Industry naysayers and pessimistic analysts can eat their words over this one. According to two recent studies conducted by comScore and the KN/SRI Industry Usage Study, the 2007 Yellow Pages usage grew to 17.2 billion searches in 2007, up from 16.7 billion in 2006. The findings are encouraging, to say the least.

The reports, which were announced by the Yellow Pages Association on Feb. 26, also stated that print usage remained stable with 13.4 billion print Yellow Pages references, unchanged from 2006 (according to the 2007 Knowledge Networks/SRI Industry Usage Study); while the Internet Yellow Pages (IYP) searches increased 15 percent in 2007 to 3.8 billion, up from 2006′s 3.3 billion IYP searches (according to comScore).

Additional findings regarding Yellow Pages usage include: 1) approximately 87 percent of the U.S. population used the print Yellow Pages in 2007; 2) average number of monthly IYP searchers up 16 percent: 73 million IYP searchers per month in 2007, compared to 63.1 million IYP searchers per month in 2006; 3) of the 144 million people performing local searches online in December 2007, over half (51 percent) used IYPs.

The KN/SRI Industry Usage Study was based on 9,008 telephone interviews conducted last year. The research methods include use of a random digit dial sample with one adult selected at random in each contacted household. The comScore qSearch Local & IYP data employed a proprietary panel of one million U.S. panelists. These panelists agree to have their Internet behavior confidentially monitored and captured anonymously.

In a statement, YPA president Neg Norton said: “The Yellow Pages medium is still a go-to resource for ready-to-buy consumers. Overall Yellow Pages usage increased in 2007 as Internet use continues to grow and print usage stabilizes. Combined with a 27:1 average sales ROI for national display advertisers, the Yellow Pages in all formats is a ‘must-buy’ medium for advertisers of all sizes.”

While many reports and articles in the press continue to claim that new media is slowly overtaking traditional and old media, the hard facts (and carefully researched ones, at that) continue to prove otherwise.

A few weeks ago, the Canadian Newspaper Association (CNA) commissioned top research firm Ipsos Reid to seek national data to plug into what was to have been a fun Valentine’s Day survey, according to a Media in Canada report. The called it the Perfect Partner poll.

Aside from revealing lighthearted findings on Canadians ideal mates, the poll also shed some light on the value of print newspapers and broadsheets to be specific, and how they are viewed and used today. And the findings were, to say the least, positive and very encouraging.

Based on respondents’ answers, the CNA was ecstatic about how well “old media” newspapers are faring alongside today’s flashier electronic options. “These findings may suggest that, just as we thought, new media may not replace old media,” says John Wright, Ipsos Reid’s SVP. “It may simply mean that Canadians will go to the most effective source among a greater variety of options. And the source for advertisers seems to be newspapers above all.” Let the poll results speak for themselves:

*Newspapers engage their readers: Almost two-thirds (61%) of both male and female respondents indicated that, if they had a choice, they’d rather look through the ads in the newspaper than watch commercials on TV. The same was true across all age demographics, including the 18-34s (55%). In addition, almost half (45%) indicated there are some days when they read the newspaper as much for the ads as for the content.

*Newspapers are an ideal way to reach families with children: 76% of households with children state that newspapers are a planned destination for ad information. Additionally, 73% of the same group agreed with the statement that they enjoy the interaction with ads in the newspaper.

*All readers enjoy the interaction with ads in the newspaper: two-thirds (66%) said they enjoy the page advertising and product/service inserts that come with newspapers.

*Newspapers are a trusted resource: Two-thirds (64%) often keep inserts and flyers around for a few days so they can re-read what’s being offered for sale and what’s on special. This finding was consistently strong across all Canadian provinces.

*Timeliness in newspaper advertising is hugely important to readers: Seven in 10 (68%) indicated that when there are special holidays or weekends (such as Christmas, Boxing Day, Valentine’s Day and Easter), they specifically look through the newspaper to find the best sales.

*Newspapers are a valued source for information: Half (49%) indicated that they look through the advertising in newspapers to get ideas about what to buy people for special occasions like birthdays, engagements, weddings or anniversaries. This is slightly more the case with women (52%) than with men (46%).

Mobile search has been on everyone’s lips, as you may have gathered. But as eMarketer recently reported, all the talk is being replaced by action. Is mobile search finally finding its way?

The figures shed some light. The number and variety of searches on mobile phones jumped during the second half of 2007, causing eMarketer to raise its global mobile search revenue forecast up from $83 million in 2007 to $3.8 billion by 2012.

Mobile search providers across the board are reporting sharply increased mobile search traffic, says John du Pre Gauntt, eMarketer Senior Analyst and author of the new report, Mobile Search: Location, Location, Location.

The numbers coming from the US, Europe and Asia-Pacific suggest that mobile search traffic is starting to resemble Internet search traffic both in variety and potentially in volume, “Mr. Gauntt said. That’s saying something.

JP Morgan estimates the global market for paid search will approach $60 billion by 2011. Paid search encompasses paid click, paid inclusion, and contextual search advertising in the investment bank’s forecast.

