Question-and-Answer Session
Operator
(Operator Instructions). Our first question comes from Jennifer Watson with Goldman Sachs. Your line is open.
Jennifer Watson - Goldman Sachs & Co
Great. Thank you for taking in my question. Can you talk a little bit about the cost of the NASCAR marketing campaign and why that campaign you think will be better served and targeted than the campaigns that Ask have run in the past?
Barry Diller
Sure. Well first of all, I don't think we are going to disclose the costs for NASCAR, though I will tell you that the marketing plans for the first quarter which includes all of the NASCAR costs within their total which includes costs, I think it does Tom, doesn't it. (inaudible).
Thomas McInerney
Yeah, it's a material percentage but we will... because if they year long rate... we will advertise some of that over the course.
Barry Diller
It is not... and as you all know when the old sponsorships probably have come down, it is not in the scheme of things an expensive proposition. And the reason that we are doing this rather than having a marketing campaign that essentially says we are better than Google, is the real change in our tactics. This is an audience of 75 million, NASCAR. What we are doing is designing a NASCAR search site that will knock the socks off anybody who has any interest in NASCAR and these people are tremendously interested in every detail.
And that centrally that vertical search site, we think is going to generate traffic to us that we also think because we think the experience based upon all of our testament, the experience, the positive one that that will increase our queries in a targeted way and this is what we're doing in terms of the... really the strategy for Ask is to vertical by vertical, to not go frontly against the larger player, Google. But in fact, to go for audiences that will come to us because the search results we deliver are manifestly better than anybody else could deliver because of the structured content we're able to put in. Now that is our strategy. That's what it is.
Jennifer Watson - Goldman Sachs & Co
Great. Thank you.
Operator
Our next question comes from Ross Sandler with RBC Capital Markets. Your line is open.
Ross Sandler - RBC Capital Markets
Hey guys, thanks for taking the question. Just wondering if you can get a little bit more granular on the 1Q trends you're seeing in media and advertising. So, if we assume kind of a similar decline for the network side, I would get something kind of like a down 10 to 15 year-over-year for the proprietary revenue. Can you just talk a little bit about the difference between query and pricing trends, revenue per query trend and then may be also the differences you are seeing between ask.com and Fun Web within media and advertising? And I've got one follow up. Thanks.
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