You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Pay-for-Inquiry Ad Model Gains Modest Traction at Newspapers Publishers Emulate Pay-Per-Click, Experiment With Move Away From CPM Model With Campaigns for Marvin, DirecTV By Nat Ives, Published on February 08, 2010 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.