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For the first time, media buyers and planners will have a tool for measuring the consumer usage of Yellow Pages directories, with the new Yellow Pages Market Reporter from Knowledge Networks/SRI available in late January. The 2005 YPMR - which reports on 45 key markets, with data from the remaining markets to follow - is the result of the need for advertisers and media buyers and planners to understand the reach of the rapidly growing multi-directory markets in order to make accurate ad buying decisions.
Ten publishers participated in the program, which was based on interviews with about 75,000 consumers, including AT&T Yellow Pages, BellSouth Advertising and Publishing Corp., Dex Media, Verizon Information Services, and Yellow Book USA, Inc. They collectively represent 30 percent of the total U.S. adult population.
So far, 12 Yellow Pages agencies have signed on. Bill Duggan, executive vp of the Association of National Advertisers, is quoted by Mediapost as saying that for now, the YPMR offers “only a somewhat limited section of markets being covered.” However, it will nonetheless give the directory medium a “better seat at the table.”
All sectors of the media business will suffer from the weakened economy in 2008 and 2009, with a slump in local advertising particularly hurting newspapers and local TV, according to a new projection from Goldman Sachs.
Broadcast nets will experience…
The New York Times is shuttering its International Herald Tribune site; NYTimes.com will soon host the international news normally reserved for its sister website.
The move is not about cost savings, but rather about growth, NYTimes.com general manager Vivian Schiller…
Unilever’s Vaseline set forth on an unusual research project in a small town in Alaska. Setting up a storefront, the company began giving away free bottles of lotion and asking recipients to name the person who had recommended they come…
Meet the Press, the show hosted by Tim Russert for 17 years before his death last June, is beginning to slip in ratings.
Last month, CBS’s Face the Nation pulled ahead of Meet the Press for the first time in two…
Bloggers collectively create nearly one million blog posts each day, and half of bloggers believe blogs will be a primary source of news and entertainment in the next five years, according to Technorati’s 2008 State of the Blogosphere Report, MarketingCharts writes.…
Wal-Mart and Costco reported same-store gains in September, with sales rising 2.4% and 9% respectively. Sales at Target stores open at least a year fell 3%, writes Retailer Daily.
Below, fiscal results from the discount retail giants:
Sales of food and…
