258cib - 8:47 pm on Feb 3, 2004 (gmt 0) Bingo. Yes, the traditional publishers hate PPC. Tough.
My guess is that Verizon was hesitant to fully embrace ppc because it meant a lower bottom line for them. From my experience you spend far less on local cpc listings than you do for a online yellow page listing. (and Verizon would have all the click data to base decisions on) I think with Google and Overture both taking local search seriously, Verizon had no choice but to embrace the cpc business model. I guess we'll see on March 1st how serious Verizon is about local PPC.
Bingo. Yes, the traditional publishers hate PPC. Tough.