Dex One – the new brand for phone directory company, R.H. Donnelley – has reported (PDF) that they sold 20% less dollars worth of advertising in 2009 than 2008.
They’re projecting that 2010 will be better than 2009. Not through growth, but by declining at a lesser rate.
Dex One . . . cautiously projected that the rate of decline in ad sales would improve in 2010, from being down 20 percent in 2009 to down between 12 percent and 15 percent this year.
One tactic Dex seems to be relying on to boost the use of their print product is what I’d call spamvertising, where they encourage people to let competitor’s books rot on their doorsteps.
Thanks to Nick for sending this in.
“If it says Dex, love it. If it doesn’t, leave it.”
What I’d rather see Dex promoting is a campaign that says, “If you’d like a Dex, order it. If not, you won’t have to deal with our print spam on your doorstep.” Opt-in for the win.