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."