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Yellow Pages at the Tipping Point

In an article appearing on today’s Local’s Only column at Search Engine Land, I discuss how our industry is reaching a tipping point, if it hasn’t already passed it.

I intentionally use the phrase “tipping point” because it’s the title of the first best-selling book by Malcolm Gladwell, who will speak later this month at our Yellow Pages Association Conference April 26-28.

As I’ll mention at the conference, the landscape certainly is changing in the local search industry, which has become a booming growth area for both traditional outlets and new media. Google, AOL, the New York Times – they’re just a few of the organizations focusing more on localized content.

Meanwhile, some of the most recognizable social media platforms – Facebook, MySpace, Twitter – also have made a move to local. The fact that these newcomers recognize the value of local search reinforces our core belief in its necessity and speaks well to the industry’s vitality.

In order to win in this new world, we must view new technologies as an opportunity, not a threat. Although we’re facing a global economic downturn, now is not the time to cut back on investing in the infrastructure or marketing that will further grow our industry.

Gladwell will be our convention’s keynote speaker, but attendees will find plenty of other draws. Other speakers include Dave Swanson, the president and CEO of R.H. Donnelley; Kelsey Group CEO Neal Polachek; Gus Faucher, director of economics for Moody’s; and many, many others.
For those who haven’t joined us in the past, we’re offering a first-time attendee discount. Hope to see you there.

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