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Dick Larkin American Marketing & Publishing
American Marketing & Publishing HomePages Directories 323 Community Directories 54 new books last year 194 new books plann...
Conquering Misperceptions Crafting New Realities
Good News and Bad News
First, the BAD NEWS
If you are in the business of printed telephone directories, you are going to be out of business
EVERYONE   ( outside of the industry)  agrees that  printed directories  are  going to die
They only disagree  on the timing
Now the good news
 
I mean the  other  good news
If you are in the business of  connecting customers
Your services will  always  be needed
Perception Is Not Reality
Perception  DRIVES  Reality
The expectation that print is dying is accelerating the final outcome
 
I’ll believe it  when I  _   _   _  it
WRONG!
I’ll believe it  when I  believe  it
Customers doubt your claims
They are confused by your “facts”
Help them convince themselves
Share Stories of Others Being Successful
Tell  Your  Story
Good News from the Future
This survives but in a new form
 
 
 
Live Long and Prosper
Arousing Developments in Advertising
Risk Shifting
In the good old days, advertisers bore all the risk
If ads didn’t work, their only recourse was to quit advertising
You could count on delivery,  but not engagement
Pay-Per-Click is a guarantee of engagement
Pay-per-call is even more engagement
Groupon Flipped the Model
Rather than ask for advertising dollars,   Groupon delivers a check  and an audience  FIRST
The world has changed. Deal with it.
Look Where It’s Going
The best way to look into the future is to look into the past
5 Years Ago 2006
5 years ago in 2006 <ul><li>Facebook was 2 years old </li></ul><ul><ul><li>invitation only </li></ul></ul><ul><ul><li>rest...
5 years ago in 2006 <ul><li>Oxford English Dictionary added “Google” as an official word (noun and verb) </li></ul>
5 years ago in 2006 <ul><li>YouTube was 14 months old and would not acquired by Google until October 2005 </li></ul>
5 years ago <ul><li>Twitter did not exist </li></ul><ul><ul><li>(would not be launched until July 2006) </li></ul></ul><ul...
<ul><li>iPhone  more than a year away.  </li></ul><ul><li>(introduced July 2007) </li></ul><ul><li>Top selling phone of 20...
<ul><li>Blockbuster had 9,000 stores </li></ul><ul><li>They currently have 5,000 stores and were sold in bankruptcy to Dis...
<ul><li>The first Redbox kiosks were tested </li></ul><ul><li>They now have 26,000 locations and have rented over a billio...
Everything is . . .
More Personal
More Mobile
More Socially Connected
More Convenient
More Measureable
More  Efficient
More  Self Service
More  Instant
The pace of change is  increasing
Margins keep going down
Conquering Misperceptions
5 Years From Now 2016
<ul><li>Will we be  </li></ul><ul><li>online  more? </li></ul>
<ul><li>Will we be more  socially networked ? </li></ul>
<ul><li>Will  video  be  </li></ul><ul><li>more important? </li></ul>
<ul><li>Will  mobile  be  </li></ul><ul><li>more important? </li></ul>
<ul><li>Will people still want deals? </li></ul>
<ul><li>Will risk continue to shift away from the advertiser? </li></ul>
<ul><li>Will businesses still need help getting customers? </li></ul>
The Secret to the Perception of Success
Fast Results = Success
So What Should You Do?
Get  Help
Be the Navigator and Activator
Act Like You Know What You’re Doing
Businesses Crave Vision
So Now What?
People Buy From Someone They
Know Like & Trust
Step 1. Sell Something Engaging
Step 2 Reduce Risk
Step 3 Work Like Hell to Make the Customer Happy
Repeat and Refine
Make Your Own Rules
ADP Members want you to succeed and will help
Thank You
 
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The Future of Yellow Pages

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Dick Larkin's closing keynote to the Association of Directory Publishers conference on April 28, 2011

Published in: Business, Education
  • HI Dick! This is awesome, Still useful even now....And 2019 YP is stopping their printed business but not on the engaging and connecting business
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  • Hi Dick, great presentation, it was very helpful.
    Thank you
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  • Hi Dick, being in the directory business as a software vendor for 20 years I was thinking ’maybe it’s time to move on to other industries’. Your presentation has changed this. YP is still fun! Thank you so much. Boris
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  • Dick , great energy and ideas!
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  • I've uploaded and attached the audio track of the presentation.
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The Future of Yellow Pages

