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Superpages: Companies
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SuperPages.com, with its national yellow pages business and a regionally integrated sales network, appears ready to help the business grow. By revising its operation to function as a search agency, the company stands to grow its own network while becoming the gateway through which many small businesses try search marketing for the first time.
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For that reason, Chandler says, it’s all the more significant that Superpages.com was able to bring out a pay-per-call ad option before any of its non-directory rivals. The company introduced its model, called Pay For Calls, in August 2005, giving advertisers the ability to offer
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SuperPages' PPC product is a significant step forward in the development of local search advertising and should serve as a wake-up call to other Yellow Page companies. It is ... another example of the emergence of partnerships between PPC technology companies like FindWhat and IYPs with national sales forces and relationships with local businesses. It offers a clear challenge to the local search ambitions of Google and Yahoo!'s Overture and promotes real competition in the marketplace. And that can only be a good thing.
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Addressing the core IYP business, which is based on pay-per-click, SuperPages’ sales force has proved to be a key asset. But the supplemental creation of an Internet-only sales unit has allowed the company to reach a whole new base of customers. “The type of activity generated by that has been…. very significant,” he said.
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Lost Remote posted an article about SuperPages move into creating video profiles. SuperPages is bringing in two companies, TurnHere and Denver Multimedia, to create video for their profiles. This is yet another product in the ever expanding fight for the local advertising dollar.
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Strategy-wise, the biggest change Chandler can see looking back over SuperPages’ decade was the decision a couple of years ago to offer a performance-based pay-per-click ad model. But even more important, he says, was a fundamental shift in the company’s perception of itself, moving from an Internet Yellow Pages (IYP) to a full-featured local search engine.
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