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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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