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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 Wed. August / 05 / 2020

Podcast advertising to hit $1 billion in 2021 - Fox Business
Podcast advertising to hit $1 billion in 2021  Fox Business

Top 2 Advertising/Marketing Stocks To Buy In 2020 - Forbes
Top 2 Advertising/Marketing Stocks To Buy In 2020  Forbes

Choice-First Advertising Will Pave the Way to a Golden Age of Digital Advertising - ExchangeWire
Choice-First Advertising Will Pave the Way to a Golden Age of Digital Advertising  ExchangeWire

Joe Biden Plans to Spend $280 Million for Advertising During the General Election - The Wall Street Journal
Joe Biden Plans to Spend $280 Million for Advertising During the General Election  The Wall Street Journal

Dallas-Fort Worth Advertising & Marketing Firms - Dallas Business Journal - New York Business Journal
Dallas-Fort Worth Advertising & Marketing Firms - Dallas Business Journal  New York Business Journal

Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy - The Newark Advocate
Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy  The Newark Advocate

Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence - Ad Law Access
Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence  Ad Law Access

ViacomCBS Sets Launch Of EyeQ, A Comprehensive Offering For Advertisers - Deadline
ViacomCBS Sets Launch Of EyeQ, A Comprehensive Offering For Advertisers  Deadline

Times Square Advertisers Asked Not to Run Hindu Temple Ad - The New York Times
Times Square Advertisers Asked Not to Run Hindu Temple Ad  The New York Times

MobiusTrend: The Rising of Holographic AR+AI Advertising - GlobeNewswire
MobiusTrend: The Rising of Holographic AR+AI Advertising  GlobeNewswire

How to change your Google advertising settings - The Verge
How to change your Google advertising settings  The Verge

Facebook has been barely impacted by big advertisers' boycott — here's why - TNW
Facebook has been barely impacted by big advertisers' boycott — here's why  TNW

Fox posts lower quarterly profit on decline in advertising revenue - Fox Business
Fox posts lower quarterly profit on decline in advertising revenue  Fox Business

Sam's Club Partners With Button and Rakuten Advertising - MarTech Series
Sam's Club Partners With Button and Rakuten Advertising  MarTech Series

Mediavine Integrates with Centro's Basis Programmatic Advertising Platform - PRNewswire
Mediavine Integrates with Centro's Basis Programmatic Advertising Platform  PRNewswire

National TV Advertising Fell 9% in June, Down 19% Since Pandemic - Variety
National TV Advertising Fell 9% in June, Down 19% Since Pandemic  Variety

Mega Poultry Producer in Hot Water Over Fowl Advertising: Faces Joint Lawsuit - VEGWORLD Magazine
Mega Poultry Producer in Hot Water Over Fowl Advertising: Faces Joint Lawsuit  VEGWORLD Magazine

Trump campaign restarts TV advertising with spots slamming Biden - POLITICO
Trump campaign restarts TV advertising with spots slamming Biden  POLITICO

California Wine Drinkers Lose BevMo False Advertising Suit - Bloomberg Law
California Wine Drinkers Lose BevMo False Advertising Suit  Bloomberg Law

Graffiti Use in Advertising or Goods: Copyright Questions - The National Law Review
Graffiti Use in Advertising or Goods: Copyright Questions  The National Law Review

FTC report highlights concerns with dealer advertising and add-on products - JD Supra
FTC report highlights concerns with dealer advertising and add-on products  JD Supra

COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio - Yahoo Finance
COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio  Yahoo Finance

If advertising works, there's no way it doesn't contribute to obesity - The Drum
If advertising works, there's no way it doesn't contribute to obesity  The Drum

After more than 1,000 firms boycotted Facebook, what's next for ads on social media? - CNBC
After more than 1,000 firms boycotted Facebook, what's next for ads on social media?  CNBC

UK advertisers pulled more than £1.1bn spend during Covid lockdown - The Guardian
UK advertisers pulled more than £1.1bn spend during Covid lockdown  The Guardian

UK Group Calls for Treating SUVs Like Cigarettes and Banning Advertising - Treehugger
UK Group Calls for Treating SUVs Like Cigarettes and Banning Advertising  Treehugger

Mowi USA and Mowi Ducktrap face lawsuit alleging deceptive marketing, advertising - SeafoodSource
Mowi USA and Mowi Ducktrap face lawsuit alleging deceptive marketing, advertising  SeafoodSource

