From the Department of Self-Serving Surveys

Social media? Overrated. Search marketing? Yesterday's news. Yellow Pages? Seriously? The real small-business marketing silver bullet is, apparently, the uniform. Yes, we're talking blue-work-shirt-with-a- logo-and-a-name tag uniform. According to a recent survey, conducted at Suffolk University's Sawyer Business School, the…

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Stover Joins SuperMedia as CMO

SuperMedia announced today that Local Matters CEO Mat Stover will join SuperMedia as its chief marketing officer, effective on March 7. Stover will report to SuperMedia CEO Peter McDonald. Stover and McDonald go way back, having served together on the…

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Guarantee at Center of New Dex Strategy

ScreenHunter_03 Feb. 24 13.48

Following a discussion of its 2010 full-year results, Dex One’s leadership team outlined a new strategy today that it says will restore the company to positive revenue growth by the second half of 2012, with print stabilizing to single-digit declines.

One of the key elements will be the Dex Guaranteed Actions, a performance-based model tested beginning last year in Phoenix and recently launched in Seattle and Minneapolis, with a gradual rollout in other markets. The program essentially guarantees advertisers a predetermined number of business leads.

Dex leaders say the program succeeded in changing the sales conversation from price to performance, and is seen as a key element in the company’s efforts to stability print revenue declines from their current high double digits to mid-single digits within two years.

CEO Alfred Mockett and his team outlined a number of key objectives and supporting initiatives, among them:

* The company projects it will move from 10 percent digital to 30 percent digital revenues by 2012.

* DexOne is planning to convert its 2.2 million free business listings into paid. Mockett describes free listings as an “historical anachronism.” Converting to paid will generate revenues and also direct more leads to paid advertisers, Mockett said.

* The company is investing in its sales force, arming it with iPads and launching the Dex One Sales Academy to improve both initial and ongoing sales training.

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Sensis Joins Deal-a-Day Race

According to the Australian media news site mUmBRELLA, Sensis has soft-launched a daily deals product called Yellow Pages Offers that is currently live in Sydney, Melbourne and Brisbane. There has been no formal launch, but the site has reportedly been…

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Yellow Pages Around the Globe

I recently spent two weeks attending directory industry events and meeting with companies in the space in Europe and Asia. Many of the issues facing the industry are amazingly consistent across geographical boundaries. There is a need to transform, and…

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Local Insight Media Files for Chapter 11

Last night, Local Insight Media's parent company filed for Chapter 11 protection. In speaking with President and CEO Scott Pomeroy early this morning, it became clear that this is a necessary step in ensuring the business can recapitalize its debt…

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ZipLocal Joins Leads Race

ZipLocal, the U.S. independent directory publisher, has launched a new "hyper local" leads-based advertising model called Local Leads that taps into a distribution network featuring 18 properties and 80 billion monthly impressions, according to ZipLocal execs who briefed us last week.…

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Eniro Announces Rights Issue

Less than two months after bringing in a new CEO touted as an experienced hand in working out deals to improve a company's financial footing, the Nordics directory and search company Eniro has announced a rights issue worth SEK 2.5…

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