Archive for October, 2007

Despite impressive restoration, menu fails to impress

Thursday, October 18th, 2007

An attempt to invoke a bygone era in a heritage building comes up short when it comes to the food and the service

Mia Stainsby
Sun

The Transcontinental has a lively bar area and an impressive setting, although the dining room lacks personality and the food isn’t strong enough to make up for it. Photograph by : Ward Perrin, Vancouver Sun

It’s a Vancouver gem, so thank you Eli Gershkovitch for the partial makeover of the part of the former CP station on Cordova Street that was frumpy, dishevelled, bricked and drywalled over, its inner beauty ransomed for a rabbit-warren of offices.

“It was like urban archeology extracting the cinder blocks,” Gershkovitch says.

The restoration respects the original neo-classical beaux-arts style and tall, graceful, arched windows once again pour in light; elegant mouldings have been replaced and the space evokes the era when Canadian Pacific trains ping-ponged across this vast country.

Too bad, however, that a mezzanine level was installed over part of the room, subtracting from the soaring ceiling. The floor-to-ceiling steel V-beam that stands out like a lightning bolt is from a previous seismic upgrade that was buried behind bricks.

Gershkovitch recently opened The TransContinental Heritage Restaurant and Railway Lounge in the space, conjuring an old CP hotel dining room with Group of Seven-ish paintings, railway posters and Orient Express style dishes. And while I’d love to say I’m enamoured of the new restaurant, I was underwhelmed.

The food also seems to also be from a bygone era and set against today’s culinary tableau, the straight-ahead dishes (including prime rib and five different steaks) aren’t stand-outs. While the lounge seems to be a great spot to socialize, have a drink, have a nosh, the dining room, though grand in scale, lacks personality and the food isn’t strong enough to make up for it.

The menu goes coast to coast, starting with B.C.’s wild salmon, moving to Alberta beef, bison, poutine, Nova Scotia lobster and Atlantic sea scallops. Dinner entrées are $23 to $30; vegetarian and pasta dishes are $17 and $18. (A bar and patio menu offers lighter fare, including a prime rib beef dip, prime rib burger and Boston blue crab, tomato and smoked cheddar dip.)

I found both the food and the service uneven. Baked crab cake had good structure and was fat and full of fresh crab; bison carpaccio with roasted garlic, olives, pecorino cheese was tasty; a house salad was crisply fresh (with iceberg lettuce), hazelnuts, dried blueberries and goat’s cheese; a grilled lamb trio (double rack shop, sausage, tenderloin) was competently cooked but not a standout. (The accompanying mint gnocchi was not a good idea.)

A grilled strip loin (a quality piece of beef) was cooked to medium which is a spoiler when medium-rare was requested. Chicken breast with morels featured a moist piece of chicken but I had to go foraging for those mushrooms and they were too small to add any flavour. Salmon was overcooked and sat joyless on the plate. One thing I loved was the mascarpone ice cream that accompanied a carrot cake dessert. It was more delicious than the main attraction.

While the bar area is lively, the dining room is in urgent need of selfhood. Instead of the background music that played when I visited, some higher decibels of Michael Bublé or jazz would add to the ambience. (I’ve been told by others that the music and sound system were good when they visited.)

On a second visit, we found that sitting under the mezzanine creates an acoustics problem; we had to yell to be heard above our noisy neighbours.

While some servers were spot on, others left a bad impression. On one visit, spilled food remained on the table for most of the meal; one started to walk away in the midst of answering a question. Cutlery isn’t changed between courses and for the dinner prices, they should be.

I wondered if a more casual spot with the feel of a busy railway station with an entrance from the bustling concourse wouldn’t have worked better . . . but alas, Gershkovitch would be competing with himself. Steamworks Brewing Company, his other restaurant on the same block, has that market down cold.

Postscript: In fact, at deadline, Gershkovitch called with the news that he’ll be expanding the trans-Canada menu and looking at a “more broader, more casual fare.”

