MANY JOURNALISTS living in Israel woke up Thursday morning not only to the news of an escalation in fighting in the North but also to an e-mail headlined: Are you coming to cover the Lebanon border? War is war and business is business. Avigdor and Einat Rotem proprietors of Pausa, a guest house on Moshav Shaar Yashuv in the Upper Galilee, two kilometers from the Lebanese border seized the moment to enhance their business and messaged journalists who might be covering the clashes that "Pausa is a perfect place for accommodating journalists while working in the north of Israel." The message went on to list attractions such as WiFi Internet, comfortable suites, gourmet food, full support services, full privacy, a large comfortable meeting hall, a supportive environment in a rural setting located 20 minutes from the Hermon mountain and other strategic points. In the past, journalists covering events on the northern border who had spend several days or weeks in the area sought accommodation in immediately nearby Metulla or Nahariya. The e-mail included a link to Pausa's Hebrew Web site, which goes into far greater detail about the orchards of Shaar Yashuv, the surrounding vineyards and fisheries and various features including graphic descriptions of the cuisine, which is not kosher. THE ISRAEL-Australia Chamber of Commerce next week will host a farewell to Australian Ambassador Tim George, who is winding up his term. During his period in Israel, George and his wife Geraldine have frequently hosted Chamber of Commerce events, especially receptions for visiting trade missions from Australia or Israeli trade missions going to Australia. George will review the highlights of his three years in Israel after which the meeting will be addressed by Ronit Kan, director-general of the Anti-Trust Authority. THE GOVERNMENT has approved Finance Minister Avraham Hirchson's recommendation to have Eli Cohen, who was director-general of the Tourism Ministry during Hirchson's term as tourism minister appointed to the position of the Treasury's supervisor of wages and labor agreements. Cohen, 36, a Bar Ilan University graduate in political science and communications, was instrumental during his two-year stint at the Tourism Ministry, in advancing the ministry's Open Skies policy, bringing about a transformation in tourist aviation and influencing an amendment to the law that enabled increased flights to and from Israel, thus creating greater competition among air carriers with tourists as the beneficiaries. Cohen is no stranger to the finance ministry. He served as an advisor to Binyamin Netanyahu when the latter was finance minister. Before that, Cohen was an advisor to the prime minister. He has also worked in sales and marketing for a consulting firm and has held executive posts with the International Young democrats Union and the European Young Conservatives. TZUR, A provider of user-interface strategic designs and solutions has announced three new appointments. Michal Levin was named head of the UI (user-interface) team; Nina Idakov was promoted to manager of the graphic design department and Michal Fuchs was appointed communications and marketing manager. Levin, who has been working with Tzur as a UI architect for the past two years, will be in charge of an architectural UI team. Prior to joining Tzur, she spent two years at SmarTeam heading the QA group. A Tel Aviv University alumnus, she holds a bachelor's degree in psychology, communications and management. Idakov has been a senior graphic designer with Tzur for the past three years. In her new position, she will be responsible for the graphic design team, HTML programming and defining the design concept of all projects. Before joining Tzur, she spent three years as a freelancer working in graphic design and interior d cor. Fuchs will be responsible for PR, initiating contacts with potential clients, marketing and coordinating conferences and special events. The board of directors of Bezeq has confirmed the appointment of Eli Mizroch, 33, as deputy chief executive officer for strategy and business development. The appointment becomes effective October 1. Before making the move to Bezeq, Mizroch held a number of senior positions at Bank Hapoalim, most recently as manager of the marketing and strategic planning department of the retail division. Prior to that, he was manager of the bank's Strategic Management Center, after having previously managed the strategy unit in the retail division. A graduate of Capetown University, Mizroch, before making aliya, worked for the South African consulting firm McKinsey & Company. Mizroch is married and is the father of a daughter. THOUGH SOME of their clients might disagree, bankers do have good hearts and a sense of community responsibility. Case in point: Leumi CEO Galia Maor, who told Sderot Mayor Eli Moyal that the bank would like to share in the costs of the municipality's summer programs for youngsters. After examining the options the Bank's philanthropic committee decided to contribute NIS 100,000 to bus close to 3,000 youngsters from kindergarten age to mid-teens to various summer activities inside and outside Sderot. Without this help, many of the youngsters might have missed out. It's definitely a time for giving. The Israel Hotels Association has announced that people from the North are entitled to a 25 percent discount in hotels all over the country, while Habimah has announced that anyone from the North who produces an ID card as proof of where they live, can see a production free of charge. Zoglobek, the processed meat company, which happens to be located in the danger zone of Nahariya, with most of its employees living in the equally dangerous location of Shlomi, is distributing thousands of free gift packages of sausages to soldiers north and south, and to citizens of the north who are spending time in bomb shelters. Isracard