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Here is another reason why marketers should think twice about their media basket: Turns out the newand-improved channel for receiving household product information may not be so new after all. In fact, it is the same formula as last year.

Except for that added hint of the web.

An extensive survey of consumers in the U.S. and Canada reveals that people still prefer to hold the information they get about laundry detergents, air fresheners and other household products in the palm of their hands. U.S. respondents rank newspapers, brochures and family and friends as the top methods of receiving weekly information, according to a survey from ICOM, a division of Epsilon Targeting.

Canadians followed a similar pattern, though they are more likely to get their information from brochures – 66 percent, compared with 36 percent of US respondents.

In short, consumers still prefer those tried-and-true communications that have dominated for years, for reasons of convenience, privacy and the simple pleasure of receiving personal mail about a new product. In categories such as personal care, food and cleaning products, consumers are almost three times as likely to prefer to get their information offline.