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July 25, 2006
Changing Consumer and Advertiser
Behavior to Spur Online Convergence of Newspaper Classifieds and
Yellow Pages, According to The Kelsey Group
New report highlights the opportunities
for convergence, a topic that will be further examined at DDC2006:
The Future of Yellow Pages, Sept. 18-20 in Los Angeles.
Princeton, NJ (July 25, 2006) --
Search engines have changed consumer expectations for shopping and
finding local businesses. Newspaper publishers have been forced
to adapt their traditional media offerings for readers and advertisers.
This reality, and its implications for traditional and online media,
is examined in a new report by The Kelsey Group titled, “Newspapers
2.0, Part 3: Changing Directions in Newspaper Advertising.”
This third and final installment of The Kelsey Group’s White
Paper series about the future of newspapers highlights the opportunities
and imperatives for online convergence with other locally serving
media, such as Yellow Pages. Among the report’s key findings:
- Search engines have trained users to adopt a holistic perspective
that involves an expectation for comprehensive data that blurs
traditional boundaries between categories of local media advertising.
- New technology providers will attempt to reach a larger segment
of local advertisers that don’t traditionally buy space
in newspapers, such as plumbers, lawyers, doctors, and other small
and medium-sized enterprises (SMEs) that traditionally considered
Yellow Pages their primary local advertising channel.
- Newspapers possess the advantage of local relevance and trust
across news, community, event and classified categories. To compete
with the search giants, they must develop better search technology
for indexing and serving combined local and national news, classifieds
and Yellow Pages results.
The topic of newspaper classifieds and Yellow Pages
advertising will be examined at The Kelsey Group’s upcoming
conference, Directory Driven Commerce 2006: The Future of Yellow
Pages, Sept. 18-20, 2006, at the Hyatt Century Plaza Hotel in Los
Angeles. Sessions focused on classifieds, Yellow Pages and SME advertisers
include:
- “The Future of SME Advertising.” In this session,
The Kelsey Group and ConStat will present the latest data from
the Local Commerce MonitorSM, an ongoing tracking study that asks
local businesses how they invest in technology to promote and
manage their businesses.
- “Directories and Classifieds — Will These Mashups
Work?” This session will examine acquisitions of classified
properties by Yellow Pages publishers as well as how online classified
operations have expanded their offerings to include directory-like
functionality.
For more information regarding The Kelsey Group’s
White Paper series on the future of newspapers, including, “Newspapers
2.0, Part 3: Changing Directions in Newspaper Advertising,”
contact Steve Vasil at (905) 468-8786 or svasil@kelseygroup.com.
About DDC2006
DDC2006: The Future of Yellow Pages is The Kelsey Group’s
19th-annual Yellow Pages conference, attracting the widest and most
diverse audience in the Yellow Pages community. Association partners
for DDC2006 include Association of Directory Marketing (ADM), Association
of Directory Publishers (ADP), Search Engine Marketing Professional
Organization (SEMPO), WCA/MetroSIG and Yellow Pages Association
(YPA). Conference sponsors include 1-800-Free411, Acxiom, AgendiZe,
Amdocs, Call Genie, eStara, Ingenio, IT2media, Jambo, Local Matters,
Local.com, LOCALEZE, Marchex, StandardCall, Verizon Information
Services and YELLOWPAGES.COM. For more information about DDC2006,
visit www.kelseygroup.com/ddc2006/.
About The Kelsey Group
The Kelsey Group is the leading provider of research, data and strategic
analysis on directories, small-business advertising and online local
media. Founded in 1986, the company has built a reputation as the
premier analyst firm covering the directory publishing community
and the emerging local search marketplace, providing advisory services
(The Kelsey Report® and Interactive Local Media), publishing
(Global Yellow Pages™ and Local Media Journal™), consulting
(more than 300 individual assignments) and conferences (64 events).
For more information contact:
Eileen Pacheco
(781) 556-1026
email |
