SOURCE: Yellow Pages Association

Yellow Pages Association

April 19, 2010 12:29 ET

Yellow Pages Association Announces 2009 Industry Excellence Award Winners at Annual Conference

LAS VEGAS, NV--(Marketwire - April 19, 2010) -  The Yellow Pages Association (YPA) announced today the winners of its Industry Excellence Awards at this year's annual conference: "Transformers" in Las Vegas, Nevada. YPA Industry Excellence Awards recognize Yellow Pages publishers, marketers and suppliers for outstanding achievements in the directory advertising business, an industry that generates $31 billion annual worldwide and $13 billion in the U.S.

This year's winners exemplify leadership in the dramatic initiatives sweeping through the industry. From new technologies being deployed, to the implementation of social media -- Yellow Pages is changing from the ground up. 

"As our industry continues to transform from its traditional vehicles, we take this time to applaud those who have raised the bar for all of us through revolutionary ideas," said Neg Norton, YPA President. "I am proud to honor these innovative pioneers and take a moment to reflect on the great advances they have made for both our industry and our customers."

Vicky Knittel, associate director, marketing research, AT&T Advertising Solutions, received The Stuart Stanze Individual Contribution Award, which recognizes the contributions of individuals on behalf of the Yellow Pages industry. This year, Knittel played a vital role in the development and release of the Local Media Tracking Study, which helped YPA generate increasingly favorable discussion and media coverage of the quality of YPA's research.

Sharon Sweeney, executive vice-president, Nationwide Media, was honored with YPA's Special Recognition Award for her extraordinary service and going above and beyond for the benefit of the industry. Sweeny received the award for her service to the industry in addressing important issues and initiatives. Sweeny also played a key leadership role in the merger of YPA with ADM last year.

John Kelsey, co-founder of the Kelsey Group (now BIA/Kelsey), and Jerry DiPippo, former president of Data National (now part of Yellow Pages Group), were honored with Lifetime Achievements Awards. 

Other 2009 Industry Excellence Award Winners include:

Publisher Marketing Innovation Gold Award Winner -- SuperMedia
SuperMedia's SuperGuarantee program -- a first of a kind consumer confidence program where businesses get the job done right, or SuperMedia steps in and makes it right.

Publisher Marketing Innovation Silver Award Winner -- Mediatel
An online platform that allows companies to easily and effectively establish a mobile marketing strategy by making traditional Internet websites mobile-friendly.

Publisher Process Innovation Gold Award Winner -- AT&T Advertising Solutions
An integrated sales search certification process. AT&T certified approximately 4,400 sales representatives in Internet search with Google and Yahoo!.

National Advertiser Success Story Gold Award Winner -- Ketchum Directory Advertising
American Airlines IYP program. By using research and data, IYP was proven to be an effective advertising tool for American Airlines. By helping AA move away from traditional 1-800 numbers to phone numbers that can be tracked resulted in the validation that the program was in fact successful and indicated that it was generating leads for less than $1 each.

CMR Process Innovation Gold Award Winner -- TMP Directional Marketing
Online reporting dashboard which allows clients to directly access their PYP, IYP and SEM campaign performance.

National Advertiser Success Story Silver Award Winner -- Connectfkm
Convincing Mattress Firm, a national non-Yellow Pages user, to invest in the IYP space by developing an initial trial. The trial generated almost 9,000 leads at a cost per lead of less than half the targeted goal exceeding expectations by more than double. As a result of the trial, Mattress Firm approved a new IYP program of $250,000 for 2010. 

Associate Member Marketing Innovation Gold Award Winner -- Telmetrics, Inc.
The Web2Tel product developed by Telmetrics allows publishers to accurately attribute web-based phone leads to print advertising for a more holistic view of print advertising performance.

Community Service Gold Award Winner -- SuperMedia
SuperMedia's "Summer of Good Reads and Good Deeds" program. In conjunction with "Bess the Book Bus," SuperMedia employees collected over 36,000 books which were disseminated to over 11,000 children, many of whom had never owned their own books.

YPA's National Marketing Division Publisher Partnership Award -- White Directory Publishers and Yellowbook
The award recognizes new or enhanced print or Internet programs publishers launched in 2009 which demonstrate flexibility and willingness to work with national advertisers.

About The Yellow Pages Association
The Yellow Pages Association (YPA) ( and is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($13 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

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