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interactive local media


Interactive Local Media Advisory

LookSmart Looks Beyond MSN to Bid-for-Placement
Greg Sterling , 10/13/2003

Summary: Last week, LookSmart made two announcements, one "good" and one "bad." MSN has declined to renew the paid search provider's agreement and will no longer be distributing LookSmart's paid inclusion listings after January 2004. Simultaneously however, the company, which also owns search engine WiseNut, has launched a new pay-for-placement sponsored listings program that borrows "best-of-breed" elements from both Overture and Google's performance-based ad products.

LookSmart has tried to make its new product very simple for its existing 30,000 advertisers to try, and simple to use as a way to attract new customers. The company is also looking closely at "local" and trying to find ways to tap the large, underserved small-business market. The immediate challenge will be to retain its current advertisers and find additional, high-profile distribution to replace MSN.

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