Internet Yellow Pages Archives

DexYP: What Should the Brand and Strategy Be Going Forward?

Tweet Months of rumors were answered yesterday when it was announced that Dex Media and YP would become DexYP. It’s not a merger; Dex bought YP for $600 million. YP had been owned by private equity firm Cerberus Capital, with a minority stake retained by AT&T, the original owner of YP (formerly the AT&T yellow […]

Why We Should Treat Most Commercial-Intent Search Queries As ‘Local’

Tweet Google admits it doesn’t really know how many local-intent queries come through its search box. That’s because there’s often ambiguity in the string. Long ago now Google said that about 20% of its desktop searches carried a local intent. In the past couple of years, at different points, Google speakers at conferences have said […]

YP Hires Former InsiderPages CEO As ‘EVP of Consumer Platforms’

Tweet YP has made a really interesting hire. Stu MacFarlane was hired in July (and announced this morning) as the new “Executive Vice President of Consumer Platforms.” MacFarlane was the CEO of InsiderPages before it was sold to IAC years ago. He was also at IdeaLab (among other places), which launched InsiderPages. Here’s how the […]

The SMB Marketing Mix Is Social, Email and SEO — in That Order

Tweet I’ve generated numerous small business marketing surveys over the years and they seem to be fairly consistent. However I continue to be fascinated by the state of SMB awareness and adoption of different marketing channels. Before the LSA’s recent SMB Digital Bootcamp in LA we surveyed the 100+ local businesses that had registered to get a sense of […]

Yext Bought InnerBalloons in December (How Did I Miss It?)

Tweet I completely missed this: Yext acquired Netherlands-based digital marketing company InnerBalloons this past December. I stumbled across it today completely by chance. InnerBalloons provided for European SMBs and reseller partners many of the same services that Yext offers its customers in the US. The fit is natural and in early 2014 I thought this would be a […]

Has Y! Just Given Up on Local/Mobile Search?

Tweet Yahoo released Q1 earnings yesterday (so did Apple of course). As as been pointed out, the company’s core business is basically flat. Partly this is a result of more intense display ad competition (Google, Facebook, etc.), more overall display impression “liquidity” (supply) and the pre-Mayerian outsourcing of PC search to Bing. Pressured by institutional […]

LSA Insights: New Tool With Real Local-Media Campaign Data Across Channels

Tweet This morning The LSA formally announced a new media performance, benchmarking and planning tool: LSA Insights. This has been in development and beta testing for the past two years. It’s “mature” enough for launch but it will continue to add data and categories over time. When I joined LSA late last August I was surprised and […]

Tomorrow’s Webinar: The Future of SMB Digital Ad Sales

Tweet Late last year the LSA published a white paper I wrote with Neal Polachek on the future of local digital media sales. It doesn’t offer a definitive list of solutions but clearly lays out the challenges, questions and issues facing traditional media publishers and digital-only channels. Tomorrow at 2pm Eastern 11 Pacific, Neal Polachek, Kerry Baldwin […]

ReachLocal Co-Founders Back in SERVIZ with New Marketplace

Tweet ReachLocal co-founders Zorik Gordon and Michael Kline have formally launched SERVIZ. The successor to ReachLocal’s ClubLocal, which was spun out when the two left the company, they call SERVIZ “an on-demand home services company.” I might use the more descriptive term “end-to-end marketplace.” Regardless of the precise terminology, SERVIZ joins a segment of companies […]

Inside, Outside, In-Between: What’s the Future of Local Media Sales?

Tweet I’ve just completed a report with Neal Polachek on the future of local media sales: Local Media Sales 2020 — Platforms, Profits or People? Based on interviews with executives from Google, Yellowbook/Hibu, Dex Media,, Hearst, Buzzboard, ReachLocal, Yodle, newspaper sales executives and others, it looks a few years into the future and tries […]