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interactive local media


Interactive Local Media Advisory

Survey: Local Search 'Could Alter the Industry'
Greg Sterling , 10/20/2003

Summary: The Kelsey Group recently conducted an online survey of search and directory industry executives to determine their perceptions of the outlook for "local search." The survey was similar to one conducted in April 2003 and explores the potential convergence between Internet Yellow Pages and local search, the expected impact of paid search on local advertising, and the projected market share of various digital media, among other issues.

The most important factor identified by respondents in terms of "defining the future of 'local search' and its commercial acceptance" was "the sales channel and customer contact." That was followed by "the content" and "the speed and relevance of returned results." The survey answers are very interesting and sometimes even contradictory. But more than anything, they reflect how rapidly paid search and online directories are changing and evolving.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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The Kelsey Group, Inc., 600 Executive Drive, Princeton, NJ 08540-1528
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Copyright© 2006 The Kelsey Group. All Rights Reserved.