Bringing nearly three decades of Yellow Pages and local search experience, as Director of Research for the Yellow Pages Association (YPA). Larry spearheads and advises on all association-driven research activities for the industry, as well as blogs about the industry on the InsideYP blog. Mr. Small’s broad experience includes posts at Leland Mast Directory Company, the American Association of Yellow Pages Publishers (AAYPP), the Yellow Pages Publishers Association (YPPA) and CRM Associates.

Within these organizations, Mr. Small has been responsible for diverse activities including research, communications, benchmarking, collateral materials, the Marketing the Medium® program, industry speaking engagements and a variety of meeting and convention activities. His extensive knowledge of the Yellow Pages Industry has made him a popular presenter at seminars and conventions worldwide. Mr. Small received a Bachelor of Science degree in Business Administration from the University of California at Los Angeles and a Master’s degree in Business Administration from the University of Missouri at Columbia. Mr. Small contributes to the Locals Only column, which appears on Mondays at Search Engine Land.

• Determining The Most Effective Local Advertising Strategy
• More People Go Mobile For Local
• “More Is More:” Why Info-Rich Ads Help Local Businesses Generate Leads
• Make An Informed Decision About Local Advertising
• Don’t Forget The Place Your Customers Call Home
• There’s No Debate That Local Search Has A Role to Play in Healthcare
• The Best Call Is A Local One
• Local Search Means Business
• Hyperlocal Is Happening
• Numbers Show Search Has Changed, But Not How You’d Think
• Are You Content With Your Online Advertising’s Content?
• Is An Online vs. Offline Local Search All That Different? Yes And No
• Multiplatform Yellow Pages Usage On the Rise