PRESS RELEASE: Yellow Page Directories Stuck in Jurassic Era

Internet Yellow Page Directories "Stuck in Jurassic Era"

"Esme Taylor speaks with enthusiasm and experience of fresh, new ideas for conducting business on the Internet" Dennis Reinhardt DennisR@dair.com Member IEEE

Palo Alto, CA - March 21, 1999 --ESME TAYLOR, CEO, Yellow Pages Superhighway, Inc., a Sausalito R&D company pioneering the yellow pages concept on the Internet since 1994, unveiled a new business model for Yellow Page directories at her presentation to the Institute of Electrical and Electronics Engineers at Stanford University.

This new model, based on sound revenue-generating principles, uses a Copernican twist to turn the existing Internet model inside out resulting in a simpler model that levels the playing field for all businesses online.

Taylor warned that, "The new model is a mind-bender to understand at first, even for computer engineers at Stanford, but when you get it you get it, and when that happens you also know that this will change the way business is done on the Internet for Yellow Page directories

Esme Taylor at Stanford University unveiling her company’s new business model for Yellow Pages directories at her presentation to the Institute of Electrical & ElectronicsEngineer

"Yellow page directories are trying to make money from small businesses by charging them to enhance their listings, just as the print yellow pages do with display ads. But, they are still in the Jurassic Era when it comes to the Internet, because we know that it is impossible for small businesses to get a return on their investment. Yellow page directories are also trying to make money by covering their pages with dozens of irritating banner ads. But this will do them no good because the click-through rate for banners has dropped from 10% in 1994 to .5% today."

"After four tortuous years experimenting with dozens of marketing strategies our frustrated visionary team was driven to a momentous decision that it was impossible to drive traffic to small businesses at an affordable price. Since these small businesses are employing most of the workers and fueling the boom in our economy in America, it is imperative that we maintain an open economy on the Internet. So we threw out the old model and designed an entirely new model."

"Our new model is an entirely new way of marketing, way beyond banner ads, affiliate marketing, e-mail marketing and viral marketing that are so prevalent on the web today," Taylor explained, and then went on to challenge the major search engines and online Yellow Page directory services to build similar models that give small businesses the visibility they need at no cost while at the same time providing value to the sponsors who underwrite the cost of a Yellow Page directory or similar endeavor.

She went on to explain their MegaLinker™ concept: "MegaLinker is our patent-pending software that connects thousands of businesses to a sponsor’s website. A sponsor can order 500, 5,000 or 50,000 small businesses to be linked to its website. Whenever someone searches for one of these small businesses the result brings up sponsor’s entire website including the small business site searched for.

"Our plans are to license the software to Yellow Page directories and compatible licensees and marketing partners in the US and other countries that have the funding and technical know-how to promote this concept to its highest potential."

Taylor concluded, "In short, what we have created is a WIN-WIN-WIN-WIN-WIN situation. A win for the small businesses, a win for the sponsors, a win for the Web searcher, and a win for the Yellow Pages directories, a win for an open Internet economy.

This symbiotic union ensures that both big business and small businesses can live together and win together because the bottom-line dictates they are inter-dependent upon each other on the Internet to succeed."

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