12/15/21, 10:37 AM
`
`Baby Bells Ring In Online Yellow Pages
`
`The Wayback Machine - https://web.archive.org/web/20080607061643/http://www.wired.com:80/techbiz/media/news/1997/06/4714
`
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`
`They’re trying to change history—don’t let them. The Wayback Machine is a crucial
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`Right now we’re preserving history as it unfolds, keeping track of who’s saying what and
`when—all without charging for access, selling user data, or running ads. Instead, the
`Internet Archive (which runs this project) relies on the generosity of individuals to help
`us keep the record straight.
`
`We don't ask often, but right now, we have a 2-to-1 Matching Gift Campaign,
`tripling the impact of every donation. If each of our users gave just $10, we could
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`Tech Biz : Media
`
`Baby Bells Ring In Online Yellow Pages
`
`Kaitlin Quistgaard
` 06.25.97
`Hoping to tap deeper into the US$11 billion Yellow Pages industry, four Baby Bells are banding together to create a co-branded Web site and a $1
`million marketing campaign to drive more traffic to their regional Yellow Pages sites. But consultants say the common page may be just the beginning
`of stronger partnerships between the publishing arms of the telcos.
`The new "original Yellow Pages" site is simply a map of the US, where users can click on any state and be linked to the appropriate online directory, as
`published by Ameritech, BellSouth, Pacific Bell, or US West. The jointly published frontispiece carries no advertising, but the individual companies
`expect the page to increase their revenues by pushing more traffic to their individual sites.
`"In order to draw traffic you have to advertise on high-profile sites," said US West spokesman Jon Lentz. So the group put up its first big ad on Yahoo
`on Wednesday - but you would have to go right past the "yellow pages" link on the Yahoo front page and do a search on "directory" to get to it. And so
`far, there seems to be no "name," so to speak, for the site.
`The obvious URL had already been snapped up by Ronald Oister, president of the Jackson, Mississippi-based site www.yellowpages.com. He plans to
`launch his own online directory within the next week or so.
`"We have received queries from every regional Bell operating company, from independent sources, venture capitalists, strategic partners, all wishing
`to purchase or grab a piece of the action based on the name 'yellow pages,'" Oister said. Like the rest of the crowd, he recognizes the name's potential
`to generate traffic, but argues that it's the value of his 15 million-name service that will really put him on top.
`Oister will have some pretty stiff competition from the likes of Nynex's Big Yellow and GTE's SuperPages. Both telcos expanded their regional print
`directories to give their online services national coverage. By joining together under their "original Yellow Pages" banner, the four Baby Bells will avoid
`duplicating such an effort - while upping the ante for advertising dollars.
`The printed Yellow Pages that arrive, unbidden, at your door each year, bring in more than $11 billion in annual advertising revenue, according to the
`Kensey Group, a consulting firm specializing in the interactive directory market. The upstart Internet versions pulled in a comparatively puny $7
`million last year, but Kensey forecasts the figure to rise to $40 million by year's end and $300 million by 2000.
`"What you see today is a great starting place," said Jeff Tarr, general manager of the US West Dex Internet Yellow Pages, admitting that to date the
`RBOCs have reached no agreement to facilitate advertising across all of their sites. "We're pursuing all sorts of ideas to benefit our users, advertisers,
`and shareholders," he added, but declined to disclose any details.
`However, consultant Jim D'Arcangelo painted a slightly more aggressive picture. "In terms of an endgame, if they don't offer joint ad buys or
`something like that, there aren't really any benefits to it," he said. "This group of four ... will undoubtedly move into common management,
`infrastructure, an internal search engine, and a networked ad buy in the coming months," D'Arcangelo wrote separately in an analysis posted on the
`Kelsey Group Web site.
`Greater joint action poses the question of just how far they can go without violating anti-trust laws or Justice Department rulings designed to keep
`their businesses separate. But US West's Tarr brushes off the notion that the Baby Bells are ganging up by saying: "I wouldn't read any more into this
`than the co-branding agreement for our products."
`
`
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`Subscribe | Subscription Questions | Renew Subscription | Give a Gift | International Subscriptions | Advertising | Media Kit | Careers
`
`Visit Our Sister Sites: Concierge.com | Epicurious.com | Men.style.com | Style.com | Flip.com | Wired.com | Lipstick.com | NutritionData | YM.com | Allure | Architectural Digest
`
`Brides | Cookie | Condé Nast Portfolio | Domino | Glamour | Gourmet | Lucky | Men's Vogue | Self | Teen Vogue | The New Yorker | Vanity Fair | W
`
`https://web.archive.org/web/20080607061643/http:/www.wired.com/techbiz/media/news/1997/06/4714
`
`1/2
`
`Google, Exhibit 1018
`IPR2022-00742
`Page 1 of 2
`
`
`
`Baby Bells Ring In Online Yellow Pages
`
`The Wayback Machine - https://web.archive.org/web/20080607061643/http://www.wired.com:80/techbiz/media/news/1997/06/4714
`
`Can You Chip In?
`
`They’re trying to change history—don’t let them. The Wayback Machine is a crucial
`resource in the fight against disinformation, and now more than ever we need your help.
`Right now we’re preserving history as it unfolds, keeping track of who’s saying what and
`when—all without charging for access, selling user data, or running ads. Instead, the
`Internet Archive (which runs this project) relies on the generosity of individuals to help
`us keep the record straight.
