Posts Tagged ‘print’

Leading in Local: Yellow Media and YP Discuss Transformation to Digital Business

Monday, September 16, 2013

During a time when many customers have already or are in the process of transitioning to digital tools for local search, it was interesting to hear from two directory companies on how they are responding to this industry shift.  Paul Ryan, CTO of Yellow Media (Canada) and Darren Clark, chief product officer and CTO of YP, led the discussion titled, “The view from the CTO’s office,” at BIA/Kelsey’s Leading in Local conference last week.

Darren talked about how today’s marketing decisions are often driven by new technologies.  Since branching off from AT&T, YP has brought their product and technology departments under one roof which has made it easier for them to grow their digital offerings. YP is experiencing 20% year over year growth in their digital business and the rate is even higher in mobile.

Similarly, digital makes up about 45% of Yellow Media’s business and they expect to be at 50/50 by the end of the year.  They are in the process of retooling their infrastructure to retain rich content of their SMB clients.  This is much different than their print products which are thrown out and replaced each year.  Having this rich content will allow Yellow Media to better design their products and solutions with the consumer in mind.

Darren gave a high level look at YP’s focus which is based around presence, performance and leads.  By succeeding in these areas, Darren thinks YP will be able to help SMB’s connect more effectively with their customers which has always been central to both of these publisher’s businesses.

In addition, while they both find partnering to be important for their businesses, a clear priority is growing their digital business.  Paul said that Google is losing share in Canada because of all the innovative options that exist for consumers, presenting a tremendous opportunity for Yellow Media.

The analogy stated by the moderator of the session to describe how these directory pubs are approaching their legacy products is that they are building a new house while the old house still exists.  To them, digital solutions are the future of local search and they are building their businesses around existing and emerging digital technologies.

What You Need to Bring to ‘Search Starts Here’ in Vegas

Tuesday, April 2, 2013

The “Search Starts Here” Conference in Vegas is quickly approaching and we are just 11 days away.  Help us spread the word and let the Twitter world know you’re coming by using the #SearchStartsHere hashtag.

But before you make your way to Vegas, we want to make sure you are prepared.  Here are some things you are going to want to bring:

  • Business Cards: With an expected attendance of around 400 people and a variety of networking events, you’re going to need a lot of business cards to pass out.
  • Bathing Suit: With the poolside Strategic Exchange Session (SES) cabanas, you might want to take a dip and cool off between meetings because the temperature is looking to be in the upper 70s and 80s.
  • Lucky Rabbit’s Foot: If you have anything that will improve your chances of winning, then bring it.  You can also improve your odds of winning an iPad mini. Each time you get a friend, co-worker, vendor or business partner to sign up for our conference, you will be entered into a raffle for an iPad mini. Just make sure they submit your name and company in the appropriate field when they register.
  • Black and White, Business Casual Attire: This year’s Industry Excellence Awards theme is “A Night in Black and White.”  Come see some of the most innovative and creative work taking place in the local search space as we honor our winners with a brief black and white movie.
  • Chargers: The 4 day, jam-packed agenda is will give you plenty of strategic and tactical insight that you’re going to want to take notes on. Come see our influential speakers and workshops with a full charge.
  • Golf Clubs: This year’s conference golf tournament is sponsored by the Yellow Pages Group and will be held at the beautiful Arroyo Golf Club nestled alongside the breathtaking Red Rock Canyon in Las Vegas.
  • Cocktail Attire: Dress up and get pictures with some special guests, enjoy some food and drinks, and take advantage of even more opportunities to network during the Viva Las Local Cocktail Reception and Dinner.
  • Smartphone: The updated LSA mobile app also acts as your personal concierge for the conference. Find out who the next speaker is, where the workshops are being held or get the phone number of a company that you want to do business with, all from your phone!
  • Questions: Be ready to get concentrated access to executives and the many influential local search pros while at the conference.  Pick their brains, get their insight and make the partnerships you need to drive your organization forward.

In addition, TODAY is the last day to take advantage of our special room rate at Planet Hollywood. After today, the price will increase! When booking your room, simply use the attendee group code “SMLSA3″ to guarantee the rate. BOOK ONLINE or you can call the hotel directly at (866) 317-1829.

