Posts Tagged ‘kelsey group’

Yesterday we listened to several great forums where major players in the broadcast media industry discussed the future of advertising and how broadcasters will play in the game of rounding up advertising dollars.

There is a parallel between the radio broadcast group and the publishing industry.  Both industries are facing declines in advertising revenue, both industries are trying to figure out how to position themselves for the future.  The message is consistent.  In order to play in the future you need to sell multiple pieces of the advertising pie.  In other words you need to be selling more than your core product.  Advertisers today are looking for cross promotional platforms.  Mike Bloxham a very colorful speaker said that if broadcasters are not offering cross platform opportunities then the advertisers will begin to try to figure these out and do it themselves or look for someone who can do it for them.  Cross platform simply means advertising across multiple platforms like broadcast, online (directory, SEM/SEO, website, social networks) and mobile applications. 

Yellow Assistance works with Independent Yellow Pages Publishers and offers them a platform that allows them to quickly offer an online presence that helps their clients by providing them a directory with the latest tools such as text to mobile, driving directions, video, coupons and much more.  This platform is a key piece of an effective SEO strategy for the advertiser.  Our focus has been on the Yellow Pages Industry, but this Kelsey/BIAfn conference in DC has pointed out that or platform is perfect for other industries trying to provide a full suite of advertising services to their clients.  Radio, Newspaper and television all need to offer these products and whether they use our YAP3 platform or internally develop their own internally, it is a necessity. 

Companies today offer advertising need to be agents of change and offer their clients a full suite of advertising tools.  It is not enough to just build a TV/radio commercial, or place an ad in a phone book, it has to go much further.  The good news is, it is not difficult to do, there are many good companies that a publisher or broadcaster can partner with to provide these services.  Pick a partner that will help to protect or improve your margins.

Both industries, Print Yellow Pages, and Broadcasters have an advantage in that they have feet on the street, they have relationships with the local advertisers.  The question remains, will they leverage those relationships and offer a full suite of advertising products.�
– Post From My iPhone

Today’s meeting started in style. Rarely does a meeting like this begin with the presentation of the colors, and the singing of the National Anthem. Well done YPA.

Today we will be learning what is changing in the yellow pages industry and what will be in the future. The industry is changing. Some are very bullish that the print side is dying and the internet side is taking over. I would argue that while the print side is shrinking, I don’t believe it is dead, only changing its landscape. Once the change is over, I believe the industry will remain strong.

Internet will be a major player in shaping the new landscape. The publishers who get on board and begin to offer the value of both will be the industry leaders who emerge out of this recession. The Internet is not the enemy, it is simply another piece of the local media bundle and must be embraced by publishers.

– Post From My iPhone