Tag Archives: Association of Directory Publishers

Names & Numbers Recognized as Publisher of the Year

At its recent 2013 Annual Convention and Partners Trade Show in St. Augustine, Florida, the Association of Directory Publishers (ADP) recognized Names & Numbers, as this year’s Gold Book Publisher of the Year at the Gold Book Awards.  It was the first time the company has been recognized.

The ADP’s Publisher of the Year recognizes a company that has “exemplified overall excellence and achievement.”  Names & Numbers currently publishes 66 phone books throughout the mid-west and northwest areas of the country along with offering a suite of mobile and online Yellow Page products.  Established in 1974, currently Names & Numbers publishes more than 4-million phone books annually and employs approximately 250 people in 11 states.

The Gold Book Awards recognize publishers and suppliers for outstanding achievements in the directory advertising business. “Congratulations to all of our 2013 Gold Book Award winners,” said Cindi Aldrich, the new association president. “These winning companies are applauded for their outstanding directory products and marketing innovations in the directory publishing industry.”  Additional information about the Gold Book awards can be found on the association website at www.adp.org.

We interviewer Founder/CEO Ken Brock back in 2010 (link to full article), and you will note that many of the things Ken said at that time are still true today and part of the reason why his team has been recognized.  He and his team follow a very straight forward approach – put out a very accurate, high quality product that users and advertisers both enjoy using, promote them passionately in the local community, be an integral/active part of the community, and try to walk in the door of every business in the market.  The text type in the books is not microscopic in size to save a few pages.  White pages are included, as well as a robust community information section.  The covers are free of any advertising and feature scenes from local photographers/artists.  That’s the formula for being a successful publisher, and being recognized by the publishing community.

Congratulations to the entire Names and Numbers team for your accomplishments.

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Why apples aren’t oranges

A new press release came out that had this nefarious title:  “2012 Waste Figures Affirm YellowPagesGoesGreen.org Stance Against Yellow Pages Paper Directories”

My first reaction was wow, can’t wait to see these stats.  But when you dive into the press release/article what you find instead is a lecture about recycling paper in general, with absolutely no Yellow Page specific data.

For example:

According to Greenwaste.com, each ton (2000 pounds) of recycled paper can save 3.5 cubic yards of landfill, 17 thirty foot (pulp) trees, 7,000 gallons of water, 380 gallons of oil, and 4100 kwh of energy.

That’s nice to know, as well as “…DailyGreen.com reports that paper accounts for 25% of landfill waste, and one third of municipal landfill waste; Statspotting.com adds that paper waste accounts for up to 40% of total waste produced in the United States each year, which adds up to 71.6 million tons of paper waste per year in the United States alone…”

But note this is PAPER, not YELLOW PAGES.  It easy to see why they could be lumped together.  They are both fruits, right?  But, they are also different.  Did they just get it wrong then?  Not exactly.  See there is a little hidden motive involved here called money.

Back in July, 2011 we put a spotlight on the “YellowPagesGoesGreen” group and it’s not a pretty picture – simply put they want to rid the world of printed phonebooks so people will be forced to use their online directory product.  A little capitalism is fine, and as many bank robbers have noted on why they rob banks (“…it’s where the money is…”) it’s just that bogus misrepresentations like this are exactly why ADP has kicked of the “Power of Yellow” rally.

As we’ve noted, time and time and time again, the YP industry does not “harvest”, or farm, or cut trees for their paper. They don’t have to. They use all of the residual materials that come from the milling of trees for lumber and all of the PAPER items we do recycle (If you want to find out more go here: http://www.yptalk.com/archive.cfm?ID=322&CatID=3).

And we’re ok with a well-intended group scolding people a little:  “…many people are not pitching in to make the Earth a greener place to live, and the damage that is being done to our environment in the name of endless paper consumption is leaving our future as a race in doubt, unless we band together to do something about it now…”  Just please stop wrapping yourself with the green flag when your real motive is to game some revenue from the print Yellow Pages industry, a product that still gives an ROI of at least $10 for each $1 spent in an ad program, that is used by 75% of population during the year when they truly need a local product or service.

Now that’s the true Power of Yellow.

ADP Launches “Power of Yellow” Campaign to Fight A “Virus of Misperception”

In a packed meeting room on Friday in Chicago, the Association of Publishers rolled out a new multi-phase effort entitled the Power of Yellow™ , to increase the factual understanding of advertisers, consumers, and the press about the continuing value of print Yellow Pages, and to immunize the industry against the “virus of misperception” that it believes it threatening the industry today.

The genesis of the campaign comes from a desire on the part by independent publishers to initiate a “Got Milk”-grass roots style of campaign for the Yellow Pages industry.  Larry Angove, President of ADP, indicated that earlier efforts to work with the former Yellow Pages Publishers Association (YPPA) on a campaign were rebuffed.

