Yellow Pages Power!

Posted by admin on March 31st, 2008 in Internet Yellow Pages, Yellow Pages News

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According to a new ad campaign for AT&T’s yellow pages directories, all other directories are poseurs. “The Real Yellow Pages” campaign breaks next month. Themed “Your World Delivered,” the campaign will hit radio and tv stations in the top 100 U.S. markets.

While online search engines are cutting into printed phone directories revenues, the yellow page books commanded 13.4 billion searches last year, says the Yellow Pages Association, a directory trade group.

It’s no secret that directory publishers are steadily migrating their directories online and on to other emerging technologies. According to Mike Bierne at Brandweek, AT&T has forged partnerships with “major search engines” and acquired an ad tech firm to get ready for the day when YellowPages.com will convert from charging advertisers a monthly ad fee to charging clients based on the number of calls their ad generates.

But printed directories, the association is saying, is far from dead. According to the YPA, 87 percent of consumers still use print phone directories.