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We are past the time when you had to look at your communication plan and say "should we consider the Internet?" The following list demonstrates how you need to target your spend in every medium, including utilizing online delivery vehicles. Additionally, the messaging needs to have a more direct impact as society multi-tasks at a higher rate than ever before.

Multi-tasking Human Access:

While watching television
74% read the newspaper
66% go online

While listening to the radio
47% read the newspaper
57% go online
18% watch TV

While reading the newspaper
52% watch TV
50% listen to the radio

While on-line
20% read the newspaper
52% listen to the radio
62% watch TV

Source: BIGresearch SIMM survey - Oct 2003

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