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Yellow Pages Industry News
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| Industry Commentary 02/01/2010 - Industry Giants Hit the Reset Button Tis the season to escape from bankruptcy, change your company name, add a new Board of Directors, and pick up some new operating cash. |
In this week's edition
We received the following response from a Yellow Pages supplier in response to our suggestion they advertise in the YP Talk newsletter to reach the greater Yellow Pages industry:Hi Ken,For those of you in sales especially those local sales people, does this sound familiar? If there is one thing I hear repeatedly from reps in this industry, it's that the objections list is getting longer each day. So how do you get around this and the other hundreds of objections you seem to encounter each day?
We're a very small company and cannot afford advertising. Thank you for offering.
www.yptalk.com/sales_marketing.cfm
BIA/Kelsey Group are the acknowledged leaders in this industry for insights into the future direction of this industry. This week they released a new forecast that digital products (e.g. online Yellow Pages, video, SEM/SEO, mobile, social and reputation management), will account for 39% of global Yellow Pages revenues by 2014. This forecast and the issues around the anticipated growth in digital offerings will be a focus of the agenda at BIA/Kelsey's upcoming Directional Media Strategies 2010 (DMS '10: Yellow Pages and Beyond) conference (www.kelseygroup.com/dms2010), which takes place Sept. 14-16 in Dallas.
So if my math is right, that means that 61% of the industry revenues will still come from those good old phone books, which no one supposedly uses, which advertisers no long should be advertising in any more, and all in an industry that is supposed to be dying???
www.yptalk.com/dollars_sense.cfm
There is no doubt that mobile advertising is the hot topic in media advertising these days. Rarely will a day pass without several stories, forcecasts, or research studies being released which all echo the same message – mobile advertising, in all forms, is growing quickly, and seems to have no slow down in sight, even in a tough media advertising economy.
Here's just a brief snapshot of some of those recent news items:
www.yptalk.com/tech_talk.cfm