Thursday, May 29, 2008
Crafting and Marketing Your Image:What Every Young Lawyer Needs To Know
Tuesday, June 3, 2008, 12:00 p.m.
Gina Furia Rubel, Esq.
President/CEO, Furia Rubel Communications, Inc.
Henry A. Davidsen Master Tailors and Image Consultants
Jennifer Smuts, Esq.
Director of Marketing, Woodcock Washburn
Maggie Suender, Esq.
Director of Associate Development, Pepper Hamilton LLP
Natalie Klyashtorny, Esq.
********** Detach Here **********
Please print this page and return to: YLD, Crafting Your Image – June 3, 2008 – Luncheon ProgramPhiladelphia Bar Association, 1101 Market Street, Philadelphia, PA 19107-2911 - Fax (215) 238-1159 or register online at http://www.philadelphiabar.org/. The cost of lunch is $3.00 per person and will only be prepared for those that have made reservations and paid in advance either via check or credit card. Checks should be made payable to the Philadelphia Bar Association. To secure your reservation, please complete the from below, including credit card information, unless a check has been included. All reservations that are not canceled 24 hours prior to the event will be subject to a cancellation fee of $3.00.
__Yes, I will attend and buy lunch.
__Yes, I will attend but bring my own lunch.
Credit Card #:
Please check one: ___Amex ___Visa ___MasterCard
Wednesday, May 28, 2008
comScore Acquires M:Metrics
Reston, VA, May 28, 2008 -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today announced the acquisition of M:Metrics, Inc., the recognized leader in mobile measurement. The acquisition makes comScore the immediate leader in measuring the emerging and strategically important mobile Internet market and adds to comScore’s leading position in measuring PC-based Internet usage.
The transaction involves a cash payment of $44.3 million and the issuance of approximately 50,000 options to purchase shares of comScore common stock to certain M:Metrics unvested option holders.
M:Metrics offers three primary measurement products:
· MobiLensTM, a syndicated monthly online survey that captures overall mobile phone usage, including device information, data usage, media consumption and demographic characteristics of a representative sample of more than 40,000 mobile device users. MobiLens is available in the U.S., U.K., Germany, France, Spain, and Italy.
· MeterDirectTM, the industry’s first on-device meter that passively measures the mobile Internet behavior and media consumption of more than 4,000 existing Smartphone panelists. The M:Metrics metering technology is compatible with more than 280 device models. MeterDirect is currently available in the U.S. and U.K.
· M:AdTM, the first competitive tracking service for mobile advertising that continuously monitors clickable display advertising from a broad representative set of mobile Web destinations to reveal leading advertisers across a variety of market segments. M:Ad is currently available in the U.S. and U.K.
Going forward, comScore will increase the size of the metered panel and will offer measurement of combined Internet usage across both PC and mobile-based online access platforms. The combination of the two companies is expected to result in substantial operating synergies, cost savings and enhanced revenue growth by building a larger customer base, combining two highly productive sales forces, and leveraging comScore’s global panel and scalable technology infrastructure.
“With the substantial growth of 3G devices and Internet friendly handsets, we believe we are now at an inflection point in Internet usage on mobile devices,” said Dr. Magid Abraham, comScore’s president and chief executive officer. “Our acquisition of M:Metrics makes comScore an immediate market leader in this space and positions comScore to deliver significant shareholder value as wireless carriers, telecom equipment providers, media companies, advertising agencies, online publishers, and marketers extend their reach into the mobile Internet world.”
“M:Metrics brings compelling products and an established, customer base of over 180 clients. Adding comScore’s capabilities and scale to this mix will significantly enhance the company’s future growth and performance,” continued Dr. Abraham. “We see compelling opportunities to increase the market penetration of M:Metrics’ products within comScore’s customer base of over 950 clients and to cross-sell comScore’s portfolio of products into the wireless industry, including the major carriers and device manufacturers. In addition, we plan to leverage comScore’s panel, technology infrastructure and sales force to expand the metered mobile panel and develop new offerings that can significantly increase the growth and profitability of M:Metrics’ business.”
