Will Search Cut into Yellow Page Ad Spend?

According to survey research from the Kelsey Group and ConStat, aggregated in the eMarketer eStat Database, 77% of small and medium-size businesses (SMBs) in the US use yellow page advertising, but a sizeable 17% are also using search engine advertising. The study also determined that 43% of respondents use Web site marketing. Kelsey and ConStat note that even though most SMBs are using yellow page advertising, search advertising could eventually cut into yellow page ad revenue. Why? eMarketer finds there are two simple reasons -- search is a very affordable ad vehicle and nearly everyone online uses search engines.


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