LookSmart turns down adult ads

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LookSmart announced Dec. 21 it was turning off a potentially lucrative source of advertising income. The San Francisco-based Web directory announced it will no longer accept pornographic advertisements on LookSmart.com. The decision comes as LookSmart increasingly focuses on the female Web user. According to an NPD survy, 60% of its audience is female. LookSmart also said it has never published information on adult-themed Web sites in its directory. Infoseek Corp. just announced its Go portal, a joint venture with the Walt Disney Co. will not accept adult-themed advertising.

Copyright December 1998, Crain Communications Inc.

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