Personal-injury law firms searching for clients with asbestos-related claims have bid up the search keyword "mesothelioma" to as much as $100 on Overture and Google. That's compared to $20 for conference-call services and 31 cents for paper clips, the Wall Street Journal reported. "Why is it the highest paying keyword," asked Chris Hahn, executive director of the non-profit Mesothelioma Applied Research Foundation in Santa Barbara, Calif. "Because there is nothing more valuable than one mesothelioma patient." A partner with Paul Harley LLP in Berkeley, Calif., Philip Harley, told the paper, "You can overspend. (But) if you spend you get a very nice return. It's a good way (to build a) client base."
By the way, the Web page on which the Journal Online posted this story had, of course, three advertisements from law firms seeking mesothelioma cases. The ads were delivered by Yahoo's (YHOO) Overture (YHOO).
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