Yellow Page News Briefs – April

This regular article provides a snapshot of Yellow Page recent industry news you may have missed.

Industry Recycling News:

Seattle Councilmember and handful of residents still venting over opt-out

Don’t want yellow-pages (etc.) directories? Opt-out deadline ahead West Seattle Blog (blog) Both Seattle City Councilmember Mike O’Brien and a PR agency for the yellow-pages-directory industry have sent reminders today that a deadline is ahead for opting out of the next big round of deliveries – go to this website by May 6th if you want to …

Phone Book Recycle Kickoff Party – Branson, MO

Recycling locations for telephone directories are available at various locations in the City of Branson. Any resident and business that wants to recycle their directories may do so at Jubilee Foods, Dewey Short Visitor Center and the Branson Recycle …

Unwanted Phone Book Drop Off Planned – Nebraska

Now is a good time to get rid of unwanted phone books since new phone books were recently distributed to Lincoln homes and businesses. Laura Cole of The Berry Media Company says 51,000 pounds of outdated telephone directories were recycled last …

Berry Company noted for recycling efforts

Dayton company urges phone book recycling WHIO Dayton The Berry Company’s “Think Yellow, Go Green” program has kept 1.5 million outdated phone books out of landfills by recycling more than 750 tons of them. Earth Day was the fifth anniversary of the program. Berry has teamed up with schools, The Boy …

Industry Conferences:

EADP conference in June

The European Association of Directory Publishers (EADP) in cooperation with the European and German Search, Directory and Database association and will have its next conference in Berlin on June 10-11, 2013.  You can now register on the EASDP Conference site.

This year’s conference will have a theme of “Using the creative chaos of speed and innovation”.  All information, program, exhibitors, speakers, and online registration are available on the EADP site.

Kelsey Group – Leading in Local

Austin will play host to the Kelsey Groups annual “LEADING IN LOCAL: SMB Digital Marketing” conference that will take place Sept. 11 – 13, 2013. This conference will focus on the fast-changing SMB marketing solutions space and examine the digital innovations that are transforming how SMBs attract, retain and upsell their customers.  Today is the last day for early registration discounts.

Yellow Pages in the News

Green light for Dex – SuperMedia Merger

Bankruptcy court gives OK to Dex One-SuperMedia merger WRAL Tech Wire By Staff, wire reports Cary, NC — Dex One and SuperMedia, two money-losing phone-book publishers, won a judge’s permission on Monday to merge and exit …

New Cover Girl for the Phone Book

Phone books are being delivered across the Townsville region at the moment, and the woman on the cover has a really interesting story to tell. Angie D’Arcy is mother to a child with special needs and in 2008 she founded The Umbrella Network to give …

Bogus Yellow Pages still out there

Company knocks off Yellow Pages invoice to dupe business owners A Knoxville businesswoman says she received a bogus invoice from a company claiming to be the real Yellow Pages and requesting a fee to renew the listing in …

Angie’s List remains hot

All the indicators are going in the right direction as modern-day yellow pages Angie’s List, which helps people find trustworthy carpenters, dentists, mechanics, and more, reported its first quarter results today. Revenues were up 68 percent to $52.2 million, paid memberships were up 60 percent year-over-year — hitting two million just two days ago — and its cost-per-acquisition was down 12 percent.

Ziplocal Partners with Marchex

Marchex, Inc. (NASDAQ: MCHX), a leader in mobile performance advertising, today announced a partnership with Ziplocal, an advertising platform that

Other news:

Print Yellow Page penetration “amazes”

Foursquare Has 93% Penetration In Retail – Plus New $41 Million Note Forbes Foursquare = 93%; Citysearch = 66%; Facebook = 65%; Google+ = 59%; Yellow Pages = 55% (I am often amazed at this sort of penetration for a physical book, however, it might also include digital presences the Yellow Page industry has been slow to create …

 

Yellow Page News Briefs – March

This regular monthly article provides a snapshot of recent Yellow Page industry news you may have missed……

