Two companies, two methods, one goal: Dominate local search; Shoplocal relies on print power, Cairo takes new-media tack; Google not threatened by either.(Interactive)(Cairo.com)(Shoplocal.com)

Advertising Age, August, 2005

Byline: MYA FRAZIER

Newspapers must keep marketers like Colleen Donahugh of Ace Hardware convinced of the power of actual newsprint while simultaneously pushing her online. After all, she spends half of the 4,800-store hardware chain's budget running weekly circulars in 220 markets.

And for now, keeping Ms. Donahugh happy means putting her circulars online for practically nothing. She would love "to decrease what we spend on circulars,'' but she doesn't expect online spending to supplant print spending anytime soon, if ever.

After all, spending on her favorite site-Shoplocal.com-is "minuscule'' compared to her print budget or the retailer's national broadcast budget of $30 million. And she spends just as much at the likes of Yahoo and Google,...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.