SuperMedia’s SuperYellowpages.com 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 http://www.SuperYellowPages.com 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 SuperPages.com, YellowPages.com, 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.

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Idearc’s potential post Bankruptcy 45% buyout offer by John Paulson’s 20+ Billion Hedge Fund good News?

October 31, 2009

In my opinion, Idearc’s potential post Bankruptcy 45% buyout offer by John Paulson’s 20+ Billion Hedge Fund is really good News.

But I think they need to get the majority share of the company and go all in! Just 45% does not give them the stake they need to create real change in the organization. I don’t think what they are doing is close to being enough to save the Yellow Pages unless they start re-monopolizing. The industry has officially been broken apart since deregulation of the telephone companies and the birth of independent yellow pages publishers.

Recent announcement that current Idearc Employees likely are unaware of:

NEW YORK, Oct 30 (Reuters) – Hedge fund Paulson & Co is seeking to buy nearly half of bankrupt Yellow pages publisher Idearc Inc’s (IDARQ.PK) common shares when it emerges from bankruptcy by offering creditors cash for the shares they are to receive under its proposed reorganization plan.

Under a proposal Idearc filed with U.S Bankruptcy Court in Dallas, Paulson “will not beneficially own more than 45 percent” of the new Idearc’s common stock, Idearc said in a statement on Friday.

Paulson would have the right to name one director to Idearc’s board under the proposal.

A hearing on the deal, which is subject to court approval, is scheduled for Nov. 18. A separate hearing on Idearc’s plan of reorganization is set for Dec. 9.

Idearc Inc filed for bankruptcy in March, as revenue for its printed directories business dwindled amid a shift to online search and advertising.

Idearc was spun off from Verizon (VZ.N) in 2006.

pumpkincarving

The case is in Re: Idearc Inc, U.S. Bankruptcy Court for the Northern District of Texas, No. 09-31828. (Reporting by Phil Wahba)

WOW…..

If Paulson Hedge Fund is making a hard offer for 45% of the company’s stock it might potentially possibly maybe a great move for the employees of the company. Who knows? Something new related to how the company is going to make more money other than the cloud computing-outsourcing bandwagon the CEO is on to reduce expenses (meanwhile in my opinion simply making things more challenging to service the clients, and curb the churn of its mid-level clients.)  The yellow pages have always done well with clients that are “just gonna be represented anywhere and everywhere”.  They are typically your marketplace leaders and have the largest amount of resources and current clients. These folks are just now realizing that the company is best suited handling printed yellow page ads and postcards. Calling a client twice a year to discuss his internet presence by a new sales rep will never work towards the same level of success in search marketing and other forms of more creative media. It is great that the company is just about the last sales organization in America to annoy homeowners with unwanted direct mail postcards. It has been saturating Americans for years with wasteful phone book distribution.  The beauty of the internet: Folks actually ask for the information! WOW… subscription based…. what an amazing concept.  (DALLAS BUSINESS ADVERTISING TIP: Pay very close attention to the smart phone revolution — It may soon become another 2002-2004 when local search boomed the first time.)

Things for Paulson to consider when looking to replace a member of the companies Board of Directors: Idearc has had questions asked about tactics in the past on how it reports revenue, how it reports earnings due to the nature of being a publisher and collections on delinquent advertisers, and last but not least a class action lawsuit over raising credit limits for previously non-high risk advertisers with accusations of executive fraud related to the manner in which Executives of the company were reporting issues with receivables. Just imagine if they took the time to invest in Sales Fraud, accusations related to false contracts, unethical business practices of media consultants, and last but not least the manner in which it reports losses to influence incentive trips and bonuses for managers and executives.  Crony capitalism…… we Main Street folks love it!

I think the board needs to look at how this company has started and where it is now since becoming its own company in 2006.** (remember folks, I started as  a 19-year-old “Telephone Sales Call Center Rep” out of High School back when GTE became Verizon in 2000) ** Idearc was spun off in a very suspicious way Verizon’s part in order to unload some debt. Very disturbing since it had been investing the companies profits over the years to fund other projects (wireless) and then spun it off with the debt to fund another (FIOS/TV) project. Great move Verizon. You didn’t get caught like Bernie  the investment fella or Ken from Enron. Considering two other companies, Hawaiian Telecom & FairPoint Communication, also went bankrupt after Verizon separations; you can’t help but wonder if it was planned.

