Opinion ID: 776502
Heading Depth: 4
Heading Rank: 6

Heading: Overlap of Marketing Channels

Text: 78 The district court relied solely upon the fact that the parties use the Internet as a marketing channel to promote their goods and services — although it described this evidence as nominal — to weigh the overlapping marketing channels factor in favor of finding a likelihood of confusion. Some use of the Internet for marketing, however, does not alone and as a matter of law constitute overlapping marketing channels. 79 The proper inquiries are whether both parties use the Web as a substantial marketing and advertising channel, GoTo.com, 202 F.3d at 1207 (emphasis added), whether the parties' marks are utilized in conjunction with Web-based products, Brookfield, 174 F.3d at 1057, and whether the parties' marketing channels overlap in any other way. On the current record, it does not appear that either parties' use of the Web is significant enough to be pertinent. 80 As to other marketing channels, they do not overlap to any significant degree. Entrepreneur magazine is targeted at individuals interested in reading about issues relevant to entrepreneurs; its advertisers are businesses seeking to sell products to that audience. Smith's potential patrons are only a few of the entrepreneurs themselves, in their role not as individual readers but as businesses seeking public relations services. The publications do not compete for subscribers, newsstand purchasers, or advertisers because Entrepreneur Illustrated is not for sale and does not feature paid advertisements. 15 81 This factor, then, cannot weigh in favor of granting summary judgment to EMI. 82