Yellow Pages…They Are Not Going Away!

Don’t laugh…this is getting serious

Did you catch the exciting headlines about the big yellow pages announcement? Did you ever think you would see the words “exciting” and “yellow pages” in the same sentence? The answers to both of those questions are probably no and definitely not. But this is something that all of us in local media should pay very close attention to.

In late June, Dex Media announced the acquisition of YP Holdings, the publisher of the Real Yellow Pages and If you think this really isn’t anything to watch, check out how DexYP, in their own words, describes their business “…provides local business automation software and digital and print marketing products enabling local businesses to compete and win in today’s on-demand economy. The Company will offer its Thryv℠ business automation software and its marketing solutions suite to more than 700,000 small- to medium-sized business (SMB) clients with a footprint across the 48 continental United States.”

For a long time, Yellow Pages have been characterized as a dying business, merely clinging to life. How many local businesses have we spoken to that have claimed to be held hostage by their local directory, only waiting for their contract to expire to work with us. Well the acquisition of by Dex Media puts a different light on their capabilites, and their stature as a competitor. Note the situation just described above. If the business is “waiting” for their YP or Dex contract to expire in order to work with us, at least they are still waiting. And as long as they are waiting, their current provider has an opportunity to propose anew with exciting opportunities with a MUCH MUCH LARGER company. And don’t overlook the emphasis that DexYP also places on their business automation software, under the Thryv brand. DexYP is going well out of their way to promote their digital brand, up front. (No, the similarity between Thryv and ThriveHive is likely unintentional, but it is interesting.) How often do we go to that extent? DexYP knows very well that their future relies on their digital and automated marketing success. And local businesses do as well.

DexYP is now a very significant player that has contact (and real business connections) with every single business in our local markets. That’s EVERY SINGLE ONE! That list includes those that we do business with, and those that we don’t. And I would anticipated DexYP will have a strong story about why they can and should be the “go to” local marketing services provider. After all, they have been talking to every single business in our local communities for a while, and are now leading with a very strong arsenal of digital tools.

Wait a minute, that’s what we do, isn’t it?

Ask yourself, is it? If we are not explaining to every singl business in our local markets that we are a leading provider of digital and automated marketing solutions, you know very well that somebody else is. And that competition has a recognized and familiar brand.

That IS our job. We can be boastful about our capabilites.

Yes, GateHouse publishes more dailies than anyone on the globe, and supports more than 550 local websites. But ThriveHive should be a major part of our Go-To-Market discussion.

  • 15,000+ campaigns
  • 7000+ websites
  • Voted “Best Digital Agency” by the Local Marketing Association
  • Google Premier SMB Partner

So we have alot to brag about, and our jobs now, are to make sure that as many of our local businesses know it. Because DexYP is probably already there. And they won’t have any problem reminding businesses in our market about their new size and scope. Neither should we.

Quote of the week

“It’s not the will to win that matters. Everyone has that. It’s the will to prepare to win that matters.”

-Paul “Bear” Bryant, 6x National College Football Champion

Getting To Know Your MOM

  • You can be notified of the updates, when they happen.
  • The menu in the upper right includes tabs that will maintain static pages. We will keep updating the information on these pages as we go, but you should be able to find links, names, and phone numbers that you need on a regular basis. You can use this kind of like your own in-house directory.
  • Because this is a blog, you can comment. You can discuss things, you have the right to offer your feedback and ask for more information on anything you see, or don’t see. MOM will continue to give you basically, what you are going to need for the whole week to succeed. But now you can give back. Let MOM know what is going on. We can start a regular discussion. If you want to see something more about a part of our business, just ask. We have several individuals now contributing to MOM, so responses will have several perspectives.
  • MOM is available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

MOM’s 5M

Test your knowledge with MOM’s 5 Minute Quiz. Taking this test is mandatory for all members of the MOM audience. Go ahead, the first 5 entries with correct answers will earn my admiration, a hearty hand clasp, and your name will be proudly displayed in next week’s MOM as a learned digital scholar.

Here’s this week’s 5MQ

Business Boost Summer Giveaway-July

This Summer Giveaway has already begun. Yesterday, ThriveHive began it’s Business Boost Summer Giveaway with in paper ads and email blasts. Local businesses will have the opportunity to enter this giveaway, and win great prizes for their businesses. In fact, one lucky winner will receive a custom digital marketing campaign worth $10,000!

Take a look at the great prizes GateHouse and ThriveHive are offering…  

  • Grand prize: One lucky winner will receive $10,000 in FREE custom digital marketing, run by our experts
  • Runner-up prizes: Two lucky winners will receive $5,000 in FREE custom digital marketing for their business
  • Additional prizes: Each week during the length of the contest, 15 lucky participants will receive a $50 Amex gift card
  • Everyone who enters will win a free digital marketing consulting session with one of our experts

Take a vacation from planning your marketing alone, and let our experts do the hard work for you!

This contest is designed to drive leads back to the markets, so each week, markets will be provided with a list of the leads who entered from their specific location.

Local Email Marketing to Our Own Customers

We’ve already sent our own email marketing announcement out to our own B2B list announcing the change to ThriveHive. You can check it out here,  Kinston, Jacksonville and New Bern each received their own custom version. Everyone should be letting local businesses know of our exciting change, this is a great chance to start new conversations and showcase our expertise including your own Google Digital Sales certification, imminent Google Analytics certifications, Premier Google SMB Partnership, and more.

Note: please remember that our own B2B database is dependent upon your updates. With just 2,700 names in the database today, I know we have room to grow. Please send a list of customers including name, company, job title, phone, and email address and they will be added very quickly to our own B2B list. 


