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Jan 27 2006
Yellow Book's Usage Results
Having just returned from a Yellow Book "summit" with the national ad community, it is fair to say that the national agencies are viewing the company in a new light. The reason? Yellow Book showed significant strength in the first batch of reports for Yellow Pages Market Reporter, a syndicated usage research service from Knowledge Networks/SRI.

At the CMR meeting, and in a press release issued yesterday, Yellow Book revealed data from several of the market reports released last week. You can read Yellow Book's press release here.

While Yellow Book did not win every market, it did consistently have either a plurality of usage or a strong second position (notably Chicago). There were some notable weak spots (Yellow Book came in third in Manhattan, for example), but the general picture from the data we have seen thus far is of a competitor that is going toe-to-toe with incumbents, and in some cases besting them. This was not lost on the CMRs in attendance at the Yellow Book meeting yesterday in Orange County, California.
Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  15:37 | permalink | comments [2] | trackbacks [0]



Jan 27 2006
New Google SERP Display
No time to discuss now. Check out a screenshot of the test.

More to come later. Precious little additional info in this article.
Blog: Local Media Blog
 
posted by  Greg Sterling at  10:42 | permalink | comments [1] | trackbacks [0]



Jan 27 2006
Music.Google.com?
As Google more and more becomes a "media company," media opportunities cannot be missed. Here's Gary Price speculating about and discussing the seemingly impending Google Music.

Music and other potential vertical domains raise the broader question of how Google intends to handle "vertical search" going forward � separate sites for everything (video, local, shopping, music, travel, financial, etc.)? Although one might argue for a separate "media hub" that contained video and music, etc.

Earlier I wrote about the current Google Music search as one indicator of how Google might be handling verticals and still maintaining the primacy of the Google.com domain:

As I�ve argued before, Google is �ambivalent� about verticals � the company wants to push out as much as it can through Google.com results. It created �News,� �Local,� �Shopping,� �Blog Search,� �Video� and some other arguable �verticals� because it felt it needed to do so to offer the optimal user experience. But the company doesn�t want to keep doing this for every possible content area: Finance, Health, Cars, Jobs, Real Estate and so on.

Google would really start fragmenting its audience, which is a big problem with local generally. So what does it do as it expands its �content� offerings and introduces richer data for each new area?

It does what the company is starting to do in music and doing in weather. But an even better example is what it�s doing with movie showtimes. Google is offering what we might call �Page 2.�

You get a tease or a set of links on top of the search results page (similar to Local now), and then you�ll be taken into a specialized content area. This is how Google will keep users going to Google.com (where most go anyway) and also offer a competitive �vertical� experience (Page 2), where the features and content can be tailored to the specific topic: Cars, Jobs, Real Estate, Movies, Finance, Music, etc.

Google also starts to create very valuable ad inventory on these pages � inventory arguably much more valuable than that on Google.com.

This is, I believe, how Google solves and resolves the problem of maintaining its almost religious devotion to �one box� and Google.com while offering richer/deeper content and specific navigation � a vertical user experience � in particular areas, which it needs to do to maintain market share and, ultimately, deliver more value to marketers over the long term.


Blog: Local Media Blog
 
posted by  Greg Sterling at  09:18 | permalink | comments [0] | trackbacks [7]










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