Thread started: May 20 2008, 11:50 AM EDT
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My name is Noelle Mullin and I run a CMR search and RFP firm called YP Assistants. I was told of this site and wanted to check it out for myself. While I think the goal of creating a forum to better explain the CMR industry is excellent and well-needed, I do not think releasing CMR client lists is necessary or useful. In every aspect of agency marketing [Yellow Page, Branding, Creative, Interactive, ect...] client lists are always well-guarded - not just in the Yellow Pages arena. Due to the activity of my business, we have insider knowledge on many clients and their representing CMR - we protect this knowledge as part of our integrity of doing business. I will be more than pleased in the future to provide updates on this site for how CMRs work &/or their impact via the client/advertiser prespective - but no one from my company will visit nor contribute to the section on CMR client lists - that is their business and should be protected by all of us in the industry - CMR, publisher and consultant alike. I personally think that section [already outdated and incorrect in many areas] should be removed. That is my opinion and I hope may agree. I look forward to contributing more useful and Yellow Pages supportive data here soon.
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RE: All agencies protect their client lists - why should CMRs be diffe
By: ,
May 25 2008, 9:50 AM EDT
Noelle,
To answer your first question, why advertisers prefer to stay anonymous on this site, it it out of fear of retaliation from the CMRs. As I recall, ADP tried to organize a similar effort a few years ago and it was quietly quashed by the CMRs. If the independent YP publishers association was unable to stand up to the pressure from CMRs, why would you expect any independent YP publisher on their own to risk it?
CMRs are gatekeepers for national advertisers not because the national advertiser has anything to hide (after all, it is in their best interest to promote brand awareness on every level), but as a point of convenience to the national advertiser and repository of information on a particular media, in this case Yellow Pages publishers. While I will grant you that all agencies protect their client lists it isn't clear what benefit is gained by not being open with the YP publishing community. Do you not want to be bothered by independent YP publishers because it is too much work? If so, then the CMR community is not doing the due diligence expected of you by the national advertisers - after all they hire you for your knowledge of the market, not to hide from the advertising media! What harm would a little sunshine do?
Finally, yes the info is out of date and that is precisely the point, we as independent YP publishers are working with out of date information not out of choice but because there has been little alternative. However the collectdive intelligence of the industry could pry open the secret society of CMRs as everyone DOES have a little information that through a Wiki can be pulled together to paint a fairly accurate picture of the CMR/National Advertiser Base.
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