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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 Sat. January / 16 / 2021

LinkedIn Launches 6 Free Advertising Courses - Search Engine Journal
LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

‘Some Form of Programmatic’ Is the Future of All Advertising, Says Marc Pritchard - Adweek
‘Some Form of Programmatic’ Is the Future of All Advertising, Says Marc Pritchard  Adweek

Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl - CNBC
Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl  CNBC

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Global Radio Advertising Market Report 2020-2030 Featuring Major Players - Sirius XM, iHeartMedia, Entercom Communications, Cumulus Media, NPR, Strategic Media, The Radio Agency, Jacob Tyler, Sid Lee - PRNewswire
Global Radio Advertising Market Report 2020-2030 Featuring Major Players - Sirius XM, iHeartMedia, Entercom Communications, Cumulus Media, NPR, Strategic Media, The Radio Agency, Jacob Tyler, Sid Lee  PRNewswire

Google Stock, Apple Stock: Outlook for Digital Advertising As Cookie Crumbles - Investor's Business Daily
Google Stock, Apple Stock: Outlook for Digital Advertising As Cookie Crumbles  Investor's Business Daily

29 execs with the most power at advertising giant Publicis - Business Insider - Business Insider
29 execs with the most power at advertising giant Publicis - Business Insider  Business Insider

Advertising Market Insights, Growth Forecast to 2025 - Business-newsupdate.com
Advertising Market Insights, Growth Forecast to 2025  Business-newsupdate.com

5 Digital Advertising Tips That You Need to Know - Entrepreneur
5 Digital Advertising Tips That You Need to Know  Entrepreneur

Fox Reporter Kristina Pink Says She’s Frequently Been Compared to an Advertising Mascot - Sportscasting
Fox Reporter Kristina Pink Says She’s Frequently Been Compared to an Advertising Mascot  Sportscasting

The Big Questions For Digital Advertising In 2021 - AdExchanger
The Big Questions For Digital Advertising In 2021  AdExchanger

Despite advertising otherwise, players need to re-buy Hitman 2 to import its levels to Hitman 3 - Rock Paper Shotgun
Despite advertising otherwise, players need to re-buy Hitman 2 to import its levels to Hitman 3  Rock Paper Shotgun

Advertising software maker Viant Technology files for a $150 million IPO - Nasdaq
Advertising software maker Viant Technology files for a $150 million IPO  Nasdaq

5 Advertising Strategies To Help Personal Loan Brands Reach High-Intent Consumers During Peak Resolution Season - Digital Media Solutions
5 Advertising Strategies To Help Personal Loan Brands Reach High-Intent Consumers During Peak Resolution Season  Digital Media Solutions

Global Radio Advertising Market Report 2020-2030: COVID-19 Impacts, Growth and Changes - ResearchAndMarkets.com - Yahoo Finance
Global Radio Advertising Market Report 2020-2030: COVID-19 Impacts, Growth and Changes - ResearchAndMarkets.com  Yahoo Finance

Meet Ad+Me, The Advertising Application That Is Changing The Way Businesses Advertise - Yahoo Finance
Meet Ad+Me, The Advertising Application That Is Changing The Way Businesses Advertise  Yahoo Finance

FTC Settles with TapJoy for Non-Delivery of In-Game Rewards - The National Law Review
FTC Settles with TapJoy for Non-Delivery of In-Game Rewards  The National Law Review

How Will the Pandemic Impact Super Bowl 2021’s OOH Advertising? - Adweek
How Will the Pandemic Impact Super Bowl 2021’s OOH Advertising?  Adweek

Advertising software maker Viant Technology files for IPO - MarketWatch
Advertising software maker Viant Technology files for IPO  MarketWatch

SPONSORED ADVERTISING by INTL. WELOVEU FOUNDATION: Safe blood drive on Sunday, Jan 17 - FOX 11 Los Angeles
SPONSORED ADVERTISING by INTL. WELOVEU FOUNDATION: Safe blood drive on Sunday, Jan 17  FOX 11 Los Angeles

What Big Tech's scrutiny means for luxury advertising - Vogue Business
What Big Tech's scrutiny means for luxury advertising  Vogue Business

Transit Agency Advertising: Reasoned Approach Needed for Evaluating Political Ads - Lexology
Transit Agency Advertising: Reasoned Approach Needed for Evaluating Political Ads  Lexology

