Lawrence, Massachusetts-based Yellow Pages publisher LocalTel has partnered with Google’s AdWords program to sell keywords on Google and Google Maps, and for ads to appear on partner sites within Google’s AdSense network. According to the press release, “ Through a new strategic relationship with Google, LocalTel has become a Google Adwords authorized re-seller allowing businesses of all types and sizes to easily and effectively advertise on the largest search engine on the web.” 

As independent publishers struggle to build their own online revenues, partnerships with major ad serving networks are key alliances. Using strong local brands combined with the brand appeal of Google allows smaller publishers to build online revenues without relying solely on their IYP properties.