Idearc filed for bankruptcy recently (not unlike many big businesses, they’re experiencing problems). Not because people aren’t using directional media in print anymore. To the contrary, baby boomers; a growing segment of the population, uses yellow pages more than the ‘youth’ demographic and this growing retiree demo will continue to grow over the next decade or so.
Neg Norton of InsideYP blog comments on how the restructuring will help Idearc turn things around:
When Idearc completes its reorganization, I think it will be well positioned to achieve strong financial results. The company has a new strategy in place and, combined with a more suitable capital structure, should be around for a long time to come.
I have to hand it to the thinkers at Idearc however, they’re using the consumer’s desire for stability, reliability and guarantee when it comes to hiring service providers for certain categories of work. The economic crisis that we’re undergoing is a perfect time to try out their guarantee. Take a look at the sample ad below. I’ll probably post a couple of others after I’ve reviewed them.
Of course this campaign won’t bring them out of the dulldrums of a bk (the reorganization is designed to do that), but it shows they’re thinking and in the game to win the hearts and minds of the consumer. It brings more value to their brand because it brings value to the consumer…and advertisers in these categories will find benefit from advertising online with Idearc. If the Superpages site gets more traffic (wakie wakie Idearc SEO’s…I’m talking to YOU 
) then the success will spread from the “Superguarantee Categories” to other well trafficked categories.
Here are the categories that are covered under the Superguarantee. Think its a game changer for Idearc or at lest a game starter? If so, why….and if not, why not?
UPDATE: edited out a few spelling errors.
