Yell.Com: no to doordrops

No, not the end of Yellow Pages deliveries (yet), but I saw today that Yell have pulled out of a recently launched (August) venture to compete with asrecommended by publishing a consumer car insurance guide. The pilot went well, and 1.5 million copies a month were thudding onto doormats – and the plan was to grow that to 40 million.

My doormat is sighing with relief.

I think I hear the odd environment lobbyist cheering somewhat, too.

Can a magazine really be the right way forward to promote insurance…? A ’service’ that means, almost by definition, that 11/12 of the audience will find it irrelevant each month as they are not in the renewal cycle. What on earth were they planning to say each month?

To paraphrase the old adage, “I know that 92% of my ad budget is wasted, I just don’t know with 92%.”

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