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The Yellow Pages industry is being pressured to provide more audience measurement to its national advertisers.
The Association of National Advertisers’ Telephone Directory Committee is urging the Yellow Pages industry to significantly improve measurement standards. The ANA wants national syndicated audience measurement research and circulation auditing; currently only 18 percent of the U.S. market is measured according to BtoB online.
The lack of accountability at a time when advertisers are pressing for more measurability is vexing to the ANA, which says that of the $15 billion Yellow Pages industry, national advertisers comprise $2.3 billion. “At a time of intense focus on advertising accountability, the committee is discouraged by the Yellow Pages industry’s failure to provide basic accountability and ROI metrics,” said a marketing manager for Allstate Corp and an ANA committee chair.
CBS Radio has launched a video platform allowing its 140 radio stations the ability to create personalized branded video players to feature station content.
Content could include music videos, artist interviews, live concert performances, breaking news and original programming. Advertisers…
The New York Times will increase the newsstand price of its Monday-Saturday editions to $1.50, effective Aug. 18. The current price is $1.25.
The Sunday Times will continue to sell for $4 at the newsstand in New York metropolitan areas,…
Publicis Groupe’s first half organic growth was 5.4 percent, which chairman and CEO Maurice Levy characterizes as “very good,” though he acknowledges the company was adversely affected by the Healthcare sector.
Without healthcare, growth would have been 7.1 percent, he…
Sen. Barack Obama has made the first significant network-TV buy of any presidential candidate in at least 16 years, signing on with NBC for a $5 million package of Olympic spots including network TV and cable.
The last time a…
The 75th anniversary October issue of Esquire will feature an electronic cover with words and images flashing upon it. The cover, created using electronic paper display (EPD) technology, will scroll the words “The 21st Century Begins Now” when it hits…
Worldwide customer relationship management (CRM) software revenue totaled $8.1 billion in 2007, a 23 percent increase from 2006 revenue of $6.6 billion, according to Gartner, Inc. Growth was buoyed, in part, by continuing strong demand for new technologies, reports MarketingCharts.
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