The economic downturn is a reality, but the specific ways that it affects businesses run the gamut based on the size and type of business. During these times, small, local businesses often feel the pinch more quickly and sharply, causing some to take evasive maneuvers to keep afloat. Based on the Yellow Pages industry’s experience, those who stick with proven advertising programs—-rather than cutting them out of their budgets-—continue to find success with generating new customers and retaining current ones.

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