SEM Costs Explode for Newspapers

may 1, 2007  11:25 am
Almost every major news outlet now invests in buying search keywords through online auctions, according to the Wall Street Journal. The practice has received renewed attention in the wake of the Virginia Tech shootings, with search terms like "Virginia Tech shooting" and "Virginia Tech massacre" climbing to a cost of $5 per click before settling in at less than 10 cents per click the week after. The Journal also reports that some news organizations are buying search keywords to highlight features on their sites that produce more revenue, like video.