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Over the next three years Flavorpill would maintain the practice of selling each issue exclusively to one advertiser — companies like Nokia, BMW, Anheuser-Busch — but the rates would rise to $18,000 per issue, about 7 to 10 times the cost of an ad on a mainstream portal like Yahoo.
"All of the mainstream portals and sites will have to be making the same decisions," Ms. Hughes said.
In December 2001, 39percentt of gambling ads appeared on mainstream portals like MSN and Yahoo, compared with 13percentt a year earlier.
Whatever the reason for the greater popularity of the mainstream portals' Hispanic versions, the situation could soon change because Quepasa.com recently began offering free, advertising-supported Internet access through NetZero.
While MP3.com started as a site primarily for listening to independent and unknown artists, it has shifted to a mainstream music portal.
While censorship is never pleasant, Yahoo should be willing to exercise reasonable discretion in eliminating sites that sponsor a message of hate including violence and even murder ("Mainstream Sites Serve as Portals to Hate," Nov. 30).
It is now selling the third edition of Digital Hate, a $20 CD-ROM that is designed to call hate sites -- as well as mainstream auction services and portals that carry hate-promoting material -- to the public's attention.
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