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Nov 29 2005
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Not Your Father��s YellowPages.com


This approach has some risks, but it is clearly a way for the sales force to gain advertising in a world where the consumer is way ahead of the SMB in adapting the concept of local search. Obviously the name describes the product, but they reinforce that strongly by introducing a new brand design that incorporates the walking fingers in the ��a�� of Yellow Pages. This had to have been an incredibly complex challenge for CEO Charles Stubbs and his team. Each of the three previous products had advertisers, and they all had to be integrated into the new Web site. In addition, the three Web businesses had relationships with suppliers and their own traffic deals. BellSouth and SBC management obviously had their opinions, which couldn��t be ignored. You can bet that sales management wanted to sure that their ox wasn��t gored. Perhaps most challenging of all are the back-office issues, which is the plumbing that the consumer and advertiser only cares about if there��s a problem. All in all it is amazing what the YellowPages.com team has accomplished in the past year. Anyone going to YellowPages.com is likely to have an opinion about how well they have done, but I would recommend you give this site time. It is not quite ready for prime time yet, but no one said that what is in essence a new product had to be perfect from day one. This business continues to change very quickly, and YellowPages.com appears to be positioned to build on a very strong foundation.
 
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