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Sweeps is under way across the country, but the specials and stunts are not having an effect in New Orleans. For the third time since Hurricane Katrina lashed the Gulf Coast, New Orleans is being forced to sit out a ratings period.

Nielsen is challenged to amass enough participants for an accurate survey, and forming a new sample would be difficult since there is no reliable data on the area population. Local media executives estimate that November will be the earliest that ratings will be restored, but Nielsen says it does not have a definitive timetable.

The lack of Nielsen data—the currency for TV-ad sales—is forcing media buyers and station managers in the Big Easy to improvise. At ad agency Zehnder Communications, for example, media buyers are using old ratings books and current national ratings to estimate local numbers and negotiate rates. Similarly, station salespeople are dusting off old books and polling affiliates in other Southern markets for ratings. Even without ratings, local executives say business is slowly improving.

With some residents returning, auto dealers, furniture stores and home- improvement retailers are advertising aggressively. The insurance and help-wanted categories are also strong. But with a labor shortage in New Orleans, Brown says, some businesses, including fast-food and some retail, have been slower to return.

Before hundreds of thousands of residents fled in late August, New Orleans was the No. Post-Katrina, estimates call for the market to shrink to about 1 million viewers. But it will be hard for Nielsen to get a firm count until the government conducts a census, which could happen later this year. Some stations are doing their own research: WWL contracted research firm GCR to track the migration and deliver demographic estimates.

Further complicating estimates, say local execs, are short-term living situations. Some residents are staying with family members in the area but are not counted as a separate household. Other New Orleaneans are temporarily living in other cities and planning their return. Officials expect a large number to come back this summer, after their children finish the school year.

Even so, local media executives agree that the audience in New Orleans has been dramatically altered, and many African-American residents who left the city are not expected to return. At the same time, the Hispanic population is expected to increase as temporary workers settle in the region.

New Orleans has several Spanish-language radio stations but no TV stations. Nearby Louisiana cities are making gains. Baton Rouge and Lafayette have seen population increases. During November sweeps, stations in those markets reported higher ratings. But, for broadcasters in New Orleans, the rebuilding continues. During the storm, all but WWL were knocked off the air and now need to repair and improve facilities.

WWL has postponed building a new facility. Station managers remain steadfast. Artboard Created with Sketch. Losing African-Americans Even so, local media executives agree that the audience in New Orleans has been dramatically altered, and many African-American residents who left the city are not expected to return. Biloxi, Miss. The television industry's top news stories, analysis and blogs of the day.

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Continue reading Online Marketing Lecture My talk explored new ideas to take AdWords to the next level and unlock its creative potential. Now 13 years old, AdWords has definitely grown into a very specialized industry. What a waste of creative mojo! Will it need separate budget-buckets and will you need to convince clients from time to time? But you should also always feel free to test-run some crazy ideas under the radar and amaze your peers and clients out of the blue with cool stuff you believed in and worked on. Feel free to go through my slides and leave your comment if you agree or disagree.


Hard Times in the Big Easy



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