Paulson’ hedge fund ought to read:

Termination without Cause . If the Executive’s employment with Idearc is terminated before January 9, 2010 by Idearc without “cause” (as defined below), then the Executive will be immediately vested in a pro rata portion of the Shares that would have become vested on the next succeeding January 9, based upon the number of days elapsed from the preceding January 9 until the date the Executive’s employment with Idearc terminates, and the Executive will forfeit any remaining unvested Shares. For the purpose of determining whether the Executive’s employment is terminated without cause, the term “cause” means (A) the Executive’s commission of a felony; (B) the Executive’s grossly incompetent performance or substantial or continuing inattention to or neglect of the duties and responsibilities assigned to the Executive; (C) the Executive’s fraud, misappropriation or embezzlement or a material breach by the Executive of the Idearc Code of Conduct; or (D) such other misconduct detrimental to the business or reputation of Idearc or to the ability of the Executive to fully perform the duties of the Executive’s employment. The determination of whether the Executive’s employment is terminated with or without “cause” will be made in the good faith discretion of the Human Resources Committee of the Idearc Inc. Board of Directors or its designee, and any such determination shall be final, conclusive and binding on all persons.

Time for my soapbox:

Crony capitalists believe that it is acceptable to attempt to manipulate the stock price of a company with false or misleading tactics. I believe in transparency from corporate employers and agents.  Main Street deserves it folks! (It is almost Nov 3rd Elections Time and I am pumped up!)

The poor company has it coming from all angles. Consumer’s hate the industry method of saturation distribution, environmental conscious folks hate the paper waste and tree pulp used when creating yellow pages directories, and businesses see costs increasing and value decreasing. Idearc’s solution to the declining revenue is creating a PPC product that far from being as effective for key advertisers as they claim it is. Idearc does not vSoapbox imagealue organic search on Google which is roughly 70% of all web search click results. Google Maps has also impacted the company’s traffic to Superpages.com’s Network. Is it time for the phone book’s to do more than copy innovations from other Local Internet Verticals like ServiceMagic.com’s Service Guaranteeco or copy ReachLocal’s offering to local SMBs. You know… the Proxy-Site based PPC platform that doesn’t offer analytics (doing PPC without analytics is technically managing what you can’t measure) to the client. Who needs to know what is going on with the website when you have a call report like the phone book. Everything they do is hack work. Sorry, but I left due to the inability of the company to service my clients and not spending my time making “Cold Calls”. It required a significant amount of my time to fix issues with fulfillment. For instance, campaign managers actually go to Google and copy the Adwords campaign messages from Google page results when building ads. They also create generic ads and do not focus on landing page optimization.

If I were investing in the company, I would ask… what does Google offer that you do not? What is Google providing campaign managers that Idearc opts out of with its proprietary system? Does Google have a better handle on PPC than companies like Inceptor which Idearc acquired in July of 2006 during the time the company became its own. (or should I say folks like me invested in it based on the credit markets at the time in relation to corporate debt.)

Maybe this potential buyout by the right party will be a good move for my friends and “family” at the company. I wish you guys luck with SuperGuarantee, SuperSEE, SuperPages, SuperTools, SuperKlein, and the SuperTeam from the antiquated yellow pages whose used to nice fat margins that don’t happen when you service your client unless you quit the “Sales Model” business model.

A word of advice for Paulson,  Don’t be sold as easy on Idearc as the cocksure David Letterman wannabe who likes his drink his Pepsi and cocktail a certain way while having some nonsensical view that advertising in the Yellow Pages is target towards intelligent homeowners.

Here is a video of Scott Klein doing “motorcycle stunts” on Dallas highways in order to pump the sales reps for the future announcement of the fact that the company could not afford the debt Verizon had given it. Scott was so kind that he spent millions to let them all stay at the Sheraton Hotel in Dallas earlier this year for a few days introducing ServiceMagic.com’s ServiceGuarantee as the new Verizon Yellow Pages SuperGuarantee and announcing that he wants reps to have a menu pricing list instead of haggling, they want to charge clients for leads at huge rates that reps today refuse to sell, (almost like selling yellow pages ads that don’t work) and I am sure to cover a few other things.