`
`We don't ask often, but right now, we have a 2-to-1 Matching Gift Campaign,
`tripling the impact of every donation. If each of our users gave just $10, we could
`
`1Choose an amount (USD)
`$10
`$25
`
`$50
`
`Custom: $
`
`I'll generously add $0.52 to cover fees.
`Make this monthly
`
`Top Stories
`
` Email Article
` Full Page
` Comments
`
`Tech Biz : Media
`
`Baby Bells Ring In Online Yellow Pages
`
`Kaitlin Quistgaard
` 06.25.97
`Hoping to tap deeper into the US$11 billion Yellow Pages industry, four Baby Bells are banding together to create a co-branded Web site and a $1
`million marketing campaign to drive more traffic to their regional Yellow Pages sites. But consultants say the common page may be just the beginning
`of stronger partnerships between the publishing arms of the telcos.
`The new "original Yellow Pages" site is simply a map of the US, where users can click on any state and be linked to the appropriate online directory, as
`published by Ameritech, BellSouth, Pacific Bell, or US West. The jointly published frontispiece carries no advertising, but the individual companies
`expect the page to increase their revenues by pushing more traffic to their individual sites.
`"In order to draw traffic you have to advertise on high-profile sites," said US West spokesman Jon Lentz. So the group put up its first big ad on Yahoo
`on Wednesday - but you would have to go right past the "yellow pages" link on the Yahoo front page and do a search on "directory" to get to it. And so
`far, there seems to be no "name," so to speak, for the site.
`The obvious URL had already been snapped up by Ronald Oister, president of the Jackson, Mississippi-based site www.yellowpages.com. He plans to
`launch his own online directory within the next week or so.
`"We have received queries from every regional Bell operating company, from independent sources, venture capitalists, strategic partners, all wishing
`to purchase or grab a piece of the action based on the name 'yellow pages,'" Oister said. Like the rest of the crowd, he recognizes the name's potential
`to generate traffic, but argues that it's the value of his 15 million-name service that will really put him on top.
`Oister will have some pretty stiff competition from the likes of Nynex's Big Yellow and GTE's SuperPages. Both telcos expanded their regional print
`directories to give their online services national coverage. By joining together under their "original Yellow Pages" banner, the four Baby Bells will avoid
`duplicating such an effort - while upping the ante for advertising dollars.
`The printed Yellow Pages that arrive, unbidden, at your door each year, bring in more than $11 billion in annual advertising revenue, according to the
`Kensey Group, a consulting firm specializing in the interactive directory market. The upstart Internet versions pulled in a comparatively puny $7
`million last year, but Kensey forecasts the figure to rise to $40 million by year's end and $300 million by 2000.
`"What you see today is a great starting place," said Jeff Tarr, general manager of the US West Dex Internet Yellow Pages, admitting that to date the
`RBOCs have reached no agreement to facilitate advertising across all of their sites. "We're pursuing all sorts of ideas to benefit our users, advertisers,
`and shareholders," he added, but declined to disclose any details.
`However, consultant Jim D'Arcangelo painted a slightly more aggressive picture. "In terms of an endgame, if they don't offer joint ad buys or
`something like that, there aren't really any benefits to it," he said. "This group of four ... will undoubtedly move into common management,
`infrastructure, an internal search engine, and a networked ad buy in the coming months," D'Arcangelo wrote separately in an analysis posted on the
`Kelsey Group Web site.
`Greater joint action poses the question of just how far they can go without violating anti-trust laws or Justice Department rulings designed to keep
`their businesses separate. But US West's Tarr brushes off the notion that the Baby Bells are ganging up by saying: "I wouldn't read any more into this
`than the co-branding agreement for our products."
`
`
`
`Stumble
`ShareThis
`
`Search Wired
`
`Related Topics:
`
` Top Stories
`
`Subscription: Subscribe | Give a Gift | Renew | International |
`Questions | Change Address
`Quick Links: Contact Us | Login/Register | Newsletter |
`RSS Feeds | Tech Jobs | Wired Mobile | FAQ | Site Map
`
`
`
`Corrections | Contact Us | Newsletter | Wired Staff | Press Center | FAQ | Wired Insider | Sitemap
`
`Subscribe | Subscription Questions | Renew Subscription | Give a Gift | International Subscriptions | Advertising | Media Kit | Careers
`
`Visit Our Sister Sites: Concierge.com | Epicurious.com | Men.style.com | Style.com | Flip.com | Wired.com | Lipstick.com | NutritionData | YM.com | Allure | Architectural Digest
`
`Brides | Cookie | Condé Nast Portfolio | Domino | Glamour | Gourmet | Lucky | Men's Vogue | Self | Teen Vogue | The New Yorker | Vanity Fair | W
`
`https://web.archive.org/web/20080607061643/http:/www.wired.com/techbiz/media/news/1997/06/4714
`
`1/2
`
`Google, Exhibit 1018
`IPR2022-00742
`Page 1 of 2
`
`
`
`12/15/21, 10:37 AM
`
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`
`Baby Bells Ring In Online Yellow Pages
`
`https://web.archive.org/web/20080607061643/http:/www.wired.com/techbiz/media/news/1997/06/4714
`
`2/2
`
`Google, Exhibit 1018
`IPR2022-00742
`Page 2 of 2
`
`
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