SuperMedia’s has real potential with Apple PC Tablet

January 27, 2010

In my opinion, putting a phonebook on the internet only works to save money shipping phonebooks to India’s telemarketers. When Scott Klein announced his initiatives last February to a room filled with 3000 sales consultants ( an effort to pump them full of that good Super Kool-Aid stuff,) I am sure I wasn’t the only one feeling sick to my stomach.

I now see potential in when combined with the Apple Tablet….what better way for the company to end dependance on a saturated and fragmented print publishing and delivery business? There are more phone books printed in the U.S. than people and VerizonYP/Idearc/SuperMedia only distributes to larger urban markets vs its predecessor GTE Yellow Pages. Idearc was not the first to create an online version of print. Southwestern Bell Yellow Pages sent CD’s to offices to curb distribution waste. Area-Wide created an online version of its print directories years ago vs focusing on a real IYP offering to compete with,, and other IYP/digital directories.

In another 5 years, I am sure other tablets will exist. Almost all consumers will have one and I also predict that we will cease flipping pages of books, newspapers, and magazines in favor of PC Tablets. I also believe Google’s YouTube site and NetFlix will merge as well as a shift away from old antiquated Yellow Pages.

Will folks with tablets visit the SuperYellowPages site? We will soon see…… in the meantime, Klein better get his shit together and plan for what is coming….. so far his SuperGuarantee Gimmick is far from impressive (copied ServiceMagic’s Service Guarantee, which by all accounts was not something consumers took advantage of.)

Will the Apple Tablet be popular? Sure….just like smartphones and mobile web browsers. Will SuperMedia manage to keep up with changing times? It is still to early to tell.

-this was posted from my Android phone via WordPress app. Folks, Pay real close attention to mobile search and the future availability of the internet. from Idearc has my thumbs up. The only future for Idearc..

November 11, 2009

Here is a recent press release many may have missed regarding changes happening at Bankrupt Yellow Pages company Idearc Media.

Before I offer it to you, if you are looking for the latest reviews on Yellow Pages advertising companies visit …..

Before I share the most recent press release of Idearc Media’s newly purchased acquisition of  I ask that you take a second and offer your thoughts on the site from a consumer’s perspective. I am a huge believer in the  “Field of Dreams” quote “You Build It, They Will Come.” The same applies to verticals.  Unfortunately, the antiquated yellow pages industry has been slow to create new verticals but I am already digging what they are doing with video and cars down in Tyler Texas at, a company that Idearc Media (the creators of has included in its business mix. I hope they leverage the remaining years of revenue from 90% of the company’s business, print yellow pages, and fund more verticals such as Although I must admit, I do recall the company making the purchase at the time of spin-off from Verizon in the same manner it purchaEven a Blind Squirrel finds a nut once in a while by Dallas Google Guru Mike Stewart on Idearc Mediased Timing was great on the purchase and an excellent move by Scott Klein’s team in my opinion. The all video car shopping site is very innovative and forward thinking. I am digging the way the site hunts down pictures and converts the still images into a video. Very cool. Although the video work is terrible to say the least. I would prefer to watch videos if they were live vs just video picture montages.

Let’s see if catches with consumers!  And then we will soon see if it catches with advertisers. (if the price from what I’ve been told is only $ from $1400.00 per month it might be a great alternative to spending money in printed newspapers for dealerships which has been proven to be a horrible return on investment lately for Car Dealers.

A few weeks prior to leaving the company I had a meeting scheduled with Dave Bethea one of Idearc’s Executive Vice Presidents regarding a few ideas. My Regional Vice President at the time, Janet Bro,  suggested that I meet with him to discuss my ideas on new verticals for the company and some inherent issues with the companies internet product mix. I was unfortunate to have Strep Throat and had to cancel my meeting. Never rescheduled it since my manager at the time expressed his opinion and results from meetings with the executive team at Idearc.

I am crossing my fingers that they take a step towards additional new .com verticals and transition to focusing on a client service .com model vs the sales model the company focuses on. Until you put the right talent in front of your top tier advertisers you will continue to experience churn.

