Erin White, writing for the Wall Street Journal, reports on a study produced by the University of London's London Business School and French ad firm Havas SA. that indicates that marketers plan a long-term shift away from traditional media advertising and toward other marketing services, particularly Internet marketing and direct mail. Patrick Barwise, a London Business School management and marketing professor, and one of the study's authors says, “email and web sites are more measurable and seen as good value for money as people get better at targeting."
A survey of adults 50 and older was conducted on the SeniorNet website from late September through early November, 2002. 2084 individuals voluntarily responded to a set of questions related to their use of the Internet, reports Stacy Dieter, Senior Vice President of Business Development and Public Relations.