For many years shop owners and other small businesses have seen their marketing dollars be swallowed up by Yellow Pages.  They had slick talking salespeople convince them that without an ad in their Yellow Page book their business was doomed.  They also felt that they had to have the biggest ad going and finally, they felt it had to be a full-page ad and then a full-color ad.  Thousands of dollars were spent on this endeavor.  At best it was a prospecting piece as it was in no way targeted marketing.  The shop owner had…