Got Milk? returns to advertising with spots by Weber Shandwick - PR Week
Got Milk? returns to advertising with spots by Weber Shandwick  PR Week

Programmatic Display Advertising Platform Market Rising Growth With Keyplayer: FACEBOOK BUSINESS, ADWORDS, WORDSTREAM - Market Research Posts
Programmatic Display Advertising Platform Market Rising Growth With Keyplayer: FACEBOOK BUSINESS, ADWORDS, WORDSTREAM  Market Research Posts

COVID And Beyond, Don't Underestimate Mobile Video's Advertising Potential 08/04/2020 - MediaPost Communications
COVID And Beyond, Don't Underestimate Mobile Video's Advertising Potential 08/04/2020  MediaPost Communications

Brands continue to lean heavily on programmatic advertising, IAB says - Marketing Dive
Brands continue to lean heavily on programmatic advertising, IAB says  Marketing Dive

Apple and Microsoft just proved the power of advertising - ZDNet
Apple and Microsoft just proved the power of advertising  ZDNet

‘Next Steps’ for Advertising Rule Coming: SEC Official - ThinkAdvisor
‘Next Steps’ for Advertising Rule Coming: SEC Official  ThinkAdvisor

More Than 1,000 Companies Boycotted Facebook. Did It Work? - The New York Times
More Than 1,000 Companies Boycotted Facebook. Did It Work?  The New York Times

Using a trademark in a domain for comparative advertising - Domain Name Wire
Using a trademark in a domain for comparative advertising  Domain Name Wire

Global Outdoor Advertising Machines Operating Market Demand To Witness a Significant Expansion Post Covid-19 by 2025 - JCDecaux, Burkhart Advertising, Clear Channel Outdoor, CBS, Stroer Media, Lamar Advertising etc. - Market Research Posts
Global Outdoor Advertising Machines Operating Market Demand To Witness a Significant Expansion Post Covid-19 by 2025 - JCDecaux, Burkhart Advertising, Clear Channel Outdoor, CBS, Stroer Media, Lamar Advertising etc.  Market Research Posts

New Global Deal Between Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania - European Gaming Industry News
New Global Deal Between Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania  European Gaming Industry News

AMC Networks Beats Street, Stock Pops As Q2 Profit Dips On Charges & Ad Sales Softer On COVID-19 - Deadline
AMC Networks Beats Street, Stock Pops As Q2 Profit Dips On Charges & Ad Sales Softer On COVID-19  Deadline

Google’s Advertising Haul Comes Up Short for First Time - The Wall Street Journal
Google’s Advertising Haul Comes Up Short for First Time  The Wall Street Journal

Microsoft-TikTok Deal Could Resurrect Tech Giant's Digital Advertising Efforts - Cheddar
Microsoft-TikTok Deal Could Resurrect Tech Giant's Digital Advertising Efforts  Cheddar

Pacvue Releases Report On Amazon's Q2 Advertising Growth During COVID-19 - PR Web
Pacvue Releases Report On Amazon's Q2 Advertising Growth During COVID-19  PR Web

Pinterest shares close up 36% on user growth and advertising in Q2 - CNBC
Pinterest shares close up 36% on user growth and advertising in Q2  CNBC

Advertising Market 2020 Global Analysis, Trends, Forecast up to 2026 By Top Players Omnicom Group, WPP, Dentsu Inc., PublicisGroupe, IPG - Market Research Posts
Advertising Market 2020 Global Analysis, Trends, Forecast up to 2026 By Top Players Omnicom Group, WPP, Dentsu Inc., PublicisGroupe, IPG  Market Research Posts

Trump Might Allow TikTok Acquisition (With Conditions); Adobe Spurns Political Advertising - AdExchanger
Trump Might Allow TikTok Acquisition (With Conditions); Adobe Spurns Political Advertising  AdExchanger

‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry - The New York Times
‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry  The New York Times

AIM organizes The 2nd HK Digital Advertising Start-ups X Publishing Promotion Support Scheme Awards Presentation Ceremony and Winners' Sharing Se - ACROFAN USA
AIM organizes The 2nd HK Digital Advertising Start-ups X Publishing Promotion Support Scheme Awards Presentation Ceremony and Winners' Sharing Se  ACROFAN USA

Microsoft Moves to Buy TikTok, Deepfake Identification Software, Facebook Advertising Growth Unchanged - BroadbandBreakfast.com
Microsoft Moves to Buy TikTok, Deepfake Identification Software, Facebook Advertising Growth Unchanged  BroadbandBreakfast.com

