AT&T Launches New Brand for Directories; Yellow Pages Books to Be Called "The AT&T Real Yellow Pages"
First Book with New Branding Released in Raleigh, N.C.
San Antonio, Texas, February 26, 2007, AT&T Inc. (NYSE: T) announced today a re-branding of its Yellow Pages directories, which will now be known as “The AT&T Real Yellow Pages.”
The phrase was previously coined by BellSouth and has been used on the directories in its nine-state service area since 1985. It will now be used on all 1,250 AT&T directories in 22 states as a result of the AT&T-BellSouth merger which was completed in December 2006. The first directory with the new name is the Raleigh, N.C. directory, released this month.
“We’re proud of this new branding because it reflects that AT&T Yellow Pages is far and away the leader in consumer usage in our 22-state region. Now it will be emblazoned in bold red letters on the front of 1,250 directories for all to see,” said Dennis Payne, president and CEO of AT&T Advertising & Publishing. "The new branding succinctly and directly communicates to consumers that they can trust the AT&T Real Yellow Pages as their primary buying guide for goods and services. Our directories provide the most complete, accurate and easy-to-use buying information for consumers when they’re ready to buy.
“Advertisers looking for real value look to the directory that is preferred and used most by ready-to-buy consumers, and that’s the AT&T Real Yellow Pages,” Payne said.
Before making the decision to maintain and expand the Real Yellow Pages branding, AT&T Advertising & Publishing did extensive research comparing the name and cover design to those of its closest competitor.
The research showed that consumers chose the AT&T Real Yellow Pages cover over the competitor’s 72 percent of the time. In addition, consumers felt the AT&T Real Yellow Pages name communicated a message of strong reputation and trust, making the term an ideal fit for the oldest, most trusted and most widely used print Yellow Pages.
The new AT&T is the largest Yellow Pages publisher in terms of revenue, publishing 1,250 AT&T directories in 22 states. AT&T’s printed Yellow Pages books are referenced 4.6 billion times each year, with average three-to-one consumer usage leadership in AT&T-served markets.
The merger also consolidated ownership of YELLOWPAGES.COM, which was previously a joint venture between the two companies. The YELLOWPAGES.COM Network received more than 1 billion searches in 2006.
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AT&T Inc. is a premier communications holding company in the United States and around the world, with operating subsidiaries providing services under the AT&T brand. AT&T is the recognized world leader in providing IP-based communications services to businesses and the U.S. leader in providing wireless, high speed Internet access, local and long distance voice, and directory publishing and advertising through its Yellow Pages and YELLOWPAGES.COM organizations. As part of its three-screen integration strategy, AT&T is expanding video entertainment offerings to include such next-generation television services as AT&T U-verseSM TV. Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at www.att.com.
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