Got a email from Lycos aka Touch Group yesterday offering me the chance to advertise with them and also to be the only advertiser with the word.
They said: >>You can register any search term that relates to your company and this term is then exclusive to your company only for the 12 months ensuring only your company details are advertised in a full colour animated advertisement.<<
With what they emailed me about I would be the only person likely to advertise as competitors in my area don't advertise online. So it might have some value, even though of course for this term and indeed words, my site is listed at number 1 anyway.
Is Lycos worth it. For £50 I might give it a punt, I offered them £50 which is more than they would get from anyone in this area.