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The Kelsey Report® Advisory

Volt's Revamped 'Tollfree Directory' Targets CMRs
Charles Laughlin , 6/29/2001

Issue: Volt Pitching Combination Directional and Creative Buy

News: Volt Information Sciences is taking its National Internet Tollfree Directory product to a new level with a revised product and distribution strategy. The new positioning emphasizes branding opportunities for national advertisers, in particular those marketing their services through toll-free number and e-commerce sites. Volt acquired the directory from AT&T; in 1998. Since then, Volt has transformed it from a product that listed only companies with AT&T; toll-free accounts into one that sells advertising to toll-free marketers from all long-distance carriers.

The Tollfree Directory has traditionally been two semi-annual products - a business directory and a consumer directory - with separate distribution lists and advertisers. Beginning with the new fall edition, the books will be combined, with a total distribution of 2.5 million.

Volt automatically bundles directory ads with distribution on the directory's online companion,, which commands 3.5 million page views per month, according to Volt. The print and online products are closely linked in the value proposition Volt offers advertisers.

The 6,000 paid advertisers (out of 100,000 listed) include recognized brands such as Staples,, Kawasaki, Verizon Wireless, Barnes & Noble, Dell, Bose, Avis and Sprint. Volt's immediate objective is to increase its 6 percent penetration to 30 percent.

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