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Nov 21 2005
BellSouth Plans New Ad Campaign
BellSouth Adveritsing & Publishing is about to launch its first new advertising campaign in three years, this one aimed at users, carrying the line, "May the Best Choice Win." We haven't seen the ads, but it sounds like BellSouth will be taking aim at its growing list of directory competitors, at least in part, with the new campaign. In Atlanta, BellSouth's home market, it competes with Yellow Book and Metro Directories, among others. Verizon pulled out of the market recently when its sales results were disappointing. The new campaign comes on the eve of the expected launch of the new YellowPages.com, which will fully integrate the IYPs of BellSouth and SBC. BellSouth and SBC have engaged SBC's agency, Austin, Texas-based GSD&M;, to promote YellowPages.com. Here is an article on the latest doings at BellSouth from the Atlanta Journal Constitution.

Blog: Local Media Blog
 
posted by  Charles Laughlin at  09:56 | permalink | comments [0] | trackbacks [0]



Nov 21 2005
RHD, DEX Clear Hurdle
R.H. Donnelley Corp.'s proposed acquisition of Dex Media cleared a significant hurdle today when the waiting period required by the Hart-Scott-Rodino antitrust law expired, leaving no futher antitrust approvals in order for the deal to move forward. You can read the press release here.

Blog: Local Media Blog
 
posted by  Charles Laughlin at  09:40 | permalink | comments [0] | trackbacks [0]



Nov 18 2005
Stover Back in the YP Game
Former NYNEX Information Services (now part of Verizon) CEO Matt Stover finds himself back at the helm of a Yellow Pages publishing company, albeit a much smaller one. Yesterday, Texas-based independent publisher ypOne announced that Stover has taken over as chairman and CEO of the company, which has operations in the United States and Canada. You can read the announcement here.

According to The Kelsey Group's Global Yellow Pages 2005 report, ypOne has more than 50 directory titles in the U.S. and Canada, with revenues estimated at around US$30 million. Its largest directory is the Golden Triangle book in Texas, with distribution of 232,000 copies. The company is owned by the private equity firms Frontenac and BMO Halyard Partners. Hiring Stover, who has been on the company's board since 2004, as CEO might signal ypOne's desire to step up its efforts to grow through acquisitions and new product launches. It may also signal a greater commitment to developing a viable digital strategy. At NYNEX, Stover oversaw the launch of BigYellow, one of the early Internet Yellow Pages directories, which was later absorbed into SuperPages.
Blog: Local Media Blog
 
posted by  Charles Laughlin at  09:19 | permalink | comments [1] | trackbacks [0]



Nov 16 2005
Major Market Meltdown?
It's nothing new to observe that big markets are disproportionately important to Yellow Pages publishers and that they are often the most in distress. The recent spate of nine-month conference calls among European directory publishers has reinforced this point and raised the question of how publishers can stanch the bleeding in their biggest and most profitable markets.





Notably, Eniro, Seat and TPI each revealed that one way or another they are having trouble generating growth in top markets. In fact, most of their biggest markets are in the red, and one of the key culprits is higher churn rates among large accounts.

Our question is: Is this the canary in the coal mine? Or can publishers address these issues through product tweaks and adjustments to how sales are segmented, etc.? My sense is that with a lot of work, publishers can soften the blow and minimize the declines. But major markets all over the world are now battlegrounds for so many competitive media, digital and traditional, that publishers need to develop a realistic set of expectations going forward.

We will offer some details of this topic later this week in Local Media Journal.
Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  13:47 | permalink | comments [0] | trackbacks [0]



Nov 16 2005
SBC CFO on Yellow Pages and IPTV
Interesting Q&A with SBC CFO Richard Linder in the latest issue of BusinessWeek. He discusses the possibilities for selling advertising on IPTV using the directory sales force. It's an indication of the strategic importance SBC is placing on its Yellow Pages business, and YellowPages.com in particular. You can read the interview here.

Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  11:09 | permalink | comments [0] | trackbacks [0]



Nov 10 2005
What Is Dex��s Approach to Monetizing Search?
Here is one item of interest from our notes of Dex Media's recent third-quarter earnings conference call. Dex President and CEO George Burnett was asked how the publisher planned to monetize the traffic it is buying for its Dex Online IYP.

His response:

��We are looking at a few different monetization strategies. �� One is to charge for the incremental usage we get from Google Local, Yahoo! Local and Yahoo! Yellow Pages in the aggregate pricing of our bundle. The 1A version of that is to not really charge directly within the bundle but to improve the value proposition and therefore incremental revenue from retention. Another option we are testing is to charge specifically incrementally for the preferred placement where we are paying cash.��

Burnett says all three models are being tested. He promised to share results once they have them. We will provide more details of Dex's year-to-date results in Local Media Journal and in an upcoming Advisory summarizing the year to date in the global Yellow Pages industry.


Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  11:10 | permalink | comments [1] | trackbacks [0]



Nov 10 2005
TPI Buys Argentine Publisher
The Spanish publisher Telefónica Publicidad e Información (TPI) has expanded its presence in South America with the acquisition of Telinver, Argentina's largest directory publisher. The enterprise value of the deal was US$74 million. TPI already owns the market leaders in Chile and Peru as well as a leading competitive publisher in Brazil. TPI's main rival in the region is Publicar, which is based in Colombia with operations throughout Central and South America.

Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  10:18 | permalink | comments [0] | trackbacks [0]



Nov 4 2005
Yellow Pages Group's New Home Improvement Guides
Canada's Yellow Pages Group is working with magazine publisher Transcontinental Media to publish home improvement guides that combine magzine-like editorial with directory information. YPG's Ezana Raswork talked about this initiative at our recent DDC2005 conference.

Transcontinental will provide the content and sell into the editorial piece, while YPG will handle directory sales through a subsidiary called Snap Guides. The idea is to offer advertisers in a key directory category a more targeted product. It's an interesting and creative example of a cross-media partnership.

Here is a link to the press release.

Blog: Global Yellow Pages Blog
 
posted by  Charles Laughlin at  07:20 | permalink | comments [0] | trackbacks [0]





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