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Media, the Internet, Yellow Pages, and Your Business


If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!...Seriously!) If you own a small business today, you look at many advertising mediums. The majority of these mediums lump themselves into 2 categories, creative or direct.

Creative has always been the crapshoot for the small business owner. A sales rep walks into your business, espousing the greater good of television or radio advertising, quickly moves past the ratings, viewers etc and into the sexiness of hearing your name at 6:57am Monday, Thursday and Saturday if you are watching station X or listening to station Y. If this product didn't work, a Super Bowl commercial price tag wouldn't make headlines every December (for how much Geico paid) or late February (to hear which is most memorable). The key with creative is frequency. If you have realistic budget for frequency, you can make the phone ring with a creative campaign. If you have that budget you probably aren't reading this article. Realistically speaking, you don't have a ton of money to risk on creative advertising effectiveness, haven't backed it up with a call to action, and you need, pound for pound, the least amount of advertising money possible, with the most phone calls?

Enter direct advertising. Classified sections in newspapers, they make your phone ring, if you're selling something people want. (For the record, advertising in the sports section of your local paper is creative advertising (people don't go to page 5 of the sports to regularly check out the latest prices on used cars.) Classified advertising is in the process of going from the newspaper industry's cash cow to taking it on the chin from eBay (ever heard of it?) and even more attractive small town slugger, Craigslist (you go Craig!). If you're business pumps out used cars by the pound, chances are you, or your salesmen are using these two websites to start realizing savings from Rupert Murdoch and his yacht-owning cronies. Even the best of eBay or Craigslist, however, doesn't put much of a dent in your P&L statement if you are service based like a contractor, or general retail, like a bookstore.

Enter the yellow pages?Pound for pound, no other medium makes the phone ring at your business like the good old fashioned yellow pages. Throw down your money, and answer the phone. You already know that. So do all the TV stations, radio stations, and newspapers in the country. The best protected advertising budget in any small business is the yellow page budget. Yellow pages are the scourge of the other guys. How many radio sales reps will walk into your store after you started your advertising campaign and say, "Tom, your $1,000 invested with my station this week got you 48 phone calls?" (If you find a station like that please send me the phone number, and I retract everything I said earlier) When someone wants a plumber, a pool boy, a new pool, or a divorce attorney for getting the new pool without his wife's approval, they pick up the weathered old yellow pages, leaf through a few adverts, and call someone that sells what they need.

So, am I telling you to advertise in the yellow pages?,,, Not so fast Skippy?First, let's look at the cost of the yellow pages,?You want the phone to ring in Miami, and you're a plumber? Better be ready to pony up some serious cash?say $3-4k per month. In Miami, the average cost of a service call could be around $65. If you don't have a crew, that ad needs to generate 61 calls to break even, not including the employee cost, travel costs etc. Not so bad? How many calls did you need to generate those 61 service calls? Did you go see everyone that called you? I would guess, for a contractor, you might get lucky and have a 50% close rate?122 calls?to break even. Don't forget to pay yourself?200 calls. Depressed? Better be glad you don't sell shoes. The same ad would generate a much lower close rate, and you need to sell an dump truck of shoes every month!

What's my point? Enter the ELECTRONIC yellow pages?No print bill, real time changes, and guess where all those print yellow pages are putting their money these days? BellSouth and SBC just paid $100M (you know, $100,000,000) for a new domain name, and combined their "competing" forces to make a better entry in the fray, thinking that you might remember yellowpages.com better than smartpages.com or realpages.com. (Makes you wonder where Google fits into the old branding and name recognition game.) Verizon seemed to get the concept a little better with superpages.com by aligning with Mr. Gates over at MSN right around the time Al Gore was inventing the internet. Getting back to the point, the internet yellow pages are going to do to print yellow pages what eBay and Craigslist have done to the newspaper companies. No paper, no ink, usage climbing (for electronic yellow pages, usage is climbing to as high as 70% of online searching, and buying) and real-time, do-it-yourself advertising. Advents such as community ranking, mini-sites, toolbars, pay per click, pay per call, and just about every way possible to pay for performance, track performance, and see what other buyers of your goods or services thought of your business. Due to the ever changing, "who's in first place" of the internet, there has yet to be determined if there is a Lance Armstrong in this race. Our own company USdirectory.com, via its partnerships, and investment into technology, is looking to become a late entry, blue-ribbon bearer. At this point, it's too early to clearly point out which one, or all, or none, of these companies will do to yellow pages what Google did to global search. That being said, even Google doesn't reflect enough tenure to ensure its own top position.

