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Co-Op Advertising Users Love Video

Yesterday I wrote about how small businesses that use co-op advertising funds are heavy users of traditional media, particularly community sponsorships and direct mail. When we look at what digital advertising channels co-op users are adopting - video is key. According to results…

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Small Business Week – State of Small Business Marketing

Wrapping up National Small Business Week, the Local Search Association (LSA) published a great infographic that compiles research on the state of small business marketing. LSA's infographic reports 71 percent of SMBs manage their digital marketing internally and they use 7.8 marketing channels.…

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Search Starts Here: Focus on Transformation

  The Local Search Association and BIA/Kelsey have assembled an agenda for this year's Search Starts Here conference (April 21-24 in Boca Raton) that focuses heavily on industry transformation. The agenda features 17 sessions with more than 20 speakers representing 17…

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Seattle Judge Upholds YP Opt-Out Registry

A federal judge upheld Seattle's opt-out registry this week for residents who choose not to receive Yellow Pages. U.S. District Court Judge James L. Robart said the city's opt-out ordinance does not violate the Yellow Pages publishers' First Amendment rights.…

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New LSA Data Show Search in the Lead, but YP Still Matters

Yellow Pages has yielded the top spot for local business lookups to search engines like Google and Bing, but it still holds a significant spot in the local search hierarchy, according to new data released today by the Local Search Association.

The latest “Local Media Tracking Study” shows that search engines rank higher than Yellow Pages (print and digital combined) in monthly reach (67 percent vs. 62 percent), while combined Yellow Pages still has the edge over search in annual reach (84 percent vs. 76 percent). Print Yellow Pages alone, however, has fallen behind search in both annual (78 percent to 74 percent) and monthly (67 percent to 49 percent) reach.

LSA President Neg Norton said in a briefing last week that the study reflects the new direction of the association, which earlier this year changed its name from the Yellow Pages Association.

“This is an example of how the association is changing,” he said. “This is not a Yellow Pages study. It is a more holistic look at the local landscape.”

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The Yellow Pages Association Is Yellow No More

The Yellow Pages Association is now the Local Search Association. The industry group unveiled the widely anticipated identity change today at its annual conference in Las Vegas. The logic behind this dramatic move is the association's members are repositioning themselves more broadly, and less…

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