According to Mike Stewart at DallasSeoGuru, Idearc Media’s President of Marketing and Transformation (the company that published the Verizon Superpages) has found a new way to screw local businesses. She inserted an ad for her husband’s business in a new category that’s alphabetically just before all of his competitors:
Apparently the latest news is that she authorized a new heading at book close II on the book designated “Pavers” which appeared before “Paving Contractors” thus allowing her husband’s paving company to be ahead of larger ads with a lower cost full page ad. I recall this going around local management and the media consultant who was required to make the submission.
That’s an interesting concept. Create a market around the value of the category “Paving Contractors” by sending your sales force out into the market to do what they can do drive up the cost of the ads under that heading in the print SuperPages. Then slip an ad under a new alphabetically prior heading, thus pulling the rug out from under the perceived value of local business’ advertising investments. One year of screwing your local advertisers coming up.