SEM requires significant monthly recurring expenses to be meaningful. When cash flow is tight, it’s an easy expense to suspend.

SEM requires a lower commitment than advertising in a publication printed annually.

There is very low pain associated with canceling an SEM program and restarting it later.

The SEM providers need to create a real benefit to the advertiser who continues his program and a real loss for the advertiser who does not continue his program.

In the print Yellow Pages, ads are usually paginated with largest ads first, then oldest ads coming ahead of other ads of the same size.

This has historically been a huge retention tool and it discourages advertisers considering reducing the size of their ad or not advertising for a cycle.

Success in local online media hinges on owning your destination site and making it so compelling that an advertiser sees value in maintaining position.

This is not only about the leads per dollar generated.