Hugo Powell, the veteran marketer behind Labatt’s Ice Beer and recently elected President and Chief Executive of Interbrew SA, believes that the explosive growth of the Internet - it already has a 39 per cent penetration in U.S. homes and is expected to rise to 61 per cent in five years - will further the market fragmentation that has become the marketer’s nightmare. What makes matters worse is that the Internet users are disproportionately the younger, well-educated and wealthy groups that advertisers are trying to reach via mature media such as television.
"Television for these people is Internet", Mr Powell declared.
