Internet Tradeline takes indirect route.(Brief Article)

The new medium of the Internet has affected how old media, such as newspapers, are being used. Consider the example of Internet Tradeline Inc., a New York-based company that builds e-commerce Web sites for small and midsize merchants.

But instead of selling directly to these merchants, Linda McCutcheon's company employs such newspapers as The New York Times, Los Angeles Times and Chicago Sun-Times as intermediaries. The idea is that the sales staffs at these and other newspapers in about 100 other markets can offer their merchant advertisers inclusion in the shopping section of the newspapers' Web sites -- plus the ability to make their own Web sites e-commerce ready. …