Idearc’s Vision Highlighted in Financial Times
April 24, 2009 | Contributed by: Neg Norton
Our industry has taken a few hits in the media lately, so I was pleased to see that the Financial Times ran a story on Idearc this week covering the company’s vision for the future.
As I blogged earlier, I believe that Idearc’s recent bankruptcy filing presents an opportunity to resolve its debt structuring issues and kick-start the company’s transformation.
The Financial Times presented a similar thought: In the article, Idearc CEO Scott Klein talks about their efforts to rebuild the company as “the ad agency for small businesses” and the success they’ve seen as a result of some fresh thinking – particularly the new “Super Guarantee” and “Super Trade Exchange” programs.
Klein also throws out some interesting thoughts about how the industry might reshape itself in the increasingly crowded local search market – for example, mentioning the opportunity for Yellow Pages to form new ad selling relationships with local newspapers.
Glad to see this perspective covered in the press. If you haven’t read it yet – check it out.