IP: PAYMENT BY THE WORD

[Dave Farber <farber@central.cis.upenn.edu>]

PAYMENT BY THE WORD
James Gleick reports that some Web-searching services will now let
advertisers sponsor an individual word.  For example, if you search for
"golf"at Yahoo, an ad for golf offers to let you win a set of clubs, and a
click on "golf" at Lycos gets you an ad and a contest offer from Cobra Golf.
Another example:  AT&T and Sprint both have bought the word "telephone" from
various search services.  (New York Times Magazine 5 May 96 p32)


the article also says that IBM bought words "Microsoft" and  "Gates" -- you
see an IBM ad