Register today and we will see you in Vegas!

Top 10 Reasons to Come to ‘Search Starts Here’ Conference April 13-16 in Vegas

Thursday, March 28, 2013

Our conference has really come together nicely and with such great content, it got me thinking about all the compelling reasons local search professionals should come.  Here is my top 10 and while it doesn’t capture every benefit of attending, it gives a good glimpse into the relevancy and importance of our event.

10. Venue: The dynamic Planet Hollywood Resort and Casino in the heart of Las Vegas is a one-of-a-kind venue for a one-of-a-kind conference. Book your room today!

9. Las Vegas: Shows, clubs, dining, tours, shopping, gaming, golf, spas, hiking, attractions and more! Take in the great content of our conference while taking advantage of the exciting city of Las Vegas.

8. Industry Excellence Awards: See some of the most innovative and creative work taking place in the local search space during the Industry Excellence Awards.

7. Strategic Exchange Sessions: Whether you registered for an SES or not, these are great for networking and making connections with executives from influential local search companies. There are still tables and poolside cabanas available. For more info, check out our SES Brochure or contact Terri Stabnick ( today at (248) 244-0743.

6. Networking Events: With all the networking events planned for the conference, you can catch up with old friends, make some new ones, and, most importantly, develop partnerships with the companies that will help drive your business forward.

5. Vegas: Just in case you forgot, the conference is in Vegas!

4. Workshops: The subject matter and panelists for this year’s workshops are particularly relevant.  Come learn about the latest and greatest technologies and innovations that are impacting areas such as mobile, SEO, social media and more.

3. Speakers: The biggest names in digital, mobile, social and print media will discuss many strategic and tactical topics that are driving the local search industry forward.

2. Attendees: With an expected attendance of about 400 people, our conference puts all of the biggest names in local search in one place.  Don’t miss your chance to network with this influential group.

1. Search Starts Here: Local search is evolving and so are you. Get ahead of the latest trends and be part of the conference that influences the industry. Search truly does start here…

We look forward to seeing you there!  Register today.

LSA Annual Conference Welcomes Influential Speakers from Google, Groupon, YP and more

Tuesday, March 5, 2013

The speakers and panelists coming to our 2013 “Search Starts Here” Conference in Las Vegas include experts, veterans and thought leaders from all areas of the local search space. The biggest names in digital, mobile, social and print media will discuss many strategic and tactical topics that are driving the local search industry forward.

In addition to the great keynote speakers from Solocal Group (formerly PagesJaunes Groupe), Facebook and CityGrid, here are some more exciting subjects and speakers you can’t afford to miss:

SMB State of the Union
Greg Sterling (Opus Research)
Neal Polachek (Industry Observer)

Making Transformation Happen
Paul Plant (Radicle Consulting)

What’s Working in Mobile
Tim Garcia (Moasis)
Dan Hight (xAd)
Tae Kim (Google)
Michael Rubin (YP)

State of the Industry
Bill Dinan (Telmetrics)
Neg Norton (Local Search Association)

Print Directories in a Multi-Platform World
Matt Centofanti (YP)
Eric Webb (Marquette Group)
Dave Wolf (Linkmedia 360)
Emil Morales (TNS)

Sales Differentiation in a HYPER Competitive Selling Environment
Bob Sanders (AXIOM)

Building the “Local Commerce Operating System”
Ethan Anderson (MyTime)
Dave Gilbertson (Constant Contact)
Sean Harper (Groupon)
Bob  Gregerson (hibu)

Finally, as announced earlier, we also have some great workshops and breakout sessions with Yelp, Yext, edō, Supermedia and many more.

To learn more about all of our impressive speakers, visit our Speakers Page and don’t forget to check out the agenda for all the great content planned for the conference.  Register today and we will see you in Vegas!

Louisiana’s SunShine Pages Relaunches as Sunshine Media

Monday, July 30, 2012

To better showcase its wide array of local search offerings, Louisiana firm, SunShine Pages, this week relaunched as Sunshine Media.

