The Yellow Pages Association, a trade group that represents the business directories worldwide, has begun a rebranding process that will forever shape the way we think of the Yellow Pages.
Meet the “Local Search Association,” the new branded image of the YPA.
Embracing local search and mobile technologies to an entirely new degree, the YPA is lifting the curtain on its new visual identity in order to “reflect the industry’s transition from print publisher to a provider of local search services to small businesses and their consumers.”
According to the organization, while better than 60% of US adults still use the printed version of the Yellow Pages directories, the Internet and, in particular, the mobile web are drastically cutting into that percentage. As a result, the YPA thinks the time has come for a re-focusing of sorts that presents the Yellow Pages as a readily available online local search tool.
“The Local Search Association joins together the best local search marketers that deliver time-tested and cutting-edge solutions spanning digital, print, mobile and social media, helping local businesses succeed by driving business leads,” said Neg Norton, Local Search Association president.
CityGrid, MerchEngine, Kudzu, Telnic Limited, Kenshoo, Thrive Analytics, deCarta, dotMobi, VendAsta Technologies and NO PROBLEM have signed agreements with the rebranded Association, making them the newest members of the industry group.
“Our new brand reflects the transformation of Yellow Pages companies into integrated marketing and local search solutions providers, and better positions us to attract new members, including CityGrid,” said Joe Walsh, Local Search Association board chairman. “They are part of our industry and face many of the same opportunities and challenges as our traditional member base.”
Under the new brand identity, the Local Search Association will transform its member services, which include everything from media usage reporting, business networking opportunities, and educational programming.