TRANSCONTINENTAL HERITAGE RESTAURANT AND RAILWAY LOUNGE

Overall: 3

Food: 2 1/2

Ambience: 3 1/2

Service: 3

Price $$$

601 West Cordova St., 604-678-8000, www.thetranscontinental.com

Open for lunch and dinner Monday to Friday, and dinner on Saturday.

Restaurant visits are conducted anonymously and interviews are done by phone. Restaurants are rated out of five stars.

© The Vancouver Sun 2007

 

Okanagan house prices discourage residents

Thursday, October 18th, 2007

As with Metro Vancouver, Kelowna, Penticton are out of reach of locals

Michael Kane
Sun

Average home prices across Metro Vancouver are expected to surpass $600,000 next year — and that’s in a market supposedly slowing down.

Kelowna-Central Okanagan is also a major front-runner for price appreciation, according to the Re/Max Housing Market Outlook 2008 released Wednesday.

Metro Vancouver prices are forecast to rise seven per cent next year from an estimated average of $560,000 for 2007. Kelowna-area prices are expected to climb nine per cent in 2008 to an average of $408,750.

While the Metro Vancouver market is slowing because fewer people can afford to buy, the Central Okanagan market is being turbocharged by retirees and buyers of recreational property, said Kelowna-based Re/Max executive Elton Ash.

Rising prices are squeezing out local residents and encouraging some to move to Alberta where they can earn more, Penticton Coun. Randy Manuel said in an interview.

Manuel still has two adult children, aged 24 and 27, living in his home because they can’t afford to buy in the region.

“Our young people can’t save up enough to put a down payment on anything because even a cheap motel in the wintertime is going to cost $900 to $1,100.”

To try to encourage construction of rental units, Penticton council is reducing charges and appealing for federal GST relief, but Mayor Jake Kimberley said the strong market is encouraging developers to build condos for sale.

“We’ve estimated in our community that there is a requirement for about 300 to 400 units immediately to accommodate families,” Kimberley said in an interview. “I think we’re all well aware that the cost of getting in to purchase a home now is beyond the means of most wage earners.”

The Re/Max report, which examines trends in 18 markets across the country, says higher mortgage rates and increased inventory levels failed to materialize in most major centres this year.

By year-end, housing values are expected to shatter existing records, with the highest increases forecast for Saskatoon (49 per cent), Edmonton (31.5 per cent), Regina (21 per cent), Calgary (20 per cent), Kelowna (19.5 per cent), Saint John (17 per cent), St. John’s (12 per cent), and Metro Vancouver (10 per cent).

While economic prospects are expected to continue to improve, the report says few major markets will exceed record sales levels set in 2007.

About half a million homes are expected to be sold next year, down from an estimated 545,000 this year.

The average Canadian home price is projected to rise nine per cent this year to $303,000, up about $25,000 over 2006 levels. Next year, prices are forecast to rise six per cent to an average $321,000.

Ash said the housing market cannot continue to sustain double-digit inflationary pricing.

“It’s not healthy. And then the Bank of Canada becomes concerned, and that could affect interest rates,” he said. “I think a stabilizing of overall unit sales which will stabilize prices next year is very healthy.”

As in 2007, inventory will be the major wild card next year, he added.

“A return to tight market conditions could mean all bets are off as buyers are forced to compete, creating increased market pressure.”

© The Vancouver Sun 2007

 

Slow and steady growth forecast for residential real estate

Wednesday, October 17th, 2007

Canadian home sales to top 500,000 in 2007

Sun

After posting extraordinary gains in 2007, housing market performance will moderate in most major Canadian centres in 2008, according to a report released today by RE/MAX.

The RE/MAX Housing Market Outlook 2008 examined residential real estate trends in 18 markets across the country.  The report found that while economic prospects will continue to improve next year, few major markets are expected to exceed record sales levels set in 2007.  Winnipeg, Hamilton-Burlington, Kitchener-Waterloo, London-St. Thomas, Ottawa, Sudbury, Saint John, Halifax-Dartmouth, and St. John’s are all predicted to buck the trend in 2008, with appreciation ranging from one to seven per cent.  Average price is forecast to increase in 78 per cent of markets surveyed next year, with the lowest price increase expected in Edmonton and the highest in St. John’s.  

