still growth in this area and no decline. Industry experts are forecasting a growth rate of 14% for this year.
The fact that advertising in the social media environment has still not really taken off is partly due to the fact that the rethink on the marketer side is happening rather slowly. "Traditional advertising thinking is still widespread. However, advertisers need to understand that social networking is not a classic channel and should adopt a much more dialogical approach," David Nelles, Corporate Communications at the consultancy Virtual Identity, told Pressetext. It is important to focus on interaction with the user. "A banner on Facebook makes little sense, it's better to set up fan pages," continues Nelles. Media use has changed and most people first have to adapt to this. "However, there is indeed a development. It can be observed that marketers are gradually responding to the changes," says the social media expert.
According to eMarketer, one reason for the modest figures is the MySpace network, which has been stumbling for some time. The once popular social network, which also offered a broad advertising environment, is still on a downward spiral and is dragging advertising spending down with it. According to experts, advertising investments on the platform are expected to fall by 21 percent from 2009 to 2010.

The Swiss Multiple Sclerosis Society has commissioned Draftfcb/Lowe Group to develop and implement its new communication presence. According to a press release issued on Friday, the agency won the pitch.

Produced by Lobster Studios in Schlieren and hosted by Corinne Waldmeier, the show entertains with reports, studio guests and tips for all situations in life, according to a press release on Friday. The 25-minute weekly magazine program, which is broadcast daily, draws attention to leisure trends and everyday pitfalls and shows viewers tricks that make life easier. "We offer service and entertainment at the end of the day and thus close a gap in Swiss TV programming," says Mario Aldrovandi, CEO of Lobster Studios. In addition to a VIP guest, each show will also feature an expert who will present a consumer or savings tip. The guest in the first program is Hausi Leutenegger. The former Olympic bobsleigh champion tells us how he managed to reduce his weight and how he lives without Cüpli and cigars.
"Memo" is broadcast daily at 5 p.m. on Tele Züri and every Wednesday at 6.20 p.m. on Tele Südostschweiz with hourly repeats until Thursday lunchtime.

Almost 1,000 websites were registered for the seventh selection of the "200 best websites in Switzerland 2010", as detailed in a press release. While the experts (Sibylle Buff and Dr. Peter Hogenkamp, Usability; Markus Gabriel and Christian Schwengeler, Innovation; Bruno Habegger and Roger Hausmann, Content and Design; Dr. Pascal Sieber, Usability) concentrated on their specialist areas, the Anthrazit users assessed the overall impression of the websites. Both the jury and users assessed the websites using the newly developed voting system, which collated and weighted all the ratings and evaluated them according to a special algorithm.
The result: the "200 best websites in Switzerland", divided into 16 categories. It is striking how many websites are now optimized for mobile devices. "More than a fifth of the award-winning websites have been specially developed for mobile devices", explains publisher Christian Schwengeler, "the Internet is definitely going mobile, and this choice is impressive confirmation of that".
> To the award-winning websites (pdf)

Post Finance is moving closer to its customers - even when withdrawing money. In future, more mobile Postomats will be installed in seasonally busy locations. For the first time this winter on Kleine Scheidegg.
The mobile Postomats were advertised by In Flagranti. During the peak of the ski season, including during the Lauberhorn race, checkpoint posters were placed on the ski lifts and posters in the mountain railroads. According to the agency, the typo headlines with pictograms are based on well-known ski slope and mountain world symbols. This way, all ski bunnies and après-ski fans knew where they could get money to spend.

Visitors will have the opportunity to choose their favorite for the Audience Award. For the first time this year, the Audience Award will be voted for in two stages: In the first step, every visitor to the Swiss Dialogue Marketing Exhibition can choose their personal favorite from the works submitted. In the second step, the selected works will be exhibited in a virtual gallery. This will be opened on March 16, 2010 at Dm-price.ch will be posted. Whoever receives the most votes in the e-voting goes straight to the Olympus of dialog - and wins the audience award from sponsor AZ Direct.
The exhibition is open to all interested parties. The official judging will take place at the beginning of March. The winner of the Audience Award and the winners of the other categories will be announced on May 28, 2010. The future dialog gods will be chosen at the Award Night of the Swiss Dialog Marketing Prize.
Museion of dialog art
Papiersaal, Kalanderplatz 1 (in the Sihlcity area), 8045 Zurich
Opening hours:
Thursday, February 25, 10 a.m. to 8 p.m.
Friday, February 26, 10 a.m. to 8 p.m.
Saturday, February 27, 10 a.m. to 8 p.m.

TV scheduling with PIN data has been standard in Europe for many years. In Switzerland, it is planned to also switch to PIN data with the opening of bookings in 2011. However, working with PIN data can only be done with an appropriate tool. It does not work with predefined plan values, but allows or requires the creation of own forecast values.
This new tool is called Evo Ad and is marketed by Publica Data. It replaces previous planning tools such as Mediaoptimizer or the Telecontrol Advertiser and thus enables TV planning from A-Z in a single tool. At an exclusive event for IGEM members attended by around 80 people, Publica Data demonstrated the capabilities of the tool, which will be available in two versions. Evo Ad Expert is designed to exploit all the possibilities offered by the use of PIN data. It offers much more than Mediaoptimizer and Telecontrol Advertiser in one. The license costs amount to 30,000 Swiss francs per year. Evo Ad Basic, on the other hand, allows simple forecasts based on past values and offers at least the functions of Mediaoptimizer and Telecontrol Advertiser in a single tool. With license costs of CHF 8,000, it is also significantly cheaper.
As a consequence, marketers will refrain from issuing their own forecast values in the future. For this reason, they will no longer be able to issue performance guarantees. However, they will increasingly adjust their prices during the year to the current performance developments of the TV stations. The main goal for the marketers is not to create a two-tier society and to make the TV genre even more attractive with a professional and up-to-date planning tool. All agencies - small, medium and large - should be able to continue planning TV with the new tool.
About the term PIN data
PIN data is person-specific usage data. This is raw data, which is collected by means of a telecontrol device and is made up of three characteristics: The socio-demographic characteristics of the panel participants (sample), their individual viewing behavior (program changes) and the time lapse to the second. PIN data already forms the basis for all TV tools such as TC2000, Mediaoptimzer and Publiplan and, depending on the tool, is supplemented with advertising block prices and performance forecasts. The forecasts form the basis for the performance guarantees of the individual marketers. In Switzerland, however, access to the PIN data has so far been subject to restrictions, which have not allowed individual target groups to be formed, for example.

