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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...

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...

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...

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...

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...

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...

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,...

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...

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...

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...