(Maybe the next ads will be of “EveryDay folks touting of how they used the yellow pages to find something…. gotta love brainwashing folks…. sounds better than a catchy jingle or superheroes or copying companies like ServiceMagic.com)  Things still are not as peachy as the folks a the corporate ivory tower pretend them to be. When it comes down to taking care of the client the company holds very little accountability and while it knew it was having issues taking care of clients it did very little to correct the problems.  (Yellow Pages industry profit margins don’t leave much room for good old-fashion customer service) I really don’t feel that the print and online business can be more than ads based. The company will have a huge challenge adapting to the quick pace of the internet marketplace with social media and changes that the major search engines make. Idearc has very little control when Google holds all the cards (traffic). Why a business owner would sign a 12 month contract for Pay Per Click management is dumbfounding.  When they fail to fulfill the promise that “sales reps” commit to with clients the company pauses your advertising campaigns and you the client get stuck receiving collections calls for a $300.00-$1000.00 per month management fee.

Why do companies feel that they can do PPC better than Google? I have seen what the proxy companies use to fulfill Google Adwords campaign orders and I have seen all aspects of the Google Adwords Campaign Management interface and I will tell you that Google has the market beat. You can combine Webmaster Tools and Analytics from Google and get a great picture of what is going on. The ability to measure and the ability to manage.

The Local Google consultant thing is going to kick the company right in the teeth. Not just me down the road, but what happens when business owners realize that $400.00 per month and no dedicated campaign manager is nuts. For that kind of money you can get SEO advice, Websites and still have money left over to fund Google Adwords.  Only a Yellow Pages publisher would create a rate card for the internet that is as boring as the antiquated Yellow Pages.  You cannot treat the internet like you treat ads in a phone book. Only a yellow page company would get into the internet business via acquisition of a search marketing firm only to end up copying its closest and best competitor. At least with ReachLocal the sales reps are paid residual and try a bit harder service the client. Too bad the sales rep is about as clueless as your average “I know what PPC is but I don’t know how to do it” SALES REP.  Not really the place to get advice on internet marketing is it folks?

Meanwhile, Paulson… if you want to know how to fix the issues in the company, ask the clients.   Good luck with the investment. Time for real change at Idearc! Time for real innovation. Time for folks to stop copying the rest of the industry and be more creative!

If you want to be at the top of Google, the last person you need to speak with is the Yellow Pages! The last thing you need is a 12 month contract for Pay Per Click management.

Pay for the campaign build, pay for the knowledge and help if you need assistance Doing-It-Yourself, pay for options specific to your business needs…….

Oh yeah, and DO NOT ALLOW the Yellow Pages companies to build your small business website. You might just end up with something like this:

http://allactionftworthcarpetcleaning.com (it amazes me that some of the best companies have the worst website, Thanks Yellow Pages!)

When for less money you can have:

http://yourfortworthattorney.com ( template site using open source Joomla Content Management System)

10 Steps to Help Your Dallas Area Business Survive & Thrive During the Economic Recession

Mike Stewart the Dallas Google Guru is here to help!


So you prefer Google over getting ink on your fingers with the Yellow Pages…. it’s time to “OPT OUT” of Yellow Pages industry wasteful saturation distribution methods.

October 26, 2009

Saturation Distribution…………. it’s just WRONG!

Photo by Lulu Vision via Flickr
photo by Lulu Vision


It appears that the Public Relations folks at the major yellow pages directory companies are pushing folks on Twitter to use www.yellowpagesoptout.com to stop receiving copies of the printed yellow pages. Well…. TODAY is the day. I am going to call and opt out of getting the books since I no longer need to participate in “distribution surveys” for work. (I no longer work for Idearc Media / Verizon Yellow Pages & Superpages.com). Let’s see if I get anymore books.

