Kelsey group had an interesting writeup today of Yellow Pages Group New Zealand's acquisition of a majority stake in a couple sites targeted at people over 50. On it's face, seems like it's not a big deal, but thinking about it further, I tend to think this is a really astute move and something we should think about when looking to expand our local (and YP specifically) businesses in the US.
The core Internet demographic (teen-40 years old) are getting pretty locked in to going to Google or Yahoo or other Internet pure-play sites to get their information. It's that activity that's hurting YP revenues with those types of users. However, print Yellow Pages still experience strong usage among people 40 and over, and haven't slowed too much in that age group. However, that slowdown is likely to come, and before it does, Yellow Pages companies should be looking to expand their brand equity with that demographic by providing them with Internet destinations and experiences that suit their needs and wants. Similar to the posting I wrote about women being a core demo of YP sites online, I'm going to argue that we need to focus our experiences towards those customers who still provide us good usage, that we have not yet lost to the Internet pure-play companies.
YPGNZ has shown us an example of that kind of forward thinking, and we need to start thinking that way here as well.
Kelsey Group Blogs » Yellow Pages Group New Zealand’s Boomer Acquisition
The core Internet demographic (teen-40 years old) are getting pretty locked in to going to Google or Yahoo or other Internet pure-play sites to get their information. It's that activity that's hurting YP revenues with those types of users. However, print Yellow Pages still experience strong usage among people 40 and over, and haven't slowed too much in that age group. However, that slowdown is likely to come, and before it does, Yellow Pages companies should be looking to expand their brand equity with that demographic by providing them with Internet destinations and experiences that suit their needs and wants. Similar to the posting I wrote about women being a core demo of YP sites online, I'm going to argue that we need to focus our experiences towards those customers who still provide us good usage, that we have not yet lost to the Internet pure-play companies.
YPGNZ has shown us an example of that kind of forward thinking, and we need to start thinking that way here as well.
Kelsey Group Blogs » Yellow Pages Group New Zealand’s Boomer Acquisition
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