Tag Archives: SuperMedia

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 Laura Cole of The Berry Media Company says 51,000 pounds of outdated telephone directories were recycled last …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urges phone book recycling WHIO Dayton The Berry Company’s “Think Yellow, Go Green” program has kept 1.5 million outdated phone books out of landfills by recycling more than 750 tons of them.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

Mom and Pop Still Not Advertising Online

As reported on AllThingsD.com those small business/mom-and-pop shops still aren’t flocking to the Web with their advertising.  According to a new survey conducted last fall by the Boston Consulting Group only 3 percent of small-business ad dollars are going online.

The numbers come from a survey of 550 small companies, and shouldn’t come as a complete surprise to anyone who has watched the struggle many US based publishers have had trying to break into the digital ad market for many, many years.

As the article author Peter Kafka notes:

“..With the notable exception of Groupon and other daily deal companies, most of the Internet guys like to advertise their advertising on the Internet. And their platonic ideal for a transaction is the self-serve model, where humans never have to talk to each other. Meanwhile lots of traditional business still gets done in analog form, via phone calls and feet on the street”

and even those “no-one-uses-them-anymore”print Yellow Pages which continue to see increased call tracking volume year over year.

Granted that when small businesses do spend their money, Google is drawing the majority of it (according to BCG), with the popularity of other sites ranked this way:

  • “Other” search engines,
  • Yelp,
  • Facebook,
  • Yahoo! Local,
  • YP.com (formerly yellowpages.com),
  • Twitter,
  • LinkedIn, and
  • Superpages.com

Does this mean that many Yellow Page publishers are chasing a digital mirage, or is it a tsunami just waiting to happen????

My take: 

  1. Print is still faster (do a test to find an emergency plumber in your town who provides free estimates on weekends, has been in business at least 10 years, and has a Better Business Bureau rating),
  2. Easier (no Internet or mobile connection needed)
  3. Print ads provide greater context especially for products/services you buy infrequently (e.g. a replacement roof) – you find out a lot more from a full page ad than an in-column ad.  It sends a message to the consumer

Don’t get me wrong – love the Internet and mobile.  They are great for research.  But when it comes to a real local buying decision — print does more, and better.  Over time, things may change.  But first Mom and Pop need to see that more business is coming from digital before they will make the leap.

Yellow Pages = print, online, and mobile

People – March

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.

Cindi Aldrich

The Association of Directory Publishers (ADP) Board has announced that Cindi Aldrich, has been named President-elect of the 115 year-old trade association, effective immediately.

Aldrich will succeed Larry Angove, who has served as President and Chief Executive Officer of the Association since 1997. Angove will officially retire on June 30 of this year.

Angove will continue in his current position through the conclusion of the 2013 – ADP Annual Convention and Partners Trade Show in St. Augustine, Florida on May 2.  The following day, Aldrich will assume full executive responsibility for the operations of the Association. Angove will continue to assist the leadership transition as President Emeritus until he retires.

President-elect Aldrich may be contacted at cindi.aldrich@adp.org or 248.705 4770.

Jim McCusker & Mark Cairns:

Hibu has announced 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”.

Hibu has declined all public comment on reports that McCusker and Cairns were trying to buy out the US business from the struggling publisher.

Tyler Best:

YP.com has recently named Tyler Best as its first Chief Information Officer.

Best was  recently was chief technology officer at Ally Financial. Prior, he was CIO at Vanguard Car Rental.

“Tyler’s leadership is important to ensure we have the infrastructure to support YP’s rapidly growing digital and mobile advertising business that relies on technology as a key enabler of the company,” said YP CEO David Krantz, said in a company issued statement. “As we accelerate our effort in helping local businesses and communities grow, it is critical that we, as a new company, build a solid technology foundation to support our team and everything they do.”

David Hawthorne:

It is with great sadness that SuperMedia reported the passing of David E. Hawthorne, a member of the company’s Board of Directors since 2009, on Friday, January 18, at the age of 62.

Board Chairman Doug Wheat commented that “David was a colleague and friend to many of us.  He was a valued member of the Board of Directors, and we will miss his spirit and insights.”

