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The Key Word: Preaching to the Conversion Minded
DexOne and SuperMedia Emerge as Dex Media

Another successful business transition has come to pass as DexOne and SuperMedia complete their merger and move forward as Dex Media™, which trades on the NASDAQ with the symbol DXM.  Originally expected to happen by the end of 2012, the merger was completed on April 30th, 2013. So, what does this mean?  Again, as discussed …Read full entry

Superstorm Sandy Drove Yellow Pages Usage

Back in August I blogged about how our testing program for a waterproofing client gave us a clear view of the effectiveness of print Yellow Pages after Hurricane Irene and Tropical Storm Lee hit the East Coast and mid-Atlantic region late in the summer of 2011. Calls to the advertiser’s tracked lines went through the …Read full entry

Myth Busters – Dispelling Misconceptions about Yellow Pages

Five years ago, at Microsoft’s Strategic Advertising Summit, Bill Gates made the following prediction: “Yellow Page usage amongst people in their, say, below 50, will drop to zero, near zero over the next five years.” Five years later, I can assure you that his prediction did not come true. Not only is the industry still …Read full entry

“Not All Leads Are Created Equal” – Yellow Pages Provide Highly Qualified Leads

A recent study by CRM Associates entitled “Yellow Pages, Search, and Other Direct Marketing Media: Not all Leads Are Created Equal” reports that Yellow Pages (both print and online) provide higher conversion rates than other direct marketing options.  Although other media may provide more leads, the leads brought in from Yellow Pages come from ready-to-buy …Read full entry

The More the Merrier – The Benefits of Multiple Local Numbers in Ads

A couple months ago DAC Group Senior Research Manager Lynn Duffy wrote a blog post about the benefit of having a local number in a print Yellow Pages ad. She discussed the success of some current testing by one of our clients that had added local numbers to ads that traditionally featured a single toll-free …Read full entry

DexOne and SuperMedia to Merge

Coming seemingly on the heels of AT&T’s directory business acquisition by YP Holdings, DexOne and SuperMedia today announced a company merger expected to be complete by the end of 2012.  The newly merged company will become known as DexMedia. It is expected that the media properties that each company owns (i.e. supermedia.com; dexknows.com; switchboard, etc) …Read full entry

Life Events Drive Yellow Pages Usage

Print Yellow Pages are a unique medium in that they’re only used when consumers are looking to make a purchase.  There’s no other need to open that Yellow Pages directory other than to pick a business and make a purchase.  That means that Yellow Pages users are highly motivated and ready-to-buy.  While other media waste …Read full entry

Yellow Pages Year-Over-Year Growth and the Importance of Call Tracking

Back in April I wrote a blog post that encouraged all of the Yellow Pages obituary writers out there to put down their pens and re-examine the facts.  Sure enough, more evidence emerged last month that the medium is still a major destination for ready-to-buy shoppers. A recent study released by CRM Associates showed that …Read full entry

Value added service—local phone numbers!

With nearly a decade of testing and measurement experience in both print and online Yellow Pages, I can tell you one thing for sure, service related businesses should be advertising a local phone number. Why, you ask? Because local phone numbers have been shown to bring upwards of 68% more leads in total, on average …Read full entry

Yellow Pages Usage Increasing in Many Categories

When talking about Print Yellow Pages (PYP) usage, many are quick to quote the decreasing trend in overall PYP references. However, looking at an overall figure is not the end of the story. Print directories are extremely effective in many categories, and when looking at the 2011 DAC Group/Kantar data, we can see that various headings …Read full entry