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More than ever, consumers are turning to the internet, their online social networks, and search engines to research before buying. Consider Yelp, a consumer review website and community. According to a recent episode of National Public Radio's "On the Media," Yelp is the bane of most local business owners, who have no way to run interference on the site's consumer reviews of their services and products. Unfortunately for business owners who feel slighted by the site, Yelp's consumer reviews and product research are a cleared-eyed view into the future of advertising.

Read the full story on iMedia Connection