Nationally, the number of homes sold is expected to break through the half-million threshold in 2007, climbing 13 per cent to an estimated 545,400 units, up from 483,770 units one year ago.  Average price is projected to appreciate nine per cent to $303,000, up about $25,000 over 2006 levels.  In 2008, home sales are expected to retreat to 500,000 units while Canadian housing values are forecast to continue their ascent, rising six per cent to $321,000.

Clearly, economic prosperity has translated into increased housing sales and upward pressure on prices across the board.  The country’s economic engine fired on all cylinders throughout the year, despite dire conditions south of the border. As in 2007, inventory will be the major wildcard next year—the ultimate variable most expected to influence housing market conditions and performance. A return to tight market conditions could mean all bets are off as buyers are forced to compete, creating increased market pressure.

Major market frontrunners for price appreciation in 2008 include St. John’s (12 per cent), Regina and Kelowna Central Okanagan (nine per cent), Hamilton-Burlington and Saint John (eight per cent) and Greater Vancouver (seven per cent).  Leading the country in sales growth next year will be Kitchener-Waterloo (seven per cent), followed by Hamilton-Burlington, London-St. Thomas, Sudbury and Halifax-Dartmouth, each forecasting a five per cent gain.                                   

Higher mortgage rates and increased inventory levels failed to materialize in most major centres, making 2007 a record year for real estate activity in Canada.  By year-end, housing values across the country are expected to shatter existing records.  Serious double-digit increases in average price are forecasted for Saskatoon (49), Edmonton (31.5), Regina (21), Calgary (20), Sudbury (20), Kelowna (19.5) Saint John (17), St. John’s (12), and Greater Vancouver (10).   

Saskatchewan dominated real estate news in 2007, reporting some of the highest percentage increases in unit sales.  The number of homes sold in Regina by year-end is expected to top 35 per cent, bringing sales to an estimated 4,000 units.   Neighbouring Saskatoon is forecast to climb 28 per cent to 4,400 units in 2007.  Other centres expected to post double-digit gains in activity include Saint John (19 per cent) Kitchener-Waterloo (13 per cent), Halifax-Dartmouth (12 per cent), St. John’s (11 per cent), and Toronto (10 per cent).

Western markets were first out of the gate in 2007, but those in the East followed suit.  By year-end, some of the most impressive gains in home sales will be realized in Ontario and Atlantic Canada. Solid economic fundamentals, including billions of dollars in capital projects, a positive unemployment outlook, and solid consumer confidence levels will propel markets forward.  A slow and steady growth trajectory, minus the peaks and valleys experienced in 2007, is forecast for next year.

 RE/MAX of Western Canada (1998) Inc. Housing Market Outlook 2008 Report issued October 17th, 2007

Leopard, Apple’s new OS, could stalk Windows sales

Wednesday, October 17th, 2007

Jefferson Graham
USA Today

Oct. 17- Jefferson Graham discusses Apple’s operating system Leopard with analyst Mike McGuire.

LOS ANGELES — A Leopard is set to join the Apple family, the latest in a string of animal-named products aimed at taking a bite out of the competition.

Apple calls Mac OS X Leopard its biggest operating system upgrade ever. At $129, it’s due in stores Oct. 26 and promises 300 new features.

Leopard, which replaces OS X Tiger, arrives as Apple is having a record year. Its stock has doubled in 2007, from about $85 a share in early January to nearly $170 now.

It has sold more than 1 million iPhones, the year’s most hyped and discussed tech product. And Apple’s iPod business remains strong. New iPod units recently introduced include a video-capable Nano, a small media player that is the most popular in the line.

While much of Apple’s attention has been focused on non-computer activities, Leopard is aimed at a core goal: selling more Macintosh computers. The new operating system has loads of new stylistic bells and whistles, with two notables:

Time Machine automatically backs up files without your involvement and lets you “turn back time” to retrieve a lost file. It’s different from other backup utilities in that with “a couple of setup clicks, you’re done,” says Apple Senior Vice President Phil Schiller. “Everything is automatic from there.”

