Supporters say it promises to transform online marketing by making it more efficient and personal. But analysts are divided over whether the scheme is born of ingenuity or insanity. The theory is that cash payments will not only attract more 'eyeballs' but also let the companies raise ad rates because surfers will respond more frequently to ads that interest them.

The pay-to-surf companies essentially pass on to users a portion of their revenue from selling ads. 'It's really the gold rush of the '90s for the average person, if you know what you're doing.' 'It takes no investment except one's own time, and you make money even if you don't work at it,' said Streeter, 44, a Syracuse, N.Y., graphic artist. AllAdvantage and dozens of other companies are rushing to build big audiences by handing out cash to people willing to let advertisers track their Web surfing and send them ads tailored to their habits. Streeter and millions of others are cashing in on the latest Internet marketing craze. His reward? He got a monthly commission check for $2,044.43 in the mail the other day. The group Streeter initiated into now numbers more than 10,000 people. It was a pittance, really-50 cents an hour-but then he learned that if he signed up his brother Tom, or anyone else, the company would pay Streeter a 10-cent commission for each hour those 'referrals' spent online.ДЄnd for all the people his brother referred-and for their friends and even the friends' friends-Streeter would collect another nickel per hour each.

In April, Ron Streeter discovered a company that would pay him just for surfing around and looking at ads on the World Wide Web. By Ariana Eunjung Cha Leslie Walker December 8, 1999

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