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Verizon Information Services Verizon Information Services The Future of the The Future of the Yellow Pages Yellow Pages Kathy Harless President Verizon Information Services
| Date post: | 31-Dec-2015 |
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Verizon Information ServicesVerizon Information Services
The Future of the Yellow The Future of the Yellow PagesPages
Kathy Harless
President
Verizon Information Services
Verizon Information ServicesVerizon Information Services
What did you do today?What did you do today?
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Verizon Information ServicesVerizon Information Services
What did you do today?What did you do today?
What consumers do What consumers do drives everything we do.drives everything we do.
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Verizon Information ServicesVerizon Information Services
What we do every day:What we do every day:
Yellow Pages connect Yellow Pages connect buyers with sellers.buyers with sellers.
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Verizon Information ServicesVerizon Information Services
Understanding Understanding consumers is critical.consumers is critical.
And, consumers And, consumers have changed!have changed!
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Verizon Information Services
Today’s ConsumersToday’s Consumers Want to be in command See status as what they do, not what
they have Deal with time crunch by:– Multi-tasking
– Blending work and personal life
Technology expands global community; Technology expands global community; diminishes local community diminishes local community
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Verizon Information Services
How Consumers ReactHow Consumers React Want info to help
manage life
Spend money on:– Well-being
– Challenge
– Status
– New things
Want easy-to-find, simple-to-use info
Update constantly
Comfortable shopping globally
Need more help locally
Too many options & not enough info =Too many options & not enough info =
Need for filtersNeed for filters7
Verizon Information Services
Today’s AdvertisersToday’s Advertisers
ROI Proof Customer Call Tracker Syndicated Research
VZ-Specific Research Pay Per Click Pay For Calls
Want to be connected to multi-taskers
Want results
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Verizon Information Services
Want to be connected to multi-taskers
Want results
Today’s AdvertisersToday’s Advertisers
ROI Proof Accurate, Valid Data Meaningful Traffic
Real Clicks Real Calls
Real
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Verizon Information Services
Today’s AdvertisersToday’s Advertisers
If they don’t get what they want,If they don’t get what they want,they’ll go somewhere else!they’ll go somewhere else!
Want to be treated with respect
Want to be connected to multi-taskers
Want resultsReal
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Verizon Information Services
What’s in the Future?What’s in the Future?
Must fill the gap between growth and expectations
Print will grow – moderately
Internet ramps more significantly
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Verizon Information Services
What Do We Need to Do?What Do We Need to Do?
Print Internet Wireless Performance pricing
options Maps, links Shopping & search Web design & hosting Search Engine
Marketing
Multi-Platform & Flexible
Coming Coming
Soon!Soon!
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Verizon Information ServicesVerizon Information Services
Internet will replace print.Internet will replace print.
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Verizon Information ServicesVerizon Information Services
But not anytime soon.But not anytime soon.
Internet will replace print.Internet will replace print.
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Verizon Information Services
Yellow Pages are GreatYellow Pages are Great Foundation for all
other products
– Infrastructure
– Content
– Sales team
– Reputation
Print Yellow Pages are Print Yellow Pages are the tide that raises all shipsthe tide that raises all ships
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Verizon Information Services
Keeping Print HealthyKeeping Print Healthy Companion!
Innovation
Accurate scoping
Targeted directories
Hispanic products
Brand leveraging
And more!16
Verizon Information Services
National Footprint is KeyNational Footprint is Key
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Verizon Information Services
Verizon Independent Verizon Independent Going StrongGoing Strong Three years of expansion = #2 Independent Build/Launch strategy #2 in Market strategy Verizon brand strength Fills in holes & fosters growth Supports SuperPages.com &
SuperPages On the Go Nine sales divisions Almost 100 books in more than 40 markets
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Verizon Information Services
Verizon Independent Verizon Independent Going StrongGoing Strong
More to Come!More to Come!
Three years of expansion = #2 Independent Build/Launch strategy #2 in Market strategy Verizon brand strength Fills in holes & fosters growth Supports SuperPages.com &
SuperPages On the Go Nine sales divisions Almost 100 books in more than 40 markets
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Verizon Information Services
National Advertising National Advertising Going StrongGoing Strong Close
management
Understanding and working with CMRs
New products
Brand
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Verizon Information ServicesVerizon Information Services
Who ‘owns’ local search?Who ‘owns’ local search?
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Verizon Information ServicesVerizon Information Services
We invented it!We invented it!
Who ‘owns’ local search?Who ‘owns’ local search?
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Verizon Information ServicesVerizon Information Services
Understand buyers & sellers.Understand buyers & sellers.Know your markets.Know your markets.Execute flawlessly.Execute flawlessly.
Yellow Pages has a future.Yellow Pages has a future.
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Verizon Information Services
8 “Musts” for the Future8 “Musts” for the Future
Easy to access
Simple to use
Multi-platform
Relevant
Evolutionary
Local search
National
Real value
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Verizon Information Services
8 “Musts” for the Future8 “Musts” for the Future
Easy to access
Simple to use
Multi-platform
Relevant
Evolutionary
Local search
National
Real value
Make it Profitable! Make it Profitable! 25
Verizon Information ServicesVerizon Information Services
What did you do today?What did you do today?
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Verizon Information ServicesVerizon Information Services
How did you get it done?How did you get it done?
The Yellow Pages!The Yellow Pages!
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