In connection with the acquisition, the co-founders of M:Metrics, Will Hodgman, president and chief executive officer, and Seamus McAteer, chief product architect, will join comScore’s management team.
“comScore is the ideal partner for M:Metrics and clearly the right company to leverage and build upon M:Metrics’ leadership in mobile measurement. The combined company will provide our customers with a compelling portfolio of cross media online measurement and analytics.” said Will Hodgman, president and CEO of M:Metrics. “We are excited about joining comScore and leveraging its vast capabilities, blue chip customer base, and innovative technologies. By combining forces, I am confident we will be the pre-eminent Internet and mobile marketing intelligence provider in the world.”
The acquisition agreement was signed, and the acquisition was closed, today, May 28, 2008, having been approved by the comScore Board of Directors and M:Metrics stockholders. The transaction will be accounted for under purchase accounting rules.
comScore is expecting the M:Metrics business to be profitable on an Adjusted EBITDA basis by the end of the fourth quarter of 2008, and to be a significant positive contributor to Adjusted EBITDA in 2009. M:Metrics’ revenues are currently forecast to be approximately $11 million to $12 million for the full year 2008, and will contribute $6.5 to $7 million to comScore’s reported revenues for 2008 post-closing. The acquisition also enables comScore to lower its future tax payments by realizing a cash benefit of up to $7 million through the utilization of up to $20 million in M:Metrics net operating loss carry forward (NOLs).
Pro forma financials resulting from the M:Metrics acquisition will be reported in an amended 8-K that comScore expects to file in late July, when comScore also plans to announce its earnings for the second quarter of 2008.
M:Metrics, Inc. was represented by The Jordan, Edmiston Group, Inc., a New York City based investment bank that specializes in the media and information industries.
Conference Call comScore will host a conference call and simultaneous audio-only webcast on Thursday, May 29, at 8:30 a.m. (Eastern Time). The conference call can be accessed in two ways:
* By telephone at 719-325-4869, pass code 2461159
* Via a webcast at http://ir.comscore.com/events.cfm.
A replay of the webcast will be archived and available for playback beginning at noon that day, accessible from the same link.
About comScore comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore analysts apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by over 950 clients, including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestlé, Starcom, Universal McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and Expedia. For more information, please visit http://www.comscore.com/.
Founded in 2004, M:Metrics is the mobile media authority. As the only research firm to measure the audience for mobile media using on-device metering and the world’s largest monthly survey of mobile users, M:Metrics provides the most accurate metrics on actual mobile content consumption by applying trusted media measurement methodologies to the mobile market. M:Metrics’ monthly syndicated data service gives clients the critical insights and intelligence required to inform smart business strategies and the competitive benchmarks needed to evaluate the performance of competitors and partners. M:Metrics services are used by more than 180 clients, including global leaders in the mobile, advertising, technology and consumer goods industries such as Verizon, Vodafone, Microsoft, RIM, FOX, CBS, BBC, BMW, Samsung, Palm, Qualcomm, Ericsson, O&M, and JWT. Prior to being acquired by comScore, M:Metrics was a private, venture-funded corporation headquartered in Seattle, with offices in San Francisco and London.
Non-GAAP Financial Measures
This release includes a reference to (but does not use) a non-GAAP financial measure called "Adjusted EBITDA", which comScore defines as net income plus the (benefit) provision for income taxes, depreciation, amortization of intangible assets resulting from acquisitions, stock-based compensation, revaluation of preferred stock warrant liabilities, less interest income (expense), net. comScore believes that Adjusted EBITDA is an important indicator of the company’s operational strength and the performance of its business because it provides a link between profitability and operating cash flow. Adjusted EBITDA is also widely used by investors and analysts as a supplemental measure to evaluate the overall operating performance of companies in comScore’s industry. comScore’s management also uses Adjusted EBITDA extensively as a measure of operating performance because it does not include the impact of items not directly resulting from the company’s core operations. Moreover, comScore’s management uses the measure for planning purposes, to allocate resources and to evaluate the effectiveness of the company’s business strategies and management’s performance.
