• The New York Times, Friday, September 28, 2007 11:11 AM

Partnership for a Drug-Free America is 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 TV television outlets like broadcast networks.

In addition to using the Internet, the Partnership is experimenting with ads on cell phones and is even looking into opportunities in the new media, like ads in video games.

One new initiative is 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. In introducing Time to Talk last month, the Partnership teamed up with Yahoo!

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