Nov. 3, 2003
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in this issue
-- Panel at Local Search Conference
-- Recommended Reading
-- Answer to Last Week's Brainteaser
-- WorldPages Testimonial
-- Let me guess . . . Peter, peter, pumpkin eater?
-- Blue Moon . . . you left me standing alone . . .
-- The King and I
-- Whatever happened to good old Jack-o-Lanterns?
-- Oh sure, but can he play video games?
-- This Week's Brainteaser
-- Quote of the Week

Did you know that anyone may sign up for a complimentary subscription of this newsletter?

Go to www.YPcommando.com and sign up your friends.

It's not too late to enter our Headline Contest!

What's the best headline you've seen in a Yellow Pages ad?

You may select any heading that you want, but special preference will be awarded to headlines for . . .

• Attorneys
  
  
• Contractors (any type)
  
  
• Automotive

Panel at Local Search Conference back to top
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I attended the Digital Directories & Interactive Local Media Summit last week where the major print Yellow Pages publishers gathered with the major online search providers to figure out how to get rich off of the other's labor.

The most eye-opening panel had Yahoo!, AOL, LookSmart, Terra Lycos and Muller Medien (the German media company) discussing their strategies for monetizing local search. The audience of 300 attendees from 130 companies included every major Yellow Pages publisher and dozens of Internet Yellow Pages (IYP) publishers. I understand that Google declined to participate on the panel.

Yellow Pages publishers are concerned that web search is going to make inroads into the $25 billion Yellow Pages market. The improvements in local search threaten publishers' IYP offerings and they foretell a credible threat to the printed directory business.

The Yellow Pages Integrated Media Association commissioned a study finding that the printed Yellow Pages have seen usage decline from 2.0 average weekly lookups per person in the mid 1990s to 1.4 average weekly lookups in 2003. The same study found that IYPs had .33 average weekly lookups and local web search had .33 average weekly lookups.

Logically, you might think that the big Yellow Pages publishers might work with the web search firms to sell the paid search to local businesses. Unfortunately, there are some inherent problems for search companies and Yellow Pages publishers in monetizing interactive advertising.

The rest of the article is here. It's worth reading.

Recommended Reading back to top
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Several people asked me how to get a copy of the e-book on Yellow Pages that I raved about last week.

Follow the link below to get your copy.

I am particularly impressed with the section on writing headlines. You can't underestimate the impact a good headline will have on an ad. That section alone is worth the price of the book.

Keep on the lookout for my upcoming book after the first of the year . . .

The Yellow Pages Commando Guide to Directory Domination
110 Insider Secrets to Turn Your Advertising into Weapons of Mass Production

From basics to brilliance, I cover the techniques that have been proven to generate calls.

I'll be offering my subscribers a limited special offer on the manual.

Also, I'm looking for a couple of people who are interested in being proof readers. Drop me a line if you're interested.

Click here for your copy of Wipeout today

Answer to Last Week's Brainteaser back to top
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This is a little sad, so you might want to get a tissue now.

Buford's half-step brother Ennis died in an unfortunate accident involving a high voltage wire, a jackhammer and a home dentistry kit. (Told you it was sad).

On his way to the final destination, he finds himself standing before two seemingly identical paths guarded by two seemingly identical angels.

The only difference is that one of the paths leads to heaven and the other leads to eternity with Rush Limbaugh (without painkillers).

To make matters worse, one of the angels always tells the truth and the other angel always lies. Poor 'ol Ennis doesn't know which is which.

What one question could Ennis ask either angel to determine which path leads to heaven and which leads to Rush?

Click Here to See the Answer & Our Celebrity Winner

WorldPages Testimonial back to top
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I received this note regarding WorldPages.com

Let me guess . . . Peter, peter, pumpkin eater? back to top
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Personally, I bought a foam pumpkin at Wal-Mart.




Suddenly I feel like such a loser.








(c) ExtremePumpkins.com

Blue Moon . . . you left me standing alone . . . back to top
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Oh my . . .

Is that pumpkin doing what I think it's doing?

We have a crack epidemic in this country.

(c) ExtremePumpkins.com

The King and I back to top
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This pumpkin reminds me of a cross between boxing promoter, Don King and Mr. Bill.


According to the carver, it was illuminated with a road flare and drew a huge crowd.







(c) ExtremePumpkins.com

Whatever happened to good old Jack-o-Lanterns? back to top
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OK, some people put waaay too much time into pumpkin carving.







(c) ExtremePumpkins.com

Oh sure, but can he play video games? back to top
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I understand that this pumpkin was carved by a 7th grade boy in Bali.

Not bad for a first try, kid!






(c) ExtremePumpkins.com

This Week's Brainteaser back to top
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This brainteaser was submitted by my 8 AND A HALF year-old daughter, Rebecca.

She really, really wants to win a bottle-popper.

Buford was toiling away on his undergraduate degree (3rd grade) when his tricky teacher posed the following question.

"What English word begins with the letter "E" and ends with the letter "E" but only contains one letter?"

Email your answer to puzzler@dicklarkin.com

We'll select one entry to win one of the few remaining bottle-poppers with a year's supply of bragging rights.

Dramatically improve your chances of winning by including your name, company name and mailing address.

I also gladly accept your glowing compliments in lieu of cash bribes.


Quote of the Week back to top
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The real art of conversation is not only to say the right thing at the right place but to leave unsaid the wrong thing at the tempting moment.

Dorothy Nevill