Monthly Archives: August 2010

Linkmedia 360 to host live webinar series

Linkmedia 360 has announced it will host a free monthly webinar series scheduled to kick off next month that will introduce businesses to their full complement of services.  The ongoing webinar series is designed to educate marketers on topics including:

  • Search Engine Marketing
  • Search Engine Optimization
  • Online Banner Advertising
  • Direct Mail
  • Mobile Media
  • Social Media Marketing

The first webinar, Search Engine Marketing – Tips of the Trade, is scheduled for Monday, September 20, 2010 at 1pm EDT.  For registration details, contact dlamb@linkmedia360.com.

The effort reflects the changing needs of advertisers, and the recent rebranding of the Cleveland-area based agency rebranded from National Yellow Pages Media to Linkmedia 360.

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Turkey Yellow Pages partners to offer online and mobile solutions

The Turkey Yellow Pages, has announced today a partnership India based vSplash to offer local businesses in Turkey a turnkey online and mobile web presence solution.

The service called My Splash Page by Yellow.com.tr includes domain name registration, web page and mobile page development, hosting, address geo-coding for a Google map location, a Google Analytics account, SEO tagging and On-Page Optimization, an email address and account as well as telephone support.

“At Turkey Yellow Pages our job is to help buyers and sellers connect as easily as possible”, said Trevor Nadeau, General Manager of Turkey Yellow Pages. “We live in an online world, a world where most business owners know they should be online but often do not have the time to make it all happen. Turkey Yellow Pages can now easily facilitate getting businesses professionally represented both online and on the mobile web in just a few short days at the very affordable monthly fee of just 50 Turkish Lira ($35 USD).”

“We are very pleased to partner with Turkey Yellow Pages in offering an affordable online and mobile web page solution for businesses in Turkey,” added Umesh Tibrewal, CEO of vSplash. “With over 19 million internet users and an 85% mobile phone penetration rate, it is clear that if a Turkish business is not online yet, they will want to be soon.”

According to Turkey Yellow Pages at this time only 15% of the more than 600,000 business listings in their database have a website. They estimate only a fraction of them have a mobile optimized web presence.

For more info contact: Ms. Burcu Kaptan, +90 533 927 23 96, http://www.yellow.com.tr

Kuk, Baldwin & Associates Announces Launch of Sell4Search

Kuk, Baldwin & Associates has announced the launch of “Sell4Search,” a unique website for small business advertisers and available only through YP publishers – with an aim to “educate” advertisers in basic advertising principles with a bias toward Yellow Pages.

Sell4Search teaches with animated mini-tutorials and also provides heading-specific resources for ad copy, headline ideas, local market data, etc.

Each participating publishers will have a portal page to the system, with blocks of passwords to give advertisers access.   The site will be added to regularly, so it will keep advertisers coming back and seeing the publisher’s message frequently.

Major benefits of this low-cost tool include are expected to include:

1.  It can be used by sales reps as a closer.

2.  It will strengthen advertiser perception of Yellow Pages.

3.  It motivates reps to be conversant in the material covered.

4.  It captures advertiser e-mail addresses.

For more info, call Tom Baldwin at 800-562-7986 or visit www.kukbaldwin.com

Is Advertising Missing It’s Best & Biggest Target??

We’ve all heard the same old message of doom and gloom about how people aged 18-34 never use print Yellow Pages, that the industry needs to come up with new ways to attract their interest and their spending, etc. etc. etc..  But it seems like that focus on the younger demographic may be misplaced.

A recent study by the Nielsen Company indicates that Baby Boomers (that age group that has an estimated  78 million strong in the U.S.) are spending 38% of CPG (consumer package goods) dollars, yet less than 5% of advertising dollars are targeted to adults 35-64 years, which include Boomers (born 1946-1964) and the latter half of generation X (born 1965-1976). Could marketers be missing the biggest piece of the market with their obsession towards the younger groups???

This from Pat McDonough, Senior Vice President, Insights, Analysis and Policy at the Nielsen Company:

“..Boomers should be as desirable for marketers as Millennials and Gen-Xers for years to come; they are the largest single group of consumers, and a valuable target audience. As the U.S. continues to age, reaching this group will continue to be critical for advertisers.”

