SOURCE: Telmetrics

Telmetrics

September 23, 2009 14:30 ET

Telmetrics Urges Traditional Media to Move to Performance-Based Revenue Model at The Kelsey Group's DMS '09 Conference

Pay per Call Helps Publishers Better Compete, Demonstrate Value and Meet Revenue Challenges

ORLANDO, FL--(Marketwire - September 23, 2009) - Bill Dinan, president of Telmetrics, the leading provider of advertising call measurement solutions, today advised attendees at The Kelsey Group's Directional Media Strategies 2009: The Multiplatform Opportunity event that the Yellow Pages industry needs to shift to a performance driven business model to thrive in today's competitive media market.

During a panel titled, "Fixing the Yellow Pages Business Model," Dinan stressed that it is important for Yellow Pages publishers to adopt a pay per call pricing structure and move away from traditional subscription-based fees, as it will allow them to drive higher revenues by monetizing leads and retain and grow their advertising base.

"The Yellow Pages isn't dead but it must adapt to the changing media environment to survive. We know from our call tracking data that traditional mediums are producing high quality leads; however, often those conversions aren't monetized," said Dinan. "Traditional mediums need to further adopt a performance-based advertising model to monetize leads. It is a new revenue source and will help them compete with fast-growing digital channels that are based on pay for performance."

Dinan added that while the Yellow Pages business model requires some adjusting and further measurement to demonstrate value, print and online directory advertising provides high quality conversions and many SMBs rely on the medium as a critical tool for attracting new customers.

Telmetrics' call tracking data shows that Yellow Pages' average monthly call volume and duration is still ahead of other mediums indicating higher quality leads:

--  Print Yellow Pages ads average 20.5 calls per month at 2.7 minutes in
    length
--  Internet Yellow Pages ads average 20 calls per month at 1.3 minutes in
    length
--  Direct Mail ads average 8.4 calls per month at 1.7 minutes in length
--  SEM ads average 6.4 calls per month at 1.3 minutes in length
    

"For advertisers it is all about making the phone ring and the Yellow Pages delivers quality calls and trusted leads," said Dinan. "With performance-based measurement, publishers will be able to demonstrate value in terms consistent with other local search media."

According to Dinan, pay per call advertising is also lucrative for Internet Yellow Pages, as local search advertisers are willing to pay more for calls than clicks and call tracking captures offline leads generated by online activity -- providing a complete view of online ad performance.

About Telmetrics, Inc.

Since 1990, media publishers, agencies and marketers have relied on Telmetrics to provide innovative call tracking solutions to help maximize the effectiveness of their marketing programs and increase revenues. Telmetrics offers the widest North American local number coverage with unmatched industry experience and quality of service, and scalable pay per call and subscription-based solutions to support enterprise-level measurement programs. Integrated reporting across online and offline channels provides publishers with the tools they need to prove value for Print, Internet Yellow Pages and local search; while providing marketers with a more complete ROI picture across converging media. For more information, visit www.telmetrics.com.

Contact Information

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    Young & Associates
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