IYPs Can Compete with Search (Apparently)

RHD put out a press release this morning that says its DexKnows consumer destination is the leader in its 14-state print market, according to comScore:

[I[ts comprehensive, feature-rich local search site, remained the top local search site in the 14-state area* where Dex is the official print directory for Qwest. According to comScore, DexKnows.com (formerly DexOnline.com) was the most used local search site in this area in terms of number of searches, accounting for 24 percent of all searches during the quarter. This marks the fifteenth consecutive quarter DexKnows.com led the market.

I have some issues with how comScore segments and measures the “local search” market — it uses a conservative methodology and separates “local search” and “IYP” into two distinct categories. But taking these numbers at face value it shows how the combined power of print and online — together with some traditional branding and marketing — can be a successful strategy for traditional media companies vs. online-only competitors.

DexKnows is supported by Local Matters’ destination search platform. In addition, Dex is testing a voice search service (free DA) using CallGenie’s platform and technology.

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