client login
Username
Remember Me
Forgot Password
Password

The Kelsey Report® Advisory

Verizon Suit Challenges Yellow Book TV Ads, Sales Tactics
Charles Laughlin , 1/27/2004

SUMMARY: Verizon Information Services has filed a lawsuit against its archrival Yellow Book USA, charging that the independent publisher has misled advertisers and violated truth-in-advertising laws with its claim that "more people choose Yellow Book than the Other Book." Verizon also claims Yellow Book has armed its sales force with erroneous statistics. Verizon is asking the court to order Yellow Book to retract and correct its ads, and is also seeking damages. The lawsuit, filed in the U.S. District Court for Eastern New York, contends that Verizon's research, conducted by the Gallup organization, consistently shows its directories have a majority share of usage in markets where the two publishers compete. Yellow Book USA has issued a statement pointing out that the ad campaign has been running for two years without challenge and argues the Verizon suit is a tactic to ward off Yellow Book's growing competitive challenge. Whatever the merits of the suit, it is clearly a sign of the growing intensity of competition in the U.S. Yellow Pages industry, and is unlikely to be the final shot of the war. It is more like an opening volley.

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: [email protected]
Copyright© 2006 The Kelsey Group. All Rights Reserved.