Together Again: The Horses are Back in the Barn
The Kelsey Group agrees that it is important to include IYP and local search products offered by publishers to help national advertisers make informed local Yellow Pages buying decisions. Our concern was that a method for including online look-ups could not be agreed upon quickly and that the syndicated program would be slowed down or weakened. It appears that a compromise was reached.
While Dex took an unpopular position by reneging on its initial support for syndicated research, we supported the concept of including electronic with print to put Yellow Pages on a level playing field with other media. Most importantly, the future of the Yellow Pages is stronger because the community has come together once again on this significant issue.