EXTENSION: ON THE BRINK OF EXTINCTION OR DISTINCTION?

Extension is rapidly being drawn into a competitive knowledge marketplace. This article looks at why and proposes a way to meet the resulting new audience expectations. Technology and escalating audience demands for anytime/anyplace access conspire to place Extension--a large, traditional organization--at a disadvantage. The authors propose a new and distinct virtual Extension competitor designed to meet dot.com's head on: e-CES. As Tom Peters says, "Become distinct, or become extinct."