Morris Communications is well known within the newspaper industry for being a highly entrepreneurial media company, especially in its pursuit of new, Internet-based revenues. In the summer of 2004, Morris launched Yellow Advantage, a hybrid of online search and Yellow Pages products. Yellow Advantage is branded as “a new breed of Yellow Pages.”
Since its launch, Yellow Advantage, or a similarly-branded product, has been introduced in 20 Morris markets, ranging from Ardmore, OK (circulation 10,800), to Jacksonville, FLA (circulation 167,229). It is powered by Interchange, which provides the search technology, licenses the listings, and supplements Morris’ local advertisers with an extensive network of national advertisers. (Disclosure: Krasilovsky Consulting provides strategic consulting to Interchange).
Revenues from Yellow Advantage aren’t critical to Morris’ bottom line today, although it has a positive return on investment. Strategically, it plays a more important role. It helps defend the papers from increasingly local-oriented search engines and Yellow Pages. At the same time, it extends the range of newspaper advertising to existing advertisers, and reaches out to small business customers that don’t normally advertise in the newspapers (or their websites).