Newsday to lay off employees amid advertising drop - Newsday
Newsday to lay off employees amid advertising drop  Newsday

‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos - Digiday
‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

Video Advertising 2021-2024 01/14/2021 - MediaPost Communications
Video Advertising 2021-2024 01/14/2021  MediaPost Communications

Smartly.io Announces Second Annual Sofa Summit: The World's Largest Social Advertising Event - Valdosta Daily Times
Smartly.io Announces Second Annual Sofa Summit: The World's Largest Social Advertising Event  Valdosta Daily Times

Advertising Vehicles Welcomes New Team Member Jason Boyd - Yahoo Finance
Advertising Vehicles Welcomes New Team Member Jason Boyd  Yahoo Finance

PUBLISHER'S NOTICE All rental and real estate for sale advertising - goskagit.com
PUBLISHER'S NOTICE All rental and real estate for sale advertising  goskagit.com

SEC Settles Charges Against Municipal Underwriter for Unfair Practices and Misleading Advertising in Connection With its Distribution of New Issue Securities - JD Supra
SEC Settles Charges Against Municipal Underwriter for Unfair Practices and Misleading Advertising in Connection With its Distribution of New Issue Securities  JD Supra

WWE Superstar Spectacle Taping Ahead Of SmackDown, New Promotional Advertising - Heel By Nature
WWE Superstar Spectacle Taping Ahead Of SmackDown, New Promotional Advertising  Heel By Nature

Google Bans All Political Advertising Until January 21St - WLTZ - WLTZ 38 NBC
Google Bans All Political Advertising Until January 21St - WLTZ  WLTZ 38 NBC

Advertise | The Dearborn County Register - Dearborn Country Register
Advertise | The Dearborn County Register  Dearborn Country Register

Display Advertising - Lexington County Chronicle
Display Advertising  Lexington County Chronicle

Advertising Litigation 2020: Ben & Jerry's Happy Cows, Oreo Real Cocoa & more - The National Law Review
Advertising Litigation 2020: Ben & Jerry's Happy Cows, Oreo Real Cocoa & more  The National Law Review

Did You Participate In Any Of Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) Respectable 94% Return? - Simply Wall St
Did You Participate In Any Of Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) Respectable 94% Return?  Simply Wall St

Picture This: An Audience-First Approach to Video Advertising - MarTech Series
Picture This: An Audience-First Approach to Video Advertising  MarTech Series

Modern Customers Want Brand Communities, No More Advertising - Business 2 Community
Modern Customers Want Brand Communities, No More Advertising  Business 2 Community

This time it's personal: why advertising has to change - The Drum
This time it's personal: why advertising has to change  The Drum

Global In-App Advertising Market 2021 to Showing Impressive Growth by 2026 | Industry Trends, Share, Size, Top Key Players Analysis and Forecast Research - KSU | The Sentinel Newspaper
Global In-App Advertising Market 2021 to Showing Impressive Growth by 2026 | Industry Trends, Share, Size, Top Key Players Analysis and Forecast Research  KSU | The Sentinel Newspaper

The 7 Best Advertising Agencies for 2021 - Investopedia
The 7 Best Advertising Agencies for 2021  Investopedia

National Advertising Division Says Pre-Launch Investor Presentation Can Be Challenged Under Advertising Law - IPWatchdog.com
National Advertising Division Says Pre-Launch Investor Presentation Can Be Challenged Under Advertising Law  IPWatchdog.com

Advertising Agency Software Market to witness an impressive growth during the f - Business-newsupdate.com
Advertising Agency Software Market to witness an impressive growth during the f  Business-newsupdate.com

Biotin And 'Healthy Hair': Federal Pre-emption Clips False Advertising Complaint In California - HBW Insight
Biotin And 'Healthy Hair': Federal Pre-emption Clips False Advertising Complaint In California  HBW Insight

Advertising Community: America Needs Our Help 01/15/2021 - MediaPost Communications
Advertising Community: America Needs Our Help 01/15/2021  MediaPost Communications

Flipclutch Research: Global AR advertising revenue is huge, WIMI intends to seize this business opportunity - PRNewswire
Flipclutch Research: Global AR advertising revenue is huge, WIMI intends to seize this business opportunity  PRNewswire

Report: Google and Facebook are responsible for depressed advertising revenue - Poynter
Report: Google and Facebook are responsible for depressed advertising revenue  Poynter

