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BIA/Kelsey’s Charles Laughlin Previews DMS ’10

In a free public webinar yesterday entitled “Yellow Pages, Local Search and the Path to New Digital Revenues,” BIA/Kelsey’s Charles Laughlin discussed the current state of the Yellow Pages industry,  and his predictions and  suggestions for providers looking  to transcend the obstacles of today’s changing media landscape.

According to Laughlin, our industry is expanding from its traditional core business—print directories, and by extension, Internet Yellow Pages—to also include a wider range of product areas that will serve as attractive growth drivers moving forward.

Specifically, Laughlin discussed how providers are increasingly looking for the right group of partners to help build and diversify their product offerings to include everything from reputation management to social media, mobile, SEO/SEM, and direct mail.

Laughlin believes changes in the industry can be summarized by the following key themes:

  1. Financial results are driving the need for transformation rather than incremental change
  2. Companies are working furiously to reinvent themselves
  3. The industry’s future depends on success across a wide range of products and services

Laughlin also noted that as the industry adapts to changing consumer behavior, the fundamentals of Yellow Pages advertising are shifting from print-central to digital-centric, where the focus is on the local business’ website as opposed to its directory listing.

Click here to watch the complete webinar.

Laughlin’s webinar served as a preview for the jam-packed Directional Media Strategies (DMS) conference, one of the most important industry conferences of the year, scheduled for Sept. 14-16, 2010, at the InterContinental Hotel in Dallas.

In addition to the high-profile list of speakers and panelists already announced, Laughlin confirmed that Randy Wootton, VP of Global Search and Online Marketplace for Microsoft Advertising, has joined the schedule to discuss Microsoft’s approach to local, where its strengths lie and its approach to partnering with other providers. That will definitely be a presentation worth attending!

For more information about DMS ’10, including registration information, visit the DMS ’10 page on the BIA/Kelsey website.

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