This campaign focuses on the employees of McDonald's Switzerland, according to a statement from the agency. A representative selection of the more than 6,800 employees report in their own words on their career at McDonald's, their day-to-day work and explain what McDonald's means to them in general. One of the print subjects features Michael Pally, who became a restaurant manager at the age of 22 and leads a team of over 50 employees in this role. Like him, more than 60 percent of McDonald's restaurant managers started their careers as restaurant employees. The campaign also portrays the young student Gabriel Constantin, who partly finances his studies himself by working at McDonald's. Other key aspects of the campaign are the flexible working time model, which enables many mothers and fathers to balance family and career, and the strong representation of women at all levels. In the reportage-style web portraits, seven employees from all over Switzerland talk about their everyday working lives and in this way present the various job profiles in the restaurant.
The print campaign links to short reportage videos on the Company websitein which the employees themselves present the various job profiles.
Responsible at TBWA\Zurich: Sven Oeschger (Client Unit Director), Remo Christen (Account Director), Léonie Kelly (Account Manager), Urs Schrepfer (CD), Martin Friedlin (AD), Michael Kathe (Text), Dominique Magnusson (Graphics), Heiko Baumann (DTP), Toni Rubera (Image Editing), Raphael Brugger (Online), Agnes Meier (Print Production). Responsible at McDonald's: Thomas Truttmann (Marketing & Communications Director), Nicole Schöwel (Communications Manager), Sarah Melcher (Communications Consultant). Photography: Christian Grund. Film production: Christoph Rahm, Doppelrahm.

The mandate includes all communication measures in the B to B areas for Ewz.zürinet, the broadband network of the city of Zurich. According to the press release, the main communication task is to promote the implementation of the infrastructure in households and business premises in the city of Zurich.

The new "Operational Excellence & Customer Experience" division complements the previously established Business Deployment division, Cablecom wrote in a press release on Thursday. The "Operational Excellence & Customer Experience" team has a single task: to ensure that the same high-quality customer experience is offered wherever the company comes into contact with its customers.
In addition, the company systematically aligns its marketing and communication with existing customer needs in order to specifically address customers and their wishes with both its products and its customer approach.
Trine Olsen took over the position of Director Marketing in mid-January. Born in Denmark, she has lived in Switzerland for over ten years and holds a Master of Economics & Business Administration with a focus on international marketing. Most recently, she was Senior Group Brand Manager at Mars Switzerland. Her main task over the next few months is to define and implement Cablecom's new "Go to market" strategy and create a holistic new customer experience. In addition, Trine Olsen is responsible for ensuring that the company's overall customer-centric approach is translated into a new visual identity with the previously announced rebranding. However, according to the press release, Cablecom is deliberately only taking this step once the measures and improvements that have been introduced are also increasingly noticeable to the outside world.
David Patarica, who has held various positions at Cablecom for many years and has extensive experience in customer service, has been appointed Director Operational Excellence & Customer Experience. In his new role, he and his team will work closely with management to drive cultural change and the necessary process changes with a view to improving the customer experience.
Both Trine Olsen and David Patarica will report to Koen Verwee, Vice President Marketing and Product Management at Cablecom.

Since Thursday, all editorial information as well as the most important services have been available in the same way as the SF1/SF two version. All forms of advertising and sponsorship are also mirrored. The mirroring of some commercial sections such as travel, tourism or astro has been deliberately omitted, according to a press release. In future, the free pages will be used for projects with a greater affinity to target groups and broadcasters.

This is the highest number since 2000, explained the IPI in its annual report published in Vienna on Thursday, according to SDA. Iran is named as the country with the highest number of imprisoned journalists: More than a hundred reporters and bloggers have been detained there since the disputed presidential election in June.
"While the transition to the new millennium has been accompanied by enormous technological progress, we are still deep in barbarism when it comes to the targeted killing of journalists simply doing their job," writes the author of the report, Anthony Mills. The murder of 30 journalists in the Philippines in November had a serious impact. The Asian country thus tops the list of life-threatening countries for journalists with a total of 38 reporters killed, followed by Mexico (eleven) and Somalia (nine). It is followed by Pakistan, Colombia, Russia and Honduras.
Targeted attacks on journalists
Mills describes a new development in war zones such as Iraq, Afghanistan and Pakistan, where journalists are being specifically targeted. This has changed reporting on these conflicts, he says, with less coverage and a loss of understanding of these complex processes.
The IPI accuses the government in Tehran of censoring and banning publications, expelling foreign journalists and subjecting others to "unjust trials and torture". At the end of last year, dozens of journalists were still in custody awaiting trial. Overall, it is "still the accepted norm in the Middle East and North Africa that those who kill, attack and intimidate journalists go unpunished".