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The Kelsey Report® Advisory

The Changing Landscape of IYP Sales
Carlotta Mast, Charles Laughlin , 3/2/2006

SUMMARY: Directory publishers have been selling Internet Yellow Pages products for more than a decade now. Since day one, most publishers have primarily focused on building IYP penetration often resulting in low average revenues per online customer. But as print revenues have stagnated, and in many cases declined, publishers have become increasingly focused on pushing advertisers up the IYP value chain and growing their Internet revenues. To accomplish this goal, publishers are once again testing new IYP sales strategies, including using dedicated online sales representatives, changing (and often streamlining) their mix of online products, adding variably priced offerings to their suites of Internet products, and tweaking their sales training and compensation programs. In this Advisory, The Kelsey Group offers a glimpse of how online directory sales practices are evolving for some leading global directory publishers.

Copyright � 2006 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.



 

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Copyright© 2006 The Kelsey Group. All Rights Reserved.