Industry Recycling News:

YP.com and The Swashbucklers of SouthWest Louisiana
The 2013 telephone directory recycling campaign kicked off in Southwest Louisiana at the opening season game for the indoor football Louisiana Swashbucklers recently. The game was dedicated to “Team Green of Southwest Louisiana” and sponsored by YP – The Real Yellow Pages. It marked the official launch of the recycling campaign which began with the delivery of the 2013 yellow page telephone books. The 2013 cover of the edition of the YP Real Yellow pages features the Louisiana Swashbucklers and local fan favorite, wide receiver Sammy Knight.

The Swashbucklers game was dedicated to the promoting and creating awareness of the importance of recycling and the protection of the environment and Southwest Louisiana natural resources. “The Louisiana Swashbucklers are proud to be associated with Team Green of Southwest Louisiana and YP “The real yellow pages” stated Chris Meaux President and General Manager of the team. We encourage all of our fans to recycle their old phone books when they receive their 2013 copy of the Real Yellow Pages”.

This was the second annual season opener dedicated to Team Green. (Source)

Farmington Recycling Program Expands
Yellow Pages recycling for those residents not on the Town’s trash/recycle pickup is now located at the Staple House parking lot (next to the Main Library) in a small dumpster. It will no longer be at the ATT Building on Main Street (Route 10). (Source)

Elementary Schools kick off Phone Book Recycling Event
ALBANY, GA: New phone books are starting to show up and that means it’s time to toss out the old ones.

Today kicks off a competition between Dougherty County Elementary Schools to collect the most books to recycle. (Source)

Yellow Pages Group Reminds Winnipeg Residents of Directory Opt-Out Program
WINNIPEG, MANITOBA: As Yellow Pages Group (YPG), a leading multimedia and marketing solutions company, continues to expand and grow its digital media offerings, the company is committed to providing people with choice around its traditional print directory offerings. Winnipeg residents who prefer not to receive the print directory can remove their address from the delivery list by completing the form at ypg.com/delivery or by calling 1 800 268-5637. (Source)

Phone books recycling – City of Fargo
Fargo residents are encouraged to recycle old phone books by taking them to recycling drop off sites. Phone book recycling containers are in place at several locations and will remain available through April 26, 2013. Only phone books with glued bindings will be accepted…. (Source)

Industry Conferences:

EADP conference in June
The European Association of Directory Publishers (EADP) in cooperation with the European and German Search, Directory and Database association and will have its next conference in Berlin on June 10-11, 2013. You can now register on the EASDP Conference site.

This year’s conference will have a theme of “Using the creative chaos of speed and innovation”. All information, program, exhibitors, speakers, and online registration are available on the EADP site. (Source)

Yellow Pages in the News

Dex One fighting delisting
Dex One Corporation (NYSE: DEXO) has received notice from the New York Stock Exchange (NYSE) that it was not in compliance with the NYSE listing standard in Section 802.01B of the Listed Company Manual which requires the company to maintain an average global market capitalization over a consecutive 30 trading day period of not less than $100 million.

The company notified the Exchange that it will appeal the decision and file a formal request shortly. During the appeal process, the company anticipates DEXO shares will continue to trade on the NYSE. Until a determination is made the company’s trading symbol will bear the “BC” indicator until it is either delisted or is compliant with the NYSE’s listing standards.

