Ready for an example of a search engine using "traditional media" to advertise? All morning I've been hearing a commercial for the vertical search engine Answers.com on the Howard Stern radio show. The spot consists of Howard and his partner, Robin Quivers, conversing about how much they like and use the Answers.com service. Howard says it's great when helping a sixth grader (I think his daughter) with math homework. The commercial ends with Stern saying the service provides answers not links.
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