Lots of pick-ups on an AP article that talks about something Verizon’s Eric Chandler discussed at last week’s Drilling Down conference, namely the addition of a pay-per-phone-call feature in the print Yellow Pages. We will write about this notion in a future Advisory or in Local Media Journal. For now, we’ll offer just a few quick thoughts.
First, what Verizon is doing, if it works, is sure to be expanded and copied by others. Not because they really want to, but there is an underlying sense that this kind of thing is all but inevitable.
One of the fascinating things about Verizon’s pay-for-calls experiment is that it takes what print Yellow Pages is all about, generating business leads, and brings it down to its most basic. You gimme lead; I pay you fee based on what I think it is worth (assuming no one thinks it’s worth more). How efficient. And for an industry that is all about high margins and visible revenues, how scary.
Here is the AP article.