Hawthorne had served on several committees of the SuperMedia board, including the Compensation Committee and Audit Committee. He had led Hawthorne Management LLC since 2005, a firm that develops, owns, and operates commercial real estate in central Florida. He previously served as a consultant to Friedman’s Inc., assisting the jewelry retailer in investigating operating and financial issues. From 2001 to 2003, Hawthorne was the President and Chief Executive Officer of Lodgian, Inc., an independent hotel owner and operator.

Hawthorne was a consultant for FTI Consulting, Inc. from 2000 to 2001, during which time he served as Executive Vice President and Chief Restructuring Officer of Tower Records, Inc. Hawthorne also served as the acting Chief Executive Officer of Premier Cruise Lines, the Executive Vice President and Chief Financial Officer of Alliance Entertainment Corporation, and the Chairman and Chief Executive Officer of Servico Hotels and Resorts, Inc.

 

Mike Fordyce

Mike Fordyce joined JiWire, San Francisco, as chief executive, assuming duties from David Staas, who had served as interim president and chief executive since March; Mr. Staas, who had been senior vice president for marketing, has now been promoted to president. Mr. Fordyce had most recently been senior vice president for business development, publisher products and strategic partnership management at YP.com.

Craig Swanson

We are also sorry to report that Craig Swanson passed away unexpectedly on November 7th at the age of 47.  Craig was senior vice president at KDA Group.  Prior to KDA, he held senior-level positions at Wahlstrom.

9th Circuit Strikes Down Seattle Yellow Page Opt-Out Ordinance

Take that Seattle.  In a decision, which has been expected for some time, the 9th Circuit U.S. Court of Appeals released a unanimous decision today which holds that under the First Amendment, Yellow Pages directories are “fully protected speech” and not “commercial speech.”  The appeals court determined that print directories are entitled to the same standards under the First Amendment as newspapers, magazines, etc. Needless to say, this is a major win for the industry.

We noted back in August 2011 that Seattle’s effort to force a city run opt-out program and recycling fees on yellow page publishers was both legally questionable and irresponsible especially since the industry had already initiated an opt-out program and website.  To compound matters, the city then sent out 280,000 post cards (or 4 TONS OF PAPER) to inform residents of this effort, none of which is believed to have been recycled.

The Local Search Association, which has fought a long, hard, expensive battle on behalf of its members is “extremely pleased to announce that a full victory has been achieved by our Industry”, and will now move quickly to bring this appeals court decision to the attention of the San Francisco U.S. District Court (which is also within the jurisdiction of the 9th Circuit) to vacate their opt-out program.

The Association believes the City of Seattle now has only two options:

  • The  City could seek a rehearing before the 9th Circuit U.S. Court      of Appeals.  However, in cases such as this where there is a unanimous decision, a rehearing is rare.
  • The City of Seattle could seek a review by the U.S. Supreme Court.

I think a third option would be for the city to apologize to the industry and all of their tax-paying residents for all of this nonsense and start working with the industry on ways to improve recycling rates.  But that probably won’t happen as several of the city leaders that championed this effort clearly have higher political office in mind.

Congratulations to the Local Search Association staff, and especially, Dex One and SuperMedia for fighting the war that needed to be fought….

 

View From the Corner Office – An Interview with Richard “Rick” Hanna, Executive Vice President, Sales & Marketing, Dex One

Rick Hanna jumped into the deep end of the pool nearly two years ago when he was appointed Executive Vice President of Sales and Marketing of Dex One Corporation, responsible for all sales and marketing functions.  Hanna did have the advantage of extensive background from the technology and telecom sectors to help him navigate a company and sales organization in the midst of monumental change, all within an industry undergoing equally significant transformations.  With responsibility for leading the company’s transition from a product-centric to a customer-centric organization, the company is moving quickly to transition from a mostly print centric publisher to a provider of  a wide range of print and digital products.

Most recently, Hanna served as President and CEO of RRA Partners LLC, working with companies focused on broadband network deployments.  Prior to joining RRA Partners, Hanna served as Chief Operating Officer at Motive Inc., where he led the sales, marketing, operations and product development functions.  He has also held a variety of senior leadership positions at at AT&T, Cidera, the small/medium business division at MCI, MFS-Intelenet, and Teligent.

