DM News today is running a profile of Superpages.com's pay for calls program that looks at how the company leverages call tracking to support its advertisers.   According to Robyn Rose, vice president of marketing for Superpages.com, “Local search is about connecting consumers with businesses in the most relevant geography for the consumer.  Local search is frequently about an offline transaction made with a service-based business or at a retail store. Consumers are getting smarter, and while research is done online for products and services, the majority of transactions still occur offline.”

Pay per call is one way to reach local consumers and provide better exposure to local small and midsize businesses and local locations of regional and national businesses,