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MKT 620 MARKETING PROMOTION & ADVERTISING (Resi '19 Spring S2) Lesson 8: Support Media and Direct Marketing Week 4: Assignment 2 Mariana Cabrera 1. What is in store for the Yellow Pages? Will this medium continue to survive in the future? Explain what the Yellow Pages must do to continue to exist. The Yellow Pages we find phone numbers, store locations, addresses, store hours, and reviews for businesses in our neighborhood. For over a century Yellow Pages publishers have dominated this field. But with the rise of the internet—a near perfect vehicle for directional advertising—it has been unclear if the hundred year Yellow Pages model can acclimate itself to the ever changing advertising world. While many Yellow Page publishers are pushing a variety of internet products, it seems clear few of these (if any) come close to competing with the multitude of self-serve products Google already provides. I keep waiting for Google to start buying up Yellow Page publishers to