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The Kelsey Report® Advisory

Greco Unveils Plans to 'Re-Launch' YPPA
Charles Laughlin , 11/5/2001

Issue: Association Plans to Spread Dues Burden, Offer New Services

News: The Yellow Pages Publishers Association (YPPA) engaged in its first live webcast to the Yellow Pages community last week. The webcast offered details of the fundamental changes taking place within the organization. Among them, YPPA has significantly changed its dues structure in order to spread financial support of the organization to a wider group of members. It has also divided association services into "core" and "unbundled" services.

Core services (e.g., communications and public policy) are paid for through basic dues, while "unbundled" services (e.g., research, order processing and CMR sales support) must be purchased separately. YPPA has reduced its "core" budget by half, to $4.5 million, while securing $2.4 million in first-year "pre-commitments" for purchase of unbundled services from the four largest association members.

YPPA also announced the formation of what it calls the "Yellow Pages Research Institute," an affiliated body designed as a resource for research and information about the Yellow Pages industry.

In tandem with a new dues structure, YPPA is extending board of directors seats to an international publisher, an independent publisher, a CMR and an association or supplier member. YPPA also announced plans to change its name - yet to be determined - to reflect a new association that includes more constituencies than just Yellow Pages publishers.

Finally, YPPA announced today that it has hired former R.H. Donnelley and Bell Atlantic Directory Services executive Ken Clark, as vice president of business development.

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