MyWay.com, the new banner-free, pop-up free portal and search engine, began its launch advertising campaign today. The fully-integrated multimedia campaign, which utilizes the line "Yahoo! is Toast",
will consist of extensive online media, spot radio in 38 markets, print media and college marketing initiatives. The :30 radio spots depict conversations regarding the new My Way site. The spots
highlight the site's no banner and no pop-up advertising policy, as well as the fact that My Way's most popular pages load faster than the corresponding pages on Yahoo. The commercials end with the
phrase "Yahoo! is Toast." The online campaign consists of multiple ad units that will run widely on the Internet. The online, print and college newspaper executions, which also utilize the "Yahoo! is
Toast" line, depict a toaster and burnt toast. The "Yahoo! is Toast" campaign was developed in-house. The campaign's media was also planned in-house.