Comments on: Verizon Deal Raising Qs About YP Future

By: Charles Laughlin

Charles Laughlin — Tue, 13 Dec 2005 00:00:00 +0000

Thanks for comments. Clearly Verizon has determined that directories are not a strategic asset, or else they would be hanging on to the asset. They do not need the directories business to pursue their aims, and the cash or ability to offload debt is worth a lot to them right now.

Not everyone makes this judgment. In Australia, Sol Trujillo has made the Sensis business central to Telstra's growth plans.

I agree that a sales force is needed to reach a mass of SMEs, and if that is your objective, then by all means hang on to your YP sales channel. YP reps can't just sell anything, however. It has to be compatible with a directional media sale, IMHO.

By: Jim Bryant

Jim Bryant — Thu, 08 Dec 2005 00:00:00 +0000

You state, "Clearly, directories are not a core strategic asset." Why? Do you hold the same view of online directories?

One used to hear that the phonebook was the instructional guide on how to use the phone along with a list of everyone you could call. Without the directory, the phone was just useless.

How popular do you think television would be today without its program directory?

By: John Kotsaftis

John Kotsaftis — Thu, 08 Dec 2005 00:00:00 +0000

I agree with the comment. I think that the consumption model for the directories business will certainly change, but in essence, consumers ask the same questionsm they just obtain their answers online. Obtaining a complement of SME advertisers still requires personal contact with a sales force..so maybe its not called YP but its essentially the same thing…..

At the ILM seminars it was confirmed that SME's are notoriously bad at self-provisioning and that a sales force is still needed….