Blog

Superstorm Sandy Drove Yellow Pages Usage
Wednesday, January 09, 2013
Amy Rybczynski
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...
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Myth Busters – Dispelling Misconceptions about Yellow Pages
Tuesday, December 11, 2012
Amy Rybczynski
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...
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Life Events Drive Yellow Pages Usage
Wednesday, August 08, 2012
Amy Rybczynski
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...
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Value added service—local phone numbers!
Wednesday, June 27, 2012
Lynn Duffy
With nearly a decade of testing and measurement experience in both print and online Yellow Pages, I can tell you one thing for sure: service-related businesses should be advertising a local phone...
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2012 Landscape study reveals consumers engaged across multiple platforms when looking to make a purchase decision
Saturday, June 02, 2012
Lynn Duffy
Each year, DAC sets out to study consumer behaviour at the point of purchase in order to keep a pulse on how consumers use digital media in their purchase decisions.  The study is the largest of...
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Your Google+ Local Questions Answered
Thursday, May 31, 2012
Phil Britton
As with any major change, the shift from Google Places to Google+ Local has raised  many questions about what is happening and what the implications will be. Below is a distillation of answers to...
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Google Pairs Local and Social with Google+ Local
Wednesday, May 30, 2012
Phil Britton
Today Google unleashed another resounding shot across the bow of players in the social and local digital marketing space: Google+ Local.  This move will effectively make Google Place Pages a memory,...
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Can Directory Publishers Continue to Dominate Local Markets?
Tuesday, April 17, 2012
DAC
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...
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In a Black and White World, Let’s Talk Yellow!
Tuesday, April 03, 2012
Lynn Duffy
Many of you may have seen Chris Silver Smith’ s article this past week ruminating on his prediction from 2007 that the Yellow Pages were ‘toast’. He took some flack back then for his statement...
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How to Increase the Effectiveness of Your Local Directory Ads
Wednesday, March 28, 2012
Amy Rybczynski
Do you get 80% of your leads from your top four markets? Is your franchise aligned to service only certain zip codes? Do you know what directories (if any) your customers are using? Successful local...
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