MyLife Banks on TV Spend

In Internet lore, enduring brands like Google and Amazon were built mostly without traditional advertising. But that might be changing, as Web brands are seeing the power of TV to acquire customers at a cheap cost.
 
Take people search site MyLife. It has compiled over 200 million personal profiles and makes money when people subscribe to find a person’s information or see who has searched for their details. In May, it started a $500,000 per month national cable TV push that led to a 33 percent increase in unique visitors by July, according to comScore.