Most read stories in advertising, marketing, media and PR (30 Sep - 6 Oct 2012)

Saturday 29 September - Friday 5 October

News International to close Eureka as advertisers retreat - News International is set to close Eureka, the monthly science and environmental magazine distributed with The Times, this week following a sustained loss of advertising. (Media Week: Monday 1 October)

Mercedes asks Twitter users to choose outcome of TV ads - Mercedes-Benz is handing over the storyline for its latest series of ads to Twitter users, for a spot due to air at the weekend during 'The X Factor' on ITV. (Campaign: Monday 1 October)

Paddy Power ‘sky tweets’ ambush Ryder Cup - Paddy Power ruffled the losing US Ryder Cup golfers' feathers at the weekend with a stunt in which it took to the sky to deliver encouraging and provocative "sky tweets", supplied by European fans. (Campaign: Monday 1 October)

Tesco plans to open up data with Clubcard Play scheme - Tesco is to hand consumers control of data on their own shopping habits for the first time, in an attempt to make its Clubcard scheme more transparent. (Marketing: Tuesday 2 October)

Cadbury wins battle for colour purple against Nestlé - Cadbury has won the right to prevent other chocolate makers using its shade of purple in their packaging, heading off a legal challenge from rival Nestlé. (Marketing: Tuesday 2 October)

Google’s new guidelines impact PR, social, affiliate marketing and SEO - New York Mayor Michael Bloomberg put his name to the proclamation that cites a strong tech community, digital growth and the goal of being the world’s premier digital city. (The Wall: Wednesday 3 October)

Twitter teams up with Nielsen for brand impact measurement - Twitter is to team up with Nielsen to measure brand impact on Twitter for the first time. (The Wall: Wednesday 3 October)

Mindshare to retain £550m Unilever Western Europe - Unilever is set to reappoint Mindshare to its £550 million media planning and buying account in Western Europe after an intensive nine-month review process. (Campaign: Thursday 4 October)

BrandMAX 2012: ‘Social is not a marketing play’ says Barclaycard digital director - Social media is "not a marketing play, it is a company play", which should be used across the business and not just as an acquisition tool, according to Ben Padley, global digital engagement director at Barclaycard. (Marketing: Thursday 4 October)

Virgin Media on hunt for consumer help around broadband campaigns - Virgin Media has initiated a search for a retained agency as it attempts to capitalise on a year of momentum-generating broadband campaigns. (PR Week: Thursday 4 October)

PRWeek unveils the Best Places to Work - Burson-Marsteller, Lansons Communications, Man Bites Dog and Boehringer Ingelheim have been crowned the PR industry's Best Places to Work, according to PRWeek's annual awards scheme. (PR Week: Thursday 4 October)

Our most tweeted stories last week

How some brands talk on Twitter >> Possibly the greatest conversation on Twitter ever - There have been some inspired examples of brands on Twitter and showing how they are willing to engage, try something a little different, and win plaudits for it. (The Wall: Saturday 29 September)

Facebook officially passes One Billion users – launches first video campaign Facebook passed one billion users and to celebrate launched its first brand video ad campaign(The Wall Thurdsday October 4.