Former Superpages Head Joins YellowBook

I note with interest that former Idearc Superpages head Pat Marshall is taking on the Chief New Media Officer role at arch-rival YellowBook. Marshall, who has been serving on the boards of Agendize and WebVisible, will be reporting to CEO Joe Walsh, and apparently working alongside CMO Gordon Henry.

Until recently, YellowBook’s website has not really been a priority at the company. It has been one area in which Idearc has had a strong lead. In fact, Superpages’ relative strength has made it easier for Idearc to roll out independent books outside of the traditional Verizon footprint, even when it hasn’t had sales forces fully in place.

But Marshall inherits a situation in which YellowBook’s website and penetration rate among advertisers is vastly improved. About 45 percent of its print advertisers now buy into the IYP (although many aren’t aware that they have done so since it’s at the bottom of the contract – a common occurrence among IYP advertisers). YellowBook’s Internet reach program has also been getting more emphasis, although it was slow getting out the door.

Marshall isn’t the first Superpages exec to cross over to YellowBook. But he’s certainly the highest level one. YellowBook Internet Senior Manager Alfred Chow made the switch a couple of years ago. At Superpages, Chow had been group manager, electronic frontiers.

8 thoughts on “Former Superpages Head Joins YellowBook

  1. this format sucks. it was better the old way when super pages was super.a company that can’t take constructive critisism is destin to fail.

  2. About 45 percent of its print advertisers now buy into the IYP (although many aren’t aware that they have done so since it’s at the bottom of the contract – a common occurrence among IYP advertisers).

    The internet products that yellowbook has are sold only if it is hand written on the agreement and it is placed in the most visible place, there is no way that a customer is sold internet products without knowing it. Yellowbook has to many strict policies to protect their advertisers from such things.

  3. pats fan: you live in a fantasy world. I work for yellow book and internet is pre-printed on every single renewal contract I deal with. As a matter of fact, I have a coworker who signed several revenue customers up for yellowbook.com without realizing that they didn’t have it already. Yellow Book is all about the numbers as any publicly traded company is; if it’s more profit, they’ll do it. Don’t even get me started on the amount of propaganda the company spews about from within. If you work for Yellow Book and get all of your info from them, you’ll think that they are the most successful company in the world even though Joe Walsh is publicly announcing that stocks are falling due to decreased advertising revenues.

  4. I also work for Yellow Book! So one of your co workers renewed an account with yellowbook.com without realizing they did not have it in the pre-existing year? Sounds like rep error to me. If they are not reviewing the contract before getting in front of the customer then they are not doing thier job anyways and obviously they do not know thier product if they cannot tell what it is by looking at the contract. Ofcourse it is pre-printed on all contracts, it is the hottest product in our inventory right now!! A must have for all business owners to stay on the front line of our fast paced society! Say Yellow to the Future!

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