We were talking about how some of the national newspapers used pay-per-click tactics to appear on searches for Pavarotti in the days following his death. One paper in particular seems to be using this strategy on a weekly basis. Lawrence Jones has an insightful blog about Anita Roddick and The Telegraph, which is one of two papers that used her name as key words to drive traffic to their site and improve awareness of their brand.

I wonder how this will develop over the coming months and whether others media brands will utilise the same techniques.

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