Interactive Local Media Advisory
Will Local Turn a Corner in 2005?
Neal Polachek,Greg Sterling , 12/29/2004
This is the time when pundits and prognosticators write their
annual reflections on whats come before and predictions
of what lies ahead. Most of what is likely to occur in 2005
is fairly predictable. We will witness a continuation of the
consumer trend toward adoption of the Internet for local lookups.
National advertisers will continue to buy IYP and local search,
but an increasing number of local businesses will adopt online
marketing with the aid of simplified search and other online
products, purchased through trusted aggregators.
Online competition will only intensify and there will be additional
market consolidation. Yet, these fairly mundane observations
may give way, roughly seven or eight years from now, to a
different view. Stepping back, its clear were
in the midst of a seismic shift in the way that people go
about communicating and finding information, and the way sellers
market their products and services. Indeed, the generation
10 or younger right now will probably look back on a time
without ubiquitous Web and wireless connectivity and all the
resources of the Internet just as derisively and skeptically
as American Baby Boomers regard their parents stories
of life before television.
Copyright � 2005 The Kelsey Group. All
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