Date & Time
Starts: Monday, October 27, 2008 at 12:00pm
Ends: Monday, October 27, 2008 at 3:00pm
Location
Association of Directory Marketing
Annual Conference
San Antonio, TX
Meeting Notes
I. YELLOW PAGES RESEARCH UPDATE
A. YPA is switching suppliers for its directory usage research from Knowledge Networks/SRI (after a 25-year relationship) to Burke. And YPA is switching suppliers for its media impact study from TNS to Lynx. YPA discussed the rationale behind these research supplier changes.
B. The ADM PAYS database compiles data to demonstrate the effectiveness of yellow pages advertising. PAYS stands for Proof that Advertising in Yellow Pages Sells. YPA's metered ad database is currently managed by Dennis Fromholzer of CRM Associates and consists of approximately 100,000 local and national call tracking studies from AT&T, Idearc, R.H. Donnelley, Local Insight Media and Yellow Pages Group. We discussed the current status of both databases.
C. Earlier this year 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. The concept proposes looking at existing industry tests from local and national studies in order to establish a directory share rating and various heading level metrics. Since then, YPA has been researching this. In this meeting publishers, advertisers, and CMRs came together to discuss next steps.
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II. NATIONAL ADVERTISER PANEL
This was a session on 10/28 at the ADM (Association of Directory Marketers) Conference and was described in their conference materials as follows: National advertisers have an ever-increasing number of options in today's media marketplace. Join us for an engaging panel discussion and answers to questions such as: How do print and Internet yellow pages stack up? How do yellow pages and local search fit in an advertiser's media mix? Steve Pollyea, retired VP, Marketing, Roto-Rooter Services was moderator. Panelists represented these companies: (the world's largest vehicle glass repair and replacement company), Brinks Home Security, DS Waters, Ferrellgas, and Midas International.
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Marketers in Attendance (5)
Sally Bayer, Roto-Rooter
Beth Duran, SIRVA
Jeanne Kashner, State Farm
Joyce Larger, Nationwide
Elnora Palms, U-Haul International
Marketers via teleconference (1)
Janice Lucente, Allstate (ANA Committee Chair)
ANA Staff
Bill Duggan (bduggan@ana.net / 212 455-8010)
AAAA Committee
Peter Elmore, Telmark
Kathleen DeCaire-Aden, SMG Directory Marketing
Dale Granda, Connect FKM
Bob Lamb, Wahlstrom Group
Blanche McGuire, Ketchum Directory Advertising (AAAA Committee Chair)
Jeff Vidakovich, MPG
Claire Franks, AAAA
ADM Board of Directors
Larry Angove Association of Directory Publishers
George Bednarz* R.H. Donnelley
Peter Broadbent* Wahlstrom Group
Chris Cummings (Chair)* Marquette Group
Kathleen DeCaire-Aden** SMG Directory Marketing
Mark Ferguson National Direct Media Service
Herb Gordon* ADM
Norm Hagarty DAC Group
Ken Ray (for Frank Jules*) AT&T Advertising & Publishing
Michele Markham Ketchum Directory Advertising
Neg Norton* Yellow Pages Association
Sharon Sweeney Nationwide Media
Joe Walsh Yellowbook
Nancy Augustine ADM
*Both ADM & YPA Board member. **Both ADM Board and AAAA member.
YPA Board of Directors
Scott Klein, Idearc Inc.
Mike Hudson, Idearc Inc.
Scott Pomeroy, Local Insight Media
Bill Champion, Dickinson Wright PLLC
Guests
Deb Crawford, Berry Network
Crystal Farrell, ADM
Tracy Manning, Berry Network
Larry Small, YPA
Natalie Wuchenich, ADM