Tag Archives: Directory

Think Twice Before Dropping Directory Ads

Even in these recessionary times, advertisers who maintained their directory ad programs experienced an increase in calls, profit and return on investment. A recent Patek analytics study looked at directory ads published between 2008-2011, comprised of 1572 ad programs, spanning 86 headings. This study provides more evidence that directory ads continue to provide outstanding value […]

Can Directory Publishers Continue to Dominate Local Markets?

Recently, directory publisher AT&T reached a deal to sell a majority stake of their Yellow Pages division to Cerberus Capital Management, a deal that values the business at about $1.42 billion in equity. They are one of many directory publishers who have had to re-organize their businesses in recent years. For decades, directory publishers have […]

Don’t Write that Obituary Just Yet…Print is Alive and Well!

When I joined DAC Group’s research department six years ago, one of the tasks that landed on my desk was to track monthly the number of Yellow Pages directories in print in both the US and Canada. I never gave the task much thought, but the figures recently have been hard to ignore. The US is […]