Personally I believe that getting a phone book is a necessity for many people. I just believe it needs to be “opted in” instead of “opted out”. Although it appears the industry can afford to lobby to prevent anti solicitation and spam bills, it is apparent that consumers do not have a strong voice in the matter.

Many 3rd party websites exist where consumers are able to get involved in selecting what yellow pages media they want to receive or be “disturbed” by. Sites such as:

http://www.PaperlessPetition.org says:

New research by The Kelsey Group indicates that consumer local media preferences are in transition, influenced by demographic factors, including age, income and education. The younger and more educated and affluent consumers are, the more they tend to utilize online resources at the expense of traditional media.

For example, the survey revealed that just 44% of respondents between the ages of 18 and 34, and only 28% of teens said they would turn to print Yellow Pages first when looking for local listings. On the other hand, 47% of these respondents said their first choice would be search engines.

“There’s a very clear age factor,” said Kelsey Group analyst Neal Polachek. He added that as consumers who are most accustomed to using the Web begin to enter their 30s, when they have more disposable income and are making bigger purchases, so too will businesses in their local advertising. “All of a sudden, you’re looking for schools, you own a house, you’re looking for mortgages — big purchase decisions. Those people will never have had the built-in habit of picking up the print Yellow Pages.”[5]

This research illustrates the decreasing demand for printed directories and the increasing usage of search engines for local information. We should all be following the youth’s lead, not only because their methods are faster and more efficient, but to also help preserve our planet’s limited resources.

Help Stop the Waste!

WhitePages.com sponsored site www.banthephonebook.org says:

Did you know that up to 5 million trees are cut down each year to create the white pages phone book and that taxpayers are spending $17 million each year to have these books recycled? Even more surprising is that almost 75% of consumers are completely unaware of the environmental and financial impact in printing, delivering and recycling these books. Given that you likely use online directories, social networks and mobile phone applications to find the contact information you need, it simply does not make sense to have the white pages phone books forcefully delivered to us every year.

Of course the industry asks you to go to a site it created www.yellowpagesoptout.com to opt out of directory distribution. Many have said that the site does not work as it simply asks you to spend hours on the phone attempting to tell the publisher’s you do not want a book. It has also been found that DEX does a pretty good job of following consumer wishes and leaves a nice door hanger asking you to request a phone book if you opt out (kudos to Dex for doing what people ask).

With YellowPagesOptOut the industry is apparently asking consumers to make a choice of which phone book they do want to receive if any. Maybe the PR folks at Idearc need to state, “Opt Out of Phone Books you don’t want, keep the one with the SuperGuarantee“.

Yellow Pages Industry says Consumers have a Choice....

In my opinion saturation distribution methods are wrong. You see, before the existence of the internet folks needed phone books. It was almost a necessity. How do consumers stop getting copies of phone books? It is not with opting out or opting in… it is by not using the phone book, disposing of it, voice opinions about it, telling businesses that advertise in it you prefer they didn’t, and rewarding publishers who do as you ask. I believe that consumers in many areas of the United States still need phone books. Most of rural America needs the phone book. Unfortunately publishers do not care about providing books based on need. Around 2006 when Verizon Yellow Pages became Idearc Media the company ceased distribution of many rural area books in the state of Texas. Why? It was not as profitable to publish these books since ad costs for smaller markets was significantly less than larger ones and a lack of sales made it a challenge to achieve profitable margins. Smaller publishers seem to make profits and produce a better product in these areas (San Angelo Tx and Bryan-College Station consumers prefer the Area Wide Directory over the Verizon Yellow Pages). Maybe it is the one size fits all approach or the “unachievable” margins the big telco publishers are attempting to receive?

Regardless of how print publishers react to a change in consumer behavior (this change has been taking place since the birth of the internet…. it is not like they have not had enough warning to react) going forward, it is up to consumer’s and advertisers to stop receiving phone books. Publisher’s will continue to lobby our elected officials and will also continue with the “saturation distribution” method. I used to think this issue would fix itself in a “supply and demand” fashion, but it is apparent that supply/demand does not always work, especially when media ad costs may justify cost of distribution. The consumers that do not want the product are forced to get it because some consumers do use the product and advertisers profit from this.

