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interactive local media


Interactive Local Media Advisory

Dex Media Makes IYP into 'Local Search'
Charles Laughlin,Greg Sterling , 1/16/2004

Summary: Dex Media unveiled a new version of its online Yellow Pages this week (www.dexonline.com). It goes beyond incremental improvement to embrace many elements long advocated by The Kelsey Group, including the extraction of keywords and content from display advertising. Dex has also changed its search interface to include a single search box, eliminating the distinction between category and business name searches. These changes make for a richer and better user experience and move the Dex product closer to the functionality of popular search engines, like Google.

Dex executives acknowledge that search engines have motivated them to transform Dex's online directory into something that does more than just provide local addresses and telephone numbers. The company has taken all of the 240,000 display ads in its 270 printed directories and included links to digital versions of these ads in the online listings. The new online directory takes the significant additional step of making the content of these ads searchable. This move creates a new and potentially powerful incentive for print display sales, which could ironically prove to be the biggest economic benefit to Dex of this online product enhancement.

Copyright � 2005 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.