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The Kelsey Group forecasts that $5 billion of locally targeted, small-business advertising will move online by 2009.

Internet Yellow Pages

"The Yellow Pages industry has a long history of providing advertising services to local businesses and a localized informational directory to consumers, so it's no surprise that search engines have formed strategic relationships with Yellow Pages publishers."

Neg Norton, President, Yellow Pages Association

IYPs Central to Local Search
By: Neg Norton, President, Yellow Pages Association

It is no surprise that the Yellow Pages industry views the Internet as its biggest opportunity and has forged strong partnerships with search engines and search tool vendors to create effective local search destinations for consumers and advertisers. The Yellow Pages have historically been synonymous with providing ready-to-buy consumers, so publishers are expanding their IYP products with deeper local content and more dynamic tools to meet the needs of changing consumer shopping habits.

Publishers continue to innovate offering advanced mapping options, local video ads, user reviews and personalized search options such as saved searches and customized home pages. Various IYP advertising options are available to local businesses including pay-per-call and simplified packages of guaranteed clicks.

Because the Yellow Pages are a trusted resource, the industry has been able to transition a thriving print business to a multi-platform, value-driven approach utilizing the Internet, vertical and social networks and mobile devices.