In what has to be one of the best content marketing plays in the history of marketing, AT&T once paid for miles of fiber-optic cable in the United States with revenues from the good old Yellow Pages phone book. Today, the now independent firm YP.com earns more than $2 billion (2012) in revenue from printed books in 22 states. While not a growing part of their mostly digital business, it’s still an important part of the search marketing media mix.
“Our ability to predict the number of phone calls you will receive from a printed ad is near perfect,” says Kevin McQueen, Account Executive for National Brands at YP.com. “If you want phone calls – along with clicks and mobile reach – I’m the publisher for you.”
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This is the sixthteenth installment of the DMA “See Data Differently” series as part of our newly relaunched National Center for Data-Driven Marketing (NCDM). Join us at our annual “big data” conference, NCDM: Where Marketing Meets Big Data, and SEE DATA DIFFERENTLY. The National Center for Data-Driven Marketing program features new keynotes and exceptional speakers. Join us at NCDM: Where Marketing Meets Big Data. December 9-11, 2013, Las Vegas, NV.