Extension faces unprecedented competition in the information marketplace. Although this is not a new concern, today Extension's competitors are no longer an abstract potential. They reside in our homes across the country. Is the past truly prologue? Is Extension destined to continue to experience erosion of audiences and political support? Or are there opportunities for Extension professionals to step up and stem the flow? The answer to the last question is yes, but doing so will take an understanding of the new competitors in the information marketplace and investments in innovation that do more than just sustain Extension's current market position.

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