Publishers Dex One and SuperMedia File for Bankruptcy
Publishers Dex One Corp and SuperMedia have both filed for bankruptcy in a pre-packaged effort following the approval from a majority of the company’s senior secured lenders to change a credit agreement, clearing the way for their planned merger. Dex One and SuperMedia agreed last year to combine their businesses, with Dex One shareholders expected to own about 60 percent and SuperMedia shareholders the rest of the combined company (Source)

The deck chairs get shuffled at Hibu
Yellow Pages publisher Hibu it had fired its two top US senior managers over speculation that they were plotting a buyout of the US based operation. Hibu chief executive, Mike Pocock  told staff members that Jim McCusker, US president, and Mark Cairns, chief publishing officer, had been “dismissed” after “a thorough investigation into conduct by them that the company considered to be disloyal and against the interests of its employees and other stakeholders”. (Source)

Changing of the Guard at Yellow Media
Marc Tellier, the CEO of Yellow Media, is leaving as the company battles thru weak print revenues and a slow acceptance to the company’s digital products. Yellow Media Ltd. (TSX:Y) announced it is looking for a replacement for Marc Tellier, who has been president and chief executive of the company and its predecessors since October 2001.

“We thank Marc for his leadership and many years of devoted service to Yellow Pages Group and his agreement to remain in order to assist in effecting a smooth transition,” board chairman Robert MacLellan said in a company statement. (Source)

Oops. Wrong cover on South Bend phone book
SOUTH BEND, Ind.: Residents in the South Bend area got quite a surprise when they picked up the newest edition of the Yellowbook. The cover is completely wrong. “I opened it up and I looked at the cover and I realized that’s not our county.” (Source)

Other news:

Ohio, Minn. governors float advertising tax proposals
It isn’t the first time we’ve seen this act before, but two U.S. governors are proposing state taxes on business services, including advertising, threatening revenue streams for local broadcasters, publishers and outdoor-display owners. Both Gov. John Kasich, R-Ohio, and Gov. Mark Dayton, D-Minn., are considering as part of their budgets for 2014 plans to reduce state sales taxes. “It’s still early in the process, but anytime these issues show up, we have to take it seriously,” says Keith Scarborough, the Association of National Advertisers’ senior vice president for government relations. (Source)

Some humor from France – Paper is Not Dead? 

Not Yellow Pages specific, but even if you don’t speak French, I think you’ll get the point of the paper/paperless humor: http://vimeo.com/61275290

Some fun with Yellow Page headings

Those of us who work in the Yellow Page industry would not usually put the words “fun” and “print yellow pages” in the same sentence.  But local newspaper columnist J. T. Knoll writing in the SouthEast Kansas Morning Sun effectively did just that today with his piece on “True Stories Found in the Yellow Pages”.

JT used the local Names & Numbers print directory in Pittsburg (which also includes his community of Frontenac) to marvel at some of the heading indicators listed at the top of each page, which resulted in some interesting combinations such as:

• Advertising  – Air:  Don’t forget to breathe
• Appliances – Asphalt:  For toasters and juicers  you can take on the road
• Brake-Burglar:  Used along with an alarm; it slows the burglar’s escape so you can catch him as he runs away.

Do you have any other good top of page heading combinations in your book??

Keeping the news in perspective…

I’m back from a week’s vacation and have a collection of news tidbits accrued during my travels that further highlight why this industry needs to take a step back and sort through all the recent noise about how Yellow Pages is really being viewed by consumers and small business owners.

The first data point actually has nothing to do directly with the Yellow Page industry, but in another way, does.  This comes from Hollywood — reports indicate that ticket sales at North American cinemas declined an estimated 3%, to $4.28 billion, for the period from the first full weekend in May to Labor Day, compared with the period a year earlier (source).  The culprit – it is the economy, stupid.  This recession/depression/high unemployment (or whatever you want to call it) economy continues to just drift along like a boat without a rudder or engine.  So while a lot of “experts” are pronouncing the end of the Yellow Page industry due to declining revenues, in reality many small business owners are still suffering and fighting through lower sales from prior years.  In the case of consumers, when incomes are down and unemployment is up, things like spending on going to the movies are one of the first casualties.  Yet I don’t see “experts” viewing that as a sign of the imminent collapse of the movie theatre business.  But somehow slow Yellow Page advertising sales in this down economy are consider the start of a death knee.  Really?

