In an age when search particularly local search is increasingly becoming the preferred solution by which consumers can find a specific product or service, it’s good to know that the Internet Yellow Pages still hold the advantage.

It may be hard to imagine how even the strongest and most established IYP brands can compete, given the so-called search onslaught. But in a recent blog entry, John Kelsey of The Kelsey Group explained why he believes IYPs will develop faster than local search in the next couple of years.

Kelsey mentioned four key reasons why print publishers have the edge with their IYPs:

1. They already possess an outstanding sales force

Sales representatives will receive an increasing amount of training that will give them the confidence to sell IYP. Further, newer sales reps will naturally be better at selling electronic. In the meantime, Google’s plan to create its own sales force does not strike me as being economically viable for anyone involved.

2. They continually improve their IYP offerings

Yellowbook.com’s humorous advertisements did a good job of educating consumers about going online to find basic category information.

3. They offer both White and Yellow Pages

IYP offers both White and Yellow Pages, and this is a service that customers can’t get as easily through the search engines. Importantly, publishers need to do a better job of telling consumers that their people pages are the best in the business.

4. They enhance their IYP products so people can search either through the traditional Yellow Pages classifications or using a more local search-like approach.

IYP is too important to print publishers for them not to make a significant commitment to its success. They have the money to do the research to learn what customers like and need, and they are going to provide products that are valuable.

5. Their tremendous opportunity for growth in the mobile devices

The Kelsey Group believes one of the most significant opportunities online is for IYP companies to work with mobile devices. This will succeed if publishers are able to get their logo and IYP service on future 3G and 4G cellphones.