Tuesday, April 19, 2005

Sleeping with the Enemy, or benefiting Advertisers and Users?

Yell cuts local listings deal with Google Messenger | Yahoo! Finance-

Yell, the UK publisher of British Telecom's telephone directories (as well as the owner of Yellowbook USA) agreed to provide telephone directory data for Google's UK local search.

In striking this deal, Yell probably considered the potential cannibalization of its own directory traffic, but then decided it would be better to be part of the new world order than to be fighting it.

It's definitely a boost for Yell's advertisers as they will undoubtedly receive better visibility via Google. The wording of the release indicates that the Yell content is not guaranteed positioning on Google.

All in all, I believe it's a smart move for Yell, Google and Yell's advertisers.


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