Who wins?? You do, the business owner. Technology is about to reduce your advertising budget the way Southwest and JetBlue changed the airline industry. Your customer base, as they migrate to the internet as vehicle of choice, will reach you at lower price points, and in greater volume, then ever before. Your mission, should you choose to accept, in investing in the right mix, at the right point, and try to cater not only to your existing radius of business, but around the planet with new and specialized niches?but that's another story.

Skip Middleton
Boca Raton, FL USA
USdirectory.com
Search. Find. Buy.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. May / 10 / 2021

Big advertisers are threatening to yank TV dollars - Business Insider
Big advertisers are threatening to yank TV dollars  Business Insider

The Top 5 Questions Marketers Ask About CTV Advertising - AdExchanger
The Top 5 Questions Marketers Ask About CTV Advertising  AdExchanger

BrandTotal on the Importance of a Strategic Approach to Social Advertising - OCNJ Daily
BrandTotal on the Importance of a Strategic Approach to Social Advertising  OCNJ Daily

The Difference Between Content Marketing And Advertising | Caldwells, NJ Patch - Patch.com
The Difference Between Content Marketing And Advertising | Caldwells, NJ Patch  Patch.com

Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis - The Boston Globe
Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis  The Boston Globe

Amazon Advertising Is Unstoppable - hackernoon.com
Amazon Advertising Is Unstoppable  hackernoon.com

T1 Advertising's Thomas Herd Leads Digital Marketing Gold Rush - The Jerusalem Post
T1 Advertising's Thomas Herd Leads Digital Marketing Gold Rush  The Jerusalem Post

This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins - TechCrunch
This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

Trampoline Advertising and Design Co. names two to new positions - Glens Falls Post-Star
Trampoline Advertising and Design Co. names two to new positions  Glens Falls Post-Star

Opinion : Why Connecticut’s proposed digital advertising tax is defective - Hartford Courant
Opinion : Why Connecticut’s proposed digital advertising tax is defective  Hartford Courant

Local TV broadcasters are the early winners of legalized sports betting advertising - Awful Announcing
Local TV broadcasters are the early winners of legalized sports betting advertising  Awful Announcing

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

Move and win roundup: Week of May 10, 2021 | Advertising - Campaign Asia-Pacific
Move and win roundup: Week of May 10, 2021 | Advertising  Campaign Asia-Pacific

Reddit Ads: Your Guide to Successful Reddit Advertising - Business 2 Community
Reddit Ads: Your Guide to Successful Reddit Advertising  Business 2 Community

Advertising paper in Munising officially launches - UpperMichigansSource.com
Advertising paper in Munising officially launches  UpperMichigansSource.com

IBM Expands Watson Advertising Accelerator for OTT and Video - The Fast Mode
IBM Expands Watson Advertising Accelerator for OTT and Video  The Fast Mode

CTV is one of the fastest-growing channels in digital advertising - Business Insider
CTV is one of the fastest-growing channels in digital advertising  Business Insider

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

Senate advances bill banning deceptive advertising by faith-based pregnancy centers - The CT Mirror
Senate advances bill banning deceptive advertising by faith-based pregnancy centers  The CT Mirror

Legacy Auto Paid To Advertise EVs On SNL Last Night, While Tesla’s Elon Musk Hosted - CleanTechnica
Legacy Auto Paid To Advertise EVs On SNL Last Night, While Tesla’s Elon Musk Hosted  CleanTechnica

CannaCraft settles false advertising case for $250,000 - Santa Rosa Press Democrat
CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

Payoff of Micro-targeted Advertising Market Unidentified Segments – The Biggest Opportunity Of 2021 | – The Shotcaller - The Shotcaller
Payoff of Micro-targeted Advertising Market Unidentified Segments – The Biggest Opportunity Of 2021 | – The Shotcaller  The Shotcaller

