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interactive local media


Interactive Local Media Advisory

Directory Publisher Enters 'Brave New World' of Search
Greg Sterling , 11/21/2003

Summary: Earlier this week, BellSouth Advertising & Publishing Corp. (BAPCO) announced that it had teamed up with LookSmart to launch "Real Search Engine Solutions," which will provide search-engine distribution to local advertisers in its nine-state region. BAPCO has indicated the product will eventually be offered to all of BAPCO's 600,000 advertisers, and also that the company will be working with other search providers as the initiative progresses. This makes BAPCO the second Yellow Pages publisher to play the role of a search engine marketing agency on behalf of small-business advertisers.

According to BAPCO, the product launched after six months of investigation and three months of market testing. BAPCO focus groups revealed that more than 50 percent of local print Yellow Pages advertisers wanted their Web sites to be found on search engines. For those advertisers without sites, BAPCO is offering site building as an option in the product bundle.

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