So without further adieu………………..

via  Lisa Vilfordi, Idearc Media,, 972-453-3916

EveryCarListed.comSM, Powered by, Becomes the Only All-Video Car Listing Site and One of the Only Car Listing Sites Providing Free Videos. launches a new “Cars” tab housing all listings from idearclogo1

DALLAS – July 21, 2009 – Idearc Media LLC, home to® and publisher of the
Verizon® Yellow Pages, today announced that its Internet site SM has
launched one million vehicle videos on its free automobile listing site. The videos are provided
to each listing for free and by year end, will launch videos to the remaining listings creating the only all-video vehicle listing site in the nation.
The vehicle videos simulate a trip to the dealer by providing consumers a “walk around”
experience while a voice-over describes the car features. View this video of a 2007 Hummer H2. According to comScore, in  November 2008, 146 million Americans viewed 12.7 billion online videos. “Online videos are becoming part of the buying process,” said Briggs Ferguson, Internet President at Idearc Media. “Videos touch consumers’ senses and enhance the buying experience, which in turn provides dealers and for sale by owner listings more quality leads from”, which launched in August 2008 and was acquired by Idearc Media in February 2009, has more than 2 million dealership and “For Sale by Owner” listings. Vehicle listings on the site are current and updated daily through’s agreements with Original Equipment Manufacturers (OEM). When inventory changes at local dealerships, the OEM relationship ensures the most up-to-date vehicle information is posted to features a new “Cars” destination tab at the top of the home page, allowing consumers to shop for vehicles within the site. According to comScore, the network has more than 27 million unique visitors a month and ranks 27th in the top 50 U.S. Web properties.
“With’s traffic and’s content, we are creating a powerful automobile sales arena,” said Ferguson. “These sites will provide a venue for dealers to take advantage of exclusive advertising opportunities that will bring more consumers to their dealerships.” On the site, consumers can search listings by make, model, fuel economy
and many additional preferences. Automobile dealer inventories are listed at a basic service 2 level at no charge to the dealer. The site also offers new vehicles from franchised dealers, and “For Sale by Owner” listings free of charge. The video technology, provided through Digital Motorworks, Inc., is the Liquidus Video Platform. Liquidus offers a unique real-time video capability that ensures vehicle information is always fresh and up-to-the-minute for every dealer and every vehicle.

Certain statements included in this press release and the hyperlinked materials constitute forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements reflect Idearc management’s current views with respect to Idearc’s financial performance and future events with respect to its business and industry in general. Statements regarding Idearc’s exploration of alternatives related to its capital structure are forward-looking statements. Statements that include the words “believe,” “will,” “anticipate,” “foresee,” and similar expressions identify forward-looking statements. Idearc
cautions you not to place undue reliance on these forward-looking statements. The following important factors could affect future results and could cause those results to differ materially from those expressed in the forward-looking statements: (i) that the bankruptcy filing and the related cases disrupt current plans and operations; (ii) risks that Idearc’s business could suffer
from the loss of key customers, suppliers or personnel during the pendency of the bankruptcy case; (iii) risks that Idearc’s plan of reorganization fails to obtain the requisite approval from the claim holders entitled to vote on the plan; (iv) risks that Idearc will be able to maintain sufficient liquidity for the pendency of the bankruptcy cases; (v) risk that the bankruptcy court rejects Idearc’s plan of reorganization; (vi) limitations on Idearc’s operating and strategic flexibility during the pendency of the bankruptcy cases; (vii) risks related to a long and protracted restructuring; (viii) risks related to Idearc’s declining print revenue, including a reduction in customer spending resulting from the current economic downturn; (ix) changes in Idearc’s competitive position due to the  competition from other yellow pages directories publishers and other traditional and new media and its ability to anticipate or respond to changes in technology and user preferences; (x) declining use of print yellow pages directories; (xi) changes in the availability and cost of paper and other raw materials used to print directories and reliance on third-party printers and distributors; (xii) increased credit risk associated with reliance on small- and medium-sized businesses, in particular in the current economic environment; (xiii) changes in operating performance; (xiv) Idearc’s ability to attract and retain qualified executives; (xv) Idearc’s ability to maintain good relations with its unionized employees; (xvi) changes in U.S. labor, business, political and/or economic
conditions; (xvii) changes in governmental regulations and policies and actions of regulatory bodies; and (xviii) risks associated with Idearc’s obligations under agreements entered into with Verizon in connection with the spin-off. For a discussion of these and other risks and uncertainties, see Idearc Inc.’s periodic filings with the Securities and Exchange Commission, which you may view at, and in particular, Idearc Inc.’s Annual Report on Form 10-K.
About Idearc Media LLC
Idearc Media LLC, a subsidiary of Idearc Inc. (IDARQ.PK), delivers products on multiple
platforms to help consumers find the information they want, wherever they are. Idearc’s multiplatform
of advertising solutions include Verizon® Yellow Pages, Verizon® White Pages,
Verizon® Yellow Pages Companion Directories, FairPoint® Yellow Pages, FairPoint® Yellow
Pages Companion Directories,®, Switchboard.comSM, LocalSearch.comSM,
Superpages MobileSM and SuperpagesDirect™ direct mail products. For more information, visit
About the nation’s largest all video free-listings Web site for automobiles,
designed to contain all new and used vehicles for sale in the U.S. Its business model is like that
of the Yellow Pages, which has a highly utilized model of free listings. Including all dealer
inventories at a basic service level free of charge and allowing all “For Sale by Owner” listings to
be placed for free, creates a powerful automobile marketplace. Millions of
current vehicle listings, updated daily, and agreements with Original Equipment Manufacturers
(OEMs) as well as GM Certified Used Vehicles and other strategic partners, ensure that when
inventory changes at local dealerships, the most up-to-date vehicle information will be posted to
the Web site. For more information visit

