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Article: Yellow Pages group pushes for ad dollars; Stresses effectiveness, changes name.(News)
- Article from:
- Advertising Age
- Article date:
- October 11, 2004
- Author:
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: LISA SANDERS
yellow pages publishers have an identity crisis. The trade association representing phone-directory publishers has changed its name for the fourth time since it was founded in 1975, and it's now seeking to clarify that with an ad campaign and a survey showing its effectiveness, particularly combined with other media.
"We are more than just a paper medium,'' said Neg Norton, president of the Yellow Pages Association. The group, founded as the National Yellow Pages Service Association, is changing its name from Yellow Pages IMA (for "integrated media association'') to the Yellow Pages Association.
Yet even as the name ...