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Nov 10 2005
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What Is Dex��s Approach to Monetizing Search?
Here is one item of interest from our notes of Dex Media's recent third-quarter earnings conference call. Dex President and CEO George Burnett was asked how the publisher planned to monetize the traffic it is buying for its Dex Online IYP.

His response:

��We are looking at a few different monetization strategies. �� One is to charge for the incremental usage we get from Google Local, Yahoo! Local and Yahoo! Yellow Pages in the aggregate pricing of our bundle. The 1A version of that is to not really charge directly within the bundle but to improve the value proposition and therefore incremental revenue from retention. Another option we are testing is to charge specifically incrementally for the preferred placement where we are paying cash.��

Burnett says all three models are being tested. He promised to share results once they have them. We will provide more details of Dex's year-to-date results in Local Media Journal and in an upcoming Advisory summarizing the year to date in the global Yellow Pages industry.

Global Yellow Pages Blog
posted by  Charles Laughlin at  11:10 | comments [1] | trackbacks [0]


posted by   Rich Hargrave  [ ] Nov 10 2005 at 11:10
I love Dex Media - their approach to IYP and local online search in general has been very similar to ours here at Ambassador (or is it the other way around?!). We've both partnered with some of the most recognized, branded and popular Publishers online. Mr. Burnett's approach to selling - "packaging" along with Dex's own product, has proven to be an effective strategy short-term. Long-term, I believe it's also the the winning choice (although there are additional, parallel factors which need to be considered). As discussed last month at ADP, improving the "value proposition" has in fact resulted in "incremental revenue and retention". Didn't someone very successful once say "if you don't take care of the customer, somebody else will!" Print YP publishers need to realize that their advertisers have more local choices than ever before, some of which are rapidly increasing in their effectivness and ROI.

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