Find YP’s eRates and Data to Compete with YPA

Recently, start-up Find YP launched a competitive product to the Yellow Pages Association??s (YPA) IRIS Rates & Data product called eRates and Data.

eRates and Data is a Web-based database that provides the same data as YPA??s product as well as color maps of directory distribution areas, full lists of headings available in each directory, CPM calculations for each ad type, as well as other general demographic data by market. Another key difference is that electronic publishers can participate to provide data on their geo-targeted ads and keyword pricing for local search products.

For smaller publishers, Find YP seems to offer a chance to participate in a rates and data product that is not cost prohibitive — as some view the YPA??s offering. Moreover, it gives those same smaller publishers exposure to the CMR community and thus national ad dollars; hence, the backing of the product by the Association of Directory Publishers (ADP). Also, from an ease of use standpoint, Find YP??s Web-based concept seems like a winner in theory. Currently YPA requires members to purchase CD-ROMs or monthly comma-delimited file uploads.

While the product is likely to gain traction in the independent publisher community, it is difficult to say if larger publishers will change the way they provide data to the industry or if they??d be willing to participate in both products. If CMRs use both products, then we know that the larger publishers probably would participate.

Find YP president is Phil Wojcik. Could this be the same Phil Wojcik that was the former Webmaster of the YPA?