SuperMedia, the formerly bankrupt publisher of the Verizon Yellow Pages, will announce what will likely be another double digit revenue decline in print advertising during the company’s quarterly earnings call today July 27th.
What the company will likely not be sharing is the decision to discontinue what was once the most profitable directory in the company’s publishing footprint. The Greater Dallas Yellow Pages will not have a 2013 edition. Rumor is that the company is no longer making money printing the once ginormous brick of recycled paper waste material, which was once the most used local search tool in North Texas.
Am I heart broken? No! Besides today being my birthday, I am overjoyed that they finally came to their senses.
Who still uses the yellow pages?
Since phone companies no longer have a monopoly on printing books and thanks to Google, smart phone technologies, and the advancement of online search and online content, Dallas area consumers no longer need a bulky yellow pages to find information. The phone books that still receive ad impressions are likely hyper local books in more rural non-urban markets, like the ones “Idearc Media” (the former pre-bankruptcy name of SuperMedia) bailed on.
Word is the company will continue to push digital offerings and more failed attempts to sell advertising via channel partners while failing to create digital assets of its own. They have repeatedly outsourced all attempts at “quality online marketing” not limited to even include the advertising for the yellow pages brand itself. Don’t expect the company to hire hundreds of copywriters and begin offering content marketing like my company SMB SEO.
Back in 2009, I had a meeting scheduled with Dave Bethea, former Executive Vice President of Sales for SuperMedia, to discuss ways to improve the company’s online offerings. I had been helping clients with online marketing and SEO for almost an entire decade. Dave was a good friend of the company’s CEO at the time Scott Klein. Dave and Scott both came from a background of selling materials and fasteners for the building industry. Nails, fasteners, and whatnot. In my opinion Dave should not have been put in charge of running an organization like the Verizon Yellow Pages. He had zero experience with a consultative sales approach and it showed. I cancelled my meeting with Dave and shortly thereafter left the company.
The discontinuation of the Dallas Book represents an official changing of the guard and further proves that my concerns were justified back in 2009.
The reasons why consumers don’t use the yellow pages has little to do with the fact that the yellow pages abused the power and influence it had on small to medium-sized businesses. Constant annual rate hikes. Penalties for decreasing budgets. While other companies protected the customer base with affordable ads that brought a rate of return, the yellow pages disregarded the rules of the marketplace and repeatedly found ways to manipulate earnings. From selling customers ads they clearly could not afford, to 13 month long life publications and new double double truck seniority ads, and countless other gimmicks and tricks squeezing more revenue while providing less and less value to clients.
I have always maintained that it was wiser to keep a client then be forced to replace one. When a publisher loses a customer due to overselling or errors a publisher might miss revenue from that particular enterprise permanently, sooner or later your new business opportunity dries up and you have managed alienate your potential customer base.
What the yellow pages did was simply getting a significant stake in the SMB profit margin. Today business owners are not extorted out of revenue by a local directional search monopoly.
Google offers affordable pay per click (PPC) ads that fit most budgets and combined with analytics and dynamic call tracking offers an awesome value to businesses. Organic search marketing also concentrates on content contribution, brand authority, and share of voice vs “who has the deepest pockets” to buy the biggest ad.
RIP Greater Dallas, you will not be missed. Businesses thank you for helping them grow over the years… Now GO AWAY!!!