Date & Time
Starts: Monday, April 27, 2009 at 2:00pm
Ends: Monday, April 27, 2009 at 5:00pm
Location
YPA Conference
Sheridan San Diego Hotel & Marina (Meeting Rm TBA)
1380 Harbor Island Drive
San Diego, CA 92101
Meeting Notes
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The remaining 2009 meeting for the ANA Telephone Directory Committee is: |
MEETING NOTES
I. YELLOW PAGES INDUSTRY UPDATE
ANA Telephone Directory Committee chairperson Janice Lucente of Allstate provided an industry update covering:
• Performance by publisher
• References: Print versus IYP
• Companion directories
• Directory extensions
• Market share
• Revenue: Print versus IYP
• Stock performance
• Industry leadership changes
• New technology
• Key publisher strategies
• 2009 lookout from Kelsey Group
Speaker: Janice Lucente, Marketing Manager - Allstate Insurance Company and chairperson, ANA Telephone Directory Committee
View Snapshot
View Presentation
II. ENHANCED METERED AD TESTING - PAYS DATABASE UPDATE
ADM compiles the PAYS database to demonstrate the effectiveness of yellow pages advertising. PAYS stands for Proof that Advertising in Yellow Pages Sells. There have been ongoing discussions over the past year on enhancing industry databases for metered ad testing (from both YPA and ADM) to better serve advertisers, especially in view of the discontinuation of syndicated research. In this session, national advertisers shared their feedback with ADM on an enhanced PAYS database.
Speaker: Natalie Wuchenich, Research Manager - Association of Directory Marketers
View Snapshot
View Presentation
III. OTHER DISCUSSION
ANA shared results from two separate research initiatives that should be of interest to members of the Telephone Directory Committee:
1. ANA Recession Survey - 2nd Edition: In late January/early February ANA polled its members to determine how marketing and advertising budgets were being impacted by the tough economic conditions. The survey was a follow-up to one conducted six months earlier to monitor trends and gauge the impact of the deepening recession on marketing budgets and practices. View Survey
2. Integrating Traditional & Digital Media: ANA and 4A's partnered on a project to better understand how marketers and agencies are integrating traditional and digital media. While results are not specific to yellow pages, they nonetheless may have relevance for this committee as yellow pages advertisers face their own issues integrating print yellow pages with internet yellow pages. View White Paper
Finally, the attachment has information about the merger between ADM and YPA.
Marketers in Attendance (12)
Janice Lucente, Allstate (Committee chair)
Roy Beatty, ServiceMaster
Chris Borrink, Sirva
Jeanne Kashner, State Farm
Joyce Larger, Nationwide Insurance
Elnora Palms, U-Haul
Chad Pinne, ServiceMaster
Shannon Rodman, ServiceMaster
Sarah Stalnecker, Luxottica Retail
Patrick Vihtelic, Progressive Insurance
John Vitagliano, Meineke
Megan Wall, Enterprise Rent-a-Car
Guest Speaker
Natalie Wuchenich, Association of Directory Marketers (nwuchenich@admworks.org / 412 269-0925)
ANA Staff
Bill Duggan (bduggan@ana.net / 212 455-8010)