Are Yellow Pages Toast? Four Years Later We Review Ad Value

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In 2007, I took some heat for pointing out that Google Trends showed declining searches for “yellow pages” while theorizing that this indicated reducing consumer interest in print and online YP sites. About four years later, we can now look back and see whether this turned out to be a valid prediction, and also reflect on what value YP may still have for advertisers.
When I wrote that earlier article, I was aware that connecting a major shift in overall consumer behavior to a graphed trendline of searches in Google was a little loose in terms of causality.
(Source: Search Engine Land. Read more....)

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