Tag Archives: Larry Angove

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.