So what is your opinion of the site? Please give me your feedback and comments on the direction Idearc is taking.

Should CEO’s be compensated based on the stock price, company earnings, or simply based on Talent? Looking at Yellow Page CEO earnings

October 25, 2009

executive compensation.jpg

Should CEO’s be compensated based on the stock price, company earnings, or simply based on Talent? Looking at Yellow Page CEO earnings…….


Scott W. Klein has been the Chief Executive Officer of Idearc, Inc. Since June, 2008. Mr. Klein served as Chief Executive Officer of Symphony Technology Group. He has also served as Operating Partner of Symphony Technology Group since 2007. He served as Chief Executive Officer and President of Information Resources Inc. from February 2, 2004 to October 2007. He has extensive knowledge of operations management and global marketing to Intentia. He was charged with transforming … IRI’s business by focusing on strengthening its core business of market content and analytic services, while extending services through business performance management solutions. Before joining IRI, Mr. Klein served as President of the Consumer Industries, Retail & Energy Division of Electronic Data Systems (EDS) from 2001 to 2004, a global services company. Prior to EDS, he served as President of PC Mall Inc. as well as Chief Executive Officer and President of (a subsidiary of PCMall) from 1999 to 2001, a California-based telesales, catalog, and Internet reseller of IT products while there he successfully launched a premier B to B and B to C online retailer of computer products and consumer electronics. From 1984 to 1999, he served as Chief Operating Officer and an Executive Vice President of PrimeSource Building Products, Inc. and its predecessor companies. Prior to that, Mr. Klein held various marketing and sales positions at PepsiCo Inc. and Procter & Gamble Company. He started his career with Procter & Gamble in Brand Management and later served as Director of Marketing for PepsiCo. Mr. Klein has been a Director of Idearc Inc. Since June 2008. He has been a Director of Intentia International Ab since May 12, 2005. He serves on the Board of Directors of Information Resources, Inc. (IRI). He served as a Director of Lawson International AB since May 12, 2005. He served as Director of PrimeSource Building Products, Inc. Mr. Klein is an honors Accounting graduate of Syracuse University.

Salary $580,769
Bonus $681,846
Total Annual Compensation $1,262,615
Restricted Stock Awards $421,800
All Other Compensation $1,841,120
Unexercisable Options 250,000
Total Number of Options 250,000
Total Annual Cash Compensation $1,480,769
Total Short Term Compensation $1,262,615
Other Long Term Compensation $2,262,920
Total Calculated Compensation $3,876,876