We recently had a chance to sit down with Hanna at the SMB Digital Marketing Conference, to discuss his insights on the changing realities of selling advertising to SMBs, the challenges of reshaping Dex’s sales organization, and the pending merger of the company with SuperMedia.  Obviously there were a number of areas specific to the merger with SuperMedia that Hanna could not discuss, but I think you will enjoy some of the insights he could provide.  And we even didn’t hold it against him that he is a graduate of the University of Central Connecticut.

YPT:  Have you found any surprises since you joined industry nearly two years ago?

Hanna:  One of the first surprises was that yellow pages was actually a growth industry as recently as 2007, so the market is shifting rapidly.  Now it’s a constantly evolving market.  As I said in my presentation this morning, if you believe you’ve caught up, you’re probably still in denial.  But back to your original question, I’ve found it’s really not much different from other industries I have worked in such as the AT&T Long Distance SMB division.   The cultures were very similar.

YPT:  How long was merger with SuperMedia in the works?

Hanna:  We originally started discussions last fall.  They kind of quieted down over the winter, but then started up again seriously this spring.

YPT:   When do you think the merged group will be able to get things turned around and begin so see increase revenues, and ongoing profitability?

Hanna:  I can really only speak to the trajectory Dex One is on.  We had been seeing strong growth of upwards of 50 percent in our Digital product revenues recently.  The combination of our Dex Bundles, Dex Guarantee Actions (DGA) and digital growth, has us on a trajectory to turn positive by 2015.

YPT:  Was the shift from print to digital products as much an issue caused by the poor economy, as it was market demand?

Hanna:  We have gotten more aggressive with our digital products as our customers have become savvier as to how to use these digital products.  More and more SMBs are beginning to grasp the importance of leads and not worry about the platform that generates them.  They know their customer base is changing and shifting but they aren’t sure how much or where they are moving to.  Most business owners know they need have some presence on Google with at least a $200-$300/month investment.

YPT:  So why then is Dex One best positioned to capitalize on this shift?

Hanna:  The exciting thing is there really is no dominant, “700 lb. gorilla” in this space.   There are a lot of smaller players trying to serve SMB with a variety of products, but only a few have the full product suite that Dex One offers.  Even more important is the long standing relationships our sales force has with our SMB customers. They have depended on us for years to help market their businesses. Now, with our digital portfolio and bundles they are trusting Dex One for print and digital services.

For Dex One to be successful, we first needed to build the system and support structure to handle the new products.  We also needed a revised, sharpened hiring focus, in order to make sure our sales force better matched our current market opportunity. We are hiring more digitally savvy sales people, including New Business Hunters, which is different for Dex One.  This process took time to get in place across our national sales force.  It took us about 4-5 months to really gain momentum in refreshing our sales force.  We have learned a lot and now have over 1,000 new sales people in our force, representing a 60% refresh over the past two years.

The combination of the investment in digital products, our 21st Century sales force, and sales automation tools have really paid off for us in 2012.  Our Digital grow will be around 40% for 2012, and our bundle penetration will achieve our target of 60% of our revenue in Dex Bundle, including our Dex Guarantee Actions product.   Currently, we are running above 70+% penetration on our bundles, which means better retention, increased revenues and a very solid base to sell more new products to our customers on an ongoing basis.

We have also changed “ how” we call on our customers. In the past, our sales cycle was more of an annual basis, tied to the print cycle of the directory. Now, we are calling on our customers on a continual basis. We call it “1, 3,7, 11” – which are the first, third, seventh, and eleventh months of an annual cycle. We measure their results, sit down and review product performance, and in general, provide a higher level of service to our customers. This requires our sales force to be more efficient. This is where our efforts on sales force automation, especially delivering automated proposals on the sales reps iPads, makes a big difference.

Additionally, we have a sophisticated, search platform that really sets us apart; our DexNet platform, which sometimes internally is referred to as “science project that went well.”  We have a team of algorithmic PhDs in Santa Monica working on improving our platform each day. It is more than a full time job to keep up with the myriad of changes that Google, Yahoo, and others make to their algorithms on a constant basis.  This business is just too complicated for small boutique digital consultants or agencies to effectively serve the typical SMB customer, who spends $300-$500 a month on their digital marketing. Our biggest competitor in SMB is this local digital consultant, or as we call this segment “I got a guy.”  With the market changing as fast as it is, we truly believe the best-informed marketing consultant/sales representative will win the day in the SMB marketplace. This is again the reason why we are investing in comprehensive, multi platform training for our sales and support teams.

