Showing posts with label SuperPages. Show all posts
Showing posts with label SuperPages. Show all posts

Tuesday, March 31, 2009

Idearc Enters Chapter 11



Another sign of the times. I'm sure they think it's because of the economy, and at this point, it will be hard to separate the impacts of the negative economy from the decline of print, but in reality, it's probably a self-reinforcing effect of both. Print was declining already and the economy is accelerating it. Now the question is, will anyone else be following them into Chapter 11?

Kelsey Group Blogs » As Expected, Idearc Enters Chapter 11


Thursday, March 26, 2009

SuperPages Advertising SuperGuarantee Everywhere

A couple days ago, on his blog, Greg Sterling showed one of the new TV ads that Idearc has debuted. Today, in a story completely unrelated to local and YPs, TechCrunch posts a huge screenshot talking about how instant messaging service Meebo has turned their entire wallpaper into an ad. And who bought that ad space? SuperPages, to promote their SuperGuarantee product. Apparently, they are seeing that as the growth engine for their company, or at least a tool they can use to differentiate themselves for branding and advertising purposes. As I said before, I doubt any percentage of their users will register for this, send a lead form for it, or collect money on it, but they are at least being very aggressive trying to get the message out there.



Meebo Turns Into One Big Ad, But Users Seem To Like It

Monday, March 16, 2009

Idearc Results Follow In Line with RHD's - What's Next?



Idearc has reported their results just days after RHD's, and the reports are very similar. They are both shrinking in revenues and profits (but both still with significant Operating Profits), but both have debt that will never be paid off at the current revenue and profit levels. As their businesses move online more and more, their Internet revenues are not making up for print revenue losses. They're both trapped in the space where they don't want to cannibalize their print revenue too much while they still have it, but are lagging on the Internet side for the same reason?

So what happens next? They have both mentioned bankruptcy, which is a realistic discussion because of the size of their debt and the current market for debt restructuring. The real question is will they really go bankrupt or is this a negotiating ploy? Or does it make a difference? In reality, neither of these companies is going to close the doors. The operating profits are still healthy and selling their assets will bring much less money to the debtholders than continued operation will. So, whether they go bankrupt or not, the only option seems to be for the debtholders to agree to forgive some of their debt, to allow the companies to continue to operate, and to be thankful they're getting paid whatever they get. Whether that happens in bankruptcy or not may be moot.

Of course, there's one more option too: Consolidation. YPC seems to be fairly healthy and could make an aggressive move to take an even larger lead, get national coverage, and try to take the dominant position in local, both on and offline. They already have a deal with Idearc to exchange listings. Could that be the first step?

Kelsey Group Blogs » Idearc Results Are Predictably Grim; Bankruptcy an Option


Tuesday, February 17, 2009

SuperPages will be guaranteeing some advertisers' work

This is interesting. In around 300 categories (they don't mention which here, but I would imagine most are service-based categories like plumbers, locksmiths, etc - but ones where success or failure are fairly clear-cut), SuperPages will be insuring work done by specific advertisers who have opted in. If there is a dispute that can't be resolved by SP, they will pay the user up to $500 to make up for it. There's also some mention of potentially "punishing" the advertiser if they misbehave on this plan.

It's an interesting move, and a potential differentiator in the market. SP may have some issues getting advertisers to opt-in, but nonetheless, it could work (and I doubt they'd end up paying much out, though I don't know if they're prepared for the volume of problem resolution they might be dealing with). To me, though, the whole point of this is getting users engaged. SP is using this as a way to get users to register and leave reviews, which is becoming more and more important in the space (especially given the success of Yelp).

Superpages’ New ‘SuperGuarantee’ a Bold Move « Screenwerk


Monday, September 8, 2008

Can Newspapers Be Saved? Here Are Some Ideas...

Building on the Newspaper discussion begun the other day, Search Engine Land has an article asking the question Can Newspapers Be Saved and how? The gist of it is:
  1. This is the standard one we always hear. Advertiser relationships are the biggest asset for newspapers (just as they as for yellow pages), so they must defend those relationships and extend them, acting as trusted resources to provide a broad base of advertising products.
  2. Sell everything your advertisers want. Not just newspaper, but IYPs (YellowPages.com, SuperPages and Dexknows are mentioned) and other local Internet traffic sources like CitySearch.
  3. Focus on phone calls. As we've discussed here, most advertisers are not focused on directing clicks and traffic to their websites, except as it drives phone calls. Their sites are typically not optimized for conversion and they are not set up to do rapid responses to emails, so just skip the middle man and send the phone calls directly.
Everything else in here has to do with sales. Invest in your team, keep it easy to sell (this is a key - package products together rather than making it a complicated sale that seems like you're nickle and diming them), and make sure your sales comp is aligned with the new product set.

Sounds like pretty good advice. Will newspapers take it? That's another story...


Can Newspapers Be Saved? Part 2: Potential Solutions

Wednesday, September 3, 2008

Search Insider Recommends Yahoo! Buy RH Donnelly





What should Yahoo! do? How can they improve their business? How can they undo the major mistake they made in not selling to MSFT? Lots of people have their opinions, but according to the Search Insider column (via Greg Sterling), one of the recommendations is for them to buy a yellow pages company, specifically RHD. Why not Idearc? Not sure, any more than I'm sure why Barron's recommended RHD stock vs. Idearc.

But what this shows is that there are potential synergies between Search companies and Yellow Pages companies. Search, like many Internet businesses, has trouble getting a critical mass of small businesses. Yellow Pages companies have those relationships (and long-term established ones), but for the most part, don't have the Internet products to go with them. The question is going to be, does a Search company want to take a huge cut on their margins by acquiring a company that has a huge sales force in exchange for increasing their market share? I guess we'll see...

“Buy the Yellow Pages” Returns « Screenwerk

Wednesday, July 30, 2008

Borrell says YPs to lose $5 Billion in Revenues in 5 Years

Not sure I believe this one, but that's the headline. If you look at the comments of the post I linked to on Screenwerk, Borrell indicates the changes in each category over the next 5 years:
Directories -38.9%
Direct Mail - 32.0%
Telemarketing -28.9%
Newspapers -11.0%
Radio -7.0%
Other Print -3.4%
Broadcast TV -2.1%
Online +22.7%
Out of Home +30.2%
Cable +54.8%
Cinema +313.8%

Not to nit-pick one number and use it to impugn the whole survey, but the newspaper number strikes me as being off. They are losing share every day in classified advertising and are talking about raising prices, which should reduce their reader bases (print at least) and hurt their ad revenues more. I think directionally, these numbers are correct, but not sure about their magnitudes.

Borrell: YPs to Lose $5 Billion in 5 Years « Screenwerk