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The Kelsey Report® Advisory

Should Publishers Be Singing Delta's Tune?
Neal Polachek , 7/14/2003

Issue: Yellow Pages May Need New Brands to Remain Vital

News: Earlier this year, Delta Airlines launched "Song," it's new carrier designed for the "leisure traveler." While Delta Airlines is among the more stable of the relatively unstable group of major U.S. airlines, Delta has nevertheless embarked on a challenging strategy: creating a new airline brand. The success of this venture is by no means assured.

Delta's bold branding move begs the question, "Is it time for Yellow Pages publishers to consider alternate brands that target underserved consumer segments?"

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