Yellow Pages Association Morphs into the Local Search Association

I’m a little late covering this (the news was announced on Monday) but the Yellow Pages Association just announced a rebranding as the Local Search Association.

From the release:

The Yellow Pages Association (YPA) today unveiled a new name – Local Search Association – alongside a new visual identity, reflecting the industry’s transition from print publisher to a provider of local search services to small businesses and their consumers.

The announcement is an important step in the right direction for the industry but is not surprising. Major directory publishers had started making the transition from “directory” to “local search” as early as 2002-2003 (I was part of the team that made the change at Yellow Pages Group). Most of them now behave like large local search agencies who also own media properties. So, the name fits perfectly the new strategy (by the way, anyone else thinks it’s amazing that the name was still available?)

I would have liked to be at their conference this week, to take the pulse of the attendees regarding the change. As I told Neg Norton, the Local Search Association president, when we discussed the announcement, the real litmus test will be when new local search industry stakeholders become members en masse on both sides of the spectrum. First the big players like Google, Microsoft, Facebook and maybe Twitter. And then, small local search engine marketing agencies. These guys will infuse new cultural strains and help propel the association forward. But a clear “what’s in it for them” needs to be presented and event/membership competition in the very sexy geo-space is fierce (I counted at least 12 different geo and local conferences in 2011). I think they can do it but there’s a lot of work ahead.

3 thoughts on “Yellow Pages Association Morphs into the Local Search Association

    1. I don’t think it will change much in the short term. People that believe in Yellow Pages ROI will continue using it. I think if they’re successful at transforming the association though, there might be some upside if local marketing agencies are exposed to the medium (and ROI data) and start buying in.

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