The Power of Yellow: How Can Yellow Pages Grow Again?

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Gordon Borrell reflects on his keynote from the ADP Annual Convention. Local Media is back. Yellow pages companies will do just fine selling print advertising, but revenues aren't going to grow unless they get completely into digital. Yellow pages will probably decline over the next 5 years (smaller publishers will see gains.) You have to have digital only sellers, to see digital take off.

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  • I do understand that digital is the way of the future, but I also feel that publishers have given in to digital without a fight. I've been retired now from the Yellow Pages for several years and spent over 30 years in the industry. One of the deciding factors of my decision was the following reason.

    Our VP of Sales at that time had asked me my opinion on the way he and the CEO had decided what direction to take on print. My opinion was at that time was that they were just giving in to digital. The VP of Sales wanted us to train the sales reps on how to accept the loss in print and just turn it over into digital. My opinion was to save the print as we have in the past and sell digital as an addition. My thoughts were at that time was you still had a great percentage of consumers using print and what you were doing was closing the door on them. I admit I use digital part of the time, but like a large percentage of individuals in my age group......still use print. How can you turn your back on the individuals still using print.......as the 'Old Sales Aid' pointed out.....your closing your doors to consumers who use print to shop!

    I can go on and on with this discussion and I feel publishers should be training their reps as we did years ago, how to sell, increase and save loss in print.
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