Whenever comScore uses Adjusted EBITDA, it provides a reconciliation of Adjusted EBITDA to the most closely applicable GAAP financial measure. Investors are encouraged to review the related GAAP financial measures and the reconciliation of these non-GAAP financial measures to their most directly comparable GAAP financial measure.
This press release contains certain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, including, without limitation, statements made with respect to: annualized 2008 revenue from the M:Metrics acquisition; the amount and availability of net operating losses to reduce future tax payments; anticipated synergies and other benefits resulting from the acquisition merger with M:Metrics and the timing thereof; and the plans, strategies and objectives of management for future operations, including planned integration activities and the timing thereof; the positive contribution of the acquisition to comScore’s Adjusted EBITDA; comScore’s ability to grow its existing customer base and develop new products; the expected strength of comScore’s business and client demand for comScore’s products; the future quality of client relationships and resulting renewal rates; expectations of customer growth; expectations of international sales growth; assumptions regarding interest rates and effective tax rates; and forecasts of future financial performance, including related growth rates and components thereof, and assumptions related thereto.
The forward looking statements included in the Press Release relate to future events or our future financial conditions or performance, Words such as “forecast,” “expected,” “should,” "will," "are," "provide," "continue," "remain," "anticipates" or the negative thereof or variations thereon and similar expressions are intended to identify forward-looking statements. These forward-looking statements inherently involve certain risks and uncertainties, although they are based on our current plans or assessments that are believed to be reasonable as of the date of this press release. Factors that may cause actual results, goals, targets or objectives to differ materially from those contemplated, projected, forecast, estimated, anticipated, planned or budgeted in such forward-looking statements include, among others, the following possibilities, in no particular order: the business of M:Metrics not being integrated successfully, or such integration taking longer or being more difficult, time-consuming or costly to accomplish than expected; the failure to realize revenue synergies and cost-savings from comScore's acquisition of M:Metrics or delay in realization thereof; difficulties and delays in the further development and marketing of M:Metrics products and technologies; final determinations under GAAP of acquisition related costs, equity-based compensation expense, purchase price allocations and the impact of the loss of deferred revenues on a going-forward basis; limitations under applicable tax laws on the sources of income with respect to which the NOLs are available for offset, the amounts of the NOLs available for use in any given year, the useable life of the NOLs, and any other limitation on the use of the NOLs; the early stage of the market for digital marketing intelligence and the rate of development of such market; comScore’s ability to manage its growth; the rate of development of the Internet advertising and eCommerce markets; comScore’s ability to effectively expand sales and marketing; comScore’s reliance on subscription-based revenues; comScore’s ability to retain existing large customers and obtain new large customers, including with respect to M:Metrics; continued growth of the Internet as a medium for commerce, content, advertising and communications; inability to sell additional products and attract new customers; dependence on growth of international operations; product obsolescence with technological developments; volatility of quarterly results and analyst expectations; comScore’s history of losses and the risk of future losses; and comScore’s limited operating history.
For a detailed discussion of these and other risk factors, please refer to comScore’s Annual Report on Form 10-K for the period ended December 31, 2007 and from time to time other filings with the Securities and Exchange Commission (the “SEC”), which are available on the SEC’s Web site (http://www.sec.gov/).
Stockholders of comScore are cautioned not to place undue reliance on our forward-looking statements, which speak only as of the date such statements are made. comScore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.
Contact:Andrew LipsmanSenior AnalystcomScore, Inc. email@example.com
Tuesday, May 27, 2008
Tip sheets don’t always need to be produced in lists of 10. It’s acceptable to have less or more, but when you exceed 19, think about breaking the list into two lists of 10. If you surpass 25, then move to the section in this chapter that addresses writing a book.
Tactics that will help add value to your tips sheet:
1. Make tips available on your Web site.
2. Include tips in your corporate leave-behind.
3. Send tips to customers and prospects via e-mail.
4. Include tips in your corporate newsletter.
5. Create a tips postcard that can be sent to prospective clients.
6. Leave a copy of the tips in your lobby.
For more important tips on using PR when creating effective tip sheets, read Chapter 4 in Everyday Public Relations for Lawyers. Excerpt from Everyday Public Relations for Lawyers, Copyright 2007. Furia Rubel Communications, Inc. To purchase the book, click here.
