Advertising Industry
Industry: Email Alert RSS FeedYellow pages stake claim in local search; Battling for lucrative turf as Google and Overture move in.(Interactive)
Advertising Age, July, 2004
Byline: KRIS OSER
Most regular online shoppers have experienced the moment of frustration when they've found every conceivable detail about the item they want to buy-except the name and number of a local stockist.
That Internet information gap has made localized search an important next frontier for search engine giants such as Google and Overture-a frontier made that much more alluring by the billions of dollars spent by local advertisers in local media trying to reach local people.
Google announced it was testing a local-search product last spring. Overture, which powers Yahoo!, previewed its own Local Match product just weeks later. Google and Yahoo!, followed by MSN and America Online, are the major players in the national- and...
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