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The Kelsey Report® Advisory

AOL Yellow Pages' Direct Mail Push
Charles Laughlin , 7/22/2002

Issue: Portal Takes on Print with 'Dinosaur' Piece

News: America Online has been distributing a direct mail piece to small businesses that positions its online Yellow Pages not as a complement to, but as a replacement for the printed Yellow Pages. The AOL piece offers businesses an enhanced listing product that includes logo, business description, map and Web links, for $49 per month if the order is placed by August 30.

Under a picture of a T-Rex dinosaur, the piece carries the headline "Your Print Yellow Pages Ad. Is It Becoming Extinct?" Inside, the piece cites data on growth in online directory traffic and a decline in consumer perceptions about the value of the core product. It also compares the relative cost of the printed product and AOL's online YP offering in an effort to make the case for investing in AOL's Yellow Pages service.

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