YPT:  How have you changed the profile of the sales people you are recruiting?

Hanna:  We found that just having multiple years of digital background wasn’t enough, especially if you are missing the core selling skills.  Making sure you are matching their skill set to the specific job is critical.  Base retention sales is very different than new business prospecting. We had to make sure we were recruiting the right skill for each of our positions. Even with an improved hiring profile in sales, we still have to expect that a 30% turnover is normal in large SMB sales forces.  This is part of the culture change as well. We have to be able to balance our sales relationships with our customers, in conjunction with the transformation to a cutting edge, marketing services sales force.

YPT:  With this expanded product set, are the days of the one call close gone?

Hanna:  Fading, maybe not totally gone, but heading that way.

I do believe the bigger change is the multiple call plan I mentioned earlier. By servicing our customers during the year on a more regular basis, the renewals and new product sales happen more organically.

For new business, we are training to be more prepared going into the first call. Plus, with our automated proposal and presentation tools on the iPad, we can accomplish a lot more on the first call.

Our goal is to be as efficient as possible, as the old saying goes, “time is money.” Bottom line, we want to make sure our customers and prospects alike fully understand our value story, and are confident in their purchase decision with Dex One.

News U Can Use – September

These news items are brought to you by Kuk & Baldwin:

MAJOR APPLIANCES.     The US major appliance market shrank 5.1% in 2011, down to $19.1 billion – but appliance retailers appear to be bulking up on their inventories, especially on high-end units such as $7000 refrigerators and $1200 washing machines, but also on lower priced units as well.   This all seems counter-intuitive – but according to the source article, although sales are down, prices are holding steady and still offer dealers relatively high margins, enough to do a lot of promotional selling.   While promotions are a large part of the appliance industry, retailers should not forget that many prospective buyers have a need when there’s no promotion on and will check the YP (Wall St. Journal, 8/1/12).

CHILD CARE INDUSTRY.     It’s close to a $50 billion-a-year market in the US.   The trend seems to be moving toward franchising, but it’s still composed mostly of independent providers.   The fact is, both segments are likely to grow, as experts predict a 9.2% annual growth rate.   Right now, some 14.4 million US children are in some form of child care, and 65% of US mothers with children under age 6 are in the workplace.   Finally, even though US birth rates have been down the last few years, there are still 3.94 million births per year – so there’s still good reason for child care centers to advertise (Entrepreneur, 8/12).

CONFIDENCE FACTORS.     Based on the truism that a rotten apple can taint the others in the barrel, advertisers in some of the most important YP categories may do well to beef up the reliability or confidence factors in their advertising.   Specifically, from 2010 to 2011, written complaints rose 32% for attorneys, 29% for restaurants, 26% for real estate agents, 22% for specialist physicians, and 17% for movers.   Regarding the latter, the biggest complaint was charging substantially more than the estimate and then “holding the householder’s belongings hostage” until they pay the charge.   Legislation against this tactic has already been passed, but the taint remains (Smart Money, 8/12; USA Today, 7/30/12).

Find out how to be at the top of your sales performance by clicking on www.kukbaldwin.com.

 ******************************************************************

Other recent media/advertising newsYou will notice this version of News U Can Use is very digital centric.  There seems to have been an explosion of media advertising news recently, and it is just about all focused on the online, mobile, and social spaces.  So, here are some of the more important ones for this industry:

U.S. digital-ad revenue projected to rise 16.6% this year
According to an eMarketer estimate based on Interactive Advertising Bureau/PricewaterhouseCoopers data, Google is leading an expected 16.6% rise in digital ad revenue this year. The top five players which include well know entities such as Yahoo!, Microsoft, Facebook and AOL, will account for about two-thirds of the year’s projected $37.31 billion. Search and display will continue to dominate the ad formats through 2016, per eMarketer. (Source)