Data point two is a similar economy indicator and industry comparison point.  FedEx has just issued a profit warning due to weak global economy (source).  The company slashed its FQ1 EPS forecast to $1.37-$1.43 from an earlier estimate of $1.45-$1.60 and the current period could represent FedEx’s first quarterly decline since 2009.  In its comments, the company indicated that “…weakness in the global economy constrained revenue growth at FedEx Express more than expected in earlier guidance.” Once again, I don’t think any “expert” is viewing this dip in earnings as a signal of the demise of express mail services due to what FedEx said.  Simply put, the economy just plain sucks right now.  There are some bright spots out there, but overall the economic funk continues.

Data point three has two parts – the first is the realization that the value of Facebook has now dropped some $40 BILLION since its IPO.  Let’s combine that with the news that more bad news from digital “experts” darling Groupon where several of the  co-founders of CityDeal, the Samwer-backed European clone that was acquired by Groupon in 2010, have decided to depart the company.  These aren’t the first defections of senior management from the company.    The key question for this data point — if all of these new digital advertising media are such great deals for SMB’s, shouldn’t these flagship digital providers be raking in the cash, and not be looking like sinking ships listing badly to port?

Which brings me to the next data point – the continuance of bogus Yellow Pages billing.  Rarely does a week go by that I do not see at least one warning about bogus Yellow Page billings being sent to small business owners.  For example, here is one in San Francisco, and another in Amarillo just this past week.  What I find interesting about these schemes is that if SMB’s are so disenchanted with Yellow Pages advertising results, how could they be so naïve to then pay an incoming bill, just because it has a Yellow Pages logo of some type on it?  Despite what online and social media “experts” say, could it be that those old fashion print Yellow Pages still bring leads/business to their doors?

The answer to the last question is still a resounding “YES”.  Here is another recent study initiated by Haines Publishing, which found that 80% of residents in Ross and Pickaway Counties, Ohio use the print yellow pages first when looking for local business information (source).

When you add all of this up, it indicates that right now, this crappy economy is affecting all advertising.  And it also indicates that SMB’s should not give up their print Yellow Pages positions just for a less expensive (sometimes), sexier (perception vs. reality), new digital platform, especially without verifying that the new digital advertising effort is going to yield the same quality leads that print still generate.  Perhaps the solution lies not in a print OR digital discussion.  Instead, it should be a print AND digital solution for SMB’s.  Sure, get a nice website up, play with Twitter, Facebook, Groupon, or whatever.  However, don’t give up your core position in print Yellow Pages, not when we are seeing call tracking results up over 15% YOY.  Why would any SMB want to take the risk of losing any business in this current economic climate?

 

News Briefs – 7/24/12

We are excited to be rolling out this newest category on YP Talk.  In our hyper-intensive news world, here are some recent Yellow Page relevant news items you may have missed. 

We also provide an every-other day subscription based news service to our readers.  For more information, contact me at Ken@yptalk.com.

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Publisher news:

SunShine Pages changes name to Sunshine Media, launches small business initiative.

Metairie, LA based print directories company, The SunShine Pages, has announced it has undergone a rebrand and renaming, the group will now be called Sunshine Media. “The new name is more reflective of our expanded online offerings, coupled with our highly successful print directories, providing our clients a diverse directional marketing tactical lineup,” said Joshua Descant, General Manager.  One of the first business moves Sunshine Media has completed is the creation of “We Are Local,” a fully integrated community campaign to bring awareness to local small businesses in each of the communities they serve. “We’re building a stronger local economy through small business education and awareness,” said Descant. The new business-to-business community campaign has a microsite www.WeAreLocal.com where businesses will be able to find resources, stories of local success, and learn more about directional marketing.

Yellow Media announces plans to reduce debt, shares surge 100%

Proactive Investors USA & Canada … plans to reduce debt, shares surge 100% Phone book publisher Yellow Media (TSE:YLO) Monday announced it plans to cut its debt and make some major board changes as the company moves to transform its busines, sending its shares up 100 per cent.

