SOURCE: fkm

October 24, 2007 11:21 ET

FKM Announces New Yellow Pages Unit, ConnectFKM, Focusing on $15 Billion Directory Advertising Market

Hires Industry Veteran Dale Granda as Managing Director

HOUSTON, TX--(Marketwire - October 24, 2007) - Connecting clients with the huge numbers of customers searching for goods and services via print, online and mobile Yellow Page directories is the goal of the newest business unit just announced by FKM™, one of the southwest's largest independent marketing communication agencies.

FKM has hired Yellow Pages advertising veteran Dale Granda as Managing Director of ConnectFKM.

"Our focus for ConnectFKM is about one thing: Sales lead generation," explains Granda. "Our work generates qualified sales leads which lead to new business -- considered the single, most important contributor to growth for most enterprises."

The unit is evolutionary, adding Internet Yellow Pages (YP), Search Engine Marketing (SEM) and Mobile Marketing capabilities to FKM's 20-year history of providing full-service Directory Advertising services, from strategy development and consumer analytics to creative execution and ROI validation.

ConnectFKM joins Granda's expertise in online directories and search with Cissy Arnold's long-time stewardship of FKM's Yellow Pages print advertising. Based in Austin, Arnold has led FKM's directory advertising effort since 1987.

"Annual Yellow Pages advertising exceeds $15 billion making it a significant medium that continues to grow in popularity -- despite predictions to the contrary," says Granda.

Print and online Yellow Pages combined reach nearly 75 percent of American adults every month, making it the sixth largest advertising medium in the country, according to a Yellow Pages industry usage study of 9,000 respondents. In fact, U.S. consumers referred to Yellow Pages an estimated 14.5 billion times a year. Monthly, 12% of all adults visit online Yellow Pages, while 71 percent refer to print YP.

"While strategically vital, Yellow Page advertising is also highly complex, fraught with a myriad of rules, regulations and technical complexities that can make it difficult to do correctly," says Arnold. "FKM has been working this medium successfully since 1987. The new ConnectFKM now integrates print and online Yellow Pages seamlessly and effectively with SEM, Direct Marketing and Mobile Interactive Marketing."

Granda comes to ConnectFKM from the Marquette Group, a Peoria-based national Yellow Pages sales agency, where he was Vice President of Sales and Marketing for 11 years. The Cleveland native began his directory career in 1984 with The Berry Company, now a wholly owned subsidiary of AT&T.

ConnectFKM lead generation is part of FKM, one of the nation's leading independent marketing communications agencies, with $260 million in annual billings, 200 team members and offices in Houston, Dallas and Austin. FKM's uniquely integrated, full-service lineup also includes TorqueFKM interactive marketing, and StevensFKM public relations. For more information, visit FKM online at www.fkmagency.com.

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