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Jim Hoenscheid, Lycos’ director of promotions, used to hear one question time and time again in his old job: “Isn’t all motor oil the same?” Well, no, Hoenscheid, the former director of retail marketing at Lexington, Ken.-based Valvoline, would explain. These days, the inquiry is posed at his new employer, and, again, his answer is no, Lycos isn’t the same as the other competitors in the so-called search engine category.
Of course, the companies in the category now consider themselves portals–consumer-friendly gateways onto the Net.
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