P&G Ad Efforts Moving Online; Exits TV Soaps

CINCINNATI -- Goodbye, "Guiding Light." Hello, YouTube. Procter & Gamble (PG), whose sponsorship of daytime TV dramas helped coin the term "soap operas," has pulled the plug after 77 years. Instead, the maker of Tide detergent and Ivory soap is following its customers online with a big push on YouTube, Twitter and Facebook. "The digital media has pretty much exploded," P&G marketing chief Marc Pritchard said. "It's become very integrated with how

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