_________________________________________Money Bag CEO PAY is NUTS



David C. Swanson serves as President of R.H. Donnelley Directory Company. Mr. Swanson has been Chief Executive Officer of RH Donnelley Corp. and R.H. Donnelley Inc. since May 2002. Mr. Swanson serves as Chief Executive Officer of Dex Media West LLC, Dex Media East LLC and Dex Media Inc. Mr. Swanson served as President and Chief Operating Officer of R.H. Donnelley Corp. from December 2000 to May 2002. Prior to that, Mr. Swanson served as President of Donnelley Directory … Services since March 1999. Mr. Swanson joined R.H. Donnelley Corp. in 1985 as an Account Executive and served senior management positions over 15 years. He served as an Executive Vice President of Sales since 1995. He served as an Executive Vice President and General Manager of Proprietary Operations since 1997. He served as an Executive Vice President of Corporate Strategy in conjunction with R.H. Donnelley Corp.’s spin-off (“Spin-Off”) as an independent public company from The Dun & Bradstreet Corporation (“D&B”) since 1998. Mr. Swanson has been Chairman of RH Donnelley Corp. since April 2006. Mr. Swanson serves as Chairman of Dex Media West LLC, Dex Media East LLC and Dex Media Inc. Mr. Swanson served as Chairman of RH Donnelley Corp. and R.H. Donnelley Inc. from December 2002 to January 2006. Mr. Swanson has been a Director of RH Donnelley Corp. and R.H. Donnelley Inc. since December 2001. Mr. Swanson serves as a Director of Dex Media West LLC, Dex Media East LLC and Dex Media Inc. He serves as a Director of R.H. Donnelley Inc.

Salary $960,247
Total Annual Compensation $960,247
Restricted Stock Awards $774,732
All Other Compensation $145,138
Unexercisable Options 1,170,567
Total Number of Options 1,170,567
Total Annual Cash Compensation $1,392,385
Total Short Term Compensation $960,247
Other Long Term Compensation $919,870
Total Calculated Compensation $8,747,562

After all the talk this week about capping executive compensation of companies that received bail-out monies, I thought it might be interesting to see what the annual compensation was for CEO’s of two of the “non-telco” yellow pages publishers. Honestly, I am not supporting caps on compensation, but I do feel like performance, earnings, and benchmarking is something that should be used to determine pay. Most companies use a compensation committee on the Board of Directors to determine pay. So it is usually a network of “friends” that helps determine the pay of many United States CEOs.

So you ask… why post this? A good friend and former co-worker of mine made a comment about CEO pay and I thought I would take a moment to research it further.  Cheers!

Idearc Execs Sued for Fraud via Dick Larkin at YP Commando

October 13, 2009

Idearc Execs Sued for Fraud

Posted using ShareThis

Short and sweet: Scott Klein said that the company was having issues with collections due to a change from “the phone company” bill to Idearc direct billing. He also stated that they had issues with receivables in 2008 from relaxing the credit policy in 2007 (which I can confirm was something that was not disclosed to investors but only sales consultants.) Klein and his treasurer Dee Jones failed to mention the relaxed credit policies in 2007 after the switch from Verizon billing. This had a direct impact on bad debt. Klein violated securities and exchange rules by not disclosing the relaxed credit policies. The stock dropped 40% after he mentioned the decision he made in 2007 to relax credit policies.

Idearc CEO Scott Klein is not committed to the level of transparency that investors need to make proper decisions on whether investing in Idearc is beneficial to them. I have a feeling that he will not be with the company after a new investor takes over majority share of the company.

The companies executives failure to disclose information to investors does not surprise me. The company fails to discuss issues within the sales organization such as racial discrimination (Spanish Yellow Pages sales commissions in Texas) as well as racial discrimination by Scott Klein’s henchman Jesse Vickers who is black and targets folks that are “white.” It is well-known that these and other issues exist within the sales organization.

I believe that Idearc has a “way-to-heavy” amount middle management people in the way of fixing the company’s customer service issues. When a problem exists, instead of the problem going straight to the person responsible for resolving the issue, the problem is sugar-coated by middle management and the client is left with a bad taste in his/her mouth regarding the way the problem was resolved or lacktherof. Idearc fails to ask the right questions from sales reps and clients. Surveys do not work. Workers feel that survey responses may have a direct impact on employment. The environment in the organization has not been positive since the company has been in the hands of Klein and his cronies.

In my PERSONAL opinion, Scott Klein is just like Obama.  He says what he can to make you think the way he wants you to think, but his policies and acts do not mutually benefit Idearc’s clients, investors, or employees. How many of his announcements and promises made back in the February National Sales Meeting have he actually been successful and made improvements to the company? He is full of crap if you ask me.  The best he can do is create a new gimmick for sales consultants, advertisers, and consumers to be duped into believing is original. Klein copied’s ServiceGuarantee and rebrand it the SuperGuarantee.