This is the first coordinated industry marketing effort since the mid-90’s when the then named Yellow Pages Publishers Association (YPPA), tried a light bulb and the tagline in the “Get an idea”

Unable to achieve any significant traction with the new branding (traction that could be verified through higher sales) the “Get an Idea” campaign was abandoned two years later.

This new, multi-faceted program general first-phase components are being provided to all ADP members at no cost, and include templated adds that can used in a range of media

  • Phased Media Releases
  • Television Spots
  • Radio Spots
  • Print Media Ads
  • Newspaper Op-Ed Articles
  • Magazine Feature Articles
  • Directory Filler Ads
  • Sales Presentation Video
  • Coordinated Sales Collateral

Support for the effort also includes:

  • Placement Guidelines and Schedules
  • Offensive Talking Points
  • Defensive talking Points
  • Advertiser Testimonials
  • Data Source Documentation

A unique feature of this new program is the inclusion of four of the industry’s leading research experts to “star” in a series of 30-second television and 30-second radio spots proclaiming the Power of Yellow™ which publishers can then add their own product information to for local release.  Featured in the spots are:

  1. Dr. Dennis Fromholzer, President, CRM Associates
  2. David Goddard, EVP, IMS Local Search Authority
  3. Paul Gordon, Vice President & General Manager, Catalyst Paper USA
  4. Steve Sitton, President & CEO, Market Authority, Inc.

In presentations at the kickoff event, each of these industry experts noted key aspects of the factual arguments this effort will present:

Dr. Dennis Fromholzer:  “….the value of a lead from print yellow pages is 25X more valuable than a click to an online ad”

David Goddard:  “….people where saying print was dead 10 years ago.  We project the print/digital revenue mix will not reach 50/50 until 2018 at the earliest…”

Paul Gordon:  “…the reality is the industry isn’t knocking down trees solely to make paper for its products”

Steve Sitton:  “…print is not dying on schedule as many said it would.  Our research has found that the migration to digital is slowing.  That’s a very inconvenient truth”

At YP Talk, we have long advocated that the industry needs to begin to confront its many critics about print.  As far back as 2005, we made several calls to action (here, and here are just two examples).  As Goddard noted at the kickoff, if the Seattle and San Francisco opt-out ordinances had held up, they could have resulted in a $500+ million hit to the industry.   In June, we advocated that the industry reconsider the use of the iconic walking fingers in its local marketing efforts (June article here).  As a result, we are ecstatic to see this new initiative from ADP and will be supporting it fully as it rolls out.

As Sitton noted at the kickoff, it’s time to stop this “virus of misinformation”.  Amen.  But the industry needs your support.  Do we have it??

People – July

It has been a while since we updated our regular blog sponsored by Hawthorne Executive Search .   It is all about people in the Yellow Pages industry. If you have news you want to share about someone that is involved in the Yellow Pages industry (including retirees) that we should all know about, drop us a line and tell us how they are doing. Send your submissions to ken@yptalk.com.

Larry Angove:

The Association of Directory Publishers (ADP) has announced that Larry Angove, their President and Chief Executive Officer since 1997, is planning to retire on or after June 30, 2013.

As a result, a Presidential Search Committee consisting of independent publisher leaders — Danny Bills, Wally Downey, Jim Hail, Steve Skinner, and Vernon Smith has been formed to coordinate the search for Larry’s successor.

Recommendations/expressions of interest are being directed to Danny Bills at dang452@aol.com. All recommendations and applications will be kept confidential by the Committee.

David Krantz:

David Krantz, former CEO and president of AT&T Interactive, has been named CEO of YP Holdings. Krantz will lead YP’s overall strategy and operations. The new leadership team includes executives from AT&T Advertising Solutions, AT&T Interactive and Cerberus Operations, as well as executives recruited from outside of AT&T. The company will be headquartered in Tucker, Georgia. AT&T still has a 47% equity interest in YP Holdings.

“We have a great future in front us,” said Krantz. “We also have an extensive customer base, the largest local sales organization, an unmatched product portfolio, industry-leading platforms across the web, mobile and print ecosystems, and a great brand. We are ready to invest in this business, innovate and provide excellent service to our customers.”

ZipLocal:

The online local search business Ziplocal has made several Board and management appointments:  Owen B. Menzel, Elaine Kunda and Timothy M. Gould have resigned as directors.  John Albright, Perry N. Dellelce, and Sheldon Inwentash were appointed as directors; Kevin Dane as president; and Paul Van Damme as chief financial officer.

Albright is co-founder and managing partner of Relay Ventures, an early stage venture fund exclusively focused on mobile software. He also founded JLA Ventures in 1996. Dellelce is a founder and managing partner of Wildeboer Dellelce, a Canadian law firm.  Inwentash is chairman and CEO of Canadian investment firm Pinetree Capital.

