Author Archives: Amy Rybczynski

Mums and Digital Media

I had my second child back in February, and constantly marvel at how my parenting perspective has changed in the years since my first baby was born.  New parent jitters have been replaced with a calm(er) confidence, new gadgets have made things simpler, and some previously important things have simply fallen by the wayside now […]

Following the Mobile Path-to-Purchase

I’ll be the first to admit that I’m not a very big tech geek. While I spend most of my workday immersed in fancy Excel formulas and spend a good chunk of my evenings cuddled up with my laptop, that’s about where it ends. My cell phone is not-so-smart and I don’t even own an […]

Superstorm Sandy Drove Yellow Pages Usage

Back in August I blogged about how our testing program for a waterproofing client gave us a clear view of the effectiveness of print Yellow Pages after Hurricane Irene and Tropical Storm Lee hit the East Coast and mid-Atlantic region late in the summer of 2011. Calls to the advertiser’s tracked lines went through the […]

Myth Busters – Dispelling Misconceptions about Yellow Pages

Five years ago, at Microsoft’s Strategic Advertising Summit, Bill Gates made the following prediction: “Yellow Page usage amongst people in their, say, below 50, will drop to zero, near zero over the next five years.” Five years later, I can assure you that his prediction did not come true. Not only is the industry still […]

Not All Leads are Created the Same – Yellow Pages Provide Highly Qualified Leads

A recent study by CRM Associates entitled Not All Leads are Created the Same: Conversion Rates Drive the Bottom Line reports that Yellow Pages (both print and online) provide higher conversion rates than other direct marketing options. Although other media may provide more leads, the leads brought in from Yellow Pages come from ready-to-buy shoppers who […]

Life Events Drive Yellow Pages Usage

Print Yellow Pages are a unique medium in that they’re only used when consumers are looking to make a purchase.  There’s no other need to open that Yellow Pages directory other than to pick a business and make a purchase.  That means that Yellow Pages users are highly motivated and ready-to-buy.  While other media waste […]

The Best Kind of Test–One Where We Give You the Answers!

When the Internet emerged as a new media outlet, one of the elements that no doubt set it apart from traditional media was its reporting capabilities.  While popular media like radio, TV, and newspapers could merely estimate usage by consumers, none of them could provide concrete statistics on how many people actually interacted with an […]

Yellow Pages Year-Over-Year Growth and the Importance of Call Tracking

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 that the medium is still a major destination for ready-to-buy shoppers. A recent study released by CRM Associates showed that […]