“The new name is more reflective of our expanded online offerings, coupled with our highly successful print directories, providing our clients a diverse directional marketing tactical lineup,” said Joshua Descant, General Manager.

Sunshine serves more than 300 local communities throughout South Louisiana and the Mississippi Gulf region with its 1.7 million print directories and online and mobile offerings.

In the same vein as our national campaign, Local Pays Off, Sunshine Media has rolled out a community campaign – “We Are Local” – in conjunction with the rebrand announcement. The campaign aims to build a stronger local business community in the Gulf region through education and awareness. Check out the campaign’s new microsite at and see the brand new ad below.

Go to for more.


PinDot Media: Yellow Pages Remains Competitive

Friday, July 6, 2012

Check out this video from PinDot Media, a marketing agency, on print Yellow Pages’ continued competitiveness as a local advertising tool. PinDot stresses the importance of a holistic, multi-platform approach that includes print Yellow Pages in order to receive maximum impact.

Also be sure to watch out for a brief history on how phonebooks got their yellow color back in 1883!


Yell Group To Rebrand as ‘hibu’

Tuesday, May 29, 2012

Yell Group, which operates Yellow Pages and Yell online in the UK, Yellowbook in the U.S. and Paginas Amarillas in Spain and some countries in Latin America, announced last week that the company will soon rebrand its corporate identity as hibu.

Coming at a time when Yell is transforming its business to increasingly focus on the digital consumer, the new brand and logo are meant to better convey the company’s mission of connecting communities and helping them thrive.

From the company:

“In addition to being consumer oriented and a symbol in its own right, we wanted our identity to tell a story. We have developed a new positioning for the organization – ‘connecting communities’. Communities are built on the connections people make and people are connected at the heart of the hibu logo. The identity utilizes typography with soft shouldered edges like the human body and colored dots represent the people behind the identity, diversity, connections and conversation. By using bold lower case typography with soft edges we project a human and approachable company.”

Yell’s rebranding to hibu is the latest in a round of corporate rebrandings by traditional Yellow Pages companies, including Idearc’s transition to SuperMedia, R.R. Donnelley’s switch to Dex One Corp., and Yellow Pages Group’s introduction of a new logo, among others.

Update on Our Efforts to Protect Yellow Pages Delivery in Seattle and San Francisco

Friday, March 23, 2012

As many of you know, despite extensive work to demonstrate our commitment to consumer choice and sustainability, the Yellow Pages industry has been targeted in Seattle and San Francisco with government regulations restricting publishers’ ability to deliver directories to consumers.  We’re now at an important crossroads in both cases.


In late 2010, the Local Search Association joined with Dex One and SuperMedia to file suit to overturn a new Seattle ordinance that restricts Yellow Pages publishers’ right to free speech. The ordinance unfairly singles out Yellow Pages with regulations and fees that are not imposed on other media, including license fees and advance recovery fees. The ordinance also ignores our industry’s national consumer choice website,, in favor of a new duplicative and unnecessary website launched by the City that does not protect residents’ privacy.

We are waiting for a decision that may come any day from the Ninth Circuit Court of Appeals on an appeal we filed in response to the Seattle District Court’s decision upholding Seattle’s ordinance. The three-judge appeals court panel heard oral argument in Pasadena, Calif. on February 9. During the argument, the City of Seattle abandoned its claim that the ordinance protects the privacy of residents and the judges appeared skeptical of the City’s environmental claims about directories as well. The Court questioned both sides extensively on whether Yellow Pages could be treated differently from newspapers and other advertising-supported print media.

San Francisco

Last June, we made the decision to file suit against the City and County of San Francisco, the Board of Supervisors and Mayor Edwin Lee in an effort to overturn the city’s controversial new law, which effectively bans the distribution of Yellow Pages. The ordinance’s onerous opt-in requirements make the cost of publishing directories nearly impossible. In our suit, we emphasized how the ordinance limits our right to free speech and disenfranchises local businesses and residents without Internet access.

