R.H. Donnelley, split off from D&B, looks to Internet to protect yellow pages

Article Abstract:

R.H. Donnelley Corp., which has published the yellow pages for 112 years, is coming to terms with the fact that fewer people are using the traditional phone books to locate businesses as more people choose to use CD ROMs, the Internet, or television home-shopping channels. After recently being split off from Dun & Bradstreet Corp., R.H. Donnelley is hoping to protect its turf by cautiously moving into the online electronic business media. While it projects that the bulk of its future growth will continue to come from the ads among its printed yellow pages, the company expects that Internet yellow pages will do well fairly quickly. With a new presence in Web and cable advertizing, R.H. Donnelley is now pitching bundled ad deals that include print, Internet, and cable TV.

Comment:

To keep yellow pgs alive, Donnelley is moving into online yellow pgs & other Internet & cable ad

Strategy & planning, Company Planning/Goals, Services introduction, Database and Directory Publishers, Electronic Yellow Pages, Online telephone directories, R.H. Donnelley Corp., Article

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Despite Net's growth, print Yellow Pages are profitable

Article Abstract:

Despite a decline in consumers' usage of print Yellow Pages over the last ten years, advertising revenue has increased nationally and locally, from $11.99 billion in 1998 to $12.65 billion last year. Approximately one-third of U.S. businesses contract to advertise in the Yellow Pages, where a return on investment runs around $29 for every $1 spent. Even though more people are using the Internet-based Yellow Pages, print publishers see online resources as complimentary to their business.

Market share, Advertising, not elsewhere classified, Finance, Marketing industry

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Christian Science Monitor plan includes new format, marketing and investment

Article Abstract:

Six-time Pulitzer Prize-winner Christian Science Monitor will take bold steps for an international newspaper that tries to avoid bold steps. Operating in the red since the 1950s and with circulation that has dropped by over 162,000 since 1988, The Monitor will change its page format, add pages, add coverage, up its ad budget, and spend $28 million in improvements.

Marketing procedures, Newspapers, Newspaper Publishers, Media Planning/Goals, Advertising Activity, Marketing, Newspaper publishing, Abstract, Christian Science Publishing Society

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