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Yelp Wanted

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For the second time in as many weeks, a smitten New York Times takes a look at the Yelp phenomenon, and Jeremy S. hints at the future of Yelp: "Among the biggest targets in Yelp's sights is the multibillion-dollar Yellow Pages market. 'Yellow Pages has always been a pay-to-play environment,' Mr. Stoppelman said ... In other words, consumers who once chose a business because it had the biggest ad in the Yellow Pages are now just as likely to make that choice on the basis of favorable reviews from customers." Because a system that allows a business to buy a Yelp sponsorship, host free Elite events, add pretty photos to its listing and highlight favorite reviews is completely different. [NYT]

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