Alright, we said we'd let this one be, but there's still a lot of talk about the AP story on Verizon's Print Pay per Call ads, so we wanted to share what the Kelsey Group's saying about it.

According to Mike Boland at KG, "Though there is growing demand in the market for pay for performance advertising and the discernable ROI it offers, print books have largely been slow to offer it because it could potentially threaten current models. This is a significant move for Verizon, likely driven by the demand in the marketplace for PFP advertising and the shift in the marketplace to online advertising and paid search...An interesting development by Verizon. We’ll see where it goes, and who else follows suit."