Tag Archives: Power of Yellow

The Facts Are The Facts, And They Are Not in Dispute

I borrowed this title from actor Kevin Bacon’s statement in the “Few Good Men” movie, but it applies in this case.  I’m sure you see them all the time too.  I get 4 or 5 of these types of incoming comments each week.  Most are bogus or just pure spam.  But these two made me laugh since they are contrary to what the call tracking data is telling us about print Yellow Page usage:

“Yellow Pages are obsolete”

The following comment was posted on the YP Talk comment area:

I was googling “why do yellow pages still exist” and I was delighted to find this hilarious article desperately defending them instead. It’s like reading someone trying to defend the slide rule. Sorry buddy, but technology has made yellow pages obsolete. They provide no value, but they do kill a lot of trees. Mobile phones with internet access are now dirt cheap and ubiquitous, providing the same information to people. Even my grandmother has a cell phone. Nobody in their right mind would use the yellow pages, other than as kindling or paper weight.

My response, while trying to be somewhat diplomatic was as follows:

 Thank you for your commentary. It’s comments like this that show exactly why the print yellow pages still work as you clearly had already decided on the answer you wanted to hear before you even did your Google search.

I can only assume you missed the article which showed that 76% of all adults do still use the printed YP each year. Or the one about how 85% of those people who do use a book make a purchase once they pick it up. Or that advertisers are seeing AT LEAST a $10 to $1 return for their advertising investments. Perhaps you also missed the article about how call tracking results for print ads have shown INCREASES in the number of calls over the last two years. But even if you had seen that, I doubt you would believe it.

So maybe the better approach with someone like you who appears to only believe what they see at the end of the arm, how do you think all that mobile stuff got there, especially the parts from local businesses??  Answer: yellow page reps working with those businesses that get them listed where ever their clients might be. Print, online, mobile — that’s the definition of “Yellow Pages” these days…

I had really wanted to be much wittier in my response, but the facts are the facts….

How shallow can I be:

This other one came across my radar screen and it sounds like it was a man on the street type interview from an Aussie city.  They are easy to do – let’s find a cross section of people who don’t fit the demographics of a typical small business in the print or online Yellow Pages, who probably aren’t experiencing the life events that drive usage, and then ask them leading questions:

Do People Use Yellowpages Anymore? – YouTube Do People Still Use The Yellow Pages?  http://www.youtube.com/watch?v=_psVGi-pEQc

Note how many of these people commented that page 1 of a Google results page is the extent they will go when looking for local businesses.  I don’t know about you, but if I’m spending $15,000+ on a new roof, need an experienced dental surgeon, a local limousine service for a special night out, or have to have my air conditioning system repaired, I don’t think I’m going to limit myself to the just the results Google choses to give me on the first page of a search.   That seems a bit shallow to me.  What about you??

Looks like a perfect opportunity for one of or two industry associations to develop a similar video which shows the exact opposite, with real people who spend real money for real products and services – that’s the real power of yellow……

 

 

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 …

 

Survey: SMB’s Wasting Their Time With Social Media

Ouch.  The digital fanatics’ aren’t going to like this one:  As reported in the USA TodayMost small businesses feel like they are wasting their time on social media, according to a new survey.

The survey indicated that about 61% of small businesses don’t see any return on investment on their social-media activities, according to a survey released from Manta, a social network for small businesses. Yet, the big disconnect is that almost 50% of those SMB’s say they’ve increased their time spent on social media.  What’s going on?

In reality, many small businesses just don’t have a true place they fit in yet when it comes to social media.  Most SMB’s will jump in because of peer pressure, or media pressure, or the perception that their business will be left behind even if they have no clue what they’re trying to get out of a social-media campaign. The quote of the day in the article is from Stephanie Schwab, CEO of Crackerjack Marketing:

“Just thinking that Facebook alone will send droves of customers to your doorstep is a mistake a lot of people make”

Why are SMB’s getting into social media anyway?  The study indicates that:

  • 36% said their goal was to acquire and engage new customers,
  • 19% said to gain leads and referrals,
  • 17% said to boost awareness.

And I’m willing to bet that 90+% of them think it’s cheaper than traditional media like print Yellow Pages.  And it may be at the onset.  But isn’t it usually true that you get what you pay for?

Take this one SMB quoted in the article:

“…Regina Hartt, owner of Hartt’s Pool Plastering in Turlock, Calif., says social media hasn’t helped her business because there are too many disreputable companies in the construction business, and no amount of “Likes” on Facebook is going to sway a prospective customer to spend $5,000 to $40,000 on a pool-plastering job. Hartt created a Facebook page for her business over a year ago, but she says out of the 200 to 300 jobs she does a year only three or four come from people who have found the business online…”

How many jobs do think this pool company could get from a print and online Yellow Pages ad program over the course of a year?  I would be willing to bet it far exceeds what they are getting from Facebook.

Perhaps the industry can help SMB’s through this dilemma.  Aren’t we the people who do the “fact finding” on each and every call to help identify where a business stands?   And aren’t we the industry that has simple, one stop solutions in print, online, and mobile?

Folks, we just need to show them the “power of yellow…”

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??