SEC Amends Advertising and Solicitation Rules: Numerous Changes to Start Digesting and Implementing. - The National Law Review
SEC Amends Advertising and Solicitation Rules: Numerous Changes to Start Digesting and Implementing.  The National Law Review

The case for dynamic advertising in an uncertain world - The Drum
The case for dynamic advertising in an uncertain world  The Drum

How deepfakes could change fashion advertising - Vogue Business
How deepfakes could change fashion advertising  Vogue Business

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Airfare Advertising - Advanced Notice of Proposed Rulemaking - Seeks Comment on the DOT's Full Fare Advertising Rule  EIN News

Coalition lays groundwork for advertising campaign to spruik workplace relations overhaul - The Guardian
Coalition lays groundwork for advertising campaign to spruik workplace relations overhaul  The Guardian

OPINION: An Open Letter to "Big Game" Advertisers - RADIO.COM
OPINION: An Open Letter to "Big Game" Advertisers  RADIO.COM

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TRAVERSE32's Brett Henenberg Navigates The Worlds of Entertainment, Advertising  SHOOT Online

Global Programmatic Display Advertising Market Report 2020 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026 - MENAFN.COM
Global Programmatic Display Advertising Market Report 2020 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026  MENAFN.COM

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Global Advertising Video Market 2020, Future Prospects and Potential of Industry with Regional trend by forecast to 2028  KSU | The Sentinel Newspaper

Global Online Display Advertising Services Market Will Be Fiercely Competitive by Top Companies in 2026 - The Courier
Global Online Display Advertising Services Market Will Be Fiercely Competitive by Top Companies in 2026  The Courier

OpenAP Debuts New Platform in Expanded TV Advertising Push - Adweek
OpenAP Debuts New Platform in Expanded TV Advertising Push  Adweek

Why the NHL’s move to more advertising is a net positive for hockey fans. - Mile High Hockey
Why the NHL’s move to more advertising is a net positive for hockey fans.  Mile High Hockey

Advertising industry giant Gurney Beckford passes - Jamaica Observer
Advertising industry giant Gurney Beckford passes  Jamaica Observer

The impressive wound left by the nail of an advertising blanket on the knee of a Necaxa footballer - TheNewsTrace
The impressive wound left by the nail of an advertising blanket on the knee of a Necaxa footballer  TheNewsTrace

Flyers to advertise on helmets this season. Spoiler alert: It’s not Wawa. - The Philadelphia Inquirer
Flyers to advertise on helmets this season. Spoiler alert: It’s not Wawa.  The Philadelphia Inquirer

Bloomberg - Bloomberg
Bloomberg  Bloomberg

Latest News 2020: Mobile Advertising Platform Market by Coronavirus-COVID19 Impact Analysis With Top Manufacturers Analysis | Top Players: Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft, etc. | InForGrowth - NeighborWebSJ
Latest News 2020: Mobile Advertising Platform Market by Coronavirus-COVID19 Impact Analysis With Top Manufacturers Analysis | Top Players: Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft, etc. | InForGrowth  NeighborWebSJ

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Healthcare Advertising Market 2020 Global Industry Outlook, COVID-19 Impact Analysis, Demand, Key Manufacturers and 2027 Forecast Report| | Johnson & Johnson Services, Pfizer, Merck & Co, Novartis AG, Sanofi  KSU | The Sentinel Newspaper

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Global Aerial Advertising Market 2020 Analysis by Latest COVID19/CORONA Virus Impact with Market Positioning of Key Vendors: Air Amelia,,,,, etc. | InForGrowth  NeighborWebSJ

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Advertising Services Market to Witness Massive Growth | WPP, Omnicom Group, Dentsu  Murphy's Hockey Law

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Contextual Advertising Market Research Report Covers, Future Trends, Past, Present Data and Deep Analysis  Murphy's Hockey Law

Mediaocean Ranked First in Advertising Technology on Ad Age Best Places to Work 2021 - GlobeNewswire
Mediaocean Ranked First in Advertising Technology on Ad Age Best Places to Work 2021  GlobeNewswire

CloudCommerce to Launch Artificial Intelligence (AI) Advertising Venture - GlobeNewswire
CloudCommerce to Launch Artificial Intelligence (AI) Advertising Venture  GlobeNewswire

GMG announces new chief advertising officer and CEO international - The Guardian
GMG announces new chief advertising officer and CEO international  The Guardian

