It is evident in new research from the United States that small businesses are backing away from traditional advertising platforms --- newspapers and Yellow Pages, for example.
What is also evident is that they're not cottoning on to new media platforms. Many don't have Web sites, many of them admit their sites don't adequately reach customers, many more don't use the newer medium to hawk their wares.
"The research finds an accelerating trend toward online media for local search. However, the report says the study uncovers a significant disconnect between the way small business owners act as consumers vs. the way they market their businesses online," says MediaPost in its summary of research from Webvisible and Nielsen.