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Advertisers Play Catch Up to Media Fragmentation

A new Yankee Group study of consumer media habits identifies the rapid spread of media fragmentation and consumer audience segment's multi-tasking approach to media consumption. This growing fragmentation yields a double edged sword for advertisers. Fragmentation and multi-tasking begets deeper and more effective targeting yet creates daunting marketing challenges.

Written by Steve Hall    Comments (0)     Apr- 2-04  

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