Comments on: Local Search and Yellow Pages (2/2) http://nowires.wordpress.com/2006/08/24/local-search-and-yellow-pages-22/ Untangled Communication Mon, 08 Dec 2008 04:10:14 +0000 http://wordpress.com/ hourly 1 By: James Hobson http://nowires.wordpress.com/2006/08/24/local-search-and-yellow-pages-22/#comment-3672 James Hobson Mon, 08 Dec 2008 04:10:14 +0000 https://nowires.wordpress.com/2006/08/24/local-search-and-yellow-pages-22/#comment-3672 Here we are, two years from my previous post. The Atlanta print directory (from "The Big Company") has withered from two hefty books into one lone book which is collapsing more every year. The IYP products are being sold reasonably well although retention continues to be an issue. Branding has done little to stem the loss of market share as aggressive niche players like CitySearch, Kudzu, and Merchant Circle pound away on the slow moving IYP products. We have a lot of customers that have migrated away from anything Yellow and consistently remark how much money they save, how much more they make, and how they enjoy not going through the annual YP hustle. Here we are, two years from my previous post. The Atlanta print directory (from “The Big Company”) has withered from two hefty books into one lone book which is collapsing more every year. The IYP products are being sold reasonably well although retention continues to be an issue.

Branding has done little to stem the loss of market share as aggressive niche players like CitySearch, Kudzu, and Merchant Circle pound away on the slow moving IYP products.

We have a lot of customers that have migrated away from anything Yellow and consistently remark how much money they save, how much more they make, and how they enjoy not going through the annual YP hustle.

]]> By: Taylor Walsh http://nowires.wordpress.com/2006/08/24/local-search-and-yellow-pages-22/#comment-2694 Taylor Walsh Mon, 30 Jul 2007 16:49:48 +0000 https://nowires.wordpress.com/2006/08/24/local-search-and-yellow-pages-22/#comment-2694 Paul, Current research shows clearly that newspaper circulation continues to recede dramatically, and with it total advertising dollars. Newspaper web site ad dollars, on the other hand, grew more than 30% in the last year. Just as importantly, the ad revenue from national advertisers in local papers has also continued to fall. We're deep into the on-demand world you're talking about and books surely are a different beast than a news creature. There is room for both. The problem is: what becomes of news reporting when its main substantive carrier - the newspaper - no longer has the financial wherewithall to sustain doing"the news?" Paul,

Current research shows clearly that newspaper circulation continues to recede dramatically, and with it total advertising dollars. Newspaper web site ad dollars, on the other hand, grew more than 30% in the last year. Just as importantly, the ad revenue from national advertisers in local papers has also continued to fall.

We’re deep into the on-demand world you’re talking about and books surely are a different beast than a news creature. There is room for both. The problem is: what becomes of news reporting when its main substantive carrier – the newspaper – no longer has the financial wherewithall to sustain doing”the news?”

]]> By: Paul Boicovitis http://nowires.wordpress.com/2006/08/24/local-search-and-yellow-pages-22/#comment-2681 Paul Boicovitis Wed, 25 Jul 2007 02:05:37 +0000 https://nowires.wordpress.com/2006/08/24/local-search-and-yellow-pages-22/#comment-2681 Print is dying? Online is the answer?? I wonder then why newspapers are enjoying greater circulation than ever before yet struggle to sell online subscription to this "obviously" online market. The recent Harry Potter book launch globally is a sobering reminder that most people still require something tangible at hand that they have control over - when was the last time you paid to read a book online?? (a decade ago "online books" was written about as the "next big thing") More and more consumers are complaining of the marketing "noise" they are bombarded with every day - they channel surf during commercial breaks on TV, skip stations on the radio. How many of YOU reading this have ads loaded on your iPod between the songs? When I want a marketing message, I want to control it - be able to flip the page or drill down for more information as I demand it, and don't you dare send me a pop-up or broadcast a message I am not ready to hear. Directional mediums, both print or online, may sit idle for 95% of the time but be grateful that they are still there when you are ready to make a purchase and you want to be in control of the content. Print is dying? Online is the answer?? I wonder then why newspapers are enjoying greater circulation than ever before yet struggle to sell online subscription to this “obviously” online market. The recent Harry Potter book launch globally is a sobering reminder that most people still require something tangible at hand that they have control over – when was the last time you paid to read a book online?? (a decade ago “online books” was written about as the “next big thing”) More and more consumers are complaining of the marketing “noise” they are bombarded with every day – they channel surf during commercial breaks on TV, skip stations on the radio. How many of YOU reading this have ads loaded on your iPod between the songs? When I want a marketing message, I want to control it – be able to flip the page or drill down for more information as I demand it, and don’t you dare send me a pop-up or broadcast a message I am not ready to hear. Directional mediums, both print or online, may sit idle for 95% of the time but be grateful that they are still there when you are ready to make a purchase and you want to be in control of the content.

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