Survey: Internet hurts TV, helps book sales

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A new survey from Coopers & Lybrand reports that consumers are spending $300 million to $600 million annually on books and magazines as guides to the Internet. Almost one-third (30%) of those surveyed use books or magazines to learn about the Internet; 65% of those who have looked at an online publication consider it a complement rather than a substitute to print.

Conversely, 58% of survey participants say their online time is shifted directly from TV watching time.

Respondents to the telephone survey of 750 households, conducted in the first quarter of this year by Response Analysis Corp., said the most common way they learn about Web sites is word-of-mouth (44%). Second was traditional media (39%), followed by browsing (32%). Most prefer advertising that comes in the form of information (41%) vs. entertainment (9%).

The survey was sponsored by American Express Corp., Chemical Bank, Eastman Kodak Co., Nynex, the U.S. Postal Service and other companies.

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