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A Well-Trained Sales Force is Critical to Yellow Pages' Transition to Multiplatform Medium
Thursday, September 04, 2008
Global Yellow Pages executives to explore latest sales strategies at Kelsey's upcoming Directional Media Strategies 2008 conference.
PRINCETON, N.J., Sept. 4 /PRNewswire/ -- Based on a review of quarterly
financials reported by five leading public Yellow Pages publishers, the
average share of revenues from online advertising was 15.2 percent for the
first half of 2008, up from 12.8 percent in the first half of 2007 -- a
one-year increase of nearly 19 percent. These figures illustrate how quickly
the shift from print to online is taking place, according to The Kelsey Group.
This analysis aligns with the firm's directional media forecast released
earlier this year, which indicated that growth in directional advertising --
local search, print Yellow Pages and Internet Yellow Pages -- would be driven
in large part by growth of the interactive segments. The firm's analysts
emphasize that while local search and IYPs continue to gain market share,
print will remain the most important source of leads for small businesses,
reinforcing the multiplatform business model.
A well-trained sales force is critical to the success of a multiplatform
business strategy, according to The Kelsey Group, which is why it is a primary
focus of the firm's upcoming Directional Media Strategies 2008 conference (DMS
'08: The Multiplatform Opportunity), Sept. 15-17 in Atlanta.
"As the revenue mix becomes diverse, the importance of adjusting the
business model, and the way the sales channel is organized, becomes much more
acute," said Charles Laughlin, senior vice president and program director, The
Kelsey Report(R), and managing editor, The Kelsey Group. "At DMS '08, we will
take a close look at the complex multiproduct offerings sales reps are now
selling and what publishers are doing to position their sales forces to
succeed."
DMS '08 is The Kelsey Group's 29th Yellow Pages and directory conference
(formerly Directory Driven Commerce -- DDC: The Future of Yellow Pages),
attracting the widest and most diverse audience of senior executives from
across the global directional media industry. The conference agenda reflects
the challenges and opportunities presented by the changing local media
landscape. Sessions will cover the priorities of today's traditional and
online publishers, which must balance the need to focus on the basics --
selling and publishing the best directory products they can in the current
economy -- while finding ways to achieve sustainable, long-term growth and
strategic advantage in a multiplatform marketplace. DMS '08 features a number
of sessions that highlight the role of the sales force, including:
-- From Perception to Performance: The Sales Channel Revolution
-- Selling in a Down Economy
-- The Online Video Opportunity
-- Mobile Local Search: What's the Role for Yellow Pages Publishers?
-- The Change Imperative
In addition, The Kelsey Group is conducting a three-hour pre-conference
session on Sept. 15 titled, "Advanced Online Selling Skills." The session is
designed for those responsible for developing a local media organization's
sales strategy, managing the sales force, or evaluating or recommending
training programs that support sales objectives.
DMS '08 conference sponsors include Acxiom, Adfare, AgendiZe, Amdocs, AT&T
Real Yellow Pages, Call Genie, eStara, Exalead, Imagine Local, infoUSA, Local
Matters, Local.com, Localeze, Marchex, MDS, MediaTraks, Mixpo, Spotzer,
Superpages.com and Telmetrics. Association partners include Association of
Directory Marketing (ADM), Association of Directory Publishers (ADP),
International Classified Media Association (ICMA) and Yellow Pages Association
(YPA). For more information about DMS '08: The Multiplatform Opportunity,
visit http://www.kelseygroup.com/directional-media-strategies-2008.
About The Kelsey Group
The Kelsey Group is the leading provider of research, data and strategic
analysis on directories, small-business advertising, online local media,
vertical market advertising and mobile advertising. Founded in 1986, the
company has built a reputation as the premier analyst firm covering the
directory publishing community and the emerging local search marketplace,
providing advisory services (The Kelsey Report(R), Interactive Local Media and
Marketplaces), publishing (Global Yellow Pages(TM)), consulting (more than 400
individual assignments) and conferences (72 events). For more information
about The Kelsey Group, visit http://www.kelseygroup.com.
Available Topic Expert(s): For information on the listed expert(s), click
appropriate link.
Charles Laughlin
https://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=47514
SOURCE The Kelsey Group
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