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Forbes

Advertising With New Media with Kevin Ryan

It works. Do it. Now.

Question: Is advertising in the Yellow Pages book still of any value? Should I replace my listing in the Yellow Pages with online advertising? And if so–with what? Local paid search?

Answer:Throw your telephone book away or use it to level your piano. The original promise of the Web was geographically relevant information. Over the last two years the ability for marketers to target locally has become easier and more effective.

Read the article here.