is reducing its service charges by 50% to business enterprises in the North, as well as reducing membership fees and paying money owed in record time. Orange is giving a 50% discount on all SMS messages to people living in northern areas within rocket range, while the Jewish Agency, with the cooperation of Jewish communities worldwide - the United Jewish Communities, the Federations of North America and the Keren Hayesod-United Israel Appeal - in the space of a few hours raised $1 million to take hundreds of children living on the confrontation line out of the range of fire. And that's just a short list of the way organizations and individuals are opening their hearts, their homes and their pockets. THE NEW deputy manager for scientific studies at the Bruce Rapaport Institute for Biotechnological Research is Prof. Eli Sprecher, MD, PhD. Sprecher, who is a member of the faculty of medicine at the Haifa Technion, is a specialist in genetic skin diseases, and acquired his expertise at Thomas Jefferson University in Philadelphia. He currently heads the Laboratory of Molecular Dermatology in the Rambam Medical Center's Department of Dermatology. The laboratory's key purpose is to investigate the molecular basis of inherited skin diseases. Sprecher is a graduate of the Hebrew University Jerusalem. ITALY'S FORMER communications minister Maurizio Gasparri, 49, has joined the board of Telit Communications a global wireless communications developer and distributor. Gasparri who has been a member of the Italian Parliament since 1992, served as communications minister from 2001 to 2005. During this period he did not serve as a director of any company. Welcoming him on board, Telit CEO Uzi Katz said Gasparri's relationship to the company was a matter of great significance, especially in view of his broad experience in many areas of communications. Katz said that Gasparri's link with Telit would enhance the company's status worldwide. "THE FIELD of energy studies is crucial to Israel and to its continued existence as an independent country," said National Infrastructure Minister Binyamin Ben Eliezer at the launch of the University of Haifa's academic center devoted to energy studies. Headed by Dr. Brenda Shaffer, the center will be committed to research on energy and its implications for Israel. The Center will also serve as an independent vehicle that will provide information and assessments for decision makers and the wider public, specifically with regard to issues such as the privatization of Israel's energy industries and the development of long-term programs for improving Israel's electric supplies and energy-oriented security policies. THE AMERICA-Israel Chamber of Commerce and Industry in New York honored Elliott Broidy, chairman of Markstone Capital and his anchor investor, Alan G. Hevesi, the State Comptroller of New York, for their outstanding contribution to Israel's economy and people. Israel's Ambassador to the US, Daniel Ayalon was also honored for his role in enhancing Israel-America relations. The dinner was chaired by former Lehman Brothers vice-chairman and philanthropist, Harvey Krueger. Broidy reaffirmed his dedication to Israel's economic growth and security and said he believed that a strong and vibrant Israeli economy is the cornerstone to peace in the Middle East. NOTWITHSTANDING THE tense security situation, some of Israel's foremost personalities from business, industry, medicine science, the arts and politics, including Vice Premier Shimon Peres, turned out on Sunday night to salute Keter Group Chairman Sami Sagol at the launch of the Keter Innovative Design center in Herzliya. The launch was coupled with an exhibition marking the end of the first year of the division project in which the most outstanding graduates of Bezalel, Shenkar and the Holon Technology Institute are coming up with new design concepts that will be incorporated into Keter production lines. Among the exhibits, was a future plastic chair that Keter will manufacture and distribute worldwide. Sagol has built Keter into a multi-million dollar industry with 98 production plants around the globe, 95% of production sold for export and sales of $900m. In creating the innovative design center, Sagol hopes to harvest Israeli design creativity and put it in the service of industry, with the aim of multiplying Keter's revenues several times over. THE BOARD of Directors of Lahav Management Studies has announced the appointment of Udi Aharoni as general manager and academic director of Lahav in the Faculty of Management at Tel Aviv University. He replaces Dr. Ora Setter who served in the post for four years. A lecturer in business and innovative strategies as well as simulated business situations in the MBA studies program in the TAU Faculty of Management, Aharoni has also acted as a consultant to companies and organizations in the business sector. A TAU alumnus, he has a bachelor's degree in statistics and campaign studies, as well as an MBA. MEMBERS OF the business community are being increasingly wooed to join support organizations and institutions engaged in fund-raising for Israel's institutions of higher learning. Gideon Hamburger, the president of Harel Insurance is also chairman of the Friends of Netanya Academic College, and has just launched a campaign to boost the ranks of the Friends. One of his ploys was to tell a gathering that he convened that NAC is the only institution of higher learning in Israel that awards degrees in banking and insurance. Among the prominent personalities who already are, or soon will be, members of the Friends are lawyers Shimon Mizrahi, Ori Slonim, Yossi Gross, Pinhas Rubin and Yuval Levy. The business community was represented by Ami Sagui, Miriam Doron and Aliza Yaffo. Also present were Netanya Mayor Miriam Feierberg and former Israel Ambassador to the Court of St. James Zvi Stauber.