Entries from March 1, 2006 - April 1, 2006
Verizon Adopts Ad Model for Yellow Pages
Following up on the posting on Eric Chandler's DDL announcement, the Associated Press ran a profile today of Verizon's dynamically routed print ads. According to the article, Analyst Charles Laughlin of The Kelsey Group, a research firm specializing in the directory business, said Verizon's approach is unique. He considers it a reflection of the Internet, where advertisers can track the performance of ads by the amount of traffic they create.
"Advertisers are being trained to use performance-based advertising by the Internet," Laughlin said.
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EmailNext Stop, NEXPO!
In a former life, I was publisher of PC Week. While my readership may have been different than yours, we faced many of the same challenges most newspapers do: How can we engage our readers with relevant stories? What’s the competition up to? And, how can we keep our advertisers happy? Ever since my days as a publisher, that last question has nagged me. As the media landscape expands online, advertisers are presented with more and more options on when and where to spend their money.
Both local and national publishers are witnessing increased competition from players that didn’t even exist a decade ago. We feel that media outlets need to find better ways to not only engage their readers, but also provide valuable tools, like click to call and call tracking, to advertisers that prove ROI and keep them coming back to your paper for their media buys.
If you're going to NEXPO, be sure to stop by Booth 3015 to say hello and learn about our special offer to NEXPO attendees. In the meantime, check out the latest edition of "The eStara Tribune."
Sincerely,
John Federman
Chief Executive Officer, eStara, Inc.
A Tell-All on Click-to-Call
Verizon Superpages.com + Google = More Leads
As part of his Keynote address at the Kelsey Group's Drilling Down on Local, Eric Chandler, President of Verizon Information Services, just announced a partnership between Verizon and Google for distribution of their ads. The deal termed as "co-opetition" will combine the strength of Verizon's local sales force with Google's massive distribution network.
Also of note, Chandler announced that Verizon will be testing generic pay-for-performance ads in their print yellow pages directories that route calls to the the highest bidding print advertiser. He estimates they'll be in more than 500 Verizon publications by the end of the year.
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According to Elinor Mills at ZDNet, the deal will also include distribution of Verizon advertisers (through Google) on AOL and Ask.com. Plus, there's a chance that Verizon will be working closely with MSN on the launch of their AdCenter this summer.
Notes from DDL
Pretty exciting first day here in San Jose for the Kelsey Group's Drilling Down on Local. Particularly telling was the emphasis Greg Sterling put on call tracking during his introductory speech, "Mass Media to MyMedia." With increased fragmentation and a growing importance on local (80% of all purchases are local, according to Greg) the need for local media to offer better tracking and ROI is paramount.
Stay tuned for more news. John Kelsey alluded to an announcement scheduled for this afternoon that may signal a big shift in the industry.
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