|SEO, PPC, Content and Reputation Management, Social Media, and more Mike Stewart aka "The Dallas SEO Guru"|
posted February 4, 2010 in Advertising & Marketing | Complaints & Scams | Dallas - Fort Worth print Yellow Pages | DaLLAS area news | Dallas PPC Optimization | Dallas Search Engine Marketing | Dallas Search Engine Optimization | High Performance | Local Print Yellow Page Company Information | Politics & Government | YellowCrooks.com Information
Recently a few bankrupt Yellow Pages publishers sent letters to clients disclosing information regarding previous contracts and commitments. Does this permit them to no longer follow SIZE & Seniority commitments to yellow pages clients?
Rumor is post-bankruptcy yellow pages directory publishers are considering offering “select clients” the option of jumping phone book directory placement (old contract agreements that outline size and seniority guidelines) with new “display ad placement buyout options”.
Seems like they will do anything to earn a buck, huh?
How can you trust a organization who fails to keep promises clients regarding these advertising investments. They made a commitment to the client that the ad they purchased would be placed by size and seniority from the date when the contract is signed. The print yellow pages industry has held the “decrease your ad and lose your discounts” AXE over clients heads to persuade clients into keeping ads for many years. Is the Yellow Page industry selling products or services? Is the pricing fair? In my opinion the yellow pages industry needs to stick to products… not services. Search Marketing service requires fulfillment and constant attention, something the print industry has very little experience in vs local advertising agencies.
Yellow Pages sites are attempting to become the local resellers of Google advertising. As a local search marketer, I don’t think the long contracts that leave little recourse and zero cancellation options in the event the Phone Book Companies PPC Management campaigns are not performing to expectations. In my opinion this is another means of continuing to grind the axe on cancellations. Without flexibility and a diverse offering (product portfolio) they are going to have continued issues with client churn.
Next topic for Today:
Google Maps vs Yellow Pages searches:
Here is the graph continued and combined with Searches for Yellow Pages companies:
Who has experienced the greatest and/or most rapid decline in the Top IYP (Interactive Yellow Pages) & local search brand sites?
Notice how much Yelp.com gained compared to the decline of Superpages.com? This goes to show the consumer preference for review based sites (and why Google was tendering an offer for Yelp.com)
FACT: Did you know that Yellow Pages print directory usage has declined over 50%?
Has your “Yellow Page Rep” told you about the trends away from print and towards digital that is taking place?
I will go ahead and state my prediction: Yellow Pages Print usage will be less than 24% of Local Search by 2012! That means the phone books of 2005 (that were over 70+% of local search product or service queries) are now less than half as popular as they once were as a medium. (yet more phone books exist today than ever!
Do you think it is time the phone book publishing industry adapt to OPT IN vs a very misleading OPT OUT method? What are your thoughts? Take my poll!
“Your Dallas Local Google Guru”
BTW, Webformance Inc. will be offering call tracking to all clients. If you want to track your phone book, direct mail, email, Google, Video, Business Card, or other advertising investments and see which ones are really bringing the calls….. all you need to do is call: 214-267-9553!
posted October 9, 2009 in Advertising & Marketing | Dallas - Fort Worth print Yellow Pages | DaLLAS area news | Dallas PPC Optimization | Dallas Search Engine Marketing | Dallas Search Engine Optimization | Local Print Yellow Page Company Information | Politics & Government | YellowCrooks.com Information
Here is an article that I have been biting my knuckles trying to keep quiet about.
Posted using ShareThis
I read this article via a former employee of Idearc, one the Search Engine Marketing Industries most respected SEO consultants and who many believe to the the foremost experts on Local Search Marketing in the World, Chris Smith. Chris was formerly head of Idearc’s Search Engine Marketing team on the fella that helped put Superpages.com on the first page of Google. Chris did a tremendous job in the early day’s of local search beating other Internet Yellow Page Sites, such as YellowPages.com and Local.com (competing with keyword rich domains in the space is a challenge)
So the question is…. what do Idearc Media, FairPoint, and Hawaiian Telecom all have in common? They are all companies that Verizon spun off to fund Wireless and Fiber/TV/FIOS initiatives. Chris states, “Verizon might have some responsibility for the bankruptcies of Idearc, Hawaiian Telecom and FairPoint Communications”.
I completely agree. I also think that the folks that worked for Ivan at Idearc at the time were over eager to accept whatever deal they could in order to be relieved of the burden of being under the Verizon direction. I don’t think it was smart of Kathy Harless and her team to take on such a debt burden…… seriously, over $9,000,000,000.00 for a company that has been losing its business to Google and Yellowbook and other competitors since 2001? It must have felt very confident on new product ideas such as Solutions at Home, Solutions Direct Mail, and Solutions on the Move! Nonetheless, the company would have never been able to create these new ideas and products under Verizon. Verizon used the Yellow Pages division as a cash cow to fund other ventures, then did it again when it unloaded debt on the smaller divisions.
I have a site that I am going to build: www.YellowCrooks.com, as I recently purchased the domain thanks to the idea from a former co-worker. He gave me the idea while being forced to watch an hour long rediculous “cocksure” video about sales, sales, and more sales.
Chris continues to state:
In my opinion his comments are exactly why Idearc will have issues completing the bankruptcy. If I recall the company is going to come out with approx. 3 billion in debt when it emerges in Dec09/Jan10.
According to WebWire Press Release:
I hope the folks at the Downtown Courthouse in Dallas are taking all this into account! I know the counsel for the unsecured creditors is sure going to put pressure on fiduciary responsibility of Verizon. But in my opinion (or should I say prediction is) Verizon will probably buy Idearc back in some Bernie Madoff type crony deal and leave shareholders with pocket lint. Why? Because this is America! Heck, Verizon offered a separations package to folks that left the company and put it in writing that folks would not be hired back, yet these folks were later rehired after taking the Voluntary Separation Package with very nice severance packages. Do I blame the cocksure guy from Pepsi? Nope! Not for the burden. But it kinda makes me think of folks saying that Obama is not to blame for Bush’s choices. Well….. that might not be a good example…. or might just be?? Obama’s choice to put my kids in debt with the “Spendulus Plan” and Bail Outs might compare to turning “America’s local ad agencies” into a telemarketing service or abandon the internet business in favor of trying to keep the print alive. Honestly I have heard rumors (like I said!!! RUMOR!!!) about Idearc not wanting to stick with the .com product it offers since all it can muster is riding the coattails of Google and Yahoo in search. Margins in print make it easy to have 3000 “sales” reps. The smaller margins in .com might move the company towards that of a Media Buying Ad Agency and the company might follow in Google’s self automated pricing structure. Why should prices of ads be so darn “negotiable”?
I’d go a bit further and also agree with Chris and state “that if it looks like a rat and smells like a rat, it’s a rat”.
In the meantime….. y’all wish me luck….. I am hoping to start a company doing what I do best……
Oh, yeah…. I think I am going to offer to create PPC campaigns for FREE and not charge a management fee or have you sign a contract…. Might be the wave of the future. Call me for details. FREE Google PPC Campaigns are subject to me providing my SEO services. Although technically I am not in business… maybe I can show folks how profitable SEO can be!
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