It is hard to imagine that mobile search growth won’t track the growth in aggregate paid search, says Mr. Gauntt. Taking a longer view, eMarketer forecasts that mobile search spending in the US will grow from $34 million in 2007 to over $1.4 billion by 2012. eMarketer’s projection is in rough parity with work from other researchers such as The Kelsey Group.

That said, mobile search is still not a mainstream activity in the US, says Mr. Gauntt. But perhaps the best is yet to come. To read more on their mobile search findings, download the full eMarketer report, Mobile Search: Location, Location, Location, at www.emarketer.com.

The report analyzes the trends that are driving advertising revenues in this almost too-hot-to-handle category. For marketers, they say now is the time to jump into mobile search at least, with an experimental budget and start learning fast.

Elizabeth Gage, President of Winnipeg-based PCM Interactive Inc. announced today the appointment of Prasad Gowdar as Chief Information Officer.

Reporting to the president, he will be responsible to direct and manage computing and information technology strategic plans, policies, programs and schedules for business-and-finance data processing, computer services, network communications, and management information services to accomplish corporate goals and objectives.

I’m very pleased to welcome Prasad to PCM Interactive to fill this very important management position in corporate information technology. Apart from creating a custom system to handle our growth, he will be a strategic player in the development and execution of PCMI’s Digital Toolbox for National advertisers, Gage said.

Gowdar comes to PCM Interactive with a Bachelor of Electrical Engineering degree from the University of Manitoba and more than 20 years of experience in a range of positions in the information technology field including programmer and analyst, systems analyst, computer resource centre manager, and chief technology officer. He held several of those positions with the University or Manitoba.

For six years he operated his own IT consulting company, XpressNet, which served the Internet service needs of his clients. Most recently, as chief technology officer for Charlotte, North Carolina-based WorkWireless Technologies, a company specializing in point-of-sale software and networking development, he established the technology department in the Winnipeg office and recruited the senior staff team. During his tenure the company grew from a four-person operation to over forty staff, and has over five hundred clients throughout
the US.

We’re particularly pleased with the diversity of Prasad’s experience and his skills as an IT innovator to build systems and networks from the ground up. In striving to maintain our leadership as a Certified Marketing Representative in print and online permission-based advertising, his talents will give us a distinct advantage in enhancing customer service and access, and in developing innovative new products, Gage said.

About PCM Interactive

PCM Interactive is a leading, full-service print and internet marketing firm delivering performance based search and internet advertising programs to national, corporate, franchise and dealer/distributor firms across Canada, the United States and around the world. PCM Interactive’s corporate headquarters are located in the geographic centre of North America in Winnipeg, Canada.

The British Computer Society (BCS) recently reported on a Wiki business directory that was launched in the UK this month: Brownbook (www.brownbook.net).

It was named after one of its founders, Jerry Brown, an ex-directory industry executive who saw the potential of creating a ‘user-created’ local directory. Taking their cue from Wikipedia, they set about building Brownbook by embracing wiki principles of ‘anyone-can- edit’, and simultaneously removing any need to understand technology or any special computer language or syntax. The result is a local directory service where anyone can add businesses, edit, or add reviews; and one that puts total control into the hands of the businesses and consumers.

They launched their service last Feb. 4, a free and open wiki-type ‘local business directory’ website that lets consumers add and find local businesses, rate them and add reviews. It is the UK’s first ‘peer-produced’ online directory service. Brownbook aims to do for the local directory market what Wikipedia has done for the encyclopedia market; namely, to provide a service that is more complete and more accurate than the existing local directory services; that allows people to have their say; that anyone can use for free, and that lets even the smallest business promote itself at zero cost.

Due to the open nature of Brownbook, anyone without registering can add reviews for any business – positive or negative – and if the business you want to review isn’t there it takes you a matter of seconds to add it, further increasing the power of the service for future users. Frequent visitors can optionally register with The Brownbook if they want to develop a sense of ‘reputation’ behind their reviews and edits. They will also receive their own ‘user page’ which lets them tell other members about themselves in addition to tracking any reviews or edits they’ve made at anytime.

Businesses can use Brownbook to promote their business and its reputation. By encouraging satisfied customers to give positive testimonials any business can build up its local credibility. Business owners can claim and promote their business listings for a small annual subscription that costs less than a box of pens. The Brownbook system alerts them any time a review or any other updates are made, and they can add photos and videos of their business as well as rich business details like opening times, special promotions, and any other information useful for customers. And all these can be changed or updated by the business owner at any time at no extra cost by simply going online to http://www.brownbook.net.

Listings are also free, while the site will make money from sponsored advertising on its search page by Google. The no fee for businesses is expected to be especially attractive for businesses. Brownbook will also be launching in the US in the second quarter of 2008, and plans to be in four countries by the end of the year.

In the age of Web 2.0, Brownbook seems to be right on the track with the demands of the times. But with the Yellow Pages already offering comments and reviews, videos, and other such interactive enhancements to their online versions, will the free-for-all Wikepedia aspect truly make Brownbook the most credible online directory? Let’s wait and see.