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interactive local media

Interactive Local Media White Paper

Will IYP Benefit from New Search 'Toolbars'?
Greg Sterling , 7/2/2003

Issue: Yellow Pages Integrated into Search, IM Offerings

News: Seems like everybody's got a "toolbar" these days. Within the past two weeks, all the leading search providers have deployed or redeployed their own Internet Explorer toolbars in a bid to gain or secure user loyalty. In a similar development, AOL's next Instant Messenger (IM) will enable users to access Yellow Pages and get stock quotes, news and local weather by sending an instant message to a special automated screen name.

Of the four major search toolbars Google, Yahoo!, Dogpile and Ask Jeeves Yahoo! and Dogpile are promoting Yellow Pages as an explicit search category (either via a pull-down menu item or button). Ask Jeeves indirectly provides access to Yellow Pages listings (via Citysearch) through a "Search Events" button.

In the increasingly competitive world of search, Yahoo! and InfoSpace, which owns Dogpile, clearly see Yellow Pages as a differentiator. But whether this new "integration" of Yellow Pages into search (and IM) will benefit Internet Yellow Pages (IYP) as a category is uncertain.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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