How much TikTok is paying for key roles as it goes on a hiring spree - Business Insider - Business Insider
How much TikTok is paying for key roles as it goes on a hiring spree - Business Insider  Business Insider

Outdoor Advertising Report 2020, Competitive Landscape, Trends, Opportunities and Top Manufacturers - Fairway Outdoor Advertising, EPAMEDIA, Lamar Advertising Company, Outfront Media Inc, Adam Outdoor Advertising, etc - Market Research Posts
Outdoor Advertising Report 2020, Competitive Landscape, Trends, Opportunities and Top Manufacturers - Fairway Outdoor Advertising, EPAMEDIA, Lamar Advertising Company, Outfront Media Inc, Adam Outdoor Advertising, etc  Market Research Posts

Paid advertisement controversy rattles Korean YouTube industry - The Korea Herald
Paid advertisement controversy rattles Korean YouTube industry  The Korea Herald

YouTube Creators Turn To Subscriptions As Advertising Revenue Implodes - Moguldom
YouTube Creators Turn To Subscriptions As Advertising Revenue Implodes  Moguldom

Digital Display Advertising Market with Covid-19 Pandemic Analysis, Growth Rate, New Trend Analysis & Forecast To 2024 | Key Players: SocialHi5, ReportGarden, Digital Business Development Ltd - Market Research Posts
Digital Display Advertising Market with Covid-19 Pandemic Analysis, Growth Rate, New Trend Analysis & Forecast To 2024 | Key Players: SocialHi5, ReportGarden, Digital Business Development Ltd  Market Research Posts

Advertisement for Bids | Legal Announcements | oanow.com - Opelika Auburn News
Advertisement for Bids | Legal Announcements | oanow.com  Opelika Auburn News

ADVERTISEMENT FOR BID | Legal Announcements - Daily Record-News
ADVERTISEMENT FOR BID | Legal Announcements  Daily Record-News

How to change Google advertising preferences - MobiGyaan
How to change Google advertising preferences  MobiGyaan

Antiques and Collecting: The art of advertising - Agri News
Antiques and Collecting: The art of advertising  Agri News

Arjun Pulijal advertised to Elderly Vice Head Of State of Advertising And Marketing at Capitol Records - D1SoftballNews.com
Arjun Pulijal advertised to Elderly Vice Head Of State of Advertising And Marketing at Capitol Records  D1SoftballNews.com

Google Announces New Digital Advertising Privacy Tools - Digital Information World
Google Announces New Digital Advertising Privacy Tools  Digital Information World

United States Advertising Market share forecast to witness considerable growth from 2020 to 2028 | By Top Leading Vendors - WPP, Omnicom Group, Dentsu Inc., PublicisGroupe - Market Research Posts
United States Advertising Market share forecast to witness considerable growth from 2020 to 2028 | By Top Leading Vendors - WPP, Omnicom Group, Dentsu Inc., PublicisGroupe  Market Research Posts

Covid-19: How brands are getting more bang for their advertising buck - Marketing Week
Covid-19: How brands are getting more bang for their advertising buck  Marketing Week

Impact of COVID-19 Pandemic on ERP Software for Advertising Agencies Market Trends, Size, Competitive Analysis and Forecast to 2024 - Market Research Posts
Impact of COVID-19 Pandemic on ERP Software for Advertising Agencies Market Trends, Size, Competitive Analysis and Forecast to 2024  Market Research Posts

Meredith Teams With Kroger To Provide Inventory, Targeting, Data To CPG Advertisers 08/04/2020 - MediaPost Communications
Meredith Teams With Kroger To Provide Inventory, Targeting, Data To CPG Advertisers 08/04/2020  MediaPost Communications

Twitter prepares to pay up to $250 million for using security data for advertising - CyberScoop
Twitter prepares to pay up to $250 million for using security data for advertising  CyberScoop

Corra Group Prepares for a Surge in Background Checks as Advertising and Entertainment Groups Return to Production - Benzinga
Corra Group Prepares for a Surge in Background Checks as Advertising and Entertainment Groups Return to Production  Benzinga

If we want clients to advertise, we should be advertising ourselves - Campaign US
If we want clients to advertise, we should be advertising ourselves  Campaign US

