New Pathfinder data released

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Arbitron NewMedia on Tuesday released the second phase of its benchmark Pathfinder study on the uses of new media, the findings of which spurred former P&G Chairman Ed Artzt to urge the advertising industry to get involved in interactive media. The new findings, more qualitative than the first phase, divide the consumer marketplace into eight attitudinal segments, including Fast Laners, Savvy Sophisticates, Moral Americans and Bystanders, that can be used as tools by new media providers to target services to different types of users.

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