FDA sends warning letter to company that is advertising COVID-19 curing tea - Food Safety News
FDA sends warning letter to company that is advertising COVID-19 curing tea  Food Safety News

Are Marketers Pivoting to Connected TV Advertising? - Radio & Television Business Report
Are Marketers Pivoting to Connected TV Advertising?  Radio & Television Business Report

Global Out-of-Home Advertising Market Report 2020-2030 Featuring Daktronics, JCDecaux, Lamar, OUTFRONT Media, Stroe, Clear Channel Outdoor , Exterion Media, oOh!media, Intersection and Watchfire Signs - PRNewswire
Global Out-of-Home Advertising Market Report 2020-2030 Featuring Daktronics, JCDecaux, Lamar, OUTFRONT Media, Stroe, Clear Channel Outdoor , Exterion Media, oOh!media, Intersection and Watchfire Signs  PRNewswire

OpenAP Launches Supply-Side Platform to Surface Available TV Advertising Inventory for Buyers, Brings Transparency and Visibility to Marketplace - MarTech Series
OpenAP Launches Supply-Side Platform to Surface Available TV Advertising Inventory for Buyers, Brings Transparency and Visibility to Marketplace  MarTech Series

VIOOH and Ubimo Announce Partnership to Offer Data-Driven Digital Out-of-Home (DOOH) Advertising on JCDecaux Inventory - Business Wire
VIOOH and Ubimo Announce Partnership to Offer Data-Driven Digital Out-of-Home (DOOH) Advertising on JCDecaux Inventory  Business Wire

Advertisers pull ads amid the attack on the US Capitol - Business Insider - Business Insider
Advertisers pull ads amid the attack on the US Capitol - Business Insider  Business Insider

Facebook Advertisers Brace for iOS 14 Tracking Prompt Fallout - Search Engine Journal
Facebook Advertisers Brace for iOS 14 Tracking Prompt Fallout  Search Engine Journal

Report: Fox News Presentation Aimed To Reassure Advertisers 01/11/2021 - MediaPost Communications
Report: Fox News Presentation Aimed To Reassure Advertisers 01/11/2021  MediaPost Communications

Assembly votes to advertise new manager hire - Chilkat Valley News
Assembly votes to advertise new manager hire  Chilkat Valley News

Unilever to resume advertising on Facebook and Twitter - CNN
Unilever to resume advertising on Facebook and Twitter  CNN

Social media giants in ‘trouble’ if advertisers go after them, analyst warns - Fox Business
Social media giants in ‘trouble’ if advertisers go after them, analyst warns  Fox Business

Global advertising forecast to set a new record in 2021 - AdAge.com
Global advertising forecast to set a new record in 2021  AdAge.com

Jay White's Profile Removed From NJPW Website, NJPW Still Advertising White For Upcoming Events - Wrestling Inc.
Jay White's Profile Removed From NJPW Website, NJPW Still Advertising White For Upcoming Events  Wrestling Inc.

County Board approves advertising for jail positions - Thief River Falls Northern Watch
County Board approves advertising for jail positions  Thief River Falls Northern Watch

News publishers expect advertisers to return to news after Trump’s departure - Digiday
News publishers expect advertisers to return to news after Trump’s departure  Digiday

Law Brief: Your Ad Here: Outdoor Advertising and the Law - JD Supra
Law Brief: Your Ad Here: Outdoor Advertising and the Law  JD Supra

What’s Left of Tucker Carlson’s Advertisers (So Far) in 2021? - TVRev
What’s Left of Tucker Carlson’s Advertisers (So Far) in 2021?  TVRev

Facebook's Small Advertisers Say They're Hurt by AI Lockouts - Bloomberg
Facebook's Small Advertisers Say They're Hurt by AI Lockouts  Bloomberg

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021 - Forbes
Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

Is Amazon About To Take Over Online Advertising? - Forbes
Is Amazon About To Take Over Online Advertising?  Forbes

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How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

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

2020: A Record Year for Political Advertising - Bowdoin News
2020: A Record Year for Political Advertising  Bowdoin News

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Advertising Week: The List announces diversity-focused mentorship program  AdAge.com

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The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

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Is the internet advertising economy about to implode?  TechCrunch

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College advertising during COVID-19 draws criticism  Inside Higher Ed

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Antivaccine videos slip through YouTube's advertising policies, new study finds  Science Magazine

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Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut  NPR

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