Alan Schultz

Schultz has been names thenew chairman of the board of directors for yellow pages publisher Dex One.  Schultz replaces Eugene Davis, who resigned from the board.

Schultz has been a member of the Dex One board since 2005. He also is non-executive chairman of the board at Valassis Communications. He retired as CEO of that firm in December, 2011.

Davis had served as non-executive chair of the board since August 2011. He has been a member of the board since January 2010.

Scott Klein:

As reported in The Goddard Report, Scott Klein who led Idearc/SuperMedia out of bankruptcy and resigned in 2010, has been named president and CEO of Language Line Services. Language Line is a language solutions provider specializing in more than 170 languages focusing on clients in government, healthcare, telecommunications, financial services and other industries worldwide.

“I know the Language Line team is going to enjoy working with Scott Klein as their new leader,” said Language Line board chairman Dennis Dracup in a prepared statement. “His diverse background, leadership experience, and emphasis on customer coupled with his high energy approach will drive the growth of our business.”

Klein joined Idearc from Symphony Technology Group (Palo Alto, CA) where he was an operating partner. He was previously president and CEO of Information Resources (Chicago), a global provider of information solutions, analytics and performance technology.

 

Dane Madsen

LocalBlox, has announced that Dane Madsen has joined the firm as an advisor.

Madsen and two partners purchased the YellowPages.com domain in 1996 and began with a small hosting package which evolved in to YellowPages.com.  In November 2004, SBC and BellSouth purchased the domain name and company YellowPages.com for a reported  $100 million.

The addition of Madsen as an advisor is expected to “…provide the firm with the experience, expertise and knowledge of a world-class entrepreneur who understands the unique business environment of today’s market and the special challenges facing small business owners in the new economy…”

LocalBlox features two distinct facets. One is a community-based platform that provides the means for community members to share information, plan special events and keep each other advised of news to promote neighborhood safety. The other aspect of LocalBlox supports businesses and entrepreneurs in their endeavors through business tools, apps, software and a comprehensive array of business services.

LocalBlox serves over 60,000 neighborhoods across the U.S and is dedicated to providing businesses with sound solutions and cost effective ways of conducting commerce to build financially strong neighborhoods.

Julie Winbun

Has accepted a new position as Vice President of Business Development Offline & Print with Ring 2 Media.  Voted by Inc 500 in 2011 as one of the fasted growing privately held companies, it helps drive live calls to top call centers.

 

Larry Angove, President of ADP to Retire

The Association of Directory Publishers (ADP) has announced that Larry Angove, their President and Chief Executive Officer since 1997, is planning to retire on or after June 30, 2013.

As a result, a Presidential Search Committee consisting of independent publisher leaders — Danny Bills, Wally Downey, Jim Hail, Steve Skinner, and Vernon Smith has been formed to  coordinate the search for Larry’s successor.

Recommendations/expressions of interest are being directed to Danny Bills at  dang452@aol.com.  All recommendations and applications will be kept confidential by the Committee.

 

 

ADP Convention — An Opportunity to Believe to Achieve

The next industry conference coming up is the ADP – Association of Directory Publishers 2012 Annual Convention & Partners Trade Show which will be held March 19-22 at the Embassy Suites in Frisco, Texas.

This year’s theme is “Believe To Achieve.”  The convention agenda has several notable changes from past years.  For example, A Believe to Achieve Day was created to allow Publisher members to present their salespeople to a good old-fashioned dose of fact-based belief training on the continuing value of our products, including, and especially, print.  Wednesday morning will be spent in publisher-led demonstration sessions examining and dissecting the:

  • New Basics for selling in today’s marketplace,
  • The New Tools that allow us to overcome today’s challenges,
  • The New Objections that today’s advertisers regularly voice, and
  • The New Keys to getting in the door of today’s decision-makers.

Following lunch, conference attendees will be exposed to an exceptional opportunity — three hours of direct interaction with the world’s leading expert on Yellow Pages trends and usage, Dr. Dennis Fromholzer.  Fromholtzer’s work has been the basis for most of the value messaging the industry has used over the last 10+ years, and really helps frame how to people shop and use Yellow Page products.  His statistical work helps sales reps to present a compelling case as to why Yellow Pages still provides attractive ROI to advertisers.

To make this a special day of training for salespeople and to keep the cost of their attendance as low as possible, ADP has established a special registration rate just for salespeople attending just the  Believe to Achieve Day on Wednesday, March 21st of only $100 for the full afternoon with Dennis only or $150 for the full day (which includes the luncheon).

The agenda has highlights Lida Citroën as a Keynote Speaker and Workshop LeaderLida Citroën will both open and close the Convention, offering her actionable insights into how

  • Passion changes commitment,
  • How commitment drives action, and
  • How action creates results.

