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New Analytics Tool Aids Shift from Print Yellow Pages to Online Advertising

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Most of the time when discussions arise about yellow pages advertisers shifting from print to online, the talk is in generalities. But not all markets are the same. Certainly, some have shifted online in greater numbers than others.

An Oregon search marketing company seeks to aid companies in managing their yellow pages across different markets with a new analytics tool.

G5 Search Marketing today launched their Yellow Pages Analytics Tool, which is added to their Local Marketing Platform. The tool provides analysis showing how many customers would be lost by cutting print yellow pages or offset by engaging an online campaign.

"We have clients looking to cut millions of dollars per year in print yellow page advertising,” said G5 CEO Dan Hobin. “The issue becomes when to cut as you don't want to cut too soon. For businesses with multiple locations, every market is different. Our tool enables our clients to cut advertising in major metros while keeping the smaller markets where yellow pages still perform.”

Projections from Borrell Associates have local advertisers shifting $13.1 billion to online advertising from various offline media. A look at average CPMs explains why. The average internet CPM is $3.65 while the average yellow pages CPM is $9.29.

What do you think about this new tool? Let us know in the comments.

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