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Google Local Squeezes Online Directories

The $39 billion worth of Yellow Pages and Local Search and Directories advertising forecast for 2011 is a big part of Google’s growth forecast, and it is a very Google-centric part.

The Kelsey “Drilling Down on Local” Conference this week in Santa Clara was just a local stone‘s throw from Google CEO Eric Schmidt‘s Mountain View office in the Googleplex, but Google was not a principal local driller.

Hilary Schneider, Yahoo’s point person for finding “new ways of monetizing transaction listings,” was the key keynoter, touting the “research online, buy offline,” $1.3 trillion marketplace opportunity (see Yahoo unlocks local advertising value online).

Peter Horan, head of IAC Media & Advertising, extolled a“21st century content package” the likes of editorial Citysearch and viral InsiderPages to bridge the “Grand Canyon of local,” in his keynote (see IAC’s Peter Horan: Front door content drives local strategy).

Source : www.webcitynews.com

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