I don’t think I am the only one that believes a yellow page “distribution by subscription” method would be a wise strategy. If you want to increase value, find out who really does use your product. In the hands of the right target market the yellow pages is a very powerful product. I have always told my clients that if you want to be the best website on the internet, become an authority. The best websites are subscribed to. The best magazines are subscribed to. The best TV shows are TIVO’d or subscribed to. The best phone books will also be requested and subscribed to. I would love to be an advertiser in a phone book were the consumer actually requested the product.

BTW, how much is a phone book worth to a recycling company? If I recall the amount of glue in the spine makes it a challenge to recycle.

Additional Yellow Pages Industry Facts

* North American Yellow Pages Print Distribution: 540 million directories
* Global Industry Revenue: $26 billion
* U.S. Industry Revenue: $14 billion
* Revenue from printed directories: 97%
* Revenue from online directories: 3%

There are over 7,000 different titles of Yellow Pages, including competing industry-specific, ethnic-targeted, and “underlay” or neighborhood-specific titles. There are no strict rules, other than market demand, limiting the number of Yellow Pages titles to be printed in a single market. For example, this year in Southern California, it is possible that a person could have over 10 Yellow Pages directories dropped on their doorstep from 10 different publishers. It is also noteworthy that with a distribution of 540 million, there are more directories dropped than the entire population of North America. This industry practice is called “saturation distribution.”

What is “Saturation Distribution”?

In the past, anyone with a landline automatically received a printed copy of the Yellow Pages. But today, with the landline exodus to mobile phones, and considering drops at large apartment buildings or corporate campuses, directory publishers use “Saturation Distribution” to ensure that enough printed copies are available.[1] This means that an over-estimated number of copies are dropped to ensure that everyone gets a copy. Even more waste.
The Biggest Players in the Yellow Pages Game:[2]

RANK MEDIA COMPANY NET DIRECTORY REVENUE
1 SBC Communications $3.8 Billion
2 Verizon Communications $3.6 Billion
3 BellSouth Corp. $2.0 Billion
4 Dex Media $1.7 Billion
5 Yellow Book USA (Yell Group) $1.1 Billion

If you want to share your thoughts directly with the Yellow Pages Association:
Yellow Pages Association (YPA)

Global Headquarters
Two Connell Drive, First Floor
Berkeley Heights, N.J. 07922-2747
(908) 286-2380
(908) 286-0620 (Fax)

Mr. Negley (Neg) Norton
President, Yellow Pages Association (YPA)
908 286-2385
Neg.Norton@ypassociation.org


Idearc Media’s SuperGuarantee…. what’s all the fuss about it?

October 5, 2009

Mondays are typically the day of greatest change.  CHANGE– It is only a 6 letter word but can embrace the meaning of many words. Last Friday was officially my last day as an employee of Idearc Media (it is interesting how folks seem choose to leave or get the pink slip only on Fridays).  I started the company in August of 2000 as a “telephone call-center” sales representative.  Most recently I worked in the (Irving)  Texas local sales office which services the entire state of Texas.  Change has been taking place at the Idearc Media Texas “division” office for the past few months. Personally in my final weeks at Idearc, I had two different District Sales Managers.

