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Jan 30 2006
YPC Launches Ad Campaign
YellowPages.com has launched its long-awaited advertising campaign to generate awareness and organic traffic. The site is jointly owned by AT&T and BellSouth, and the agency handling the campaign, GSD&M in Austin, also does work for AT&T Yellow Pages (formerly SBC).

The stakes for this campaign are fairly high. YPC has a real opportunity, given its intuitive URL, to establish itself as a premier IYP. This would be a real source of strength to YPC's owners, who are increasingly looking to the IYP as a key to restoring top-line growth.

You can read the announcement here.
Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  10:02 | permalink | comments [2] | trackbacks [0]



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 25 2006
Bad Signal for Yell on Rate Cap
This article appeared today in the Guardian Newspaper in the U.K., regarding the ongoing review of the rate cap imposed on Yell in the United Kingdom. The Competition Commission has issued a report indicating it may extend or expand the rate cap. We will follow up with our analysis of this development in the coming days.
Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  19:57 | permalink | comments [0] | trackbacks [0]



Jan 25 2006
Shareholders OK RHD-Dex
It�s official. The RHD-Dex Media merger has been approved by shareholders. Here is the release. The deal, which combines two of the top five U.S. incumbent publishers, is expected to formally close at the end of this month.

Here is a summary of the deal from our Local Media Journal, published shortly after the deal was announced last October:

The acquisition will form the third-largest U.S. directory publisher, with estimated combined adjusted revenues of US$2.69 billion and adjusted earnings before interest, taxes, depreciation and amortization (EBITDA) of roughly US$1.48 billion. The new company will have more than 600 titles, 1,800 sales representatives and distribution of about 73 million directories.

The acquisition will have a significant impact on the U.S. directory industry, even if it does not transform the competitive landscape. Acquiring Dex will offer RHD some additional bargaining power with search engines as it looks for ways to drive more traffic to its online customers. The deal also extends RHD�s geographic coverage to 28 states, with incumbent status in 8 of the top 40 U.S. metropolitan markets. Key markets include Chicago, Denver, Las Vegas, Orlando, Phoenix and Seattle.


Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  19:47 | permalink | comments [0] | trackbacks [0]



Jan 21 2006
Labor Fired Up About Verizon Talks
Striking Verizon Information Services workers in upstate New York found an interesting way to express their displeasure at the pace and manner of negotiations for a new collective bargaining agreement. You can read about it here. The two sides have apparently come close to settlement, but have failed to reach terms.


We have no comment to offer on the merits of the positions in this current dispute.

This ongoing strike does lead us to wonder how well the directories industry will be able to manage labor peace given the changes taking place in this industry. In particular, how successfully will management and labor negotiate adaptations publishers are making and will need to keep making in order to remain competitive next year, in five years and a decade down the line?

Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  15:48 | permalink | comments [0] | trackbacks [0]



Jan 20 2006
Verizon Quick to Leverage Usage Data Results
Verizon Information Services was out of the gate quickly with a press release touting its usage share leadership position in Manhattan, Washington, DC, the Bronx and Brooklyn, citing data from the Yellow Pages Market Reporter, a new syndicated usage service from Knowledge Networks/SRI. Verizon competes in these markets with Yellow Book and Ambassador Publishing (in the New York markets). Verizon�s release says nothing about the degree to which it beat its competitors.


This announcement suggests syndicated research may become as much a public relations tool as it is a credible research resource for agencies and national advertisers.

What is interesting about this announcement is that it shows how much the syndicated research game is subject to spin. The syndicated research methodology has undergone tremendous scrutiny, and all participants have accepted it, so the results Verizon is touting do not appear to be in dispute. However, it really isn�t necessary for Yellow Book or Ambassador to have a No. 1 market position for either of them to declare their own victory. All that is required is enough usage to make buying an ad in one of their books a good value.

We imagine this announcement will be the first salvo in an ongoing press release battle over which publisher really is the winner in the syndicated usage game. We hope ultimately everyone wins by attracting more advertisers, who now gain confidence in the medium because it has a third-party measurement program in place.


Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  08:58 | permalink | comments [1] | trackbacks [0]



Jan 18 2006
News Corp. Taking on Sensis
The Australian is reporting that Rupert Murdoch�s News Corp. is planning to challenge Sensis� growing position in Australian directories, classifieds and local search with its own �listings� product. The product will be powered by News Corp.�s latest asset, Australian Local Search, which is the same shop driving Yahoo!�s Australian local search efforts. You can read the full article here.

News Corp.�s challenge is interesting on many levels, including the fact that, unlike a search engine, News Corp. takes on Sensis from the position of also claiming original, rich local business information. According to the Australian article, the News Corp. site would bring with it listings from 100 community newspapers, as well as 700,000 listings acquired with ALS. And just as Sensis has a built-in promotional platform with its print directories, News Corp. does so with its community papers.

This developing competitive match-up speaks to one key question about the directories, classifieds and local search businesses, which is whether these entities will be distinguishable (online at least) within a few years� time. It appears we might see one of the earliest examples of competition among truly morphed directory/classified/search products in Australia.

The Kelsey Report� is currently developing an Advisory that examines the intersections between directories and classifieds, in particular online.

Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  11:15 | permalink | comments [0] | trackbacks [0]



Jan 12 2006
Do Blue Balloons Signal Death for Yellow Pages?
Blogger David Galbraith is being credited as the first to discover that Google is beginning to offer blue �Adballoons� on maps, which for now appears limited to hotels in New York City. One of Galbraith�s basic conclusions is that this application will help tip print Yellow Pages over the edge into oblivion (my words, you can read his).


I think it is fair to say that map-based advertising is potentially a pretty big deal and a direct threat to Yellow Pages publishers. The list of threats is getting pretty long at this point, and yet the industry is still standing, wounded but not yet destroyed.

While map-based advertising is a higher-level threat, I stop short of buying the argument that this will be the bullet that finally fells the beast. If I can switch metaphors, perhaps this is cut No. 216 of the 1,000 required to cause death. I doubt whether the 1,000th cut will ever be administered, at least within the time frame many appear to be suggesting.

One fact worth noting is that, so far, the only participants in the adballoons product are national hotel chains. When it comes time to include local businesses (think restaurants, health clubs, dentist offices, cleaners and the like), who will bring these relationships to Google? The local sales channel may not be the impenetrable armor that some suggest, but it remains an unrivaled advantage.

Nonetheless, this is a development that directory publishers have had time to anticipate and should take seriously.

Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  16:05 | permalink | comments [1] | trackbacks [0]





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