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Mr. Denton's blogging venture runs on a shoestring. He employs three writers, one for each blog, who "are not paid much." And he depends almost solely on good buzz for marketing. His tiny advertising budget consists of spending several hundred dollars to buy ads tied to certain keywords on Google's search engine, like "Anna Wintour," so that when users search for the names of media figures, the results include links to Mr. Denton's blogs.
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