Wednesday, May 21, 2008
Governor Edward G. Rendell congratulated this year's Best 50 Women in Business stating that the "varied accomplishments reflect of the state's economic growth and diversity." He said, "[These women demonstrate] how varied and talented the commonwealth's professional landscape has become."
Lieutenant Governor Catherine Baker Knoll also congratulated each recipient with a formal recognition. (Pictured L to R: Lt. Governor Baker Knoll, Gina Rubel, C. Scott Rubel.)
(Photo by Bonnie Squires. L to R: Gina Rubel, Donna Teitelman and Kimberle Levin)
Gina Rubel and Bonnie Squires.
Saturday, May 17, 2008
Monday, June 9, 200811:30 am – Reception; Noon – Luncheon
Proceeds to benefit The Justinian Foundation Scholarship Fund
The Union League of Philadelphia
140 South Broad Street, Philadelphia
Michael A. Nutter is a lifetime Philadelphian, with an accomplished career of public service, business and financial administration. Mayor Nutter served as a City Councilman for nearly 15 years representing Philadelphia’s Fourth District. He has also served as Democratic Ward Leader of the 52nd Ward since 1990.
During his time in Council, Mayor Nutter worked to lower taxes for Philadelphians. He engineered groundbreaking ethics reform legislation, and led efforts to pass a citywide smoking ban, among countless economic and legislative measures to improve the quality of life for people and businesses in the 4th District and citywide.
From 2003 to 2007, Mayor Nutter served as Chairman of the Pennsylvania Convention Center Authority Board. He serves on the Board of City Trusts, managing the City’s charitable assets, supporting institutions such as Girard College and Wills Eye Hospital, as well as administering public school scholarship funds.
More Details: For more information or to register contact the Justinian Society at 215-545-0706 or firstname.lastname@example.org or go to www.justinian.org/events to place your reservation.
P.S. The best networking is from 11:30 - 12:00 and then after the event so be sure to get there early and stay late.
Friday, May 16, 2008
There is no denying social media has altered the rules and tactics of marketing and communication strategies worldwide. Katy Thorbahn, Senior Vice President and General Manager of the Philadelphia office of Avenue A Razorfish, believes that a “major shift is occurring - the rise of social media is creating a new form of marketing altogether, called Social Influence Marketing (SIM).”
In the May/June issue of AD NEWS, Thorbahn explains in her Think Social Influence Marketing article that it is about employing social media as part of the entire lifecycle of a marketing campaign, even beyond the campaign.
Here are some of Thorbahn’s “must know” details on social media development:
- Social Influence Marketing is the third dimension of marketing: SIM requires new strategies, rules and tactics; and in the long run will harbor a stronger affect on purchasing behavior than direct response and brand marketing.
- Advertising on your consumer’s terms: SIM is also about engaging with consumers on their terms – where they want to and in a language and format of their choosing. By doing so, it will allow companies to participate in the online conversations.
- Social networks matter more than websites: Consumers are continuing to spend most of their time on social networks. Companies need to crate a strategic development plan to integrate a new website, product or marketing campaign with key social networks.
- Engagement metrics come to the forefront: Much of the web’s success as a marketing platform is driven by its ability to capture strong metrics. New measurement models and corresponding tools will be needed to track whether Social Influence Marketing is having a stronger effect on the purchasing cycle than brand marketing or direct response.
- SIM can broaden consumer influence: SIM is going to affect how organizations innovate, develop ideas, recruit, measure performance and interact with all their constituents (customers, employees, partners, shareholders, etc.) because only by changing the organizations from the inside out, will companies be authentic when talking to the outside world.
For more of Thorbahn’s “must know” details on social media development, go to her article, Think Social Influence Marketing.
Thursday, May 15, 2008
Thomas Claburn of Information Week reported an hour ago on the story.
