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The Kelsey Report® Advisory

Greater Advertiser Loyalty Key to Publishers’ Long-Term Survival
Carlotta Mast , 5/3/2005

Summary: Customer churn has become a growing concern for many directory publishers around the globe. To address advertiser attrition, many publishers have instituted one-time discounts or other pricing incentives aimed at encouraging advertisers to remain with their products. Such actions may help stem the losses in the short term, but they do little to address the root of the problem and build sustainable loyalty initiatives that add to a publishers base of long-term, brand-loyal customers. And in some cases, discounting a product that a customer does not perceive as valuable can reinforce that advertisers notion that the product is a commodity.

In this latest installment of Yellow Pages Sales & Marketing Strategies, an ongoing series of Advisories produced jointly by The Kelsey Group (TKG) and The Berry Co., we examine the issue of advertiser loyalty and discuss concrete ways publishers can combat customer churn and increase their number of loyal advertisers.

Copyright © 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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Copyright© 2006 The Kelsey Group. All Rights Reserved.