ClickZ: Media Multitaskers May Miss Messages

New and seemingly proliferating studies show that people use more than one medium at a time, often listening to the radio while web surfing or reading in the presence of a turned on television. Which begs the question, which impressions are getting the attention of the consumer?

One study shows that four out of five business users, for instance, pay more attention to one medium over another, making for a very unequal effectiveness in advertising. When asked which media get the attention, the top answer was the Internet (two out of five people), followed by newspapers and then television (one out of five people).