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Internet Company Launches Web Portal Featuring Text-Only Advertising.

San Jose Mercury News (San Jose, CA)

| October 29, 2002 | COPYRIGHT 2007 San Jose Mercury News. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: Mary Anne Ostrom

Oct. 29--Tapping into consumer disgust with flashy online ads, a scrappy Internet company -- which grew profitable by selling pop-ups and banners -- formally launched a Web portal Monday that features text-only advertising.

In an in-your-face swipe at Yahoo, the upstart portal virtually replicates the look of the Sunnyvale-based Web giant's home page, but without the bold ads. Like Yahoo, MyWay.com offers free search, e-mail and content. The new portal's name is a reference to Yahoo's popular personalization feature, My Yahoo. MyWay said it targeted Yahoo because of its size and full embrace of eye-catching ads that fill up the once…

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