CS4 Illustrator - converting image to JPEG keeping exact image & transparency

I'm fairly new to Illustrator and am learning as I go along. I've been working on a logo with Illustrator and have been working on converting the file to a JPEG. On Illustrator, my logo has text and an object with a transparent background. I then "exported" the file to JPEG. But in the JPEG file my image appears on a white background. So it looks like my logo is embedded in a white 'box'. How do I keep the background transparent in the JPEG image? Help! Thanks.

You don't and you can't jpeg does not support transparency.
PNG and gif do however if used for the web. If using for print you can keep it as an ai file to be used in ID or Quark 8

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