Regular yellow pages topics Deets commenter (check back to Feb. 2009), Mike Stewart, appears to have lost his job over his unauthorized online behavior. He offers up an insider’s view on some of the challenges Idearc faces in their attempts to keep print relevant while also competing on the web.
Personally, I wish Idearc the best going forward. I am no longer with the organization after 10 years due to my inability to conform. I don’t think such a large agency will ever put the client first and foremost before profits. Idearc is accustomed to high margins from the print business, and you just can’t do that with Local Search (we all know that Google, MSN, and Yahoo make all the REAL $$). In web marketing you must become an authority. Idearc is not in the business of creating authoritative websites online, other than its www.Superpages.com, www.LocalSearch.com, and www.Switchboard.com sites. If they did they would have already upgraded all the sales reps to IE7 from IE6, put an emphasis on content collection, search engine optimization, social media, and the 9 million other things that local search marketing agencies manage do discuss with local small medium businesses.
The whole thing is worth a read if you’re into departing soliloquies.