"For Comcast, the deal provides an opportunity to make use of data about the 50 million people now under its umbrella. This may prove useful not only for marketing, but also for promoting content creation and communication. With a few more Internet-oriented acquisitions or partnerships, the cable service provider could develop a loyal Internet community, making it more competitive in the social arena with the likes of Facebook, Fox Interactive, Google (NSDQ: GOOG), and Yahoo (NSDQ: YHOO)."
Here are some links to more of the news coverage:
REFILE-UPDATE 2-Comcast buys social network pioneer PlaxoReuters - 5 hours agoBy Yinka Adegoke and Eric Auchard NEW YORK/SAN FRANCISCO, May 14 (Reuters) - Comcast Corp (CMCSA.O: Quote, Profile, Research) has agreed to acquire ...
Comcast buys Plaxo websiteguardian.co.uk, UK - 5 hours agoThis article was first published on guardian.co.uk on Thursday May 15 2008. It was last updated at 12:06 on May 15 2008. US cable company Comcast has bought ...
Comcast Buys Social-Networking Site PlaxoTheStreet.com - 6 hours agoComcast CMCSA will acquire social networking site Plaxo in a move aimed at unifying social media across the Internet and television. ...
Comcast Acquiring Social Networker PlaxoWashington Post, United States - 14 hours agoComcast (NSDQ: CMCSA) has acquired social networker Plaxo. Terms of the deal weren't disclosed in a Plaxo blog post announcing the news, but both TechCrunch ...
Comcast And Plaxo Invite You To The Marriage Of Set-top Box ...Washington Post, United States - 14 hours agoJust got off the phone from a tandem interview with Plaxo CEO Ben Golub and Comcast Interactive Media's Sam Schwartz. They weren't willing to talk money but ...
Comcast buys Plaxo: Will social networking and TV fly?ZDNet - 19 hours agoComcast has acquired Plaxo in a move that aims to make the cable giant’s interactive portfolio more social and potentially bring a little Web 2.0 to your ...
Comcast to Buy Plaxo for Social NetworkingPC World - 19 hours agoComcast will acquire social-networking company Plaxo to power upcoming community features on its TV, broadband data and phone services. ...
Confirmed: Comcast Bought Plaxo, Deal Closed TodayWashington Post, United States - 19 hours agoThe rumors were accurate: Comcast will announce their acquisition of social contact list Plaxo today. Financial terms are not being disclosed, ...
Comcast to acquire contact manager PlaxoThe Associated Press - 20 hours agoPHILADELPHIA (AP) — Comcast Corp. is buying contact management company Plaxo Inc. and plans to incorporate into all its offerings features intended to help ...
Comcast to acquire networking Web site Plaxo: reportForbes, NY - 21 hours agoSAN FRANCISCO (Thomson Financial) - Comcast Corp. is acquiring privately held social networking Web site Plaxo, the Wall Street Journal reported on its Web ...
Comcast acquires social network pioneer PlaxoReuters - 21 hours agoNEW YORK/SAN FRANCISCO (Reuters) - Comcast has agreed to acquire pioneering Web start-up Plaxo, which first sought to turn address books into social ...
Comcast to Buy Networking Site PlaxoWall Street Journal - 21 hours agoBy VISHESH KUMAR Comcast Corp. said Wednesday that it will acquire high-profile networking Web site Plaxo, in an effort by the cable operator to broaden the ...
Wednesday, May 14, 2008
Details about the court case can be found in Dan Slater’s article Are Books and Movies the Right Venue for Prosecutors’ Cases? of the Wall Street Journal. Slater writes that matters such as this continue the “age-old debate over whether it’s proper for prosecutors to try their cases in the news media.”
Adam Liptak of the New York Times also writes on the case in his recent article, When Literary and Prosecutorial License Collide. He writes about the Hollywood case and a second decision this week where Santa Barbara prosecutor Joyce Dudley published a novel with similarities to a rape case that she was trying. The appeals court also disqualified Dudley, but the decision of the same Supreme Court reversed that.
As Gina said in her blog for The Legal Intelligencer, “I believe that as long as we abide by the guidelines set forth in the various rules of professional responsibility and attorneys conduct strategic and solid voir dire, then the public has a right to know. In this case, Hollywood was a fugitive. Telling his story in a movie is no different than telling it on ‘America’s Most Wanted.’ In fact, the movie may have helped lead to his capture.”
