In today’s increasingly digital world, print directories still play an integral role in a comprehensive local media strategy, according to our expert panel.
Emil Morales, senior vice president at TNS and panel moderator, kicked off the session by showcasing TNS study results indicating print Yellow Pages extends the reach of other local media. The data show consumers use print Yellow Pages in conjunction with all other types of local media prior to and following the decision to buy – a clear opportunity for our industry to bundle print and digital products.
“There’s a lot of great news to share about the print Yellow Pages story,” according to Matt Centofanti, director National Marketing at YP. “[Print] is not dying on schedule.”
Matt discussed the strong volume of call counts and the high return on investment advertisers receive from print directories. Matt said ROI for print ads is 13:1 and that call volumes are up 8% year-over-year, generating 35% more calls for existing customers, according to CRM Associates’ latest study.
Matt also talked about the significance of knowing your ideal customer, stressing that formany traditional Yellow Pages categories with desirable demographics like baby boomers and seniors, print Yellow Pages is still driving leads.
Eric Webb, president of Marquette Group, focused on the importance of “a print and” strategy, noting that advertisers should consider print along with other media options. Eric said demonstrating media value based on population alone is insufficient given that deeper demographic variations may exist among markets.
Dave Wolf, managing partner at Linkmedia 360, said the challenge facing print is the fragmented media environment with numerous competing products and platforms available for advertisers to reach consumers. Dave talked about opportunities to supplement a digital advertising plan with print Yellow Pages rather than print being the primary medium.
Natalie Wuchenich is Director, Research for the Local Search Association and the National Marketing Division (NMD). The NMD was formed following the merger of the Association of Directory Marketing and the Local Search Association, formally known as the Yellow Pages Association.
She has over 25 years experience in advertising research, analysis and strategy. Natalie has worked with all media–including yellow pages–and has extensive experience in the use of media analysis software and research databases. She developed and implemented media plans and conducted a media research training program.
Natalie oversees and advises on all of the Local Search Association’s research activities, including recommending and approving research design to meet members’ needs, selecting vendors, and disseminating results. She also conducts webinars and training sessions to educate members on application of research sources.
In addition to directing the Local Search Association’s research initiatives, Natalie supervises the NMD’s PAYS (Proof that Advertising in Yellow Pages Sells) database and portal of national call tracking results. She oversees collection of national data, analyzes call tracking studies and prepares reports for CMRs’ and publishers’ use in planning yellow pages programs and tests. She is involved with PAYS database design, training and testing.
Natalie also oversees the Measurement and Accountability Partnership (MAP) program. She contributes to the Local Search Association’s Interactive Roundtable and monitors activities in new and emerging media, particularly regarding research.