Boot Camp gives you the ability to run Windows on a Mac. All you need to do is buy a copy of Windows software, and you can run both platforms on one machine.

Boot Camp was introduced in early 2006 as beta software that could be accessed from Apple’s website. Apple says it was downloaded 2 million times.

With the release of Leopard, the software will no longer be available as a free download. At any rate, Wolf Bytes analyst Charles Wolf says the broader audience of 100 million shoppers who frequent Apple retail stores will pay closer attention to an operating system feature than a download.

“Most Apple Store visitors are Windows users, and once they see how they can use Windows on a Mac, so many more will be switching,” says Wolf.

Apple’s computer market share is 3% worldwide and 7.8% for the non-business U.S. market, says Roger Kay, an analyst at Endpoint Technologies. “Market share is clearly increasing for Apple. It’s up 50% from the 2% Apple had from 2000 to 2004.”

Kay thinks the idea of millions of Windows computer users switching to Apple with the Leopard release is just not about to happen. “You have to buy Windows, install it and hope it works,” he says. “That’s a cumbersome process.”

Buying Windows XP or Vista will tack $200 onto the price of the Apple computer.

Microsoft launched Vista in February, the latest overhaul of its operating system. It offers advanced multimedia capabilities and improved security but has left some consumers grumbling over upgrade and software incompatibility woes.

Mike McGuire, an analyst at researcher Gartner, says those kinds of issues are rare with Apple operating system upgrades.

Vista was a whole new platform, while the Mac OS X platform was first rolled out in 2001,” says McGuire. “It’s been revived and enhanced since, but it shares the same core platform, so I don’t expect any upgrade issues.”

While Microsoft says Vista is doing just fine — about 60 million copies have been sold — several computer manufacturers are now offering the previous Windows version, XP, to consumers who prefer it.

“Apple has a real chance to play off Vista unsatisfaction,” says Kay.

The forecast

Analyst Gene Munster at Piper Jaffray doesn’t expect Leopard to have much of an impact on future earnings.

He sees it generating $250 million in revenue for the holiday quarter. Compared with his estimates of $6 billion in total revenue for the September quarter and $8.5 billion for the holiday quarter, he calls Leopard “just a drop in the bucket.”

Still, while iPods and the iPhone have gotten most of the attention, Apple’s computer business is humming. Wolf estimates that when it announces earnings next week, Apple will report more revenue from Macs than iPods.

Apple’s fiscal year ended on Sept. 30. Wolf projects a 30% increase in Mac unit sales to 6.8 million for the year. His revenue projections for the year: $10 billion for computers, vs. $8.3 billion for iPods.

In 2006, iPods outsold Macs, $7.6 billion to $7.3 billion.

Apple’s Schiller says that two-thirds of Apple’s 22 million registered users upgraded to Tiger after it was released.

Demand for luxury homes through roof

Tuesday, October 16th, 2007

123 houses sell for more than $3 million in Vancouver area alone

Frank Luba
Province

A $25-million home in Shaughnessy.

Sales of luxury homes in B.C. are hot.

So far this year 59 homes have sold for more than $3 million in West Vancouver, and 64 on Vancouver’s west side.

In all of 2006, just 50 sold for more than $3 million in West Vancouver, and 64 on the west side.

There’s more demand than supply, top-end realtor Allan Mark Angell, who usually has 35 to 50 luxury listings, said yesterday.

“I have 17 to 18 right now,” said Angell, who specializes in luxury sales in West Vancouver and the west side.

“I’m knocking on doors to find expensive houses.

“The reason it’s kept going is lack of product. If you want oceanfront in close, good luck in trying to find one. After one that’s $14.8 million, that’s it.”

B.C. leads Canada in asking prices, with 124 properties listed on MLS.ca at $5 million or more. Ontario has 45 properties at that level and Alberta 22.

Topping the list of B.C.’s most expensive homes is a $28.5-million waterfront home in the Uplands neighbourhood of Oak Bay. Others among Canada‘s top 10 include a $25-million Shaughnessy estate in Vancouver; an oceanfront home in Metchosin for $24 million; two Whistler homes valued at $22 million and $20 million; and one in Saanich at $18.5 million.

