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nternet search engines
are great because they
give you unbiased, unfil-
tered access to raw infor-
mation, right?
Well, not exactly. Search
engines are free, but they're
for-profit businesses, and the
way they make their money is
by selling advertising. And not
just any old ads; the trick is to
provide advertising relevant to
your search.
That can lead to problems,
as Lycos — one of the real pio-
neers in the search engine busi-
ness, and still one of the most popular
— learned the hard way recently.
The problem started when Jews for
Jesus, a group that has poured new
money into its effort to convert Jews
to Christianity this summer, bought
advertising space on Lycos.
The result: when users entered the
search word "Jewish," advertisements
appeared hyping the group's newest
book, along with the usual links to
Jewish sites on the Web.
A few Jewish users were appalled, and
quickly sounded the alarm via private
e-mail and public mailing lists. Within
days, thousands of Jewish cybernauts
heard about the offensive ads.
And so did Lycos (www.lycos.com ).
The company "received a number of
e-mails from our users," said a rueful
Jim Snider, the Lycos general counsel.
"As best as I can tell, Jews for
Jesus acquired a large advertising
budget in the last month or two,"
he said. "They've been placing ads

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in all sorts of media."
He said the Lycos sales department
"should have been more sensitive to
this, but wasn't."
But not to worry: the Jews for Jesus
contract was to have run out on Aug.
6, and he said they would not be
allowed to renew.
Snider said the company is working
closely with the Anti-Defamation
League to make sure other offensive
groups do not buy content-related
advertising space on Lycos.
"I'm Jewish, and I have to be hon-
est: I don't like them. But that's nei-
ther here nor there; this is a business
decision. Providing advertising that's
controversial and offensive to a large
portion of our users is really not
something we're interested in doing."
By the way, the Lycos search engine
is much improved these days — not
as powerful as some of the others, but
better organized than many.
— James D. Besser

.

Seen On The Net

nterested in learning more
about science and technology
in Israel? Check out this home-
page with a big collection of
links to sites in Israel dealing with the
subject, as well as news of national
events and international conferences
and links to science and technology
job sites in the Jewish state.
— James D. Besser

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