U.K. small businesses don’t understand their social successes either
It really just isn’t a US SMB issue.  According to a Constant Contact survey owners of many U.K. small and medium-sized businesses have unrealistic expectations for their social media campaigns. For example, almost a quarter of those polled said they’d consider a piece of content on Facebook a success only if it sparked 500 or more interactions. But Constant Contact’s Annette Iafrate says tangible results can be achieved with far fewer interactions. (Source)

Company finds 80% of Facebook ad clicks come from bots not people
Another company has indicated it is pulling its ads from Facebook and moving some to Twitter.  Why?  The company, Limited Run, has found evidence that 80% of ad-clicks were being generated by automated “bots” rather than human users.  The company built a custom analysis tool to monitor its ad campaigns after becoming frustrated with the limits of Facebook’s own tools. The company says its custom tool found that only 1 in 5 clicks on its ads appeared to come from legitimate sources. (Source)

BIA/Kelsey:  Daily deals are a $3.6B industry
At its recent SMB 2012 conference, BIA/Kelsey projected that Americans are expected to spend $3.6 billion on digital daily deals this year, up 87% compared with last year. The analyst group indicated they project the industry should swell a further 23% next year, en route to $5.5 billion in 2016.  Vice President and Program Director Peter Krasilovsky said that “after astronomical growth in 2012, the online deals marketplace is showing signs of maturity.”  (Source)

Twitter to offer interest-based ad targeting
Coming to a tweet you read, target based advertising.  Brands will soon be able to target ads to Twitter users based on the interests they reveal in their tweets and in the network of other users that they follow. Advertisers will be able to use that data to target ads, in much the same way that Facebook advertisers can target promotions based on a user’s likes, officials said. “This has been one of the most interesting things that Facebook has had to offer to advertisers. For Twitter to do their own version makes sense,” says Jonathan Strauss of Awe.sm. (Source)

MediaMind: Video ads have killer click-thru rates
A MediaMind study is indicating that online video ads are generating remarkably high click-thru rates, with some formats proving more than 28 times more effective than standard banner ads. In-stream VAST-format video ads had a click-thru rate of 2.84%, versus 0.22% for rich-media ads and 0.10% for a standard banner, researchers found. (Source)

Mobile is the current advertising media rage.  Here are three recent news items:

U.S. is emerging as global leader in mobile ad spending
The U.S. is poised to overtake Japan this year as the world’s leading market for mobile ad spending, reaching $2.29 billion in total outlays, compared with $1.16 billion in 2011, according to eMarketer. Mobile advertising is growing faster in North America than in the Japanese markets, because the Japanese markets are more mature. The Canadian market is expected to be worth about $110 billion this year, the firm notes. (Source)

Mobile advertising is limited by small screens, weak tracking tools
However, despite all the excitement about mobile, advertising on smartphones leaves plenty to be desired, experts say. The NY Times reported that tracking tools for mobile are far less effective than their desktop equivalents, and tiny screens aren’t well-suited to creative ad campaigns. “Size absolutely does matter,” says Christine Chen of Goodby Silverstein & Partners. “If you look at the real estate available on a smartphone, it’s really sad compared to not just banner ads on the Web, but also to TV, print and outdoor advertising.” (Source)

Study: Ads to account for 23% of mobile-app revenues
Apps are the really, really hot thing within mobile right now.  Dig a little deep and you find some interesting things:  Advertising will account for 23% of mobile-application revenues this year, an increase from 18% last year, according to a Flurry study. Ad revenues from mobile apps will total $2 billion in 2012, more than double the 2011 figure, the study reports, although most revenues will continue to come from paid apps and in-app purchases. (Source)

The last word:

Merged company headquarters will be located in Dallas

To wrap things up, here is some late breaking industry news.  Not surprisingly, the News & Observer newspaper has reported that the upcoming merger between North Carolina-based Dex One and SuperMedia will cost the Raleigh area a corporate headquarters.

The two yellow pages publishers, which announced their merger last month, have decided that the combined company’s headquarters will be based in Dallas, the home base of SuperMedia, according to an internal announcement obtained by The News & Observer.

“Working together, the leadership teams of Dex One and SuperMedia have determined that the best location for our headquarters will be at the current SuperMedia headquarters complex at the Dallas-Fort Worth airport,” stated an e-mail message that went out to employees recently signed by the CEOs of the two companies, Dex’s Alfred Mockett and SuperMedia’s Peter McDonald.