Sanger shared the story of his role as founder and president of local Internet marketing firm LocalLaunch! from its beginnings in 2003 to its eventual acquisition by R.H. Donnelley in 2006, and how the company has expanded since then using purchases such as that of Business.com to grow into a firm whose platform is used by more than 100,000 customers.

In their PubCon interview Sanger told Zamora about that platform and how small and medium-size traditional businesses have used it to enter the interactive marketplace, and about a process he calls atomization that has made traditional company Web sites less important than they once were, due in part to online services such as those provided by Yelp and Local.com.

Sanger shared his insights into understanding how businesses information “lives and breathes” in the context of the Web, and methods for controlling and manipulating it. He also told SearchEngineWorld’s Zamora about a forthcoming new destination site slated for launch during the fourth quarter of this year, and spoke about a new iteration of the award-winning LocalLaunch! platform.

Before leaving Sanger spoke about being a WebmasterWorld member for more than eight years and the significant knowledge that can be gained from the popular message forum, while explaining what he sees as the primary reason for the success of PubCon.

Contributed by Lane R. Ellis, Lead Editor at SearchEngineWorld.