Monday, May 12, 2008
- The Authoritative Article - When an article is published and you haven’t paid for the space (as opposed to placing an advertisement), you immediately establish credibility with your target audiences.
- The FAQ Response Method - keep a notebook next to the telephone and keep a log of topics such as client management, legal issues, etc. and write down every question you are asked by a prospective or current client.
- The TOC Review Method - review the table of contents (TOC) of the last six issues of a publication that your audiences read and keep note of trends and reoccurring themes.
For more important tips on using PR writing to create a buzz, read Chapter 4 in Everyday Public Relations for Lawyers. Excerpt from Everyday Public Relations for Lawyers, Copyright 2007. Furia Rubel Communications, Inc. To purchase the book, click here.
Saturday, May 10, 2008
At the summit we heard an inspiring keynote by Joe Banner, President and COO of the Philadelphia Eagles and Co-chair of the Philadelphia City Year Board. Banner invited a local City Year man on stage who share his awe-inspiring story of being a drug dealer turned community activist, volunteer and college student. There wasn't a dry eye in the place.
Friday, May 09, 2008
This high energy and interactive program will:
- Establish systems to increase productivity
- Leverage everyday communication tools
- Demonstrate strategies to grow your book of business
- Communicate how to build a productive practice development action plan.
This workshop is valuable for attorneys wanting to increase their practice development activities. For more information or to register on-line, go to www.philadelphiabar.org.
Monday, May 05, 2008
Trexler says that the Foundation “hijacked the city’s First Friday celebration of the arts to promote its own health care agenda.” This is far from the truth.
According to Bob Quon, First Friday Doylestown Chairman, “Local well established nonprofit organizations in our immediate region are invited to be showcased during First Friday. Every month features a different cause. The nonprofits have brought education, awareness and a voice to our community and the community has responded very well.” He said, “It is our way of giving back to the community.”
Just some of the nonprofit causes that have been highlighted at First Friday Doylestown include: Autism Awareness, ALS, Breast Cancer Awareness, CB Cares, Tabor Children’s House, Bucks County SPCA, Doylestown Fire Company, Central Bucks YMCA, National Organization for Victim Assistance (NOVA) and Bucks Association for Retarded Citizens (BARC).
Joan Block, Co-founder and Executive Director of the Hepatitis B Foundation said, “The Hepatitis B Foundation truly appreciates the support it receives from the community. We are proud to be a resource for students, scientists, healthcare providers, and especially those families affected by serious liver disease.” She said, “We are honored to participate in First Friday Doylestown since May is National Hepatitis Awareness Month. We have the opportunity to give back to and educate people in our own back yard.”
Trexler also intimates that “he wouldn’t touch [the O’Liver mascot]” leaving one to assume that he fears getting sick. If this is correct, then little does he know.
Hepatitis B is the world's most common liver infection. It is caused by the hepatitis B virus (HBV), which attacks and injures the liver. It is transmitted through blood, unprotected sex, shared or re-used needles, and from an infected mother to her newborn baby during delivery. Hepatitis B is NOT contracted through casual touching.
In fact, worldwide, 2 billion people (1 out of 3 people) have been infected with hepatitis B. 400 million people have become chronically infected (which means they are unable to get rid of the virus). An estimated 1 million people die each year from hepatitis B and its complications. In the United States, over 12 million people have been infected (that’s 1 out of 20 people). Almost 100,000 new people are infected with hepatitis B each year. An estimated 5,000 Americans die each year from hepatitis B and its complications.
The Hepatitis B Foundation is dedicated to finding a cure and improving the quality of life for those affected by hepatitis B worldwide. Their commitment includes funding focused research, promoting disease awareness, supporting immunization and treatment initiatives, and serving as the primary source of information for patients and their families, the medical and scientific community, and the general public. There is a lot that still needs to be done to improve prevention, education, and access to medical care and treatment.
There are many facts about hepatitis B that Trexler may not be aware of. To learn more go to www.hepb.org.
