Posts Tagged ‘SuperMedia’
Tuesday, August 10, 2010

We frequently blog about the strong value that Yellow Pages’ integrated advertising options provide for businesses in their efforts to reach consumers.
Now, SuperMedia is taking “integrated” to another level by becoming the first U.S. Yellow Pages company to introduce Quick Response (QR) code technology nationally on the covers of its Yellow Pages directories—seamlessly linking its traditional print offerings with its newest mobile apps and tools. The QR codes will also appear inside directories and in direct mail advertising.
If you aren’t familiar with QR code technology, it has to do with a matrix barcode, readable through QR scanners and mobile phones, that’s encoded with data. The barcode can include text, URL, or other data that provides the device with information or action items, like directing users to a specific website or downloading a file.
SuperMedia will use QR code in a variety of ways:
- QR codes located on the cover and in the SuperYellowPages as advertisements promoting SuperMedia will prompt users to download the free SuperpagesMobile app.
- SuperMedia ads with the QR codes in the SuperYellowPages will prompt users to register for the SuperGuarantee program.
- QR codes on the back of SuperpagesDirect card packs will direct users to an array of local online coupons on Superpages.com.
The integration of QR technology will give SuperMedia print users more opportunities to take advantage of the company’s growing array of online and mobile offerings. For some, it may be the first time they’ve heard of SuperMedia’s mobile app or its online coupons site—and there couldn’t be an easier way for them to get on board.
I look forward to hearing more about how the QR code helps drive awareness for SuperMedia’s digital and mobile products, as well as the benefits it provides not only for consumers, but for our clients advertising with these new tools.
August 10, 2010 | Leave a Comment
Tags: app, cover, mobile, print Yellow Pages, QR, QR code, Quick Response, scanner, SuperGuarantee, SuperMedia, Superpages.com, SuperPagesDirect, SuperpagesMobile, Yellow Pages, Yellow Pages Association, YPA
Tuesday, July 27, 2010
We’ve noted several times in recent months how important digital coupons are becoming to the local shopping experience. This year alone, increased consumer usage has helped drive new digital coupon services from Yellow Pages companies such as DexOne and SuperMedia, which are eager to help local businesses generate additional leads through this increasingly popular marketing tool.
Now, new research released this week by Coupons.com shows that digital coupon revenues at the company grew an astounding 100% during the 12-month period ending June 30. According to the company, more than $1 billion in digital coupon saving was printed or loaded to a store loyalty card via its website and online network during that period, outpacing the growth of coupons distributed in newspapers 10 to 1.
Coupon.com said that 46.4 million American consumers—or 20.8% of the U.S. population—are now using online coupons, up from 40.2 million in 2008. The company also noted that of the 46.4 million consumers now using online coupons, 12.9 million do not read any part of the Sunday newspaper, an 18 percent increase over 10.9 million in 2008.
Other interesting stats from the release include:
- Searches on Google for “Printable Coupons” increased 67% year-over year.
- Access to exclusive deals or offers like digital coupons were the number one reason consumers followed a brand on Twitter or Liked a brand on Facebook, according to a report by Razorfish.
- Consumers who print digital coupons have an estimated average household income of $96,000, a 14 percent higher income level than the U.S average. Adults with household income of over $100,000 are twice as likely to have redeemed coupons printed from an online source than adults with household income less than $35,000.
- 33.4% of those who print digital coupons have a college degree (up from 30.4% in 2008), compared to 28.9% of those who use newspaper coupons and 26.1% of the general populace. Also, adults with college degrees are almost twice as likely to have used coupons in the past six months as those who didn’t graduate from high school.
Given the fast growth of this online product, I’m excited about Yellow Pages’ existing presence in the space and look forward to seeing how our members’ offerings generate additional leads for local businesses.
For more information, including the popularity of digital coupons by product category, read the Coupons.com press release.
July 27, 2010 | Leave a Comment
Tags: coupons, Coupons.com, DexOne, digital coupons, local businesses, online coupons, SuperMedia, Yellow Pages, Yellow Pages Association, YPA
Monday, June 14, 2010
For those who question the viability of print Yellow Pages in today’s digital age, be sure to check out today’s Dow Jones article on the success of SuperMedia’s SuperGuarantee program.
According to the story, SuperGuarantee—which promises consumers will be satisfied with services found in its listings—has helped fuel double-digital percentage growth in the number of people who use SuperMedia’s print directories in many cities across the U.S.
The program, introduced last year and expanded in March, ensures that customers of participating SuperGuarantee businesses can rely on SuperMedia to help resolve any service issues they experience—or SuperMedia will reimburse the customer up to $500 of the cost of labor for the service.
If SuperMedia’s newfound growth is any indication, print will remain an important component of local search as the industry continues to find new ways to bring value to the directory. It’s all part of the industry’s strategy of aligning print with increasingly popular digital and mobile platforms to create a truly integrated experience.
Be sure to read the Dow Jones piece.
June 14, 2010 | Leave a Comment
Tags: directories, Dow Jones, print, print Yellow Pages, SuperGuarantee, SuperMedia, Yellow Pages, Yellow Pages Association, YPA
Friday, June 11, 2010
The Yellow Pages Association board of directors met yesterday in Raleigh, North Carolina to discuss—among other important topics—its future makeup.
I’m happy to report that Chris Cummings, CEO and equity owner of Marquette Group, has been re-elected chairman of YPA’s board of directors. It’s been a great year with Chris on the team, helping to drive growth and innovation for our more than 400 member companies.
The board also elected Scott Klein, CEO of SuperMedia, vice chairman, and elected Scott Pomeroy, president and CEO of Local Insight Media, as secretary-treasurer.
Additional director seats include: Kathleen DeCaire-Aden, Wahlstrom; Bill Dinan, Telmetrics; Norm Hagarty, DAC Group; Frank Jules, AT&T Advertising Solutions; George Bednarz, Dex One; Sharon Sweeney, Nationwide Media; Marc Tellier, Yellow Pages Group; Joe Walsh, Yellowbook and Neg Norton, YPA.
For the full board press release, click here.
June 11, 2010 | Leave a Comment
Tags: AT&T, Board, Board of Directors, Chris Cummings, DAC Group, Dex One, Local Insight Media, Marquette Group, Nationwide Media, Neg Norton, Scott Klein, Scott Pomeroy, SuperMedia, Telmetrics, Wahlstrom, Yellow Pages, Yellow Pages Association, Yellow Pages Group, Yellowbook, YPA
Wednesday, June 9, 2010

