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Tom Latinovich demoed Jingle Networks' 1-800-FREE411, a free directory assistance service with a pay-per-call advertising model--the advertisers pay. Directory assistance is a highly profitable $8 billion business for the carriers, with service fees per call averaging $1.25, Latinovich said. Over 35,000 merchants, including Terminix, Dominos, ServiceMagic and 1-800-Flowers.com, are potential advertisers on the new service, although Latinovich wouldn't say how many ads have been served. The software detects the location and determines the SIC code (such as Los Angeles/car repair), and then offer pre-recorded ads, which are often assembled from snippets, such "ten percent off."