Tuesday, April 10, 2012

YP.com and AT&T Interactive Sold!

An affiliate of Cerberus Capital Management, L.P. (Cerberus) has agreed to acquire AT&T Advertising Solutions and AT&T Interactive. The new entity will include AT&T's The Real Yellow Pages® print directories, YP.com, the YPSM Local Ad Network, and the YPmobile® app.

What's most interesting is that the business units generated approximately $3.3 billion in revenues in 2011, yet sold for a reported 950 million for a 53% stake. While of course both parties publicly claim how everyone benfits from this deal, business owners can only wonder what is happening to the once proud and growing yellow page industry.

Recent analysis shows Internet Yellow Page directories are experiencing a downward turn similar to their predecessor – the Yellow Pages phone book

Dear Business Owner,

Online Yellow Page directories are not in high demand with today’s more discriminating audience. This downward trend is evident upon examination of the Google Trends graph (Fig.1) shown below.

Google Trends
Business owners who want to achieve measurable results with their online marketing can learn more about the technologies that are generating measurable returns and new leads at www.urwaconsulting.com.

With Google’s dominance online, the advent of Facebook, YouTube, Twitter and other social media platforms, it would appear that any hope the Yellow Pages industry had in recovering lost revenue by channeling their focus to online directories may be short lived. Whatever claims are being made within the online Yellow Page industry, one fact is very clear, when you compare online visitors that use Google and other social media platforms to visitors using online yellow Page directories, the latter group is barely a blip on the radar as evident in the Google Trends graph (Fig. 2) shown above.

It’s a rare occasion when we find a small business owner experiencing a return on their internet Yellow Pages advertising investment.

We are seeing more and more small and medium sized businesses experience remarkable results with customized marketing plans that focus on search engine optimization (SEO), search engine marketing (SEM) and a well thought out social media strategy.

What should you do when marketing and advertising strategies are in such fluctuation and traditional methods no longer work?

Call URWA Consulting for a free consultation to learn how to market and stay ahead of your competition.

With more than 40 years of industry experience by our founding partners, URWA Consulting opened its doors in July of 2011 and provides discounted customized online marketing solutions with proven performance based solutions. Our client results have surpassed any of their previous online marketing endeavors, particularly those associated with online yellow pages.

Our clients value the services we offer. They thank us (see image) and send us referrals. We do not require long-term contracts and our clients can terminate their relationship with us at any time for any reason.

I’m convinced we can provide you with superior service to what you have been experiencing from any online Yellow Page advertising. It doesn’t make sense to rent space on an online Yellow Pages directory when you can establish online equity on your own.

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