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

Inflight Advertising Market Size 2020 COVID-19 Impact, Industry Analysis, Key Players, Growth Prospects, Revenue, Production, New Development, Business Share, Global Trends and Forecast To 2024 - Market Research Posts
Inflight Advertising Market Size 2020 COVID-19 Impact, Industry Analysis, Key Players, Growth Prospects, Revenue, Production, New Development, Business Share, Global Trends and Forecast To 2024  Market Research Posts

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

How the world’s biggest advertisers are spending (or not) as the pandemic grinds on - Digiday
How the world’s biggest advertisers are spending (or not) as the pandemic grinds on  Digiday

Lawmakers Push FTC to Investigate Online Advertisers Tracking and Selling of Consumers' Data - Nextgov
Lawmakers Push FTC to Investigate Online Advertisers Tracking and Selling of Consumers' Data  Nextgov

Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads - PRNewswire
Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads  PRNewswire

As Major League Baseball begins to play ball again, advertisers clamor for ad time - CNN
As Major League Baseball begins to play ball again, advertisers clamor for ad time  CNN

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Streaming advertising’s tipping point: Viewership has shifted and ad dollars are expected to follow - Digiday
Streaming advertising’s tipping point: Viewership has shifted and ad dollars are expected to follow  Digiday

Advertising & Marketing: Introduction - Lexology
Advertising & Marketing: Introduction  Lexology

Header Bidding: Now a Top Priority for Programmatic Advertisers - Benzinga
Header Bidding: Now a Top Priority for Programmatic Advertisers  Benzinga

Google Bans "Coronavirus Beatdown" Drum Instrumental Single by Eddie Edwards from Advertising on Google - EIN News
Google Bans "Coronavirus Beatdown" Drum Instrumental Single by Eddie Edwards from Advertising on Google  EIN News

‘Hooked on the Facebook drug’: Media buyers say smaller brands will return to the platform, but bigger brands will continue to boycott - Digiday
‘Hooked on the Facebook drug’: Media buyers say smaller brands will return to the platform, but bigger brands will continue to boycott  Digiday

Jack’s hosting ‘Granfluencer’ contest to find new faces for restaurant advertisement - WIAT - CBS42.com
Jack’s hosting ‘Granfluencer’ contest to find new faces for restaurant advertisement  WIAT - CBS42.com

Disney Slashed Ad Spending on Facebook Amid Growing Boycott - The Wall Street Journal
Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

Snap says the Facebook ad boycotts have 'opened the door' with some advertisers - CNBC
Snap says the Facebook ad boycotts have 'opened the door' with some advertisers  CNBC

People of Color Drive Culture. They Will Save Advertising - Adweek
People of Color Drive Culture. They Will Save Advertising  Adweek

CCPA Roll-Out Causes Havoc for Facebook Advertisers - Search Engine Journal
CCPA Roll-Out Causes Havoc for Facebook Advertisers  Search Engine Journal

TARGET 8: Fact check: Analyzing Medicaid expansion advertisement - KOMU 8
TARGET 8: Fact check: Analyzing Medicaid expansion advertisement  KOMU 8

Digital Video Ad Spend Keeps UK Advertising Afloat amid COVID-19 - eMarketer
Digital Video Ad Spend Keeps UK Advertising Afloat amid COVID-19  eMarketer

What do digital commerce advertising management platforms offer? - MarTech Today
What do digital commerce advertising management platforms offer?  MarTech Today

About Ad Age Leading National Advertisers 2020 - AdAge.com
About Ad Age Leading National Advertisers 2020  AdAge.com

Facebook Fails to Appease Organizers of Ad Boycott - The New York Times
Facebook Fails to Appease Organizers of Ad Boycott  The New York Times

Advertising Plugin for WordPress Threatens Full Site Takeovers - Threatpost
Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

Advertisement: American Advertisement | Review - Pitchfork
Advertisement: American Advertisement | Review  Pitchfork

Facebook Advertisers Boycott, Demand Changes - Voice of America
Facebook Advertisers Boycott, Demand Changes  Voice of America

Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’ - The Wall Street Journal
Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’  The Wall Street Journal

As Trump Pushes Into Portland, His Campaign Ads Turn Darker - The New York Times
As Trump Pushes Into Portland, His Campaign Ads Turn Darker  The New York Times

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares - The Washington Post
Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut - NPR
Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut  NPR

Google Will Require Proof of Identity From All Advertisers - The New York Times
Google Will Require Proof of Identity From All Advertisers  The New York Times

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook - The New York Times
‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook  The New York Times

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