Advertisers Should Make Informed Decision

In my column this week on Search Engine Land, I talk about the need for local business advertisers to separate perception and reality about how people are searching for business information.

The marketplace is full of misleading commentary about whether print Yellow Pages is dead, without regard for the research that shows healthy usage, especially among certain age groups and in certain geographies.

In order to make an informed decision, however, local businesses need to be up-to-speed with current usage patterns as they relate to both traditional and new digital advertising options. They also should be aware of how Yellow Pages companies are integrating new platforms into their portfolios in order to deliver a hybrid model that maximizes consumer reach and drives business results.

I hope you’ll check out my column on Search Engine Land and some of the follow-up discussion on Greg Sterling’s blog.

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