Chris Ripley

The Long and Short of Idearc

As a small business owner I can tell you Yellow Page advertising will be with us for many years to come. I simply could not run my business without a yellow pages ad (several of them in fact). Search based advertising is certainly an attractive venue for advertisement, but it is not the only one nor will it become the only one any time soon. The advantage a yellow page directory has is that it serves a small local market rather than a nationwide market which makes it less vulnerable to the online threat. I'm not arguing that Idearc will experience huge growth, but I don't think revenues are as vulnerable as some may assume.