Despite various experts’ claims, it never really was “who” you know or “what” you know. The truth is, everything depends on “how” quickly you could find out. And therein lies the secret of success for directories.

Newspapers have always been adept at telling people where to go. Now, with the advent of search engines and the splintering of traditional directory sources, newspapers offer an intriguing alternative.

Not too long ago, businesses were able rely on “the book” to help make the phone ring, but as it became two books, and then three and perhaps five in most markets, those yellowed pages are less and less relevant. You might go online, but which to use?

Readers still need to be directed.

Enter newspapers. But how?

 

Metroland Media Group Director of Classified Advertising Ashling Moore suggests going back to the fundamentals. Service directories, professional directories, and home improvement guides are all part of the traditional mix that might be revived with an emphasis on fresh content and timeliness.

Moore told a Suburban Newspapers of America conference last year that “Home Improvement Headquarters,” a directory in her Toronto Community Newspapers, flew because reps focused on the following points:

•The newspapers deliver weekly as opposed to annually.

 •Because papers are weekly, they can be updated.

 •The papers are local and focused on the area in question so the trades advertising in them are equally local and focused.

•Readers trust the community newspaper brand more than the randomness of flyers and assorted books.

Main source

Another strong selling strategy is to position a weekly newspaper directory as the “go to” source to find a service or trade’s Web site and/or phone number.

Yes, you can go to Google or Yahoo to find a plumber in you neighborhood, but why? Wouldn’t you be more inclined to pick a local craftsman out of your local paper? The paper’s service directory narrows a reader’s center of attention conveniently.

Papers have further capitalized on this trend by helping small advertisers create or enhance their existing Web presence.

In these cases, the newspaper can create a limited listing or page for these smaller companies. In some instances, these may be the only Internet presence these advertisers can muster.

The trick is to make a directory “hyper-useful” to readers, advertisers, salespeople and even competitors. If you offer the easiest and best route to find that local plumber, your directory will be used.

Ease of search, relevance of the located information, brand knowledge and timeliness all play important roles on whether such directories get used. And if they are positioned with content that is also likely to serve the customer or reader of the directory, then you have a much greater chance to attract readers and get results for those advertisers.

Even online giant Google recognizes the importance of newspaper advertising. Its PrintAds program makes it easy to run ads in newspapers across the U.S. — whether you’re buying space in one paper or a hundred.

How quickly can we find the right way to direct readers and advertisers to useful advertising? Perhaps we have had the answer all along. Here’s to looking up your old address.

Rob Carrigan is in the sales and business development group of weekly newspaper publisher Colorado Publishing Co., a Dolan Media Co. unit based in Colorado Springs. He can be reached at rob.carrigan@csmng.com.