Tag Archives: Yellow Media

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.

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

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>

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

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>

Today’s Strategic Imperatives For Directory Publishers

Sebastien Provencher posted a great article on his Where Local Meets Social  blog on earlier this week.  We are posting it here in its entirity….

Today’s Strategic Imperatives For Directory Publishers

Yesterday, I gave an interview to the Globe & Mail about Canada’s Yellow Media / Yellow Pages Group, the incumbent directory publisher and my former employer (I worked there from 1999 to 2007). Even with the challenges they’re facing, I’m still a fan of the company (and of the industry in general) but the interview gave me the opportunity to put in writing what I think are the core strategic imperatives today for any directory publisher, not just Yellow Media. The list won’t surprise anyone in the industry but it’s always good to remind ourselves what they are.

  1. Change the culture. “Internet culture” must truly permeate every aspect of the organization. Concepts like speed of execution, innovation, quick iterations, coopetition, risk-taking, failing fast must become second nature (other people on Twitter & Google+ suggested “internet culture” also meant constant learning, openness, willingness to help each other out, adaptability to constant change, sharing, crowdsourcing, diversity, immediacy, learning, and expectation of access)
  2. The sales force. I believe the sales force is now the major asset of all directory publishers and this sales force needs to be able to sell print directory products as well as a variety of online products   including third-party ones like Google AdWords or Facebook advertising.  This means recruiting and training are critical success factors. I use to believe the brand was a major asset but not anymore.
  3. Reinvent the Print. I still believe print business directories have legs and they won’t die tomorrow (and by the way, stop it with      “Yellow Pages are dead” please, nothing ever dies, it just becomes niche).  Even I still use the neighborhood book once in a while. But the book needs to be reinvented to become more locally relevant, more about the consumer.  As Francis Barker (SVP at Dex Media at the time) said in 2004 at a BIA/Kelsey conference, print books design should be influenced by online local search patterns/usage. I’ll add that they now should be influenced by mobile local search/discovery apps. On a related note, book distribution in apartment and office building should be improved to avoid the PR disaster pictures like this.
  4. Continue investing in the Web. Beef up your dev and product management team, invest in R&D, try things. Facebook has shown that you can continue innovating even when you have huge consumer usage and ad  revenues.
  5. Focus on mobile. The Web is extremely fragmented and some players like Google and Facebook have managed to capture gigantic market shares. There’s probably a bigger opportunity to support the franchise by  focusing on mobile and launching various vertical apps. Directory  publishers need to invest and build up their mobile team and technology.
  6. Get serious about social media. I’m obviously biased because of the work I’m doing on Needium, but the time for experiments in social media is over. This is serious business now both from a consumer and an advertiser point of view.

Am I forgetting anything???

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

No you didn’t Sebastien.  Very wise words.  Nice blog.   I would like to pile on a little.

On the sales force, I was more than a little disappointed to hear senior level people from several major publishers trashing the capabilities of their current sales team at the recent BIA/Kelsey conference.  The message to them is wake up – you’re not really seeing what these people can do.  With a little more consistent direction, management support, and clarity on exactly what you want them to sell, they can do wonders.  Don’t sell them short just because
someone has been selling print products only for some time.  Trust me, there are a ton of other industries that would love to grab these sales pros, and they will if you don’t start paying some attention and appreciation to them.

On mobile, it’s clearly the big opportunity going forward.  I am not as
convinced on most social media, as I don’t view that as a place where people
want to be inundated with advertising.   The reason many people have gone to Facebook for communication is they get less spam than from email.

On print, agree totally with Sebastien.  Maybe the better way to look
at it is why does a print Yellow Pages have to have 4000 headings to be successful??  Wouldn’t a couple of key service guides, in addition to a full suite of digital products provide the same results for advertisers?  There are certain things for which digital is a slam dunk.  But then there are a host of other products and services, especially in headings I may not be as familiar with that print still works well.  And I still insist it’s quicker and easier to find many thing in print than online.   At least for now.

But in total, nice job Sebastien.