We set up a beta site, a test site, with movie, music and book reviews. If you're reading them and you want to buy a book or a ticket for a movie that's reviewed on the site, you can do that without leaving our site.

But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.

One is that that's the way we started and we thought there would be more value and less confusion if the business model was just based on delivering news that's of value to Web sites.

Research we've done seems to indicate that people who are on the Net like the idea that they don't have to leave what they are reading to go buy something.

Charlie Rose is the ultimate ad.

Second, we're spending a huge amount of money on technology so that everyone can check out laptops and portable phones. We're spending more money to write our existing information into databases or onto CD-ROM.

If you really think about it, when watching television, you have product placement all the time.