Media companies went on a buying spree of keywords related to the tragedy at Virginia Tech, reports the Associated Press.

The New York Times, The Washington Post, CNN and others all bought up keywords and sponsored search results on Yahoo and Google in an effort to draw the attention of people seeking online news. It's a powerful look at how media companies can no longer rely on the power of their brand name to bring in traffic but need to utilize search engines, where many people are now beginning their online experience.

The practice, while relatively common, does raise the issue of the moral propriety of so blatantly using a tragedy for commercial gain. Media companies did not disclose how much they spent to secure the placement they got.