Switchboard dials up new advertising partners

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Switchboard Inc., one of the first sites to provide Internet directories, said Thursday that it has signed such national brands as Enterprise Leasing, Delta Airlines, United Airlines, Farmers Insurance and State Farm Insurance as advertisers on its site. The move is significant because it shows major brands jumping into directory advertising. Switchboard Inc., Westboro, Mass., earlier signed a deal with ad-serving network B2BWorks, Chicago, to sell b-to-b advertising on its directory sites. If the national brands are successful at corralling b-to-b leads, it could spur second- and third-tier brands to begin using directories as a central part of an Internet b-to-b marketing strategy.
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