Yellow Book announced today that it has acquired Click Forward, a Coral Gables, Florida-based search engine marketing company. Terms were not disclosed. Yellow Book plans to use the assets gained through the acquisition to develop a local search product to sell through its more than 5,000 local sales representatives.
This deal is in keeping with Yellow Book’s recent push to elevate its digital strategy to a higher level. The publisher has been accused by some in the investment community of paying too little attention to digital as it pursues growth opportunities in the traditional business. This acquisition certainly helps Yellow Book break out of the perception that it is all about print.