Yellow Pages branding has had a major shift in the past couple of years, with company after company downplaying the “Pages” part of their name, and highlighting
their multi-channel capabilities, often via a generic, appealing sounding name like “Sensis,” “Idearc,” etc.
Does that make a company named “Yellow Book” a dinosaur? Not according to Yellow Book’s Gordon […]
Monthly Archives: September 2007
Yellow Book’s Henry Defends Brand’s Vitality
September 20, 2007 – 11:54 pm
WebVisible: ‘Why SMB Advertisers Churn’
September 20, 2007 – 11:08 pm
The churn rates for low-end local businesses are incredibly high. Why is that? WebVisible CEO Kirsten Mangers told Directory Driven Commerce attendees the reason we don’t see high conversion rates for low-end advertisers is their web sites “really suck.” It is typical that they have “three page, templated Web sites that they haven’t touched […]
Yahoo’s Kay Skeptical about Local Verticals
September 19, 2007 – 2:25 pm
Verticals are important to Yahoo! and others on a national basis, but they really aren’t the way to go at the local level because of the limited resources for local sales, says Warren Kay, managing director, strategic alliances, Yahoo Search Marketing. Kay was keynoting Kelsey’s Directory Driven Commerce conference in Reston, VA.
In an ideal world, […]
YPG Pursues YP and Classifieds Synergies
September 19, 2007 – 12:15 pm
Trader Pubs, the Canadian shopper publisher of AutoTrader.ca and assorted other titles acquired by YPG last year, is seeking synergies between the companies that add usage and extend advertiser relationships in both directions, according to Genevieve LeBrun, a longtime YPG exec who became Trader’s VP of Marketing last June. LeBrun keynoted Kelsey’s Directory Driven […]
Analysis: Idearc Buys Switchboard
September 18, 2007 – 1:04 pm
Idearc, in deal-making mode and striving to drive more traffic to its SuperPages.com and close in on more national advertising contracts, announced yesterday that it was taking Switchboard off InfoSpace’s hands.
Switchboard is a pioneering IYP that at one time had major distribution deals with major portals and over 100 newspapers. But it never really figured […]
Tribune May Expand High School Sports Network
September 18, 2007 – 1:51 am
Tribune is eyeing to launch local editions of “Varsity My Team” in all of its newspaper markets and perhaps the creation of a national high school sports database that would include non -Tribune papers, following the successful launch of the high school sports service by The Orlando Sentinel. The Varsity My Team concept, which […]
Sign of Times? Online Newspaper Vet Goes to TV
September 13, 2007 – 7:29 pm
It must be tough running online newspaper sites right now. After many years of strong annual growth in the 30 percent range, online revs are beginning to plateau. And in most markets, the rest of the ship has begun to go down, or at least, taken on water.
If you were running the online operations […]