As you fine-tune your school communications program, you might want to rethink your use of print and cable TV and focus more on eMail.

Two recent studies once again show a growing preference for eMail and internet-based communications among nearly all demographic groups.

For example, a recent survey of 4,000 adults in 20 cities conducted by Opinion Research Corp. and America Online showed that 41 percent of Americans check eMail first thing in the morning—and a whopping 61 percent say they check their personal eMail while at work.

Adding fuel to the fire, a recent online survey by Burst! Media found that internet use continues to squeeze out traditional media, with nearly 61 percent of all respondents saying they spend more time on the internet than a year ago.

And it’s not just teens. Close to 40 percent of all women and males ages 25-44 in the Burst! Media survey also report spending less time today reading newspapers, watching television, or listening to the radio.

While America’s love affair with eMail might have some employers pulling their hair out in terms of lost productivity, school leaders and PR professionals need to pay close attention to this critical market shift.

Parents and other key stakeholders clearly are using eMail in record numbers to communicate with teachers, research schools, investigate new programs, raise money for the PTA, and check their children’s grades and homework assignments.

While the traditional backpack method for parent communication still has its place for some school-based information, such as lunch menus, pizza nights, and field trip notices, we clearly need to shift more time and resources—including staffing—toward electronic communications.

In this day and age, I’d find it very hard to justify the time and money that many districts are still pouring into their print newsletters for parents and staff. Life just moves too quickly these days for these dinosaurs to be very effective.