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If I possessed $1.00 for every time I read a blog stating “Yellow Pages are dead”, I could retire to Fiji in style. The blogosphere and the online pundits have been ringing the death knell of this venerable media for the past year and, if they are to be believed, Yellow Pages usage in a free fall that many sky divers would envy. What’s interesting is that these statements are usually not accompanied by any type of supporting statements other than broad generalizations such as “no one is really using these books anymore.”
As the great American writer Mark Twain once wrote: “There is no sense in forming an opinion when there is no evidence to form it on.”[1]
This week, the Yellow Pages Association released the annual usage figures for 2009. According to the pundits and combined with the present condition of the US economy, those numbers should fast approach zero—requiring a feat of calculus to provide a positive value. Instead, a different story is told:
- The percentage of those surveyed who said they had used print yellow pages within the last month increased 12% over the course of the year, from 51.5% in the first quarter to 57.6% in the fourth quarter.
- Respondents also turned to print yellow pages more frequently as the year progressed.
- In the first quarter, there was an average of 0.93 references per U.S. adult per week.
- By the fourth quarter, that had grown 19% to 1.11 references per adult per week.
- Internet yellow pages saw an even sharper 20% growth during the year, with the percentage of adults that used Internet yellow pages within the past month growing from 31.6% in the first quarter to 37.9% in the fourth quarter.
- The frequency of Internet yellow pages usage grew 24% from the first quarter (.54 references per week per adult) to the fourth quarter (.67 references per week per adult).
It is often easier to tear down an established institution by speculation than it is to provide proof of one’s accusations. In this case, the Yellow Pages Association provides some pretty telling numbers that show, in spite of increased national internet usage, the “dusty old yellow books” are still being used and that usage is far from plummeting. In spite of a period of economic uncertainty not seen in decades, the Yellow Pages continue to see use and prove to be a valuable, economic source of leads for local businesses. While the pundits can sound the death knell of the medium as ‘unused’ and ‘a dinosaur marching toward extinction’, the numbers tell a different story indeed.
[1] Personal Recollections of Joan of Arc by Mark Twain
        
Canadian publisher Yellow Pages Group (YPG) announced Tuesday that it had reached an agreement with rival 411 Local Search Corp to achieve ownership of the company. YPG also has acquired Clear Sky Media, allowing greater reach in the mobile market.
Canadian performance marketing solutions company Yellow Pages Group (YPG) this morning announced that it has come to an agreement with rival 411 Local Search Corp, under which terms YPG will purchase the 411.ca brand and domain names and acquire an ownership interest in the company to boot. Simultaneously, the company announced that it has acquired Clear Sky Media, owner of a number of digital coupons and price comparison websites, for an undisclosed sum.The former agreement will enable YPG to build traffic for its own properties, Canada411.ca and YellowPages.ca, essentially leveraging the brand and growing reach of online directory 411.ca. Under the agreement, 411 Local Search will retain an exclusive license to use the 411.ca trademark until YPG purchases the balance of outstanding shares in the company within approx. three to five years.
In a joint press release, 411.ca is said to have grown to attract close to 10% of online users, generating 13 million queries for local Canadian businesses each month. The addition of the 411.ca site will add approximately one million unduplicated unique visitors to YPG’s network reach, the companies added.The second acquisition that was announced by YPG this morning is that of Clear Sky Media, a holding company that operates RedFlagDeals and Scarlett Lounge, both community sites centered around discounts and coupons on the web and mobile, as well as price comparison engine PriceCanada.com. RedFlagDeals alone attracts 2.2 million unique visitors per month, according to comScore Media Metrix. Detailed terms and deal size were not disclosed for either agreement.
Source: Washington Post
As evidenced by all of the recent restructuring of industry publishing giants and the changing dynamics of directional media, 2010 will prove to be a year of transition for the advertising landscape. Marquette Group President Eric Webb submitted his thoughts on the current state of the industry in this blog post:
The worst appears to be over, but what will the future really hold…
There are numerous indications that the challenges that plagued so many industries are now gone and the glimmers of hope for a new decade are upon us. For the advertising and media industry, many have demonstrated that the worst is behind us and a slow rebound is underway. After a two-year decline in ad spending (the sharpest decline since the Great Depression), forecasts are modestly improving. The job market has stabilized after a dramatic decline from its peak at the start of the decade. But the reality is that the recovery will be moderate and the significant pressure on traditional media continues.
Interactive marketing, inclusive of the transforming mobile and social media, will be the leader as we strive for a full recovery. However, the digital growth will come at the expense of traditional media where performance is questioned. Permanence will come to only those traditional media options which can quantifiably measure performance. Those that are unable to make the link between investment and return will be cannibalized by the fast-paced growth of interactive marketing. While newspapers, magazines, TV, and radio are at the greatest risk, the steady traditions of direct mail and Yellow Pages are also under severe pressure given diminished enthusiasm, perceived lack of value, and the green efforts. However, measurable results do continue to demonstrate that these tried and true forms of “old” media remain strong when it comes to connecting ready-to-buy consumers. Like many of its interactive counterparts, the performance for some these traditional media options is easily measured and drive real value. For example Yellow Pages—both print and online, when one considers both the quality of the lead coupled with its relative low costs, it still translates to very effective choices for many marketers.
Regardless, growth for the advertising and media industry will be challenged. Not only by continued economic pressures, but due to shifts (not increases) in advertising budgets from the old and unaccountable to the new and highly measurable and the downward price pressure on all media options. In the end, those that demonstrate real value, based on solid evidence, will prevail and ultimately build the right relationship between advertisers and consumers.
Eric Webb
President
Marquette Group / US Motivation
Eric Webb is president of directional advertising agency Marquette Group and full-service incentive management company USMotivation. His primary focus is client satisfaction through organizational excellence.
First Idearc exited the debt chrysalis as “SuperMedia”. Now, R.H. Donnelly unveils its new corporate identity.
- Company Successfully Reduced Debt by $6.4 Billion
- Dex One Shares (NYSE: DEXO) to Begin Trading Today
- New Board of Directors Named
CARY, N.C., Feb. 1 /PRNewswire-FirstCall/ — R.H. Donnelley today announced it has successfully emerged from its Chapter 11 restructuring as Dex One Corporation and will begin trading on the New York Stock Exchange today under the ticker “DEXO,” with 50 million shares outstanding.
“Today marks a new chapter in our company’s history,” said David C. Swanson, chairman and CEO of Dex One Corporation. “We completed a very complex restructuring in less than a year, eliminating more than $6 billion in debt and approximately $500 million in annual interest expense. We strengthened our capital structure while continuing to help our clients – local businesses – sustain and grow their operations. And we re-launched our company to capitalize on our highly-recognizable ‘Dex’ go-to-market brand and product portfolio.”
The new Dex One Corporation will build upon its legacy of delivering media products and marketing services that help local businesses get found and selected by active shoppers. The company will continue to offer its “Dex” branded suite of products including online and mobile search solutions, print yellow pages directories, voice-search platforms and pay-per-click networks.
Continue reading R.H. Donnelly is now Dex One Corporation
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