To learn more about the great things First Friday Doylestown is doing, go to http://firstfridaydoylestown.com.
Here’s the full press release:
YELLOWBOOK LAUNCHES NEW MULTI-MEDIA CAMPAIGN
THAT REDEFINES THE FUTURE OF LOCAL SEARCH
‘Say Yellow to the Future’ Escalates Yellowbook Brand
UNIONDALE, NY, May 5, 2008 -- Yellowbook, the leading independent publisher of print and online yellow pages directories nationwide, announced today the launch of a new integrated marketing campaign entitled “Say Yellow to the Future.” The campaign includes a full branding makeover with a new streamlined logo and a name conversion to one word (formerly Yellow Book), new television commercials by Oscar-nominated Hollywood director Vadim Perelman, and newly designed print directories that present the company as a forward-thinking, innovative digital force of the future.
The newly condensed name and fresh typeface give Yellowbook a sleeker, more digitally-focused feel. Part of the new logo depicts an evolution of the traditional industry-wide walking fingers icon. The book is removed and the fingers could now pass for walking or running through pages, pointing or clicking – an adaption to reflect the growing versatility of Yellowbook’s search options.
“Local businesses have relied on Yellowbook for more than 75 years to drive and support their client base,” said Gordon Henry, Yellowbook’s chief marketing officer. “While 87 percent of Americans use traditional yellow pages, there’s been exceptional growth online. Yellowbook.com has seen explosive growth in unique visitors, and our search engine advertising product, WebReach, has gained tremendous momentum. This campaign is part of our commitment to continued innovation and, importantly, to helping consumers find what they’re really looking for—wherever they search.”
‘Say Yellow to the Future’ Multi-Media Campaign
The new “Say Yellow to the Future” campaign represents a natural evolution of Yellowbook’s brand and its goal to help local business remain visible and accessible in an e-commerce society.
In one of the new television spots, set in the future, a bullied boy with an extreme wedgie returns from school. He turns to Yellowbook on his touch-screen and a holographic sensei leaps from the screen into his living room – transforming the boy into a martial arts whiz, brimming with self-confidence. A second TV spot, also set in the future, features Blanca Soto, former Miss Mexico World, as a bride-to-be who needs an embarrassing tattoo removed before her wedding. Her interactive Yellowbook guide helps her on her quest for a clean slate.
“The TV executions are fairly simple storylines, but the subtext of the spots is that Yellowbook will not only help you find a local business, but a higher order emotional benefit like self-confidence or a fresh start,” said Michael Jordan, creative director for Gotham, Inc.
The last scene in each ad showcases and directs viewers to visit yellowbook.com. The site’s consumer interface was recently redesigned, offering an enhanced overall user experience and greater relevancy in search results as well as advanced interactive mapping. The new campaign follows on the heels of the Yellowbook Network being named the top-gaining web property in the United States in March of this year, according to comScore, a leader in measuring the digital world.
Yellowbook’s multi-media advertising campaign will launch on national TV and cable networks and national print publications. In addition, Yellowbook is expanding its marketing campaign to include online digital display.
Yellowbook developed the campaign in partnership with the New York City-based ad agency Gotham Inc. The television spots were shot by Vadim Perelman, acclaimed director of “The House of Sand and Fog” and the newly released “The Life Before Her Eyes.”
Yellowbook is the #1 independent publisher of print and online yellow pages directories nationwide. Founded in 1930, Yellowbook published nearly 1,000 printed directory editions in its 2007 fiscal year with a circulation of approximately 123 million. The company's online directory, yellowbook.com, reaches millions of users via computers and mobile phones through organic web searches and through Yellowbook's network of partner sites. The company's humorous advertising campaigns have made Yellowbook one of the nation's most recognized brands. Yellowbook has a sales force of approximately 5,000 - one of the largest media sales forces in the U.S. Over the past decade Yellowbook has made over 50 acquisitions and now operates in 48 states, plus the District of Columbia. Visit the company’s website at http://www.yellowbook.com/.
Release on BusinessWire at: http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20080505005416&newsLang=en