Bill Gates’ announcement last week that MSN may pay users to use MSN Search is being met with skepticism by marketing execs who believe the plan would lower the value of the search audience. RepriseMedia’s Peter Hershberg says:
attracting users with incentive programs is of little use, since few users would change their preferred search engines because of the program, and many of those who would are not the kind of consumers that advertisers seek. “There’s some percentage of users that would, but I don’t think that those are the users that MSN is going to build a profitable business off of, and I don’t think those are the users that MSN is looking to attract,” he said.
Read the full story on the reaction to Gates’ paid search announcement here.