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Posts Tagged ‘Add new tag’

May 1, 2009

YPA 2009 Conference ‘Reframes’ Discussion

Dialogue, healthy debate, celebration, innovation … So many words come to mind when I think about the 2009 YPA conference in San Diego. It was an exciting and productive event and I am pleased that so many global industry representatives were able to join. I’m also thrilled that so many others shared in the experience…

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April 28, 2009

Burke Research Leads Discussion on Measurement

Stacy McWhorter, vice president, client services of Burke, led a spirited discussion about research and the best way for our industry to measure reach and frequency. Burke is helping design research studies that use behavior-based methodology and look at usage for a number of different media types. Stacy explained the methodological differences between this approach…

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April 28, 2009

Ken Clark: Economy Offers Opportunity to Attract New Talent to Yellow Pages

In a break out session this afternoon, Ken Clark suggested that the fallout from the current economic recession could have a silver lining: new talent. Ken, who has over 25 years of experience in the Yellow Pages and now recruits for the industry, said that in the last year we’ve migrated from a “war for…

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April 16, 2009

SuperPages.com Launches iPhone App

Yesterday, SuperPages.com introduced its new SuperPages Mobile℠ iPhone application allowing access to more than 17 million U.S. businesses for people “on-the-go.” Available as a free download from Apple’s App Store, it allows local searchers to: Submit user reviews – with a “thumbs up” rating system Locate WiFi Hotspots See the five-day weather forecast Get directions…

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April 13, 2009

Yellow Pages at the Tipping Point

In an article appearing on today’s Local’s Only column at Search Engine Land, I discuss how our industry is reaching a tipping point, if it hasn’t already passed it. I intentionally use the phrase “tipping point” because it’s the title of the first best-selling book by Malcolm Gladwell, who will speak later this month at…

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March 13, 2009

Student Challenge Adds Yellow Pages to the Curriculum

Teaching a new generation of students about the effectiveness of Yellow Pages advertising is important to the long term sustainability of our industry. So, for the past three years, the Yellow Pages Association has sponsored the YPA Advertising Challenge for advertising and marketing students and instructors in North America. In the competition, students create print…

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February 25, 2009

Dex Knows

A recent announcement from R.H Donnelley Interactive heralds the next step in online search – “Hyperlocal” search or a unique method for the consumer to find what they’re looking for in a more intuitive way. DexKnows.com allows consumer to: Search by specific neighborhoods or landmarks. Search by descriptive phrase. View results that accurately reflect both…

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February 20, 2009

ROI, Reach and Relationships Are Nothing New for Yellow Pages

Emily Steel talks this week about the slowing of the red-hot online local advertising sector, and I believe, validates what Yellow Pages companies have done to succeed in this tough environment. Facing the challenges of recession, advertisers are demanding visible ROI. That’s where we come in. First, our deep reach and long relationships make us…

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February 16, 2009

Hyperlocal Is Happening

If you haven’t seen today’s piece on Search Engine Land, I dove deeper into the Forrester Research that I blogged about earlier this month. As I noted in those pieces, the trend of hyperlocal news is sweeping the media industry. Newspapers such as the Rocky Mountain News and Chicago Tribune have led the shift to…

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February 4, 2009

Roll Out the Carpet for Yellow

It’s awards season, so everyone’s talking about the red carpet. Well, we’re thinking about yellow, and how it can help your small business: usage of the Yellow Pages “Carpet/Rug Dealers” heading peaks in February. The heading receives about 43 million references per year, but usage jumps in February, especially among 35-64 year-old women with postgraduate…

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