January 28, 2013- New Study Shows the Migration from Print Yellow Pages to Digital Local Search Slower than Predicted

New Study Shows the Migration from Print Yellow Pages to Digital Local Search Slower than Predicted

The move from print yellow pages to digital search by consumers looking for a local business was significantly slower than predicted in 2012, according to a new analysis by Market Authority, the world's leader in Print/Digital market research.

Salt Lake City, UT (PRWEB) January 24, 2013

“The migration away from printed yellow pages is turning out to be more of a glacial-like movement than a land slide,” said Steve Sitton, president and CEO of Market Authority. “It is even slower than we expected and I realize these results may come as something of an ‘inconvenient truth’ to many inside and outside the directional media industry”.

Market Authority analyzed 39 markets studied in 2011 and then studied again in 2012. About half of the markets were large and small metro areas and the other half was comprised of rural areas. Many of the markets in the study group had over 1000 live interviews in each of the two years, making a total of nearly 60,000 live consumer interviews in the overall migration study. The company surveyed consumers in all age demographics and weighted them according to current population percentages. Based upon the analysis, Market Authority found that reported digital exclusive usage grew only by 3.24% in 2012. (Digital exclusive usage is defined by consumers reporting having fully dropped print yellow pages in favor of digital search).

“The reason we believe the move away from print has slowed is that the consumer ‘early adopters’ have been exhausted” Sitton commented, on the 20%-30% of consumers who moved over in the last 7 years. “The majority of consumers use both print and digital search media. Small and medium-sized businesses need to understand this important distinction.”

“This analysis provides an arsenal of proof that print products will last a lot longer than anyone thought,” Sitton concluded. “Print is not dying on the schedule previously imagined by almost everyone. The current power of print combined with the slow rate of migration from print to digital indicate that large publishers will need to have a longer term plan to include print as a major Directional Media product.”

By: Market Authority

For More information, contact  http://adp.org/node/481

Dispel the Myth - Yellow Pages are NOT Dead

In the immortal words of Mark Twain, "The rumors of my death have been greatly exaggerated."  There has been a lot of misinformation and rumors going about that have resulted in the myth that "Yellow Pages are dead", and we all know that this is definitely not true.

As you may know, the Association of Directory Publishers (ADP) has launched a comprehensive multi-media campaign called The Power of Yellow that provides a series of clear, compelling, and consistent, fact-based ad messages designed to destroy the myth that "no one uses the Yellow Pages" and to shatter the misperception that "everyone is online".

For the future of our industry and the prosperity of our companies, we need to band together and help to make the world understand that the Yellow Pages, both in print and digital, is still the leader in connecting buyers with sellers.  We need to show the world that the Yellow Pages is not a relic of the past, but rather a strong, time-proven, and ever evolving multimedia, directional source, and is the fuel that drives business forward worldwide.

Yellow Magic strongly supports this effort and is helping supply publishers and their sales staff with the tools to effectively respond to this misconception and to be able to prove that the Yellow Pages, the original local search engine, is stronger than ever with call rates up by 18% and 7.4 billion users last year alone, of which 85% made a purchase.  The industry has evolved to supply the best quality information for all digital platforms as well as in print, with 100% recyclable paper, to continue the strong tradition of being the premier source of current, relevant, and complete "where to buy" information.

Please visit our web site http://www.yellowmagic.com/Power_of_Yellow/ as well as ADP's web site http://www.adp.org/ to learn the facts and to arm your sales reps with the facts they need.



Thanks for your time and your support of our great industry.

Ron Mintle

Ronald Gale Mintle
Yellow Magic Incorporated
41571 Date Street
Murrieta, CA 92562  USA
+1 951-506-4005 ext. 101
www.YellowMagic.com
www.yellowmagicblog.blogspot.com
http://twitter.com/yellowmagicinc

Romancing the South Pacific - Yellow Magic News

Recently Ron Mintle our CEO, had to travel to the South Pacific, a place most people would love to travel…however, Ron ultimately came into contact with Cyclone (Hurricane) Evan twice as he puddle- jumped islands visiting customers and making sales calls. At one point, it appeared as though Ron was actually a Cyclone-chaser! Not only was he in the eye of the cyclone in Samoa, but then 4 days later he was hit by the same cyclone in Fiji!  The ground floor of his hotel in Samoa was flooded when a nearby river overflowed, and then his hotel in Fiji was totally destroyed.  The cyclone that hit Samoa was a Level 3 and the Level 4 cyclone in Fiji  had winds of 100 mph with gusts to 160 mph!  No electricity, water, phones, or no real food, just SMS texting for intervals when the cellular system was up.  Somehow Ron got home the day before Christmas, and with all the hub-bub of flights being cancelled and rescheduling, we are happy to finally have him home at the office, safe and sound. Our good friend Roman Sotelo from New Millennium created this fun picture for us as a memento of the event!  Thanks Roman!!!