Angell said he knows a property in West Vancouver that closed in March for $5.3 million. Two months later he brought the owner an offer for $7.2 million that he rejected.

In Whistler, Ann Chiasson of Sea to Sky Premier Properties said: “The big picture on the luxury market is it’s good.”

Angell, a realtor when prices crashed in 1981, saw lots of product and interest rates at 18 per cent.

“Now our rates are still good and we don’t have a big increase in product,” he said. “So what’s going to change the market?

“I don’t see anything on the horizon that’s going to change it. Yet everybody is saying it’s about to.”

Senior market analyst Robyn Adamache of the Canadian Housing and Mortgage Corp. said population growth and jobs are driving B.C.’s strong housing market.

“We’re still seeing very high demand for housing and that’s being fuelled mainly by strong levels of migration coming into the region, as well as a vibrant economy that’s creating a lot of jobs,” said Adamache.

“We’ve had about 35,000 jobs created this year in Greater Vancouver.”

© The Vancouver Province 2007

 

The Dead Can Dance

Monday, October 15th, 2007

Other

Owners face flooding and ruin

Sunday, October 14th, 2007

Hot Water Tanks: Strata councils must take an active role in maintenance

Tony Gioventu
Province

Dear Condo Smarts:

We live in an apartment building in Campbell River in which each unit has its own hot water tank. Now that the building is over 10 years old, the tanks are starting to fail and the strata corporation is paying significant losses for water insurance deductibles and damages.

Is there any way the strata can either take control of the hot water tanks or force owners to buy insurance to cover the damages these old tanks are causing?

We are slowly being bankrupted and our insurance company has told us our deductible cost for water escape will be rising to $25,000 on renewal in December.

Marj Austin

Dear Marj:

There are probably more than 250,000 units across the province that have hot water tanks in each strata lot, and they are in both apartment-style condos, townhouses and detached buildings.

The big question: Who’s responsible for those tanks?

If the tanks are contained within the strata lots or limited common property allocated to those strata lots or for their exclusive use, they are almost always the responsibility of the strata-lot owner.

Therein lies the greatest problem. Most people don’t replace/

repair their tanks until they fail and a flood occurs.

Strata councils and managers need to take an active role with the obligations of maintenance and repair.

Educate your owners. When you send out your annual notice to the strata owners, include a notice reminding owners about their responsibility to maintain and repair their hot water tanks, gas fireplaces, furnaces and any other appliances in their units.

Owners also need to be reminded that they could be responsible for the deductible amount of a claim.

To alleviate the obligations, several strata corporations have created a bylaw where the strata is responsible for maintaining and repairing hot water tanks as part of the strata lot.

This way, the tanks are routinely serviced and changed before they fail and the long-term financial picture is much better for everyone involved.

© The Vancouver Province 2007

 

Speaker dock for iPod eye-catching

Sunday, October 14th, 2007

In black and grey (for men?) or lavender and grey (for women?)

Jim Jamieson
Province

What is it? Boynq Sabre iPod stereo speaker

Price: $99.99

Why you need it: You want to share those same digital tunes you carry around in your iPod.

Why you don’t: A CD player seems so much easier.

Our rating: 3 out of 5

There are so many flavours of iPod speakers out there that it’s hard to maintain an appetite for what’s new in the marketplace.

But Dutch company Boynq seems to have an interesting variation on the theme, with its Sabre — an oddly shaped device that produces decent sound and has some interesting features.

First off, the shape will catch your eye. From the side it looks like one of those weird 19th-century bikes with the huge front wheel and tiny back one.

There is a metal-grilled speaker on each side and a control panel on the front face with a button and three dials surrounding the dock.

The dock accommodates inserts so the Sabre can fit all iPod models. It includes a stereo line in for the iPod Shuffle. On the back there is a dock-connector pass-through port, allowing the device to be used as a computer dock for charging the iPod or data synchronization.

