Comments on: Yellow Book Pounces on New Usage Data http://staging.blog.biakelsey.com/index.php/2006/08/31/Yellow-Book-Pounces-on-New-Usage-Data/ LOCAL MEDIA WATCH. The Nexus of All Things Local Mon, 01 Jun 2015 22:23:47 +0000 hourly 1 https://wordpress.org/?v=4.2.39 By: Charles Laughlin http://staging.blog.biakelsey.com/index.php/2006/08/31/Yellow-Book-Pounces-on-New-Usage-Data/comment-page-1/#comment-2219 Fri, 01 Sep 2006 00:00:00 +0000 #comment-2219 Pat, as I say above, "A well-funded, aggressive publisher willing to promote the brand can move into a close second or even a leadership position in a competitive market." So Yellow Book in some regards is in a category of its own. As to your point about the importance of being precise with research data, couldn’t agree more.

]]> By: Pat http://staging.blog.biakelsey.com/index.php/2006/08/31/Yellow-Book-Pounces-on-New-Usage-Data/comment-page-1/#comment-2215 Thu, 31 Aug 2006 00:00:00 +0000 #comment-2215 One obvious correction is required. The YB press release only shows the usage share in Chicago (45.5% for YB, 45.1% for RHD). These statistics DO NOT support a claim of superior usage. The error band is probably in the +/-2%-3% range. Thus, it can only be said that the competitors have the same usage share.

]]> By: Charles Laughlin http://staging.blog.biakelsey.com/index.php/2006/08/31/Yellow-Book-Pounces-on-New-Usage-Data/comment-page-1/#comment-2216 Thu, 31 Aug 2006 00:00:00 +0000 #comment-2216 Fair point, Pat. It still remains that independents being at parity or nominally in the lead or in a close second position in some key markets reflects a much different environment from when I began covering the directory industry more than a decade ago.

]]> By: Pat http://staging.blog.biakelsey.com/index.php/2006/08/31/Yellow-Book-Pounces-on-New-Usage-Data/comment-page-1/#comment-2217 Thu, 31 Aug 2006 00:00:00 +0000 #comment-2217 You are correct of course that the industry dynamics have markedly changed in the last decade. I would suggest though that the phenomenon of independents reaching usage parity with the telco related publishers is not so much about the independents as it is about YB. They have invested in building their brand and have been very aggressive competitors (some might say too aggressive). However, there are very few instances where other independents have fared as well.

What YB has to concern itself with is not making claims that the syndicated usage research does not support, such as their claim of superior usage in Chicago. It not only reflects badly on their company’s integrity, but also has the potential to co-opt the notion that the research is fair and unbiased.

]]> By: Ken Lakin http://staging.blog.biakelsey.com/index.php/2006/08/31/Yellow-Book-Pounces-on-New-Usage-Data/comment-page-1/#comment-2218 Thu, 31 Aug 2006 00:00:00 +0000 #comment-2218 The fact is though, Charles, that in many markets, indy’s like YB are gaining a favorable mark with consumers and with business owners over the utility. For the most part the rates are also as much as half as much which makes the cost per lead much more attractive. There is a shift taking place out there and it is nice to see. Everyone wins! Well, except for the utility directories, of course.

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