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Profiting from the Virginia Shooting, and Other Big Stories

Posted by: Burth Helm on April 27, 2007

Last week I blogged the news that media outlets were buying search ads on keywords like “virginia shooting,” to drive traffic to their sites. That sparked my curiosity about what else the marketing and tech side does to assist the day a big story hits. So I teamed up with reporter Paula Lehman, and in this week’s issue, we took a look.

In the first post on this, I suggested that buying links in this way seemed tacky. While I was reporting the story, others argued that paid search ads were no different than the newsies of yesteryear shouting “extra!” on the street corner. I think that’s a valid point, though I’m still undecided.



News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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