ADP Salutes the Power of Yellow - Rally November 2, 2012

The Association of Directory Publishers, ADP, (Traverse City, MI) will hold a one-day rally Nov. 2, 2012 at the Sheraton Chicago O’Hare Airport Hotel to launch its Power of Yellow Rally. The free-of-charge rally will begin at 10 a.m. and is scheduled to end at 1 p.m.   Visit http://www.adp.org for more information.

Ron Mintle  CEO of Yellow Magic Incorporated and Partners Committee Chairperson for ADP, would like to honor all Yellow Pages Publishers and partner attendees, and will be there to encourage our Industry and the ADP staff!  

Yellow Magic Proud to Attend the ADP's 2013 Annual Convention & Partners Trade Show

Yellow Magic Incorporated is proud to attend the 2013 Association of Directory Publishers Annual Convention & Partners Trade Show in St. Augustine, Florida, April 29 - May 2, 2013.
Larry Angove, President/CEO of the Association of Directory Publishers (ADP) recently announced the date and location of the Annual Convention & Partners Trade Show, and we would like to share it with all our customers and friends: 

The 2013 Annual Convention and Partners Trade Show of the Association will be held at the Renaissance World Golf Village Resort in St. Augustine, Florida, April 29 – May 2.

Valerie Donn of our HQ staff has done a superb job of extracting concessions from that Resort that will make your arrival and stay both convenient and enjoyable.

The Renaissance World Golf Village Resort enjoys an AAA Four Diamond rating and Valerie has successfully negotiated a room rate of just $169 per night – with no resort fee!

She also negotiated complimentary airport transportation to and from the Jacksonville airport on our peak arrival and departure dates.

The Resort is home to The World Golf Hall of Fame and boasts two on-site championship layouts –the King & Bear and the Slammer & Squire.

There are tons of places to shop and dine within minutes of historic St. Augustine – America’s oldest city – and Valerie has arranged for complimentary shuttles both to St. Augustine and the Atlantic beach.

The Resort is very family-friendly, with the Murray Bros. (as in Bill) Caddyshack Restaurant and the Southeast’s largest 3D IMAX theater.  Add to all this the Spa Laterra and complimentary use of the Health & Fitness Center, and St. Augustine is the place to be in late April.

Mark the dates of your calendar today!  More details to follow!!

For more information, visit the ADP's website at www.adp.org

We hope to see you all there!

The Yellow Magic Team

David Goddard of The Goddard Report Interviews Ron Mintle, CEO of Yellow Magic

May 2012


Yellow Magic CEO Ron Mintle recently shared his thoughts on the success of directory publishers with Dave Goddard at The Goddard Report, in the article "Mintle Sees Success in Blended Approach to Local Search as Print and Digital Collide."

"If you’re just print, you’re probably singing the blues, losing money and blaming print and the economy," Mintle said. "And, if you’re digital? Most aren’t doing well because they are competing in a space that is not brand conscious because users and advertisers are fickle on digital. And, who’s successful? People who don’t say ‘I am digital or I am print.’ It is people who say ‘I’m going to serve the buyer and the seller.'"

The Goddard Report (formerly Yellow Pages & Directory Report) has been the leading independent source of timely news and objective analysis on the yellow pages industry for more than 25 years, delivering breaking stories about key mergers & acquisitions; expansion efforts and new releases; financial results at top companies; new sales contracts; and management changes.

For more of Mintle's insights on the industry, visit The Goddard Report website.

What Our Customers Are Saying

There is no doubt that Yellow Magic has had the opportunity to work with some of the finest directory publishers and production staffs across the globe.  "What Others Say About You" has always been important feedback for our executive team because it not only offers direction on how to continue to improve your product, service and customer service, it is also a very powerful morale-lifter for the entire company when "What They Say" is genuine, kind and complimentary.

We've just posted a few comments from some of our publishers that have been using Yellow Magic Directory Publishing software, on our home page.  YellowMagic

The comments add a variety of perspectives over many years of usage.

We really appreciate any and all feedback we get from our users, for we are indeed, partners in our mutual success.