Yellow Pages Association Conference 2010

Boasting a resurgence in trade shows, exhibitions and conferences in 2010, Las Vegas (Paris Hotel & Casino, specifically) is hosting this year’s annual Yellow Pages Association (YPA) Conference, where you can find TMP Directional Marketing on April 19–20. The theme of this year’s conference is “Transformers,” which is little about Michael Bay’s famous robot movies and more about the transformations occurring in the Yellow Pages industry.

These changes come as little shock to marketers, advertisers and publishers who have been coping with declining print revenues since the introduction of digital media. While some have hopes that print-revenue declines are stabilizing, today’s marketers are learning they must adapt in order to survive in a constantly evolving marketplace. In order to reach consumers across a diverse media mix, marketers must also change tactics according to consumer behaviors. In other words, go where the consumers are.

Internet Yellow Pages is one example of how the industry has adapted to transforming search behaviors. In fact, the industry has stood strongly on the leg of IYP in recent years, which has helped it retain a steady portion of the search market share. But unsurprising, even more dramatic changes are sweeping through the Yellow Pages industry, from technology deployment to social-media implementation. And that’s what YPA’s “Transformers” aims to cover.

For two days, TMPDM will network with other business leaders, marketers, advertisers and publishers to hear insider perspectives, targeted presentations and observations from leaders in various media types. We’ll also gather for the following agenda items that reflect the changing business model: