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...empire [Feb. 20]. But did TIME's reporters walk out of the "Googleplex," the company's headquarters in Mountain View, California, really understanding why Google is so successful? Google's triumph lies in its enormous user base. Growing that base to infinity plus one is far more important than ad revenues. Once you have the most wanted product in the universe, you have a googol (1 followed by 100 zeros) possible ways to make money. John Skelly Mons, France...
...place, it seems, is ad free, not even a public toilet--now a venue for motion-activated talking posters. Catherine Moran of Lifetime Television, which has a 20-sec. plug for the reality show Cheerleader Nation airing in stalls in 15 cities, calls the "guerrilla" gambit "very intrusive--in a positive way." In fact, consumers say advertisers may be flushing away goodwill. Says Leia Jervert, who heard the ad four times in one restroom visit at a New York City pub: "I would prefer not to have my business solicited when I am doing my business...
...treatment, like getting to shake hands with the President in front of Air Force One, would voluntarily talk up Republican policies to their friends. "It's one of the reasons I think we doubled our support in Ohio among African Americans," says Mehlman. "Rather than running a television ad, we had thousands of feet on the street. If a fellow member of your PTA tells you that George Bush cares about education, that has credibility that a paid canvasser or an ad will never have. You'll see a lot more of that...
Overall, the death of the October ad blitz should make for a more meaningful campaign. "All of this allows politicians to come to voters in ways that are more germane to their lives," says the NDN's Rosenberg. "They'll need to raise less money to reach them, and they'll pay more attention when they do. It's great for democracy." Even if it's bad for Wheel of Fortune...
...Cross series, Patterson knew he'd written a best seller--so he took control of the way it was designed and marketed. When his publisher told him it wasn't interested in running a TV campaign, he called in a few favors at J. Walter Thompson and shot the ad with his own money. He wasn't jazzed about Spider's cover, so he redesigned it. "They'd done a cover that had a kid's sneaker on it, with a little blood on it, and I went, I don't know, it didn't do anything...