On March 7, the City of San Francisco filed a motion to stay all proceedings in the litigation challenging its ordinance until the Seattle case is decided by the Ninth Circuit Court of Appeals, or October 15, 2012, whichever occurs first. During this period, the City has agreed not to enforce its ordinance. According to the City, a decision by the Court of Appeals in favor of our industry in Seattle will like “dispose of this case” as well. On March 9, the Local Search Association filed a response opposing the stay and urging quick action on our motion to immediately enjoin enforcement of the ordinance. We pointed out that federal courts are required to give priority to preliminary injunction motions and that the Local Search Association’s motion has been pending for almost six months. We also noted that the City now agrees that no harm will come from granting an injunction. We expect that the Court may rule on the City’s request in the coming days.

We look forward to what we hope will be favorable outcomes in both Seattle and San Francisco.  Our advertisers in these markets depend on Yellow Pages advertising to bring in business, and consumers rely on Yellow Pages to help them find and shop from local businesses.  While we wait for these decisions, it is difficult for us to continue to do our job of supporting local businesses and Yellow Pages employees’ jobs hang in the balance.

While these cases move forward, we will continue to work with local municipalities to illustrate how our industry-led consumer choice and sustainability programs achieve better outcomes than legislation that limits our ability to compete competitively and for local businesses to get found by consumers.

BIA/Kelsey: Majority of Yellow Pages Revenues Will Be Digital by 2015

Friday, December 9, 2011

BIA/Kelsey released the sixth edition of its Global Yellow Pages report this week, which forecasts the rate of revenue growth for the Yellow Pages industry over the next five years.

Among the report’s top findings:

  • By 2015, 53% of global Yellow Pages revenues will be digital, compared with 29% in 2011. BIA/Kelsey notes that some of the world’s largest directory publishers, such as Yell Group and Seat Pagine Gialle, are plotting a much more aggressive course, projecting an estimated 80/20 balance of revenues favoring digital by 2015. Additionally, the firm points out markets that are currently or will be majority digital by the end of this year include Denmark, Finland, France, Italy, Norway and Sweden.
  • BIA/Kelsey believes that newer Yellow Pages product offerings – including websites, video, social, mobile and search engine marketing – will be the primary growth drivers for directory publishers in the coming years, as opposed to established Internet Yellow Pages platforms.
  • While print revenues are projected to decline, BIA/Kelsey believes that a growing number of global Yellow Pages companies are approaching an “inflection point,” where digital growth can offset declines in the traditional print set.

BIA/Kelsey’s projections are welcome news to our industry, which is rapidly embracing change and capitalizing on new opportunities to deliver the next generation of local advertising solutions and state-of-the-art consumer offerings. It’s clear to me that we are on the right track to a successful future.

For more information on BIA/Kelsey’s Global Yellow Pages report, join their free webinar on Wednesday, December 21 by registering here.

Americans Reference ‘Jewelers’ Heading in Record Numbers in November

Wednesday, November 16, 2011

With the holidays right around the corner, Americans nationwide looking to buy the perfect gift for a loved one, will turn to Yellow Pages search tools in record numbers to find a local jeweler.

More than 31 million searches are made for “jewelers” in print and Internet Yellow Pages each year, with the highest number of lookups occurring in November, according to our Local Media Tracking Study released earlier this year.

The study also found that:

  • Men continue to drive searches for jewelers in print and Internet Yellow Pages, compromising 60% of searchers.
  • Of the total number of searches each year, more than 70% are made by married individuals.
  • Prior to referencing print Yellow Pages, nearly half of consumers (48.1%) had a decision to make, meaning they had no jewelers or multiple jewelers in mind.
  • Nearly three out of four consumers searching for jewelers (73.1%) look at multiple ads, turning to an average of 7.4 ads before making a purchase decision. This is significantly higher than the 4.7 ads referenced in the average Yellow Pages search.
  • Consumers, on average, spend $227 after searching for “jewelers.”

Jewelers of America (JA), a national trade association for businesses serving the fine jewelry marketplace, says that print and Internet Yellow Pages are an important asset for their members to connect with customers.

See our full press release to learn more about what JA advises consumers to look for in a local jeweler.