Over the past few months, we’ve talked about the growing popularity of digital coupons in the online—and offline—local shopping experience. As Neg Norton noted in a column on Search Engine Land in March, approximately 35% of U.S. online users surveyed in a recent Compete.com study said they visited coupon sites when shopping online.
So it comes as no surprise that the Yellow Pages industry is increasingly adding online coupon offerings as a means of driving new business leads for its customers.
This morning, Dex One was the latest YP provider to join the trend. The company announced a new service that allows businesses to “create, publish, and prominently display unique digital coupons” on Dex One’s popular local search sites, including DexKows.com and DexKnows Weddings. Businesses can customize their coupons with unique messages, logos, and other features, according to the company.
Earlier this year, SuperMedia launched 72 city-specific Twitter accounts that distribute thousands of coupons from its local business listings at no cost to owners.
I’m glad to see that our industry is taking advantage of this new opportunity to provide businesses and potential customers with yet another platform to find one another and complete sales.
June 9, 2010 | Leave a Comment
Tags: business leads, coupons, Dex One, DexKnows, DexWeddings, digital coupons, local coupons, online coupons, Search Engine Land, SuperMedia, Yellow Pages, Yellow Pages Association, YPA
Monday, April 19, 2010

Awards are part of any good trade association conference, celebrating your best and brightest isn’t just fun, it’s necessary. Singling out innovative members and honoring them in front of their peers is a great way to highlight outstanding efforts in new products, services and for community outreach.
The YPA has had an award program for over 30 years, and this year’s program was transformed along with the rest of the Conference. Categories were trimmed and for the most part, only the top or Gold winners were acknowledged.
At a “red carpet” reception, winners from across the country and around the world were feted with applause and trophies.
SuperMedia took home the gold for both Marketing Innovation (SuperGuarantee) and Community Service for “Summer of Good Reads and Good Deeds”. Ketchum Directory was honored in the Advertiser Success Story category and TMP won in the Process Innovation category for a unique measurement tool.
Other companies honored include AT&T Advertising Solutions, Telmetrics and ConnectFKM. Several individuals were honored, as well, for their contributions to the Yellow Pages industry.
Details of the award winners can be found here.
Congratulations to all!
April 19, 2010 | Leave a Comment
Tags: annual conference, AT&T Advertising Solutions, Award winners, Community service, ConnectFKM, Ketchum Directory, Summer of Good Reads and Good Deeds, SuperGuarantee, SuperMedia, Telmetrics, TMP, Transformers, Yellow Pages, Yellow Pages Association, YPA, YPA10