Some exciting YPA member news that I thought was worth calling out. Local Insight Yellow Pages and the Berry Company announced today that they will consolidate and take on the Berry brand for the combined company.
The Berry brand has a rich legacy, is well known with small- and medium-sized businesses, and exemplifies a Yellow Pages company successfully transforming beyond print to offer its customers a full mix of marketing tools.
Berry represents multiple telecommunications companies and online brands, including Windstream, Cincinnati Bell Directory, Alaska Communications Systems, Hawaiian Telcom, Frontier Communications and CenturyTel, as well as Google AdWords and Yellowpages.com.
The brand, along with its tagline “Your Local Leads Expert,” is designed to communicate the company’s role as a local search “advisor” or “agency” to small businesses. And the team has certainly proven success on that front, providing a range of local search solutions today, including Web sites, search engine marketing and optimization, video and Internet Yellow Pages through its partnership with Yellowpages.com, and print directories.
This change for Local Insight and Berry is another example of the evolution of our industry. Yellow Pages companies are continuing to change and transform, even amid a very tough economic environment, to be well positioned for future success. The folks at Berry have a strong vision and great brand behind them, and I can’t wait to see what they do as a single merged entity.