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Losing mass: new media offers advertisers more than just eyeballs

News | 10/18/2007 1:33 pm EDT

No longer content to simply tell as many people as possible to ‘Just Do It,' Nike Inc. and many companies like it are finding it's more effective advertising to help people do it, keep track of how often they do it and introduce them to others who are doing it, too. And these companies are turning to the emerging global phenomenon of social networking to make this happen.  

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