There are line-in and line-out ports, as well as an S-video output. Sadly, there is no battery compartment in the AC-only Sabre, which detracts from the unit’s portability.

Boynq had its own idea of fashion, so the Sabre comes in two colour schemes. The black and grey is presumably for men, while the lavender and grey is for women.

We found the sound quality to be acceptable — especially if you like to turn it loud — but found the buttons on the face to feel a bit flimsy.

Available at Amazon.com and boynq.com.

© The Vancouver Province 2007

 

B.C. makes major investment in shelters, outreach plans

Sunday, October 14th, 2007

Social housing, not just emergency relief, needed for poor

John Bermingham
Province

The provincial government is working on plans to build about 1,100 units of supportive housing in Vancouver — and B.C. Housing Minister Rich Coleman says he’s eyeing other projects in Surrey, Victoria and Kelowna.

Coleman was speaking Friday at the announcement by Premier Gordon Campbell of a $41-million investment in emergency shelters and homeless-outreach services around the province.

The new measures include:

– Turning shelters into 24/7 operations, which will open 500 beds during the day, with options for health and addiction treatment.

– Adding 750 more people to the rental supplement program, so they can rent in the private housing stock.

– Adding homeless-outreach services to seven communities, including Campbell River, Vernon, Nelson and Dawson Creek, and expanding in another 20.

– Contributing $10 million to pre-development costs to fast-track supportive housing on city sites.

Despite these initiatives, critics highlighted the fact that there were no new social-housing units in Friday’s announcement.

“This government has created a homelessness crisis over the past five or six years,” said NDP housing critic David Chudnovsky. “Of course we need shelters, but shelters are not homes. They are emergency relief for people.”

Pivot Legal Society spokesman David Eby said he’s concerned police will use the 24/7 shelters to sweep the streets of the homeless, prior to the 2010 Olympics.

“People won’t see as many homeless people, because they’ll be moved into the shelters by police and by security,” said Eby.

“I can see that acting as a tool, a place for police to put homeless people, to keep them out of the way of Olympic spectators. It’s a pattern that we’ve seen in other Olympic cities.”

Coleman said he’s in talks with the City of Vancouver to turn 12 city-owned sites into supportive housing, mostly in downtown south and the Downtown Eastside. He’s already involved in three projects in Vancouver, for almost 300 housing units. Coleman also said he has two projects in Surrey, three in Victoria and one in Kelowna.

“Bring us your sites,” said Coleman. “We will look at the opportunities. We’ll look at the need in the community.”

Coleman wants to speed up the zoning and building design process, to have a number of projects under way within the year.

Vancouver has previously offered the province a dozen sites for a 60-year lease with nominal rents and no property taxes.

“We’ll have it ready to go, then we’ll find the partners, so that we can get it done quicker,” he said.

Building 1,500 units could cost $300 million, Coleman said. The province won’t fund all the development costs, he said, but will ask private investors and charitable foundations to invest.

“If you want to put up a million, we’ll put up a million,” he said. “This is the beginning of the line. There’s more to come.”

Vancouver Mayor Sam Sullivan, whose goal is to halve homelessness in the city by 2010, was beaming at Friday’s gathering.

“It looks like many more of the city sites will be developed, and that is great news,” he said. “As of today, the tide is turned.”

Karen O’Shannacery, who runs the Lookout shelter at Yukon and 5th Avenue, said outreach services are vital to breaking the cycle of homelessness.

“The commonality between all people who are homeless is that they are facing really serious issues,” said O’Shannacery. “What they need is people’s help to overcome their issues.

“The shelters and outreach services are really a safety net. They are a path out of homelessness.”

© The Vancouver Province 2007

 

Online ads: Next big frontier for small shops

Saturday, October 13th, 2007

Companies compete to deliver search- engine marketing

Jessica Guynn
Sun

SAN FRANCISCO — When it comes to finding local products and services, consumers are increasingly letting their fingers do the clicking.

Locally targeted search engines have replaced thick phone books as the starting point for millions of people seeking plumbers, personal injury lawyers or hair stylists. That trend is creating a big business opportunity for a slew of online players, including advertising start- ups, Internet giants and traditional yellow- pages publishers.

