Blog

A couple months ago DAC Senior Research Manager Lynn Duffy wrote a blog post about the benefit of having a local number in a print Yellow Pages ad. She discussed the success of some current testing...

In a word, leads. Internet Yellow Pages (IYP) is an interesting medium. When implemented correctly (content rich, localized whenever possible, tracked properly with call tracking as well as...

…is the headline! In a world of instant gratification, spoiler alerts on news sites, spoiler headlines when you are trying to time-shift the Olympics, headlines can often lead us to believe...

In previous years, companies with older demographics haven’t always aggressively pursued the online market, believing that their target customers are more likely to be using traditional media...

DAC/Kantar Media’s yearly media usage study looks at buying behavior separately in the U.S. and Canada. The two countries share a border, but do they share the same media usage habits? In many...

Back in April I wrote a blog post that encouraged all of the Yellow Pages obituary writers out there to put down their pens and re-examine the facts. Sure enough, more evidence emerged last month...

Let’s wax poetic on the value of a phone call for a moment.  I often speak with advertisers on what a call is worth to them.  Is a six second call valid?  Some may say ‘yes’, some would...

If your business is looking to maximize leads, then it is time to start thinking about how consumers are searching for your business. You should ask yourself “Can our customers easily access...

Fromholzer’s 2011 study on Generation Y’s usage of PYP and IYP offered some great insight into how twenty-somethings are searching for business information. However, although the study claims 9%...