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Lessons from CyberspaceAfter throwing hundreds of millions of dollars into developing Net content, Microsoft has learned a thing or two. You can, too. SOFTWARE MATTERS: Microsoft thought content would be king in cyberspace. Not yet. So it is returning to its roots, developing huge databases of travel and entertainment information to help you do things such as search for the best airfare and then book the flight. LOCATION, LOCATION: Microsoft's reach used to be limited to the audience that it could pull into Microsoft Network and its Web sites. But building a mass audience is critical, so the company is cutting distribution deals with popular destinations such as CNET's upcoming Snap! Online site. ENTERTAINMENT IS TOUGH: Don't look for a counterpart to Seinfeld on the Web--at least from Microsoft. Efforts such as How Long, a trivia show, are gathering dust in the Microsoft archives. What works? Practical stuff such as MSN's One Click Away, a guide to help you navigate the Web. BANNER ADS DON'T CUT IT: To supplement banner ads, Microsoft is meshing ads with information and transactions. For example, advertising buttons on the Investor site link to stock-trading services such as E*Trade. In exchange, Microsoft gets premium ad rates.
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Updated Aug. 28, 1997 by bwwebmaster
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