Comment posted on The End Of The World As We Know It… by Jim
On the positive side the IYP business has a large, well trained sales force with a substantial customer base. Strategically you might see a company like this taken over by a company like Google with a great product (Adwords) that could do phenomenal things with a killer sales force.
On the negative side, the drain nof a dying print product could take them down hard and fast. and the “seniors” in upper management may not be able to fully grasp the Internet world well enough to make and sustain an effetive transition from print to online advertising. Having had a very long run in “owning” the business advertising dollar the YP companies may be to arrogant to comprehend that they can fail.
In the YP world what happens to one inevitably will happen to another. If Idearc goes down in flames you might see some panic at AT&T. The rapid loss of land lines, declining print revenue, and operational overhead could very well lead them down the same path . . . and big ships can go down fast.
For Internet marketing agencies (like us) we are enjoying the ability to leverage revenue away from the YP companies by offering personal service and customized solutions that maximize advertiser ROI’s. The advertising world is evolving and improving.
April 16th, 2009 at 8:16 pm
On the positive side the IYP business has a large, well trained sales force with a substantial customer base. Strategically you might see a company like this taken over by a company like Google with a great product (Adwords) that could do phenomenal things with a killer sales force.
On the negative side, the drain nof a dying print product could take them down hard and fast. and the “seniors” in upper management may not be able to fully grasp the Internet world well enough to make and sustain an effetive transition from print to online advertising. Having had a very long run in “owning” the business advertising dollar the YP companies may be to arrogant to comprehend that they can fail.
In the YP world what happens to one inevitably will happen to another. If Idearc goes down in flames you might see some panic at AT&T. The rapid loss of land lines, declining print revenue, and operational overhead could very well lead them down the same path . . . and big ships can go down fast.
For Internet marketing agencies (like us) we are enjoying the ability to leverage revenue away from the YP companies by offering personal service and customized solutions that maximize advertiser ROI’s. The advertising world is evolving and improving.
April 21st, 2009 at 7:22 am
@Jim,
Thanks for taking the time to read the post, and post some good insights.
~ Aaron I