Driving this progress is the obvious desire to deliver higher quality leads to advertisers.

What’s a "click" anyway? It certainly isn’t a customer.

The dilemma most print YP publishers face now is how deeply and how fervently to promote this new advertising vehicle to their clients.

If they get in bed with Google and heavily promote this service to their best advertisers (the movers, contractors and PI attorneys), it won’t be long before SOMEBODY does the math, and figures out that the good old double-truck in print just ain’t what she used to be.

Right now, we’re seeing a trickle of advertisers playing with this new service as an incremental advertising spend.

However, as PPCall distribution and adoption gains momentum, that trickle will become a torrent.

It reminds me of running a small town clothing store in the early 1980s when Wal-Mart moved into the area.

We didn’t compete with the same merchandise, but they kept vacuuming dollars out of the market. Within a few years, our stores that had been around for 107 years called it quits.

This is going to be a bloodbath for the traditional media that don’t adapt.