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Feb 8 2006
Yellow Book in Clicks Business
Yellow Book announced today that it has acquired Click Forward, a Coral Gables, Florida-based search engine marketing company. Terms were not disclosed. Yellow Book plans to use the assets gained through the acquisition to develop a local search product to sell through its more than 5,000 local sales representatives.

This deal is in keeping with Yellow Book's recent push to elevate its digital strategy to a higher level. The publisher has been accused by some in the investment community of paying too little attention to digital as it pursues growth opportunities in the traditional business. This acquisition certainly helps Yellow Book break out of the perception that it is all about print.
Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  10:35 | permalink | comments [2] | trackbacks [0]



Feb 3 2006
Mini Directories March On
One of the more controversial issues in the Yellow Pages business is the subject of companion directories. At last year�s Directory Driven Commerce event, Joe Walsh spoke adamantly against the increasing number of mini directories and their impact on the industry. He said the industry faces a companion directory backlash.

While some of these companions are indeed poor replicas of the real thing, particularly when a normal-size phonebook is simply shrunk by about 25 percent, others can be much more pleasing to the end user. The primary way to accomplish this is by avoiding type that is unreadable.

According to eLink, R.H. Donnelley will begin to introduce companion directories in Trumbull, Ohio; Sussex, New Jersey; and Citrus, Florida. My view is that while these are not RHD's first mini directories, they are the first ones it is building specifically as companions. More are likely to follow, but I was unable to reach anyone who would comment.
Blog: Global Yellow Pages Blog
 
posted by  John Kelsey at  16:38 | permalink | comments [0] | trackbacks [0]



Feb 2 2006
Coldplay Tickets, NFL Football, MTV
Recently I found myself "stuck" with some extra tickets for a Coldplay concert in Sacramento. So I did what everyone told me to do � put them up on Craigslist. Not a nibble. At the same time I posted the tickets on StubHub. Within a couple of days I had confirmation that someone wanted the tickets. StubHub sent me to a link to print out a FedEx label where upon I marched to the local postal service store, handed them my FedEx label and the tickets. Today, three days after the concert, I got confirmation that the proceeds from my tickets had been deposited into my PayPal account. Ten minutes later I directed PayPal to transfer the money to my checking account. This was a seamless and painless experience. StubHub seems to have figured out all the pieces to the puzzle and I, for one, will be turning there to buy and sell tickets.

Earlier this week the NFL awarded some set of games to its own NFL Network rather than the usual suspects who had bid on them � namely Fox, Comcast, CBS and some new bidders � Verizon in particular. That the NFL chose its own network points to the diminished role the traditional networks and carriers have in a world where the pace of convergence is accelerating. While the NFL Network's reach may be considerably smaller, it is obviously a highly targeted market that is � oh by the way � probably willing to pay to watch NFL games. And besides, go ask Joe's AAA Plumbing if he wants to advertise on the NFL Network � my guess is his answer will be "where do I sign."

MTV recently launched its broadband channel targeted at the 18-24 college crowd called Uber. The site mixes professional and amateur content into a constellation of images and sounds and information that in theory appeal to the audience. The college audience has long been desired by local advertisers � just consider the volume of burritos and pizzas consumed and you get the picture. It will be interesting to see if Uber can find a way to sell local advertising to Betty Joe's Homemade Pizza store while keeping the site sufficiently cool and edgy.
Blog: Global Yellow Pages Blog , Blog: Local Media Blog
 
posted by  Neal Polachek at  11:07 | permalink | comments [0] | trackbacks [0]



Feb 2 2006
Eniro Adds Click-to-Call
Swedish search and directory company Eniro has signed an agreement with Woize International to use the U.K.-based firm's technology to offer a click-to-call feature on its online product porfolio. You can read the press release here.

Eniro plans to offer the service for free initially to its 30,000 online customers as a way to add value to existing programs. Eniro is a leading player in print and online directories and search in the Nordic markets. Its chief rivals include the major "international" search engines, including Google, with which Eniro also is a partner. Offering click-to-call is consistent with Eniro's positioning as the search and directory service that facilitates buyer-seller interaction.
Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  10:55 | permalink | comments [0] | trackbacks [0]



Jan 31 2006
Dex-RHD Deal Closes
As expected, the merger of R.H. Donnelley Corp. and Dex Media closed today. Dex Media is no more, and RHD is now the third-largest U.S. directory publisher, with combined revenues of roughly US$2.5 billion. You can read more about the deal here.

More detail was revealed about the newly combined company's management structure. As we knew, Dave Swanson is CEO and George Burnett will lead the board of directors. Maggie LeBeau, who ran marketing at Dex, will be in charge of marketing in the new organization, and Dex's IYP chief, Simon Greenman, will play the equivalent role in the new RHD. The very top of the organization will be dominated by RHD executives, including Peter McDonald, Steve Blondy and George Bednarz. Al Duy, a longtime associate of Peter McDonald, will be in charge of information technology.

One of the decisions we will watch for is whether RHD will join forces with YellowPages.com to achieve additional scale, or if it will ride on Dex's well-regarded IYP platform to leverage its own substantial footprint.



Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  12:53 | permalink | comments [1] | trackbacks [0]



Jan 30 2006
Verizon Settles Strike
It was reported late last week that Verizon has settled the strike by 300 CWA workers in upstate New York. Here is an article with details.
Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  10:14 | permalink | comments [0] | trackbacks [0]



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]





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