Readers Choice-Best of the Best 2017

We are off and running with our Best Of section sales. Remember we have a limited sale window, all winners (Gold, Silver and Bronze) need to know that they’ve been selected. Please remember all winners should know that this information is confidential so an embargo is in place  until we publish. New Bern and Kinston will hold special receptions in September for the local community to see the winners face to face and sample some of the great food that the restaurants have to offer.

Special Extension Packages

3 & 6 month specials in presentation format, using the preferred GateHouse presentation

Special pricing on Readers Choice packages now available for ALL BUSINESSES THAT RECEIVED A VOTE.

These lists will be available on Monday, 7/31/17. Check out the list and then make sure you check the pricing on these great packages. Any business receiving even just one vote is eligible for this special pricing.

Please review the presentations available. They will require your customization based on good customer understanding and some needs evaluation.

Identify the business.

  1. Plan and prep: do your research
  2. Call opening: make the right intro based on your research and questions to get the right to perform your needs analysis (remember, you can use the Readers Choice voting as a basis for questions.)
  3. Needs Analysis: start your needs assessment
  4. Develop Solutions:choose the package that fits the needs, just modify the presentation provided
  5. Gain Agreement in Principal: make the convincing presentation, gain agreement in principal to help the business build their brand for a chance at winning next year.
  6. Gain Agreement in Price: close the sale

Note: proposals are on the drive. DO NOT MODIFY THE PROPOSALS ON THE DRIVE. Download and modify on your hard drive.


Latest Ad Inventory and Rich Media Calendars Available

New campaign reports are available now! All of our clients should be seeing how their campaigns are performing. Please access these reports and make them available to clients with an accompanying discussion on how to optimize.

  • See the latest campaign reports here.
  • See the latest ad inventory for all Gatehouse properties here.


Athlete of the Week

  • New Bern – SOLD
  • Jacksonville – SOLD
  • Kinston – AVAILABLE

College Football PICKOFF

  • Jacksonville, New Bern, Kinston
  • Promotion will run for 15 weeks (4 months of billing)
  • After each week, we pick a winner
  • Prizes will include ECU Tickets or a prize provided by the sponsor (value $100+)
  • Grand prize at the end from the advertiser (value $1,000+)
  • Special 3 Market Bundle available!
  • Need 2-3 prospects per sales rep



Upcoming Promotions – soon to be available!

Home and Holiday Show Promotion

  • Labor Day Promotion
  • Veteran’s Day
  • Halloween Sponsorship
  • Breast Cancer Awareness Promotions (Pink Sponsorship is SOLD)

Have A Prospect?

Contact Alissa Garfinkel with ALL QUESTIONS regarding upcoming promotions. 


Pie Chart of the Week

Retail Ad Spending 2016-2018

What do you call a business that is not a roofer, exterminator, auto dealer, Realtor, doctor, or an accountant? You should know, most of the businesses we work with DO NOT fall in any of the previously mentioned categories. Miscellaneous Retail makes up a bulk of the businesses we work with. And they are so varied that it’s hard to categorize. Which is why Borrell has the Miscellaneous Retail category. Officially this is qualified as the following:

Boat sales, florists, fuel oil dealers, books, cameras, fabric sales, gifts & novelties, jewelry, liquor, luggage, leather goods, optical goods, pets & pet supplies, toys, games, hobbies and other misc. retail.

Here’s how the spending from this business category would up for 2016. 

  • Online lead the list taking 44% of the budget
  • Radio actually came in a relatively strong second taking 19%
  • Newspapers showed up respectfully with 11%
  • Local TV and Directories followed with 8% and 7% respectfully


But what does 2018 spending look like?

The overall order remains the same, but only 3 categories (online, out-of-home and other print) increase.

  • Online is looking to take over half of the budgets from this category, 53% in fact.
  • Radio is still second but is down to 14%
  • And newspaper is still third but also down, to 9%
  • Local TV and Directories are also down to 7% and 6% respectively.

What does this tell us about this category of business? Are our proposals overwhelmingly skewed towards digital? If not, why? What can we do to change this.

Oh yeah, Borrell Compass also tells us that the average spend for this category of business in 2016 was $1,215 per employee.

Why is this important?

If you know that the local retail business employs 5 people, a TOTAL advertising proposal of about $6000 is at the top (on an average). It’s important to know what businesses are spending and important to know what they should spend. When a business has expectations that a $10,000 budget can deliver, but their spending is going to be closer to $5,000, it’s our job to help adjust expectations.

Do your campaign recommendations look anything like this data? They can, just ask. And remember, the 2017 SMB Survey results should be compiled later in Q3. This will provide even more insight for your customer discussions.


…training…the new norm

ThriveHive New Rollouts-August 2017

Please log on to the ThriveHive training website and check out what’s new. There are new rollouts being introduced in the August webinar and registration is required. There are two days to select from. Please check your calendar, register for the webinar that fits your schedule, and place it on your CRM calendar for good measure to insure that it’s on your schedule.

NEW GateHouse Media Learning Management System

Note: if you have yet to do so, please log into the new GateHouse Media Learning Management System.

The GateHouse Training Team has invested in a new Learning Management System (LMS). This robust platform will be replacing our current training platform (ProProfs/ACE) that many of you have been using to date. The new platform called SmarterU, will provide many new benefits to you and our organization as we evolve and build our training curriculum.

The new learning system is based on Learning Plans and courses and they can be assigned to a user with a simple click, making training opportunities more accessible everyone!  You will also notice that we have implemented quizzes, games and/or tasks associated with some of our courses for improved retention!

Important, please read the information in this folder: Save this folder to your My Drive. 

Author: David Prizer

Digital media executive and thought leader, emphasizing local and small business strategies. 20 years of experience in metro and community markets. Still watching Seinfeld reruns and holding out for a Cubs-White Sox subway series in my lifetime.

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