BERKELEY HEIGHTS, N.J. ( TheStreet) -- Decades before "local search" was a term associated with Google (GOOG - Get Report) and Yahoo (YHOO - Get Report), the Yellow Pages have been a go-to source of advertising for small businesses and information for local customers.
These days, more of the plastic-wrapped print publications tend to lie dormant on front porches while computer screens flicker inside. The Yellow Pages industry realizes this and is working to associate the brand with small-business Web searches.
"Ten years ago, the market for local search was defined by the printed Yellow Pages, and that's not true today," says Neg Norton, president of the Yellow Pages Association, the trade group that represents Yellow Pages publishers, an industry worth more than $31 billion worldwide and $14 billion in the U.S.
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