Date & Time
Starts: Tuesday, August 5, 2008 at 9:30am
Ends: Tuesday, August 5, 2008 at 2:30pm
Location
True Value
Chicago, IL
Meeting Notes
MEETING NOTES
I. WALL STREET'S VIEW OF YELLOW PAGES
A Wall Street analyst provided an in-depth perspective of the yellow pages industry covering:
• Wall Street's worries about the directory industry
• What Wall Street likes about the directory industry
• Deutsche Bank view of national yellow pages advertising
View Snapshot
View Presentation
Three Deutsche Bank reports on the yellow pages industry are provided:
• Trend Analysis: Mostly better print yellow pages trends in May (July 4, 2008)
• Equity of IAR and RHD is in the hole (June 30, 2008)
• Global Yellow Pages: Battered by broadband (April 24, 2008)
II. CIRCULATION AUDITING - PERSPECTIVE FROM AN INDUSTY SUPPLIER
Circulation auditing is a key accountability metric endorsed by the ANA Telephone Directory Committee. Verified Audit Circulation is a leading provider of services for confirmation of delivery of advertising in print media, direct to home marketing, electronic and other forms of alternative media. Their web site (http://www.verifiedaudit.com/) lists numerous yellow pages publishers as clients. Verified Audit helped provide a review of best practices and a better understanding of the differences between distribution verification and circulation auditing.
Speakers:
Alan Levy, Vice President, Marketing & Sales - Verified Audit Circulation
Tim Prouty, Chief Executive Officer - Verified Audit Circulation
(via teleconference)
View Snapshot
View Presentation
III. YPA UPDATE ON SYNDICATED AUDIENCE MEASUREMENT RESEARCH
When we last met on April 7, YPA suggested that there might be a way to aggregate metered ad testing (i.e., call tracking studies) for all industry parties into a single data base and make this a syndicated research tool. YPA is "sitting on a database of 100,000 tests." The concept proposed looking at existing industry tests from local and national studies in order to establish a directory share rating and various heading level metrics. Since that meeting, YPA has been researching the concept and they provided an update in this session.
Speaker: Neg Norton, President - YPA (via teleconference)
View YPA Letter to AAAA
IV. YELLOW PAGES ADVERTISING AGENCY COMPENSATION SURVEY
ANA's first Yellow Pages advertising agency compensation survey has been completed. The objective of this survey was to provide a current snapshot of compensation practices related to CMRs and to provide advertisers with benchmarks against which they can measure and compare their company's compensation agreements.
View Snapshot
View Survey Results
Marketers in Attendance (9)
Janice Lucente, Allstate (Committee Chair)
Roy Beatty, ServiceMaster
Taylor Johnson, Car-X Associates Corp.
Jill Moy, True Value Company
Shannon Rodman, ServiceMaster
Dave Sedgwick, American Family Insurance
Sarah Stalnecker, Luxottica
Danielle Steadman, U.S. Cellular Corporation
Amanda Tillman, American Family Insurance
Marketers via teleconference (5)
Mark Kaline, formerly with Ford
Jeanne Kashner, State Farm
Ian McKeen, Service Experts
Gloria Miranda, CSAA
Elnora Palms, U-Haul International
Speakers (all via teleconference)
Matt Chesler, CFA, Media Equity Research - Deutsche Bank Securities
(matthew.chesler@db.com / 212 250-6170)
Alan Levy, VP Marketing & Sales - Verified Audit Circulation (alevy@verifiedaudit.com / 415 461-6006 x 213 / cell: 415 608-5228)
Tim Prouty, Chief Executive Officer - Verified Audit Circulation
(tprouty@verifiedaudit.com)
Neg Norton, President - YPA (neg.norton@ypassociation.org / 908 286-2385)
ANA Staff
Bill Duggan - via teleconference (bduggan@ana.net / 212 455-8010)