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YPA/ADM WEBINAR

YPA/ADM WEBINAR

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YPA/ADM WEBINAR

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  1. YPA/ADM WEBINAR December 15, 2009

  2. Thank You!YPA/ADM 2009 Regional Meeting Sponsors! 2

  3. Agenda • Welcome Remarks and Merger Update • Overview of New National Marketing Division of YPA • Environmental Update • Research Update • Communications Update • Products and Services 3

  4. Merger Update Neg Norton, President, YPA 4

  5. Key Elements of the Merger • Merger with YPA as surviving entity • Restrictions of use of ADM funds • Effective 1/1/2010 • Creation of National Marketing Division • NMD Charter institutionalizes functions and governance (mirrors current ADM) • Amended and Restated YPA Bylaws • Significant governance changes 5

  6. Merger Agreement • Effective Date: 1/1/2010 • YPA and ADM Boards approved • YPA and ADM Memberships approved • NMD Membership requires YPA Membership • Requires segregation of ADM funds • Separate accounts • Use restricted to National Marketing Division activities • YPA to hire ADM employees 6

  7. National Marketing Division • Performs ADM functions • Detailed internal governance provisions • Mirrors current ADM structure • Charter establishes 7 - 16 person “Advisory Council” to govern • Financed by separate voluntary dues • YPA provides Accounting/HR support • Membership open to YPA members, but only CMRs vote 7

  8. Restated YPA Bylaws • Board Composition • 3 $1B+ Domestic Publishers • 1 $300M+ Domestic Publisher • 4 CMRs • 1 Independent Publisher • 1 International Publisher • 1 Associate (Supplier) Member - Nonvoting • President - Nonvoting 8

  9. Restated YPA Bylaws • Board Nominations/Elections • Domestic Publisher Members • Nominated by Board, elected by class • CMR Members • Nominated by NMD Advisory Council, elected by CMRs • Associate and International Publisher • Appointed by Board 9

  10. Restated YPA Bylaws • Changes to Board Composition • Board may add members • Automatic rebalancing with further industry consolidation • Board Action requires 2/3 vote • 1 vote per Director (except non-voting) 10

  11. Restated YPA Bylaws • Member Voting • 1 vote plus 1 vote for each $1K in paid dues • Directors elected by Member Class • Members vote on bylaw changes, mergers, dissolution by 2/3 vote • Class approval required for bylaw changes targeted at specific class of members • Members (25% of Class) can nominate alternative candidates for Board • Reduced quorum requirements (25% vs. 65%) 11

  12. National Marketing Division Overview Nancy Augustine, Senior Vice President, ADM 12

  13. National Marketing Division • Structure • Objectives • Dues • Initiatives 13

  14. Benefits of ADM/YPA Merger • Reduced costs • Reduced dues for National Division • Reduced association expenses • Fewer meetings • United effort to defend medium • Research to support PYP and IYP value 14

  15. Benefits of ADM/YPA Merger • United effort on environmental and other public policy issues • Joint promotional efforts • National division within YPA -- CMR advocate • Four CMR seats on YPA Board 15

  16. National Marketing Division Structure • YPA core organization • ADM becomes National Marketing Division (NMD) of YPA • Advisory Council oversees Division • 4 CMR YPA Board seats 16

  17. National Marketing Division Objectives • Continue to advocate for national channel — CMRs, publishers, suppliers • Defend national revenue 17

  18. National Marketing Division Dues • 20-50% lower than ADM • CMRs: • $10MM+: $300 per million • Less than $10MM: $1,000 minimum • Publishers: Minimum $1,500 • Suppliers: $1,500 18

  19. National Marketing Division Initiatives • PAYS* database and portal • MAP** call tracking program • National channel advocacy • Sales support • Research requests *PAYS: Proof that Advertising in Yellow Pages Sells **MAP: Measurement and Accountability Partnership 19

  20. National Marketing Division Initiatives (cont’d) • Interactive Roundtable • National orientation for CMRs and publishers • Communications • Liaison to industry committees 20

  21. NMD Initiatives PAYS Database • Purely national test data used to plan yp programs and tests • Maintained by NMD • Over 26,000 call measurement lines for 10,000 advertiser tests • 300+ new tests added each month • 124 pubs and CMRs have contributed data • Endorsed by Association of National Advertisers YP Committee 21 Proof that Advertising in Yellow Pages Sells

  22. NMD Initiatives PAYS Database • Electronic data transfer with call measurement providers • Available to CMRs and pubs in MAP or providing results • Expanding to include IYP 22

  23. NMD Initiatives PAYS Sales Aids • 57 business categories, covering 86 headings • 20 PAYS sales aids issued annually; e.g., Security Systems, Lawn Maintenance, Home Health Services • 4 white papers: • Display Ad Analysis • Companion Directories • Display + TM vs. TM • Value of TM • Over 700 CMR and publisher staff receive sales aids 23

  24. NMD Initiatives 24

  25. NMD Initiatives PAYS Sales Collateral57 Product/Service Categories: Covers 86 Headings Attorneys Garage Doors Nurses Auto Dealers Glass-Auto-Plate Optical Auto Renting HVAC Paint – Retail Auto Renting – Canada HVAC – Canada Paper Shredding Auto Repair Home Health Services Pest Control Auto Repair – Canada Hotels & Motels Pizza Brake Service Hotels – Extended Stay Plumbing Contractors Carpet & Rug Cleaning House Cleaning Printers Cellular & Wireless Industrial Equipment Rental Service Stores Check Cashing Services Insurance Restaurants Child Care Insurance (Canada) Schools – Colleges & Universities Contractors Eq. R&L Internet Services Security/Burglar Alarms Copy Services Lawn Maintenance Senior Living Copy Machines Loans Signs Dentists Loans – Cash Advance Storage – HH & Comm. Employment Agencies Mortgages Tire Dealers Employment Agencies – Canada Movers Truck Renting & Leasing Fence Contractors Moving Eq. Rental Veterinarians/Veterinary Hosp. Financial Services Mufflers Windows White Papers Display Ad Analysis Value of Companion Directories Display + Trademark vs. Trademark Value of Trademark Ads 25

