NA50The elaboration of specific media-planning is necessary to communicate with an opinion leader. Opinion leaders in 27 product categories are selected from a 10,000 sample of French representative consumers. Magazine is the favorite media of opinion leaders; the more important is the number of product categories in which a consumer is leaders, the greater the media consumption. Leaders do not systematically prefer the Internet, their preference appears to be category specific. However, a second study conducted among 600 brand website visitors shows that brand sites represent a major information source for the leaders
