Posts Tagged ‘The Berry Company’

New Online Destinations Create Local Marketing Opportunities For Small Businesses

Tuesday, March 9, 2010

In my article posted on Search Engine Land this week, I discuss how advances in digital offerings are presenting small businesses with a growing range of possibilities for where to spend their ad dollars. Additionally, I discuss how owners these days are faced with the difficult task of determining how to link old and new initiatives into cohesive strategies that deliver the strongest rates of return for their businesses.

Since the start of the year, we’ve shared announcements from several major Yellow Pages companies including SuperMedia, Dex One Corp., The Berry Company, and Yellow Pages Group about new services, partnerships, and acquisitions that provide small business with the means to combine the most recent digital marketing possibilities with traditional print and online options that they’ve used for years.

Today, it’s not just about Internet Yellow Pages, which millions of small business already know and use. I’m also talking about new vertical web sites including digital coupon sites, shopping comparison sites and user review sites that are among the latest drivers of local leads and are increasingly being added to the portfolios of various Yellow Pages companies.

For my thoughts, check out my Search Engine Land column here.

March 9, 2010 | Leave a Comment
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The Berry Company Transforms, Expands Digital Offerings

Friday, January 29, 2010

It’s the last day of a very busy month for Yellow Pages companies.  We came out of the gates of 2010 with a number of important stories about the transformation of our industry, from SuperMedia, R.H. Donnelley (soon to be known as Dex One Corp.), and AT&T.

So it’s no surprise that yesterday, The Berry Company announced that it was entering into contracts with two Web site development and search engine marketing companies, Yodle, Inc. and Web.com Group Inc. These partnerships will help Berry to further expand beyond its traditional roots in print publishing to become an integrated provider of both print and digital local search services.

Earlier this month, Berry announced a transformative effort to put it in a stronger position to assist small businesses in developing a multi-platform approach to their advertising, including print directories, Internet Yellow Pages, web sites, search engine marketing optimization and video.

I think the comment from Scott Pomeroy, Berry’s president and CEO, in his announcement this week was a great statement that reflects what’s going on in our industry at large.  He said, “The launch is the culmination of the strategy and plans we have been working on for the past two years.  We are expanding our legacy role as a print yellow pages publisher to become a local search services provider in order to meet our clients’ need for leads from the many sources consumers use today as they search for local businesses.  We have spent the last year re-engineering every aspect of our business, which we believe will fundamentally transform how we operate and serve our clients.”

I’m looking forward to seeing all the news of the past month turn into real results for Yellow Pages companies, and for our advertising customers as well.

January 29, 2010 | Leave a Comment
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