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Ad agencies, Advertisers, and any Media outlet, see how it works...
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KELSEY GROUP - LOCAL MEDIA JOURNAL
ADP Plans Web Site Devoted to CMRs
(February 23, 2006) - The Association of Directory Publishers is developing a Web site aimed exclusively at helping Yellow Pages agencies find information on independent directory publishers in order to make informed purchase decisions in an efficient manner.
ADP President Larry Angove told The Kelsey Group one common complaint certified marketing representatives make about working with independent publishers is each has a Web site formatted in a different manner. This makes it tedious for CMRs to gather the data they need to make recommendations to their clients.
The site will give ADP members the opportunity to post their data in a common format that addresses CMR concerns but also offers individual branding. "This is a one-stop, single-source site that is uniformly formatted," Angove said.
The site, to be called CMR Gateway, is being developed by MediaTraks on behalf of the ADP. The current plan is to debut the site at the ADP Annual Meeting, April 6-8, in Tampa, Florida.
Participating Publishers will pay a per-directory fee to have their information placed on the CMR Gateway site. Angove says more than 40 publishers already have content on the system, representing about 1,200 directory titles. He is hoping for full member participation.
Among the features that will be available on the new site are multiple-attribute searching (for example, by geography, publisher, demographics, etc.); access to research data, including call-tracking information; order and graphics transmission; distribution figures; and mapping capabilities, according to MediaTraks President Taylor Treese.
While the new site will have transaction capabilities, Angove insisted it is not being developed to compete with the Yellow Pages Association’s Elite system, which most CMRs use to place orders with Yellow Pages publishers. The ability to conduct transactions is there primarily for those publishers not currently present on the Elite platform.
The Bottom Line: Independent publishers have long complained that they get less than their fair share of national revenues, based on their usage. Independents have been emboldened recently by initial results from the ongoing industry syndicated research project that show they have strong minority usage share in many key markets and majority or plurality of usage in some others. The results, taken as a whole, make the case at the very least for more multiple book buys in major markets.
Independents fear infrastructure arguments will continue to dampen CMR enthusiasm for buying advertising in their products. The gateway is one clear effort to address CMR concerns and, truth be told, to eliminate a potential excuse for not directing more revenues to independents.
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