Plans to Spread Dues Burden, Offer New Services
News: The Yellow
Pages Publishers Association (YPPA) engaged in its first live webcast
to the Yellow Pages community last week. The webcast offered details of
the fundamental changes taking place within the organization. Among them,
YPPA has significantly changed its dues structure in order to spread financial
support of the organization to a wider group of members. It has also divided
association services into "core" and "unbundled" services.
Core services (e.g.,
communications and public policy) are paid for through basic dues, while
"unbundled" services (e.g., research, order processing and CMR sales support)
must be purchased separately. YPPA has reduced its "core" budget by half,
to $4.5 million, while securing $2.4 million in first-year "pre-commitments"
for purchase of unbundled services from the four largest association members.
YPPA also announced
the formation of what it calls the "Yellow Pages Research Institute,"
an affiliated body designed as a resource for research and information
about the Yellow Pages industry.
In tandem with a new
dues structure, YPPA is extending board of directors seats to an international
publisher, an independent publisher, a CMR and an association or supplier
member. YPPA also announced plans to change its name - yet to be determined
- to reflect a new association that includes more constituencies than
just Yellow Pages publishers.
Finally, YPPA announced
today that it has hired former R.H. Donnelley and Bell Atlantic Directory
Services executive Ken Clark, as vice president of business development.