Handy?

Seems like the nice folks over at Yell have flipped into the 21st Century, having dropped the door-drops like a soggy slab of toast. I haven’t tried this out yet, but I will.

I’m a fan of the Google Maps mobile app, which replaces the (paid for) apps I used to have on my WinMo and Palm OS devices in the past, complete with the benefit of ‘current location’ from the mobile network. I appreciate GPS may be ‘better’, but in London this is quite sufficient… as it was in Brighton recently.

The Yell app will have to be pretty good to better that… though I do see ample places where it could be improved, I’m unconvinced that either Yell or Google will make those improvements any time soon… but I’d love to hear thoughts from anyone else who’s used either/both?

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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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