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The Kelsey Report® Advisory

Will Google Succeed Where BigBook Failed?
Neal Polachek , 12/16/2002

Issue: Google Woos SMEs with Wine, Cheese and a Value Proposition

News: One would have to be living under a rock not to be aware of the media attention currently being showered on Google. The most recent issue of Newsweek magazine featured an article about the emerging Web giant. And last week in San Francisco, Google held its second "Google U," aimed at teaching small and medium-sized enterprises (SMEs) the art of AdWords.

The momentum and media hype, together with a very effective sales seminar, could potentially cause another round of head scratching by Yellow Pages industry executives not seen since the mid-90s, when BigBook founder Kris Hagerman took the podium at Yellow Pages industry events wearing Birkenstocks and announced his intention to destroy the Yellow Pages industry as we knew it.

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