  1. 1. Dick Larkin American Marketing & Publishing
  2. 2. American Marketing & Publishing HomePages Directories 323 Community Directories 54 new books last year 194 new books planned this year Average 10,800 copies 10 Upper Midwestern States 14 Years in Business
  3. 3. Conquering Misperceptions Crafting New Realities
  4. 4. Good News and Bad News
  5. 5. First, the BAD NEWS
  6. 6. If you are in the business of printed telephone directories, you are going to be out of business
  7. 7. EVERYONE ( outside of the industry) agrees that printed directories are going to die
  8. 8. They only disagree on the timing
  9. 9. Now the good news
  10. 11. I mean the other good news
  11. 12. If you are in the business of connecting customers
  12. 13. Your services will always be needed
  13. 14. Perception Is Not Reality
  14. 15. Perception DRIVES Reality
  15. 16. The expectation that print is dying is accelerating the final outcome
  16. 18. I’ll believe it when I _ _ _ it
  17. 19. WRONG!
  18. 20. I’ll believe it when I believe it
  19. 21. Customers doubt your claims
  20. 22. They are confused by your “facts”
  21. 23. Help them convince themselves
  22. 24. Share Stories of Others Being Successful
  23. 25. Tell Your Story
  24. 26. Good News from the Future
  25. 27. This survives but in a new form
  26. 31. Live Long and Prosper
  27. 32. Arousing Developments in Advertising
  28. 33. Risk Shifting
  29. 34. In the good old days, advertisers bore all the risk
  30. 35. If ads didn’t work, their only recourse was to quit advertising
  31. 36. You could count on delivery, but not engagement
  32. 37. Pay-Per-Click is a guarantee of engagement
  33. 38. Pay-per-call is even more engagement
  34. 39. Groupon Flipped the Model
  35. 40. Rather than ask for advertising dollars, Groupon delivers a check and an audience FIRST
  36. 41. The world has changed. Deal with it.
  37. 42. Look Where It’s Going
  38. 43. The best way to look into the future is to look into the past
  39. 44. 5 Years Ago 2006
  40. 45. 5 years ago in 2006 <ul><li>Facebook was 2 years old </li></ul><ul><ul><li>invitation only </li></ul></ul><ul><ul><li>restricted to students and a few companies </li></ul></ul><ul><li>It now has over 600 million active users </li></ul>
  41. 46. 5 years ago in 2006 <ul><li>Oxford English Dictionary added “Google” as an official word (noun and verb) </li></ul>
  42. 47. 5 years ago in 2006 <ul><li>YouTube was 14 months old and would not acquired by Google until October 2005 </li></ul>
  43. 48. 5 years ago <ul><li>Twitter did not exist </li></ul><ul><ul><li>(would not be launched until July 2006) </li></ul></ul><ul><li>294 million Twitter users today </li></ul>
  44. 49. <ul><li>iPhone more than a year away. </li></ul><ul><li>(introduced July 2007) </li></ul><ul><li>Top selling phone of 2006 was a phone </li></ul>
  45. 50. <ul><li>Blockbuster had 9,000 stores </li></ul><ul><li>They currently have 5,000 stores and were sold in bankruptcy to Dish Network </li></ul>
  46. 51. <ul><li>The first Redbox kiosks were tested </li></ul><ul><li>They now have 26,000 locations and have rented over a billion DVDs </li></ul>
  47. 52. Everything is . . .
  48. 53. More Personal
  49. 54. More Mobile
  50. 55. More Socially Connected
  51. 56. More Convenient
  52. 57. More Measureable
  53. 58. More Efficient
  54. 59. More Self Service
  55. 60. More Instant
  56. 61. The pace of change is increasing
  57. 62. Margins keep going down
  58. 63. Conquering Misperceptions
  59. 64. 5 Years From Now 2016
  60. 65. <ul><li>Will we be </li></ul><ul><li>online more? </li></ul>
  61. 66. <ul><li>Will we be more socially networked ? </li></ul>
  62. 67. <ul><li>Will video be </li></ul><ul><li>more important? </li></ul>
  63. 68. <ul><li>Will mobile be </li></ul><ul><li>more important? </li></ul>
  64. 69. <ul><li>Will people still want deals? </li></ul>
  65. 70. <ul><li>Will risk continue to shift away from the advertiser? </li></ul>
  66. 71. <ul><li>Will businesses still need help getting customers? </li></ul>
  67. 72. The Secret to the Perception of Success
  68. 73. Fast Results = Success
  69. 74. So What Should You Do?
  70. 75. Get Help
  71. 76. Be the Navigator and Activator
  72. 77. Act Like You Know What You’re Doing
  73. 78. Businesses Crave Vision
  74. 79. So Now What?
  75. 80. People Buy From Someone They
  76. 81. Know Like & Trust
  77. 82. Step 1. Sell Something Engaging
  78. 83. Step 2 Reduce Risk
  79. 84. Step 3 Work Like Hell to Make the Customer Happy
  80. 85. Repeat and Refine
  81. 86. Make Your Own Rules
  82. 87. ADP Members want you to succeed and will help
  83. 88. Thank You

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