Issue: Volt Pitching
Combination Directional and Creative Buy
Information Sciences is taking its National Internet Tollfree Directory
product to a new level with a revised product and distribution strategy.
The new positioning emphasizes branding opportunities for national advertisers,
in particular those marketing their services through toll-free number
and e-commerce sites. Volt acquired the directory from AT&T; in 1998. Since
then, Volt has transformed it from a product that listed only companies
with AT&T; toll-free accounts into one that sells advertising to toll-free
marketers from all long-distance carriers.
The Tollfree Directory
has traditionally been two semi-annual products - a business directory
and a consumer directory - with separate distribution lists and advertisers.
Beginning with the new fall edition, the books will be combined, with
a total distribution of 2.5 million.
bundles directory ads with distribution on the directory's online companion,
www.internettollfree.com, which commands 3.5 million page views per month,
according to Volt. The print and online products are closely linked in
the value proposition Volt offers advertisers.
The 6,000 paid advertisers
(out of 100,000 listed) include recognized brands such as Staples, Monster.com,
Kawasaki, Verizon Wireless, Barnes & Noble, Dell, Bose, Avis and Sprint.
Volt's immediate objective is to increase its 6 percent penetration to