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interactive local media

Interactive Local Media Advisory

PremierGuide 'Googlifies' SureWest's IYP
Greg Sterling , 1/29/2004

Summary: Arguably the most "search-like" of the new wave of Internet Yellow Pages (IYPs) is California-based SureWest's new online directory offering. Making its debut earlier this month, the IYP presents users with a single search box and a location box. Gone is the business category box. The IYP also offers impressive speed and ease of use. Users can scroll through a list of relevant listings or click over to "Featured Businesses" and see online reproductions of print display advertising and compare merchants. In addition, although SureWest has chosen not to implement it, the technology provider behind the online directory, PremierGuide, provides the capacity to serve pay-per-click ads. The new offering from tiny SureWest is certain to amaze some and provoke controversy among others as the entire IYP industry reorients itself to the emerging world of local search.

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