Blog

Yellow Pages Dirty Little Secret… People still use them!
Wednesday, August 14, 2013
Lynn Duffy
It’s a fact. We use the Yellow Pages more often than we’d like to admit. I was recently with a client demonstrating the strength of Yellow Pages in their particular vertical.  And before...
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Online Reviews – The Good, the Bad and the Fakes
Tuesday, April 16, 2013
Rebecca Frantz
When given choices about where to spend money, consumers want the best. Internet Yellow Pages sites, Google Places listings and social networks offer consumers convenient channels for unbiased...
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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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