This week Yellowbook launched a new ad campaign that pretty well captures the multiproduct sales approach that most of the world’s major publishers are embracing in one form or another. The ads declare how the company has moved “Beyond Yellow” to help small-business advertisers sort out the myriad media choices through a single relationship — with Yellowbook. The company has also unveiled a nice graphic depiction of its suite of products, with each getting its own icon and color (print, IYP, Web sites, direct marketing, SEM and performance metrics). This colors theme is picked up in the TV ads that launched this week.
Yellowbook seems to be making strides toward becoming a real multiproduct company, and it is committing resources to promoting the idea to small businesses through television advertising. Convincing small-business advertisers to single source their local advertising through the Yellow Pages channel is an executional challenge, but it is also a marketing challenge.