Dewar is considering the use of new media capabilities. The company has committed resources for a new CD-ROM magazine, starting in 1994, and his first experiment with new media. During 1994, a number of options were presented as Leo Burnett and S & S, including other CD-ROM "digizines" and World Wide Web sites. Jamie Prusak now have to decide how to evaluate these new features, as well as several other lower media technology alternatives in terms of cost, efficiency and effectiveness, as well as the long-term impact on the two brands of target markets. "Hide
by Alvin J. Silk, Lisa R. Klein Source: Harvard Business School 16 pages. Publication Date: March 27, 1996. Prod. #: 596094-PDF-ENG
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