Legislation would prohibit marijuana advertising in Idaho - KXLY Spokane
Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

New anti-marijuana advertising, promotion ban bill passes Senate, 21-14... - Idaho Press-Tribune
New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

The Evolved Value Exchange of Advertising in 2021 - AiThority
The Evolved Value Exchange of Advertising in 2021  AiThority

EXCLUSIVE - Analysts turn upbeat on the advertising industry - AdNews
EXCLUSIVE - Analysts turn upbeat on the advertising industry  AdNews

'Laundrette': BBH's CMO on the ad that built the agency | Advertising - Campaign Asia
'Laundrette': BBH's CMO on the ad that built the agency | Advertising  Campaign Asia

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

BA Returns to Advertising as It Takes to the Skies Once Again - Adweek
BA Returns to Advertising as It Takes to the Skies Once Again  Adweek

Digital Audio Advertising System Market Analysis, By Component, By Deployment Type, By Organization Size, By Region Forecasts To 2026 – Lakes Business News - Lakes Business News
Digital Audio Advertising System Market Analysis, By Component, By Deployment Type, By Organization Size, By Region Forecasts To 2026 – Lakes Business News  Lakes Business News

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

Advertising Amid Chip Shortage-Induced Inventory Changes - Ward's Auto
Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports - PRNewswire
In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

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AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update  Deadline

FY 2020 Digital Video Advertising Spend Report - IAB
FY 2020 Digital Video Advertising Spend Report  IAB

Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live - SpaceNews
Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place - Deadline
TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

Signal tried to use Facebook's targeted advertising data against it - Engadget
Signal tried to use Facebook's targeted advertising data against it  Engadget

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

Ad Campaign Duration: How Long Does Advertising Take to Work? - Business 2 Community
Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars - PRNewswire
Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

Digital Video Advertising Market | Company Challenges And Essential Success Factors- Conversant, JW Player, Tremor International, Verizon Media, Viant Technology, etc – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Video Advertising Market | Company Challenges And Essential Success Factors- Conversant, JW Player, Tremor International, Verizon Media, Viant Technology, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Teachers honored in new billboard campaign from Lamar Advertising - 13WHAM-TV
Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

ViacomCBS Q1 Advertising Revenue Jumps 21% With Super Bowl LV, NCAA Tournament - TheWrap
ViacomCBS Q1 Advertising Revenue Jumps 21% With Super Bowl LV, NCAA Tournament  TheWrap

Neil Christie to leave Wieden+Kennedy | Advertising - Campaign Asia
Neil Christie to leave Wieden+Kennedy | Advertising  Campaign Asia

Admix In-Play Advertising Verified for the First Time by IAS - PRNewswire
Admix In-Play Advertising Verified for the First Time by IAS  PRNewswire

Which are the best cryptocurrency and bitcoin advertising networks in 2021? - - VENTS Magazine
Which are the best cryptocurrency and bitcoin advertising networks in 2021? -  VENTS Magazine

As Decision on Trump Looms, Facebook Preps Its Advertisers - The Wall Street Journal
As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

Yelp beats expectations as diners, advertisers return - MarketWatch
Yelp beats expectations as diners, advertisers return  MarketWatch

Programmatic Display Advertising Market Research & Clinical Advancements by 2028 | Facebook, JD.com, Adobe Systems Incorporated, Google (Doubleclick) – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Programmatic Display Advertising Market Research & Clinical Advancements by 2028 | Facebook, JD.com, Adobe Systems Incorporated, Google (Doubleclick) – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Why WPP wants to be the LVMH of post-COVID-19 advertising WPP CEO Mark Read - Fast Company
Why WPP wants to be the LVMH of post-COVID-19 advertising WPP CEO Mark Read  Fast Company

Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys - Promo Marketing
Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

Facebook used the pandemic to develop non-advertising business, while ad money kept pouring in - MarketWatch
Facebook used the pandemic to develop non-advertising business, while ad money kept pouring in  MarketWatch

Senate panel takes up anti-marijuana advertising bill... - Idaho Press-Tribune
Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising - Yahoo Finance
Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising  Yahoo Finance