Some additional findings from the Nielsen study about Boomers:

  • The group dominates 1,023 out of 1,083 consumer packaged goods categories (yes, they are buying lots of stuff)
  • Boomers are big online shoppers, comfortable using email and messaging to stay in touch.
  • Boomers comprise 1/3 of all TV viewers, online users, social media users and Twitter users (Was that an AGH!!! I just heard from all the Millennials..)
  • More likely to have broadband Internet access at home (who says Boomers aren’t wired??)

So why are most marketers ignoring more than half of the affluent Boomers, those with the money to spend, and only targeting only to 18-49 year olds??  I really can’t tell you.  Sounds like they are really missing an opportunity here.

Our take:

Every Yellow Pages advertiser needs to know that if you want to reach those Boomers who have money to spend, who are ready to buy locally NOW, our print directories are there for them 24 hours a day, 365 days a year, with no special connections or wireless communications required, they often come in larger print (so we can see things easier), and they are organized in a manner which is logical and easy to use so they can find your business quickly.

Did I also mention our IYP and mobile products are pretty good too???

Directional Media Strategies 2010 Conference Gearing Up

The speakers for the Directional Media Strategies 2010 conference are being finalized. In addition to the current roster of 40 speakers from across the global Yellow Pages and local search landscape, BIA/Kelsey has just added Randy Wootton, VP, Global Search and Online Marketplace from Microsoft Advertising to the DMS ’10 line-up.    In a special session, Wootton is expected to cover “Microsoft’s Local Love Connections,” which will present Microsoft’s views on the local opportunity — where its strengths lie and their approach to partnering.

Time is running short to register for the event.  DMS ’10, will be held September 14-16, 2010 in Dallas.   In addition to Wootton, here is a partial list of some of the other speakers expected:

  • Bruce Cotterill, CEO, Yellow Pages Group (New Zealand)
  • Perry Evans, Founder and CEO, Closely
  • Howard Lerman, Chairman, Cofounder and CEO, Yext
  • Lem Lloyd, VP, North America Channel Sales, Yahoo
  • Stephane Marceau, CMO, Yellow Pages Group (Canada)
  • Tim O’Shaughnessy, CEO and Cofounder, LivingSocial
  • Scott Pomeroy, President and CEO, Local Insight Media
  • Ken Ray, VP and CMO, AT&T Advertising Solutions

Click to view the complete list of DMS ’10 speakers.

Click to here to register for the conference.

“Unwanted pests”???

Many of you are aware that a new zealotry being promoted on the web – print Yellow Pages are the cause for all of mankind’s ills, they suck up resources, are wasteful, they pollute, forests are being ransacked for paper, the books are never being used, they only being used by your 90 year grandmothers, etc., etc., etc., and now, per the label of the picture of this blog discussing more useless regulation being introduced in Seattle – the books are now “un-wanted pests”.

If there is any value in this truly wasteful legislation effort (glad to see phone books are the only thing the citizens of Seattle needed be concerned with), it has been the reaction from many of you in the industry.  I think these paper atheists have awakened a sleeping giant.

Case in point – here is commentary I received from Wayne Mulling, the Director of Sales at the Sunshine Pages Directories.  I know many of you also feel this way.  Isn’t it time to start telling the other side of the story in every community we serve and stop turning the other cheek to these people??

Here’s Wayne’s comments:

I love the part where they call the industry products “un-wanted pests”. Really?  We are now Un-wanted pests?  It’s amazing to me some of the comments from people who post to blogs like this, comments like:  “I hope this sweeps the nation”, and “good riddance”.

This from people who don’t have a clue on how much directory companies contribute to the nation and the communities they serve at large.  For over 150 years phone books have been the prime source for businesses to promote the products and advertise their wares, to grow their businesses, all resulting in revenue growth to the economy, jobs created, some competition stirred, and community growth.  It is that old fashioned, low tech, ugly Yellow Pages that has been primarily responsible for this, more than any other type of media.

Who are these people who are so opposed to have a “one stop shop source” of vital information?  Who are these kooks who hate businesses that advertise in the books, yet then when they need those tires, or hot water heaters, or kitchen remodelers, or carpet layers, or TV repairmen, or Appliance repairmen, or roofers…….they need a place to FIND them?  Gee, guess which media has all of that in one place, and you don’t need to look at 1.5 million websites to find it either.

