Media information, June 2011
FOR IMMEDIATE RELEASE

Privacy and property of data in the 'Cloud'
Is the property of a company secure in the Cloud? Is the Cloud the end of privacy?

Fashionoffice has outsourced its IT since 1996. Today, the data-business calls this praxis 'Cloud Computing'. 'Cloud Computing' means that parts of a company's property (such as copyrighted content) are given into the hands of IT-specialists who are storing and delivering data on/with their technical equipment. The 'Cloud' is a necessity especially for small or media sized companies as it is not possible for them to update the IT as fast as it changes.

Privacy
Fashionoffice has agreements with international renowned and trusted IT-companies for web technique, statistical measurement, advertising, and for the transfer of own data streams to reach a high privacy level. Privacy is already protected by law (human basic right) and not a new rule only because a technical innovation hits the market.

Data as personal property
While working with soft- and hardware from IT-companies, Fashionoffice has found out that the data of the magazine delivered by a data center (hard- and software for Fashionoffice) and analysed by the software on the hardware of statistic specialists like Google Analytics, DoubleClick, and Quantcast are serving anonymized results that are obviously biased. A characteristic of the 'Cloud' is that the data (content streams, statistical results) are not in the exclusive property of Fashionoffice as the magazine uses the property of others for the delivery and statistical measurements. The Cloud shows its foggy nature when obviously irregular statistical results are not caused by one of the contracting IT-services, which are as interested as Fashionoffice to deliver good quality.

Find below the geographical data of Fashionoffice from February to May 2011 (distribution: 172 countries; delivered by DoubleClick for Publishers) as well as people, visits and page views tracked by Quantcast which are showing massive differences for the amount of people and page views from Germany; compare the Quantcast statistics with DoubleClick for Publishers – both tools are accredited by the MRC (Media Rating Council).

1 - 28 February 2011		1 - 31 March 2011		1 - 30 April 2011		1 - 31 May 2011
COUNTRY	IMPRESSIONS	COUNTRY	IMPRESSIONS	COUNTRY	IMPRESSIONS	COUNTRY	IMPRESSIONS
Germany	120,777	United States	56,238	United States	49,325	United States	54,519
United States	53,925	Austria	51,316	Austria	44,403	Austria	46,517
Austria	48,265	Germany	23,880	UK	15,143	UK	24,375
UK	23,168	UK	22,490	Germany	15,325	Germany	22,886
South Korea	9,792	South Korea	10,107	Canada	8,927	Spain	13,418
Canada	8,930	Canada	9,326	Netherlands	8,093	China	11,669
France	7,826	Netherlands	9,018	Italy	7,361	South Korea	8,874
Netherlands	7,318	France	8,736	Poland	6,974	Netherlands	8,336
Italy	7,059	Italy	8,379	China	6,974	France	7,889
India	6,197	China	7,295	Australia	6,092	Italy	7,367
Brazil	6,165	India	7,106	France	6,169	Canada	6,630
Australia	5,753	Australia	7,031	South Korea	5,844	Australia	6,361
China	5,529	Poland	6,176	India	5,609	India	5,549
Russian Fed.	5,239	Brazil	6,173	Russian Fed.	4,782	Russian Fed.	4,355
Thailand	4,993	Spain	5,883	Brazil	4,813	Brazil	4,423
Poland	4,932	Russian Fed.	5,510	Spain	4,377	Turkey	4,095
Spain	4,682	Switzerland	4,682	Turkey	3,939	Belgium	3,438
Switzerland	4,212	Hong Kong	4,597	Switzerland	3,547	Poland	3,485
Mexico	3,820	Turkey	4,291	Belgium	3,192	Viet Nam	3,141
Turkey	3,575	Belgium	4,179	Mexico	3,166	Mexico	3,130
Source of the Impressions/Inventory (incl. 320x50 Mobile Leaderboard): DoubleClick for Publishers. Media facts and figures Fashionoffice are published on fashionoffice.org/contact. Note about the variations (minus 87% in April) concerning the country 'Germany': Fashionoffice has checked the reliability of the data several times even on occasion of similar variations; according to officials and authorities of the internet, the variations have to be explained from the view of internet as an eco-system which is regulating itself.

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