Reading the Tea Leaves

Since at least 1997, when we gave a presentation at the YPA annual conference titled "Six Trends that Will Change the Yellow Pages Industry," we have been making forecasts and predictions about our market coverage areas. Tomorrow the program directors…

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Closing the Book on ILM:07

It is hard for me to comprehend, but we are finally finished with ILM:07. We were grateful to have had 650 interesting and enthusiastic attendees from all over the world, 72 stimulating speakers, a full load of sponsors and an…

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TMP Local Search Research, Take Two

Stuart McKelvey, president and CEO of TMP Directional Marketing, gave ILM:07 attendees a second look at their online user study to help clarify its results and provide insight on how this can serve to help more effectively plan both online…

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Serbia, Qatar and Kazakhstan

Name the three countries that ZenithOptimedia predicts will be the fastest-growing ad markets by percentage growth from 2006 to 2009. Not even your ad agency friends are likely to get that question right. I have always taken umbrage with any company that…

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No Change in U.S. Yellow Pages Forecast

Universal McCann has been the definitive word in advertising forecasts for more years than most of us have been alive, and team leader Bob Coen has been consistently conservative yet accurate. In December, he predicted that Yellow Pages would come…

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Yellow Pages Is a Growth Industry

A challenge that every marketing person faces is to determine the unique selling proposition (USP) for a product or service and then convey it in an interesting manner that will encourage the target market to buy. Today, after six months…

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