Executive Summary (This is a document excerpt)

Google's lead in the share of online searchers continues to grow, and it has the most loyal searchers. But users find that other search engines are actually more effective for certain things — like looking up stock quotes or finding news stories. Advertising on Google and Yahoo! is a must, but smart marketers will also target niche audiences via less expensive and more flexible media on AOL, MSN, Ask.com, and Internet service providers.

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