“AT&T is always focused on enhancing our directories to best serve our business and residential customers in the diverse communities we serve,” Carlos Salinas, executive director of strategy and business development at AT&T Advertising Solutions, said in the release. “This is one more way AT&T strives to connect people everywhere they live and work and do it better than anyone else.”
The agreement allows Seccion Amarilla to carry the AT&T logo on the directory covers in recognition of the partnership.
Earlier this month, The Kelsey Group release an Advisory (“Hispanic Directories a Small but Mighty Growth Segment for Print”) on the growth of the Hispanic directory segment, demonstrating the opportunities within the market. While many local media segments have suffered from decline, the Hispanic segment continues to show strong growth. TKG projects the Hispanic segment will grow at a compound annual growth rate of 5.9 percent to US$218.4 million in 2012 from US$163.7 million in 2007.
The move by AT&T combines two strong brands within the Hispanic community and allows more focused Hispanic revenue development for both parties. The combined effort by AT&T and Seccion Amarilla will continue the trend of more focused sales and strategic efforts in the Hispanic market and may spur additional segment growth.