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interactive local media

Interactive Local Media Advisory

SGS: Making Search Safe for SMEs and IYPs
Greg Sterling , 10/30/2003

Summary: SME Global Solutions Inc. (SGS) has developed a set of software tools and partnerships that enable print and Internet Yellow Pages publishers to act as "infomediaries" or search engine marketing resellers to their small-business advertisers. For a flat fee, directory publishers can offer their local advertisers distribution across all the major search networks, including Google, Overture, MSN, LookSmart, Inktomi, AOL, InfoSpace, Yahoo!, FAST and others.

SGS and a major print Yellow Pages publisher partner are now in the market using that publisher's "feet on the street." Very early indications are that there's a high level of acceptance by the sales force and reasonably good success in selling the product. This approach offers intriguing possibilities, but also carriers risks for directory publishers. Yet the risk of not having a search strategy and doing nothing is arguably greater.

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