One Los Ange l e s company, ReachLocal Inc., just landed $ 55.2 million in venture funding to bulk up as it tackles the local- search market.

Welcome to the next big front in the battle for online advertising dollars. The Kelsey Group, a research firm based in Princeton, N. J., predicts that local search and Internet yellow pages ad spending will grow to $ 4.9 billion in 2011, from $ 1.9 billion this year.

“ It’s a huge growth opportunity,” said Warren Kay, Yahoo Inc.’ s managing director of strategic alliances. “ We are very interested in small businesses. They provide meaningful content consumers are looking for.”

Search engines are investing in initiatives to create virtual neighbourhoods where people can find detailed information on local businesses, including consumer reviews and such basics as the hours of operation.

Google Inc., for example, recently launched a pilot program to send contractors into local businesses to collect such information. ReachLocal is using some of the money it raised to take a similar approach, sending salespeople into small businesses across the country to offer to manage their search- engine advertising campaigns.

Those “ feet on the street” efforts reflects how hard it is to reach the country’s millions of small business proprietors, who tend to rely on more traditional forms of advertising, and teach them about the benefits of online search, analysts say.

To wit: Businesses with fewer than 100 employees spent less than five per cent of nearly $ 72 billion on advertising in 2006, according to Borrell Associates, a media research and consulting firm in Williamsburg, Va.

Companies such as ReachLocal, Irvine- based WebVisible Inc. and New York- based Yodle Inc. — as well as the digital arms of huge directory publishers such as AT& T Inc. and R. H. Donnelley Corp. — are preaching that the Internet can be the great equalizer for small merchants struggling to get noticed. They tout simple text ads alongside search results as one of the most effective strategies to land new customers.

Advertisers like search ads because they’re highly targeted and shown to people who are actively looking to buy a particular product or service.

Major advertisers have seen the upside for some time — search advertising revenue in the first half of 2007 jumped nearly a third to $ 4.1 billion, representing 41 per cent of all online ad spending, according to the Interactive Advertising Bureau.

But, because mounting an effective search- marketing campaign is complicated, most small businesses have yet to experiment with it.

Some small businesses have mastered the science of rising to the top of search results without having to buy keywords by tweaking their websites and getting prominent ones to link to them. Others buy their own search- engine ads, but analysts say most either don’t know how or can’t spare the time.

That’s where ReachLocal and its competitors come in. The services vary, but essentially small businesses hire these companies to buy keyword ads on major search engines such as those of Google, Yahoo and Microsoft Corp. Some companies track the results for their clients, be it through e- mails or phone calls. Now many of these companies are developing video and mobile technologies. And they are armed with success stories.

Take Eddie Ugalde, 33, who runs an eco- friendly carpet cleaning business in Altadena. He started spending $ 1,000 a month with ReachLocal in March and received such a dramatic response from the search campaign that moved Right Away Carpet Drycleaning out of his home, grew from two employees to 10 and bought a distribution business. He recently increased his monthly ad buy to $ 1,500.

“ It would have taken a real long time for word of mouth to give us the opportunity to be in the place we are today,” Ugalde said.

To reach this largely untapped online market, the old- fashioned yellow pages publishers have an edge because they already have relationships with small businesses around the country, said Matt Booth, a Kelsey Group senior vice president.

After a few fits and starts, these publishers increasingly are marketing search advertising to mom- and- pop operations.

“ As online takes off, small businesses know that they need and want to be there,” said Matt Crowley, chief marketing officer for AT& T subsidiary Yellowpages. com.

ReachLocal is borrowing a page from the yellow pages. Chief executive Zorik Gordon says his 300- person company will use some of the money invested by Rho Ventures, Galleon Crossover Fund and VantagePoint Venture Partners to hire a national sales force to sell its product directly to small businesses.

Ultimately, the idea is to use mapping and satellite imagery to create virtual storefronts that tell you everything from the types of products and services offered to methods of payment accepted, said Chris Sherman, e xe c u t ive editor of SearchEngineLand. com.