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

YouTube Brandcast Delivered: What It Means For Advertising, Performance 05/05/2021 - MediaPost Communications
YouTube Brandcast Delivered: What It Means For Advertising, Performance 05/05/2021  MediaPost Communications

Apple How to stop apps from tracking you for advertising in iOS 14.5 - KnowTechie
Apple How to stop apps from tracking you for advertising in iOS 14.5  KnowTechie

How to Make Money with Scoreboard Advertising - Campus Rec Magazine
How to Make Money with Scoreboard Advertising  Campus Rec Magazine

ROKU Q1 Earnings Top Estimates, Revenues Ride on Advertising - Zacks.com
ROKU Q1 Earnings Top Estimates, Revenues Ride on Advertising  Zacks.com

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RRD Marketing Solutions Positioned Among Top Global Advertising and Marketing-Services Agencies in the 77th Ad Age Agency Report  MarTech Series

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ADVERTISING: Advertorial — Expectations  Coeur d'Alene Press

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

How Walmart is pitching advertisers - Business Insider
How Walmart is pitching advertisers  Business Insider

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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Online Advertising Management Software Market Is Booming Worldwide | Adzerk, Sizmek, Advanse – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall - Business Insider  Business Insider

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Lamar Advertising marks Teacher Appreciation Week with billboards thanking local teachers  FOX43.com

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Advertising investment on Facebook and Instagram grows 68% – Explica .co  Explica

Online Advertising Market to Get a New Boost | Netsuite Inc., Facebook Inc., eBay, Inc., Pandora Media – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Online Advertising Market to Get a New Boost | Netsuite Inc., Facebook Inc., eBay, Inc., Pandora Media – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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YouTube's linked TV advertising will be more shoppable thanks to a new update  Digital Information World

Garcia Lopez graduates with experience as an advertising and branding creative - WKU News
Garcia Lopez graduates with experience as an advertising and branding creative  WKU News

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Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

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Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

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MediaCrossing Unveils New Marketing and Advertising Business Geared Specifically for the Education Industry  GlobeNewswire

Social Advertising Tools Market 2021-2026 In-Depth Analysis with Top Key Players: Hootsuite Inc., Facebook (Facebook Ads Manager), Qwaya, AdEspresso, Inc. – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Social Advertising Tools Market 2021-2026 In-Depth Analysis with Top Key Players: Hootsuite Inc., Facebook (Facebook Ads Manager), Qwaya, AdEspresso, Inc. – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Global Advertising Market Research Report, Growth Trends and Competitive Analysis 2021-2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Advertising Market Research Report, Growth Trends and Competitive Analysis 2021-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Global Contextual Advertising Market Key Stakeholders – Google, Beijing Miteno Communication Technology, Facebook, Microsoft, Amazon, Aol – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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MediaCom launches new creative and gaming services for advertisers - Netimperative  Netimperative

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Facebook v Apple: The ad tracking row heats up  BBC News

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Global Social Media Contextual Advertising Market Foraying into Emerging Economies 2020-2026 | – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Facebook Postpones Meetings With Advertisers on Trump Ban Decision  Business Insider

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Here Are the Advertising, Media and PR Nominees for the 25th Annual Webby Awards  Adweek

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Software giant SAS launches biggest brand campaign in 20 years | Advertising  Campaign Asia

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Contextual Advertising Market Size, Growth, Trends, and Regional Outlook by 2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Star tells advertisers to pay only for the IPL matches played: Report  Exchange4Media

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Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

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Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

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With ads like these, does Tucker Carlson benefit Fox News?  Los Angeles Times

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How product placements may soon be added to classic films  BBC News

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Outdoors Advertising Market SWOT Analysis, Leading Companies – Clear Channel Outdoor, JCDecaux, Lamar Advertising, Outfront Media, Adams Outdoor Advertising?, AdSpace Networks, AirMedia, Titan Outdoor, APN Outdoor – BeverageManager .Net  BeverageManager .Net

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Verizon Media makes its pitch to advertisers following sale to Apollo  AdAge.com

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Apple Privacy Update And Advertisers | Avast  Security Boulevard

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Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

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Blaine B. Taylor, author, editor, perennial political candidate and Vietnam War veteran, dies  Baltimore Sun

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