<http://www.proactiveinvestors.com/companies/news/32320/yellow-media-announces-plans-to-reduce-debt-shares-surge-100-32320.html>

SuperMedia to Report Second Quarter 2012 Results on July 27

SuperMedia (NASDAQ:  SPMD) will report second quarter 2012 earnings on Friday July 27 … SuperMedia welcomes investors media and other interested parties to join …

<http://www.istockanalyst.com/business/news/5954725/supermedia-to-report-second-quarter-2012-results-on-july-27>

SuperMedia, Inc. (SPMD) New Ad Campaign ‘Reinvents The Wheel …

SuperMedia recently introduced “The Wheel,” a new advertising campaign highlighting the award-winning Superpages Mobile App. The company’s new …

<http://seekingalpha.com/instablog/783255-missionir/884081-supermedia-inc-spmd-new-ad-campaign-reinvents-the-wheel>

Recycling/Environmental:

Hot Springs Village Voice  — Phone book recycling begins July 9

The Hot Springs Village Property Owners’ Association will begin accepting telephone books for recycling on July 9 through Aug. 31.

<http://www.hsvvoice.com/news/2012-07-04/News/News_briefs.html>

Hawaiian Telcom Yellow Pages Collects Over 29 Thousand lbs of Directories Recycled…

Review seeker … July 2, 2012 (GLOBE NEWSWIRE) – Hawaiian Telcom Yellow Pages in conjunction with its … were able to recycle more than 29119 lbs of outdated telephone directories…

<http://www.reviewseeker.com/article/Hawaiian-Telcom-Yellow-Pages-Collects-Over-29-Thousand-lbs-of-Directories-for-Recycling-2089209>

AT&T 2011 Sustainability Report

The AT&T Sustainability Report demonstrates ways in which AT&T is committed … Students can click on their digital backpack to complete interactive math and …

<http://www.att.com/gen/landing-pages?pid=22872>

Recycle those old phone books

Winnipeg Free Press – Have you got old phone books sitting around? The City of Winnipeg wants to remind you to recycle…. – Local – Winnipeg Free Press.

<http://www.winnipegfreepress.com/local/Recycle-those-old-phone-books-153676205.html>

Miscellaneous:

Study Shows Oswego County Residents Still Rely on Local Yellow Pages…

July 02, 2012:  A recent study shows that 65% of residents in Oswego County use the print yellow pages first when looking for local business information.

<http://www.allvoices.com/news/12506289-study-shows-oswego-county-residents-still-rely-on-local-yellow-pages>

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In our “Feel the Love” section, we provide a couple of links to those who trash the Yellow Pages, mostly in an effort to steal market share.  Most are grossly inaccurate, some are just digital bourgeoisie, and a few are even comical.  You decide….

They’re baaaack – Yellowbook Phone Books landing on doorsteps …

Thudding onto doorsteps in Northeast Minneapolis as we speak. Shelley Leeson Northeast Minneapolis.

<http://forums.e-democracy.org/groups/mpls/messages/topic/6Z5LormTEIa4JVMFk7JxB6>

The Death of the Phone Book

Capital Overlook — There sat two giant yellow books. For those of you who are youngsters, these items were phone …

<http://capitaloverlook.com/2012/07/the-death-of-the-phone-book.html>

For Jim Belosic, the key to online business success is creativity

Truckee Times — Change with the times: “I see a lot of businesses, mom-and-pop shops, with ads in the Yellow Pages. Their demographics will remain the same.  Business has gone from Yellow Pages to online and now mobile.” • Think big: “My idea was, if I could be a great …

<http://www.rgj.com/article/20120701/BIZ/307010019/For-Jim-Belosic-key-online-business-success-creativity>

What is the deal with all the phone books?

The Franklin News Post — Let’s change the subject for a moment from Dr. Charles Lackey, the school board and snakes. What is the deal with all the phone books that the residents of …

<http://www.thefranklinnewspost.com/article.cfm?ID=22444>