Tag Archives: Testing

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 […]

IYP… What’s in it for Me?

In a word, leads. Internet Yellow Pages (IYP) is an interesting medium. When implemented correctly (localised content whenever possible, tracked properly with call tracking as well as analytics), IYP can provide tremendous value to advertisers. Many times I am asked: “Well, which one should I be in?” The answer is not as simple as one-and-done when advertising […]

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 […]