  26. NMD Initiatives PAYS Data Access • PAYS Portal: www.admpaysportal.org • ADM Home Page: www.admworks.org 26

  27. NMD Initiatives MAP Call Tracking Program National Marketing Division will continue to: • Administer program • Develop candidate list • Design tests • Track & analyze results • Report revenue using pub figures • Issue management reports • Populate PAYS with test results 28 Measurement and Accountability Partnership

  28. NMD Initiatives Support Sales Efforts • Fulfill research requests: • Simmons • Secondary research (YP usage, intermedia) • TNS/Competitive Media Reporting • PAYS data • Call goal factors for call tracking studies • Value of customer to advertiser • % calls converting to sale • Profit margin • Demographics/Census data 29

  29. NMD Initiatives Support Sales Efforts • Conduct surveys • Pay-per-call • Input on industry research • Advocate for national channel • Directory extensions • Local/national issues • Compensation 30

  30. NMD Initiatives Support Sales Efforts • Issue documents: • Companion directories • Split-run directories • Call measurement services matrix • Prototype directories 31

  31. NMD Initiatives National Orientation • CMRs and publishers • Over 150 meetings 32

  32. NMD Initiatives Communications Flash Newsletter • “I enjoy the newsletter very much and pass it around my office.” Susan Randall, HomeTeam Pest Defense • “I do enjoy receiving this monthly…love that it touches all industries.” Patty DeMarco, Yellow Pages Group 33

  33. NMD Initiatives Liaison to Industry Committees • ANA Telephone Directory Committee • 4A’s Directory Committee 34

  34. NMD Initiatives Interactive Roundtable • CMR and publisher members • Address issues important to IYP/local search. Examples: • Listings accuracy • IYP research 35

  35. Environmental Update Amy Healy, Director of Public Policy, YPA 36

  36. A Look at 2009 • The most challenging year the Yellow Pages industry has faced on the legislative front • Increased pressure to provide ability for consumers to opt-out of receiving some or even all of the directories delivered to them • The industry’s position continues to be that a policy of self-regulation is the best solution • Implementation must be timely and effective 37 © 2009 Yellow Pages Association - No use without prior written authorization

  37. DELIVERING A DIRECTORY TO SOMEONE WHO DOESN’T WANT IT, SERVES NO ONE WELL. NOT THE PUBLISHER, THE ADVERTISER OR THE CONSUMER. 38 © 2009 Yellow Pages Association - No use without prior written authorization

  38. Directory Legislation Proliferates • 2007 • North Carolina & New Mexico • 2008 • Alaska, Hawaii, Minnesota, New York & Washington • 2009 • Connecticut, Minnesota, New York, Oregon, Massachusetts • Bold denotes hearing © 2009 Yellow Pages Association - No use without prior written authorization

  39. Key Opt-Out Elements • Place the opt-out notification clearly and conspicuously in all print books and on web sites. • Ensure opt-out mechanisms work at the point of delivery. • Work with delivery vendors to address distribution in areas with multi-unit buildings, unoccupied buildings or foreclosed homes. • Implementation must be timely and effective. 40 © 2009 Yellow Pages Association - No use without prior written authorization

  40. YellowPagesOptOut.com 41 © 2009 Yellow Pages Association - No use without prior written authorization

  41. Page Views to YellowPagesOptOut.com

  42. Unique Visitors to YellowPagesOptOut.com

  43. 2010 Opportunities • Continue to build allies in those states, labor, business group, advertisers, employees, suppliers, etc. • Promote the industries progress on opt-out and consumer choice programs. • Establish “Advisory Group” to continue dialogue with representatives from key states and organizations. • Communicate other steps the industry is taking, such as residential White Pages choice programs. • More proactive communications about impact of industry on the environment, life cycle analysis, EPA data, etc.

  44. Larry Small, Director of Research, YPA Yellow Pages Research Resources 45

  45. Available Research • Industry Usage Study-Knowledge Networks/Burke • (Local Media Tracking Study) • Media Impact Study-TNS • (Intermedia Shopping Study) • Simmons • Ad Spender-TNS • Forrester • IYP-comScore 46

  46. Industry Usage Study-KN: 2008 45% Refer to in average week 1.04 Weekly frequency (per capita) 12.3 BILLION annual references 40% New Customers 86% Made purchase or likely to 48% Are Shoppers 4.6 Average number of ads looked at 47 Source: KN/SRI 2009

  47. Methodology – Burke Study • Method: A multi-mode data collection technique was used. It is 80% online (conducted via an online panel) and 20% offline interviewing (conducted via the phone). This allows the two to be added together to represent the total national population. • The online sample was balanced to the online population. • The phone sample was balanced to the offline population. • Quota and Questionnaire: • 8000 interviews will be collected over a 12 month period. • This year, several questions were added to better assess how the YP products compare to other sources. Detailed data on IYP is available in addition to PYP. • Interviews are made available in both English and Spanish for online as well as telephone. 48

  48. Media Impact Study-TNS 29.1% 28.7% 28.6% 24.1% 23.0% 22.5% 21.0% 20.4% 20.3% 49 Source: 2007 Media Impact Study conducted by TNS

  49. Media Consumption-Simmons 50 Source: Simmons Spring 2009 – based on Top 2 Quintiles