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May 23 2005
Contractors Pitched to Improve their YP Ads
Always one to read just about anything that has Yellow Pages in it, I stumbled upon this article Get More Green from Your Yellow Pages Ad in contractor magazine. Written by a one Adams Hudson, a self-proclaimed marketing consultant, the article offers the contractor community a different view of Yellow Pages advertising.

Overall his suggestions seem right on. ��You��re paying a fortune for your Yellow Pages ad. It is supposed to produce leads, not showcase your vans, silly graphics or spout innumerable sentence fragments. So tell your prospects ��why�� they should call using the personal language of ��you�� to pull them into the copy.�� Adams goes on to tell how a Chicago plumber went from a full-page color ad to a triple quarter column black and witnessed a 20 percent increase in calls. The plumber �� at the advice of Mr. Hudson (and probably fulfilled by Mr. Hudson��s marketing services company) shifted the budget he saved to a direct mail campaign. This anecdote is consistent with TKG��s findings in Wave VII of the Local Commerce Monitor where there was a statistically significant increase in the number advertisers using direct mail. Interestingly the other day I received a direct mail piece from London Chimney Services, Inc. �� a company I have used for nearly 20 years. The mail piece included a brochure from Hargrove Hearth Products �� more than likely a co-sponsor of the direct mail. The point of all this? Well, increasingly the small and medium-sized business owner is looking for ways to improve the effectiveness of the ad and marketing budget. And Yellow Pages publishers, IYPs, local search providers, direct marketing companies and the like had all better be prepared to demonstrate performance with facts, figures and analysis because otherwise they��ll all be wondering why ��that dog don��t hunt.��
Blog: Local Media Blog
posted by  Neal Polachek at  08:46 | permalink | comments [0] | trackbacks [0]

Feb 2 2005
Chinese YP Market Gets Increasingly Competitive
While BT makes a full court press on Yell's Yellow Pages business in the U.K., 5,000 miles east China Netcom plans to enter the southern China Yellow Pages market.

The whole Yellow Pages market in China is estimated by China Unicom to be worth 4 billon yuan (US$480 million).

China Netcom plans to launch a new China Netcom Yellow Pages in 2005 to compete against "incumbent" publisher China Telecom. What is remarkable is that more Yellow Pages revenue is generated in Northern California than throughout China - with its 1.6 billion inhabitants. One cannot help but wonder what the migration path from print to online Yellow Pages will look like in China as industrial development continues at a rapid pace. Will the pace of industrial development be so fast that it is impossible for the print Yellow Pages model to stay ahead of the market or will online and wireless Yellow Pages be real pony to ride?

Blog: Global Yellow Pages Blog
posted by  Neal Polachek at  11:03 | permalink | comments [0] | trackbacks [0]

Feb 2 2005
Wi Fi Goes Camping
The California Department of Parks and Recreation announced that as many as 85 of the state's 278 parks will offer Wi-Fi access this coming summer.

Now for $7.95 per day or $19.95 per month, a portion of California's 85 million car and RV campers can light up their laptops as the campfire burns and the golden brown marshmallows melt the chocolate layer of the s'more. It's an even better deal if you happen to be one of SBC's DSL customers because you'll be able to connect for just $1.95 per day. I often thought that camping was a means of separating from the conveniences and trapping of the modern world. And yet more and more I see campsites that are more appointed and lavish beyond belief - televisions, radios, boom boxes - the works. And now, laptops. Maybe this is a good thing, perhaps instead of blaring televisions and obnoxious boom box sounds, we'll see campers peacefully searching the web for weather reports, outdoor cooking recipes and even hiking maps. Maybe we'll see kids sharing their days camping experiences with the friends and relatives at home and maybe, just maybe, the connected laptop will replace the televisions and boom boxes. Campers and search providers should all be applauding California's lastest effort to close its billion dollar budget deficit.
Blog: Local Media Blog
posted by  Neal Polachek at  11:01 | permalink | comments [0] | trackbacks [0]

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