The advertising industry hasn’t changed much over the last century until the advent of per inquiry advertising in the past decade or so. This style of advertising is much more economically feasible for businesses as a whole and it is especially helpful for new businesses. In this new form, per inquiry advertising is performance based in the sense that unlike traditional advertising, the company wishing to advertise only pays for what they get out of the campaign, instead of paying for the expensive advertising slot, space, or location. This allows businesses to increase their profits while paying for the advertising rather than a large up front payment that might not pay off.