According to the Jupiter Research report, "Viral Marketing: Beyond Social Media," summarized by Internet Retailer, 20% of online advertisers surveyed say they plan to test viral marketing ithis year, but Jupiter also found that most consumers don't trust product information they get on social media sites. The report notes that advertisers will plan for this by supporting viral campaigns with more conventional forms of online advertising,

A new analysis from Scarborough Research of "Integrated Newspaper Audience," a measurement that combines the audience of traditional printed newspapers with the audience of their websites, found that newspapers are successfully extending their reach beyond the core printed products, resulting in net increases in audience. The "Online Exclusive" audience, the audience that reads a newspaper's website but not its printed version, accounts for two to 15 percent of the Integrated Newspaper Audience of the publications examined in this analysis, says the report. This represents hundreds of thousands of readers for many newspapers in larger markets.

A new study by Universal McCann, "The New 'Digital Divide', How the New Generation of Digital Consumers are Transforming Mass Communication," concludes that consumers are increasingly relying on non-traditional platforms for entertainment, news, social interactions, shopping, and other daily activities. The Executive Summary reports that there was a time when music was the great divide between generations. Today, technology has become the source of the "generation gap." A younger, tech savvy segment adopting new media platforms, with the 16-34 age group leading the way in socializing

WebSurveyor Corp., partnering with Internet Retailer released an August survey of IR e-newsletter readers revealing that web merchants have very ambitious plans to increase both the size and scope of their e-mail marketing efforts. 18.4% expect to grow their opt-in lists by more than 50% within the next year, while another 25.1% will increase their lists by 16% to 50%.

Nielsen//NetRatings announced the top 10 fastest growing shopping destinations with back to school online advertising campaigns. Ebags.com took the No. 1 spot, growing 118 percent from a unique audience of 582,000 in July to 1.3 million in August 2006. Office Max followed at No. 2, while LLBean.com rounded out the top three, growing 16 percent.

Local online advertising faces another banner year in 2007, says Borrell Associates in their recent research release, as local businesses continue to seek new, more efficient ways to drive traffic to their Web sites and to their businesses. It will grow to a $7.7 billion category in 2007, reflecting 31.6 percent growth over 2006.

The Value of Magazine Readership study, from the Magazine Publishers of America, suggests that many assumptions may not be accurate about the connection between consumers' reaction to magazine advertising and the price paid and circulation source for the magazines that they read. This report shows that price paid and circulation source do not predict reader engagement or demographics."

Hitwise recently announced that Google was the top U.S. search engine responsible for 14.93 percent of U.S. upstream visits to the Shopping and Classifieds category for the week ending August 26, 2006, while Yahoo! Search was the second most popular, accounting for 4.69 percent of upstream visits for that week.

In the latest BIGresearch Simultaneous Media Survey of over 15,000 people, Opportunity-Minded and Active Explorers segments topped the list of those who regularly or occasionally offered their opinions on what to buy and where to buy it to family, friends and co-workers.

A deeper look at both TV and Radio Online, with sites, demographics, advertisers, advertisement types, sizes and delivery technology.