Public Service Groups Follow the Audience

PUBLIC SERVICE GROUPS FOLLOW THE AUDIENCE
[SOURCE: New York Times, AUTHOR: Stuart Elliott]
The Partnership for a Drug-Free America is joining its profit-making counterparts in radically rethinking its media choices, reflecting substantial changes in how its intended audiences consume media. The organization is making a major commitment to reaching the public, particularly parents, through the Internet while reducing the amount of advertising it runs on traditional television outlets like broadcast networks. The shift is illustrated by initiatives like Time to Talk, which the organization intends as a resource for parents seeking to discuss drug and alcohol use with their children. The focus of Time to Talk is a Web site (timetotalk.org), rather than a spate of glossy television commercials.
http://www.nytimes.com/2007/09/27/business/media/27adco.html?ref=todayspaper
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