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Traditional Media Losing Viewers, CPG Advertisers to Net

Jupiter found in a survey that U.S. adults are twice as likely to prefer the internet as their leading information source versus magazines and TV. This hasn't put much fear in the hearts of television and publishing executives, but another portion of the study shows that traditional consumer packaged goods companies are aggressively upping their internet efforts, potentially at the expense of traditional media buys. Jupiter's David Card called the phenomena "a double risk." He said it was especially risky for women's service magazines, a traditional source for household information. Many of them have avoided pushing online sponsorships on their sites for fear of infringing on print sales.

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