ABSTRACT
When there were three broadcast networks that everyone watched, getting out public service messages was pretty straightforward. But, today, in an age where there is a cable or satellite channel for every possible interest, the one-size-fi ts-all approach no longer works. Americans consume more media today than ever before. From digital video recorders that off er more control over when and how we view our favorite television shows to the array of devices for sending and receiving information, from instant messaging and streaming content on computers to text messaging on cell phones, to downloading music, news, and video on palm-size MP3 players, how we use media is rapidly changing and with it traditional approaches to advertising are being challenged. In this new media environment, public service advertising needed to become more sophisticated or risk being lost in the crowd.
