INEVITABLY, THE INTERNET'S bravely altruistic front has succumbed to the reality of commerce. One of the top sites on the World Wide Web has been a free directory called Yahoo, set up by a couple gf Stanford University graduate students. After venture capitalists helped them incorporate, the question was how they'd milk some payback from their labor of love. Answer: It still will be free to users, but in late July, Yahoo announced it had deals with a handful of heavy-hitter advertisers, including MasterCard and MCI, which will pay $20,000 a month for exposure on Yahoo's pages.

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