client login
Username
Remember Me
Forgot Password
Password

The Kelsey Report® Advisory

Volt's Revamped 'Tollfree Directory' Targets CMRs
Charles Laughlin , 6/29/2001

Issue: Volt Pitching Combination Directional and Creative Buy

News: Volt 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.

Volt automatically 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 30 percent.

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.

Learn more about:

TKG clients

Summaries of White Papers and Advisories

What TKG clients receive

 

The Kelsey Group, Inc., 600 Executive Drive, Princeton, NJ 08540-1528
Tel: (609) 921-7200 Fax: (609) 921-2112 E-Mail: tkg@kelseygroup.com
Copyright© 2006 The Kelsey Group. All Rights Reserved.