YP’s David Lebow at BIA/Kelsey: No More National Local Wall

The wall between national and local marketing is falling with tech-empowered consumers able to find their information wherever they want it, noted YP EVP David Lebow during a keynote at Leading in Local: The National Impact in Atlanta. “Traditional media companies are the only ones keeping up that wall.”

YP is very much a company in transition, like Gannett, Hearst and others, noted Lebow, a longtime media and online leader with recent stints at AOL and Internet Broadcasting. Like the others, YP’s real and clichéd task is “to grow the growing side of the business in excess of the declining side of the business. It never changes.”

“The question is: how can we be the Google of local search?” asks Lebow. “In order to do that, we need to innovate at the pace of the market.”

There is no question that YP should be pursuing local search. “We don’t want to be in directory. One is a $2.7 billion segment growing at 3 percent, while the other is a $29.8 billion segment growing at 7 percent,” said Lebow. But it is critical to attack the market in a broad way. YP shouldn’t be a content play within a vertical, like a Zillow or a WebMD, he said.

A core focus of the local search effort needs to be in SMB presence management. “Businesses really need to be found,” Lebow said. And that’s where the convergence of national local comes in. “The SMB says it needs leads and loyalty. National says it needs measurement, analytics and reporting. The needs of national and local businesses are coming into one.”

2 thoughts on “YP’s David Lebow at BIA/Kelsey: No More National Local Wall

  1. I love my local YP reps, they are so responsive and professional. However, more tahn once the geniuses in “Finance” at YP have over-billed my bank or credit card, this time by thousands of dollars. They are unable to fix it after over a month and really seem not to care about how much of my precious time is being wasted.

    These higher executives need to remember that with Facebook, Twitter, Instagram, Yelp, etc., this story can go viral in minutes and YP’s reputation goes down the tubes.

    Would love to get a response AND RESOLUTION from some in “Finance

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>