Lida’s background includes 23 years of designing, creating and implementing brand marketing programs and strategies for both public and private companies.

You should note that the discounted early Bird registration ends February 24th.

A little about this year’s venue — the Embassy Suites in Frisco, Texas is a four-star property selected for its all-suites concepts. To make your room reservation at the Embassy Suites Frisco, please call either 1-800-EMBASSY or 972-963-9175. Mention you are an ADP convention attendee to receive the great rate of $165 per night (plus 13% tax).

Time to get registered.  Enter here to register.  If you are an industry supplier, to reserve your booth space, click here.  And if you missed it before:  For the complete agenda, click here

If you have any questions contact ADP Headquarters at 800.267.9002 or hq@adp.org.

Upcoming Industry Conferences

 This article is a quick preview of upcoming industry conferences…

The next industry conference will be The Association of Directory  Publishers mid-year conference at the Newport Beach Marriot Hotel and Spa in Newport Beach, CA, Oct. 5-7.  Ross Shafer, television producer and author of books on principles of corporate and consumer buying habits focused on growing market share, wiil be the keynote speaker.

The conference will open the evening of Oct. 5 with a board of directors meeting and welcoming reception.   Shafer will be the keynote on October 6th and discuss winning market share through innovation, cultural trends and defining the needs of customers’ expectations.

Other presentations include “Conversations on How Change Positively and Negatively Impacts Your Business,” “How Change Relates to Future
Opportunities, How to Leverage off Directory Platform, How to Monetize and How to Stay Up-to-Date,” “Industry Challenges and Necessary Change,” “Effective Ad Design,” and “Sales for Today and Tomorrow: Motivating, Training and Compensation.  The conference will end at noon Oct. 7.

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The BIA/Kelsey folks are running ILM Asia on Oct. 25-26, 2011, at The Regent Singapore.  The media landscape in the Asia-Pacific region is changing rapidly, and in some ways, leads the way in online leads, social media and e-commerce. Join BIA/Kelsey, ADPAI and local media leaders from across the region and around the world, as they dig deep into this emerging marketplace at ILM Asia 2011.

Sign up today for ILM Asia. Prices increases Friday, Sept. 30!

The opening keynote address will come from James Sanders, Head of Channel Partnerships, at Google Asia Pacific.   Sanders manages Google’s channel partnerships business in the Asia-Pacific region. The unit sells Google’s full range of advertising products through partners to small and midsize businesses. Launched in 2010, it is now one of Google’s fastest-growing business units in APAC.

Who usually attends an event like this?   ILM Asia is a must-attend event for companies in Asia focused on online directories, local or mobile search, social media verticals or deals, including:

  • Directory publishers
  • Newspapers
  • Search engines
  • Ad networks
  • Agencies
  • Online verticals
  • Technology partners

Companies from outside the region that want to learn more about the significant opportunities the Asian market offers should plan to attend as well. This event is also an excellent venue for investors looking for insight into new trends and to rub elbows with promising regional entrepreneur.

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The YELLOW PAGES TODAY ! Annual Conference will be held the 16 & 17 of November 2011 in Copenhagen, Denmark.  The Yellow Pages TODAY ! strategy this year has been broadened to include target groups other than just Yellow Pages providers. Speakers and delegates from search engines, social networks, SEO / SEM providers, Web Designers and Daily Deal companies will join those from Yellow Pages providers.

The upcoming conference has already attracted 9 CEOs as speakers and more are expected. All the leading YP companies are providing speakers, including Eniro, Truvo, European Directories, SEAT Pagine Gialle and Pages Jaunes. There are also speakers from leading publishers in Germany and New Zealand. Additionally presentations will be made by Google, Proximedia and other newcomers. The full programme is available under www.yellowpagestoday.net.

Event co-organizer, Peter Buxton, said that he was delighted with the market’s response to this plan to broaden the target group. “ That so many leaders have readily agreed to speak at this event ensures that the delegates will truly be able to update on market trends and learn how others in the SME market are generating interest and revenue. The willingness to share ideas and success stories is indeed very encouraging. For leaders of companies who are serving the large SME market with response-related services, this conference is the place to be!  We look forward to a very successful conference.”

There are also opportunities for sponsors and exhibitors. Details are to be found on the Yellow Pages TODAY ! website. Registrations can be made online at www.yellowpagestoday.net

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The 2012 Local Search Association Annual Conference is scheduled for April 21-24 at the Boca Resort in Boca Raton, Florida.

While the agenda is still in development, you can reserve rooms now to get the special discounted rate. Click here to book online or call 1-888-557-6375 and ask for the Local Search Association or group code – AYPAEP.

To help you mark your calendar now, click on this link to save it in your Outlook
calendar
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