Change is also in the air at Idearc as it attempts to fight back against a path of doom and gloom in the print Yellow Pages environment. It is obvious that the above average or average computer user is no longer using the printed media to locate a local plumber or attorney. Although the industry will continue to spit out 5 year old stats from CRM Associates President – Dr. Dennis Fromholzer, who is the leading world expert on “printed” Yellow Pages. You see, the problem with this information is that it is biased. It comes from a source that is paid to produce it.  While working at Idearc,  I found it very hypocritical of the company to ask and push for syndicated research on Yellow Pages as it pertains to the discussion of usage, preference, and the possession of the Verizon Yellow Pages product vs Yellow Book USA’s printed Yellow Pages product.   I am not going to continue the ongoing debate on the uses of print yellow pages, but I want to make sure that folks are fully aware of what is going on.  As an employee of Idearc I was discouraged to discuss what is going on in the industry as well as the company due to the nature of employment. Most recently a very interesting serious of events took place on Ed Kohler’s blog The Deets and I posted about the discussion. Media Consultants at Idearc are instructed to leave discussions about what is going on at Idearc (might also be because policing 3000 sales reps in a social media bathroom wall environment is theoretically impossible) alone via fear of termination. Although it was apparent that Idearc wanted me todrink the Kool-Aidwhen working with clients regarding my personal beliefs of print yellow page usage, I still persisted to reach out and share my opinions. In my opinion what makes a successful media organization is a culture that embraces questions. Questions is how you uncover what CHANGE needs to take place. Idearc Media’s previous (and maybe current–although I have some faith in the new Jefe in town) management team did not want to ask questions. Questions such as how to mitigate issues with receivables and delivering quality leads to non-paying customers. Questions about sales fraud and how serious an issue it is (local sales management folks turned the other cheek in many occasions).  Questions regarding pricing and how a new client can purchase the same size ad for a significantly reduced cost vs an existing advertiser. So many questions and so few attempting to create the solutions to these issues with the right answers.

As many issues Idearc Media has in the sales offices, down the road at DFW Airport the marketing team that Scott Klein has in place have come up with a very well concoct plan to get consumers to use the Verizon Yellow Pages vs other brands in the Yellow Page industry. Since 2001 sales of yellow pages have been falling (an assumptive opinion strictly based on the fact that Verizon did not fully disclose what was taking place with the Yellow Pages division) like a rock. I have seen local Dallas area books come in at negative percentages for years. While Idearc states to the investment community that is was cyclical and due to an economic recession, growth for Google in the local segment has been skyrocketing. Why you may ask? Well my opinion is that Google has more credibility with its offering. Transparency, Price, Usage, and Distribution—- all the things that Idearc states separate its product offering from the competition.

So, what is Idearc’s solution to creating a brand advantage and distinguishing the product from competition this year? The SUPERGUARANTEE program – A $500 reimbursement for Labor on Services Rendered by participating advertisers. When you actually take the time to read the terms and conditions of the product (revised July 30th 2009) it is very clear that Idearc has no intent on being fully transparent. It is more of a marketing gimmick than a real Guarantee. Why you may ask? Here are a few things that you may want to be aware of before getting on board with the FUSS:                               source———> http://www.idearcmedia.com/CammsServlet?assetid=10236

  • Subcontracted services are not eligible for the SuperGuarantee program –  “Subcontracted Services Excluded”
  • You must enter a written contract with service provider prior to services being rendered. Signed by both parties. Labor needs to be itemized
  • Submited claims for the SuperGuarantee must be filed within 30 days of service completion and no later than 90 days from registration date.
  • SuperGuarantee may ask you to obtain & provide to us 2 written estimates of the labor costs to correct the problem described in your claim

and the ones that completely will drive any consumer insane:

  • it may take up to six weeks from the time you submit your claim & all required documentation to complete resolution or payment of your claim
  • Idearc reserves the right to determine that your claim is valid with ” sole discretion”

Well, if politicians and lawmakers actually took the time to read the bill before voting on laws and issues in Washington we consumers would have more money to spend today. So, my warning to advertisers and consumers is be aware of the details of the program prior to participating. I personally believe that Idearc is going the right direction with the SuperGuarantee. It is a step forward to differentiate the product from those of its competitors. The fuss has merit, but just like anything else with corporate marketing, it manages to lose FUSS after reading the fine print.

Personally, I wish Idearc the best going forward. I am no longer with the organization after 10 years due to my inability to conform. I don’t think such a large agency will ever put the client first and foremost before profits. Idearc is accustomed to high margins from the print business, and you just can’t do that with Local Search (we all know that Google, MSN, and Yahoo make all the REAL $$).  In web marketing you must become an authority. Idearc is not in the business of creating authoritative websites online, other than its http://www.Superpages.com, http://www.LocalSearch.com, and http://www.Switchboard.com sites. If they did they would have already upgraded all the sales reps to IE7 from IE6, put an emphasis on content collection, search engine optimization, social media, and the 9 million other things that local search marketing agencies manage do discuss with local small medium businesses.