Web shoppers differ from real-world shoppers

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A new survey from SRI International, Menlo Park, Calif., says marketers that want to succeed on the World Wide Web must appeal to well-educated but affluent consumer groups that represent 25% of the U.S. population but are under-represented online. The survey of 5,500 Web users found that 50% are "actualizers," the early adopters of technology. Actualizers make up only 10% of the total U.S. population, however. In contrast, "achievers" (upscale, family-oriented adults) and "fulfilleds" (intellectual analytic types) make up 26% of the real world but only 19% of the Web population.

American Airlines will be the first sponsor of a World Wide Web travel guide making its debut on Wired's HotWired on July 1. The guide, called World Beat, will incorporate content from Rough Guides, a U.K. publisher of hip travel books. Users wil be able to consult reviews and descriptions of hotels, restaurants, clubs and bars around the world.

decision on Hispanic account
Ford Motor Co.'s Ford Division this week is expected to announce the winner of its Hispanic ad account review, Automotive News reported. Mendoza, Dillon & Asociados, Newport Beach, Calif., is the incumbent.

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