Who are these nuts that hate free commerce?  I will guarantee you that most of them have never owned a business, tried to help their fellow neighbor, or even supported anything which would help the economy, because if they had then they would not be opposed to having a one source of information that is at their fingertips 24 hours a day which doesn’t require any special connections, fees or signups, doesn’t require an electric or mobile connection, and can realistically HELP them in their time of need for LOCAL products and services at a moment’s notice!

Why is our “One stop source of vital commerce information” now an un-wanted pest?   Are the 40 commercials that everyone has to wade thru on that same blog or a TV show an “Unwanted pest?”  Then why not ban all commercials!  People with half a brain know that it is those business commercials support the very existence of the Internet and cable TV allowing them to be available at reasonable rates, and keeps them informed about products and services available.

Why is our “One stop link connecting Buyers and Sellers” an un-wanted pest?  Why don’t they also call the 50 commercials an hour that you hear on the average radio station an “unwanted pest”?  Because anyone who was not born on the dark side of the moon knows that it is marketing, advertising, and free commerce that built this great country.  It allows radio stations to hire people who can provide a living for their families, to invest in business  which support communities such as New Orleans where we are, and keep the cost of radio FREE so that anyone that wants to can turn on a radio station 24 hours a day.  And it doesn’t cost you a dime!  What keeps it free?   Advertising!

I will guarantee you that the gentleman (and I use the term loosely) that is sponsoring this bill, has probably never run a business before going into politics, has never had to go to sleep at night worrying about how to keep his business viable, how he’s going keep the people he has employed (whose families look to that job for a living), or any of the other 1000 concerns small business owners have – which includes how do I best promote my business.  Because if he had ever run a business larger than a lemonade stand, he would know that it is ADVERTISING that keeps America growing, moving, and prospering.

Instead, people like this just love to cause chaos, and then are somehow never around to clean up the mess when everyone realizes they have made a mistake.

Dex One Posts Q2 Results

Dex One (the publisher formerly known as R.H. Donnelley) reported Q2 sales that were down 13% YOY.  Results were in line with what most other major publishers have been showing.  With major products in big markets hard hit by the economy such as Las Vegas, Orlando, and Chicago, the results would seem to offer some hope that we are close to the bottom.

Steven M. Blondy, Executive Vice President and CFO of Dex One Corporation noted in the company press release that “…although our strict credit policies may have negatively impacted ad sales results, particularly as economic conditions deteriorated last year, the benefits of our strong receivables portfolio are clearly evident in recent write-off trends.”

Blondy also commented that “…ad sales trends in the second quarter were better than the first quarter, as selling conditions slowly recovered. We now expect full year 2010 ad sales to decline near or slightly below the bottom end of our previous guidance range.

On the more positive side the company increased guidance for both 2010 EBITDA and cash flow, mostly from the stricter credit policies which have reduced bad debt, and a continued “cost discipline”.

Of note is that no mention was made on the progress of the CEO search to replace “retired” former CEO Dave Swanson

Our Take:

There comes a point where you can only squeeze so much savings from cost controls to generate better bottom line results.  Eventually, the top line sales need to turn around to survive.  One way to grow the top line is to loosen credit policies.  But in this economy, that means a much higher bad debt, so it is really a double edge sword.

You don’t need public opinion polls or other fancy measurements to what’s going on in the economy.  The recent Yellow Page industry results are a direct indicator of how things are really doing on Main Street as it reflects the financial health and stability of small to midsized business in the US.  If this significant portion of the business sector is still struggling and fearful of spending money, it’s going to be reflected in lower advertising expenditures, plain and simple.

Despite all of the posturing and happy sunshine faces coming out the White House, it is clear the supposed economic stimulus has done nothing for the vast majority of small business or the economy in general.  These SMB’s are still having trouble getting credit.  They are holding on to their cash.  There are afraid to hire much if at all.  And hence they are going to carefully spend whatever advertising dollars they have.

Because Yellow Pages has a viable, trackable ROI, it should remain a primary advertising media for most small businesses.  Bundle in some online/IYP and mobile components and you have a very powerful, cost efficient media plan.  Businesses will see that if the industry continues to focus on the value it brings in its discussions with these businesses, and not just launch into Monty Hall let’s-make-a-deal type pricing that some publishers have gone to.  Then, maybe then, we’ll see that top line sales result start to turn the other way.