Archive for November, 2009

Search Engine Land Gives Companies Tips to Manage Profile on Internet Yellow Pages

Thursday, November 12, 2009

I came across this article on Search Engine Land today from product marketing expert Lore Weimann, “Protecting Your Brand On The Online Yellow Pages” advising business owners to review their listings online and take a few steps to ensure they “get the best exposure on local yellow pages search” for their brands.

Weimann’s tips include:

  • Running a search of your top generic terms on the popular yellow page search pages and make note of the results including,, and
  • Being sure to advertise on your top terms.
  • Controlling your resellers and/or affiliates so that their advertising efforts, ad copy, and offers, are consistent with your own.

While I agree with this advice, I think it also highlights the need – more than ever – that yellow pages representatives provide informed marketing counsel to their customers.

As an industry, we’ve spent the last year transforming our approach to a more customer-centric consultancy model. Taking that extra half hour to walk through the what’s and why’s of a robust online search program really helps our customers achieve the maximum results online.

As Weimann notes – the local search space is growing every day. It is also changing by the minute, and the more guidance we can offer to deliver results in an integrated print, online and mobile world, the better.

YPA President Talks Small Business Advertising on SkyRadio

Wednesday, November 11, 2009

YPA sponsored a spot for President Neg Norton (and InsideYP blogger) that can be heard all this month on the Sky Radio Business and Technology Report airing on 29,000 American Airlines flights across the country.

Neg discusses the dramatic changes the advertising industry is experiencing and talks about the ways the Yellow Pages industry is trying to help small businesses navigate this new space and its ever increasing choices for advertisers.

These new platforms for advertisers have led to the growth in the array of choices available to consumers to get information about local businesses. Neg addresses the important issue of consumer choice, promoting as the go-to trustworthy site for consumers who wish to opt-out.

Other featured guests included Ed Pollock of the U.S. Department of Energy, Ginny Gomez of Peopleclick, Inc., and John Damgard of the Futures Industry Association among others.

Click here to listen and download the full segment, and listen out for the spot next time you are on American Airlines this month.


Post updated to add description of sponsorship.

‘Yellow Pages TV’ Gives Local TV Advertisers New Choices

Tuesday, November 3, 2009

Here’s an interesting story that’s been making some news online. This week, Comcast Media Center will unveil “Yellow Pages on TV,” an interactive television application featuring contact information for local businesses, for local cable operators that the company serves.

I haven’t seen a full demo, but the application’s functionality appears similar to the YELLOWPAGES.COM TV application currently available to AT&T U-verse subscribers, which also allows for fast searches for local business information via the TV

According to, the move “is big news for interactive television advertising” in that it will allow TV distributers to deliver more targeted ad opportunities for advertisers, similar to offerings currently available through web advertising.

The application reportedly allows users to scroll through lists by business type or company name and then access contact info – all through the remote.

Local businesses can pay for specific marketing services, including higher search rankings in the application, banner and video ads. Business can also pay for a feature that allows users to e-mail or call a business through their TV. The offerings range from $8 a month for companies to be listed in bold typeface, to $5,000 a month for businesses to feature five 10-minute videos and a higher search-ranking.

FourthWall Media, the Texas-based company which developed the “Yellow Pages on TV” app, believes the service will be attractive to small businesses that don’t currently run TV ads, but have advertised with Yellow Pages in the past.

I think this will be something to keep an eye on, particularly if other television service providers jump on the bandwagon. There’s significant branding opportunity for Yellow Pages companies as directory services expand to new mediums.   

Updated 11-13-09

Americans Turn to Dry Cleaners for Holiday Help in November

Monday, November 2, 2009

With all the festivities of the holiday season, it’s no surprise the “Dry Cleaners” heading sees a spike in the month of November. Whether it’s candle wax or cranberry sauce, many Americans look to the Yellow Pages for help saving their favorite table linens and holiday wear.

Data shows that there are approximately 30,000 dry cleaning stores in the U.S. and that the majority of these businesses are single-facility, family-owned operations. Most users come to the Yellow Pages with a dry cleaning decision to make and 87% who reference the “Dry Cleaners” heading follow up with a purchase.

In case you run up against common holiday mishaps, here are some helpful fabric care tips from the Drycleaning & Laundry Institute:

  • Wine and coffee – Lightly touch the stain with an absorbent towel to draw up liquid; blotting can spread the stain. After dinner, rinse with cool water and treat with a mild detergent and white vinegar.
  • Cranberry – Rinse with cool water and treat with a mild detergent and white vinegar before washing.
  • Salad oil – Cover a big spill at the table with absorbent powder and shake off after supper. Apply a mild detergent mixed with household ammonia as soon as possible. Wait 5-10 minutes and wash in the hottest water safe for the fabric.
  • Candle wax – Gently lift off the larger pieces and treat with a solvent-based stain remover product. Wash in the hottest water that is safe for the fabric.