A BETTER IDEA? YELLOW PAGES' WALKING FINGERS TAKE A HIKE.Byline: Deborah Solomon Deborah Solomon (born August 9, 1957) is a journalist and cultural critic with a weekly Q&A column in The New York Times Magazine. She was born in New York City and was educated at Cornell University, where she majored in art history. San Francisco Chronicle The San Francisco Chronicle was founded in 1865 as The Daily Dramatic Chronicle by teenage brothers Charles de Young and Michael H. de Young.[2] The paper grew along with San Francisco to become the largest circulation newspaper on the West Coast of the After more than 40 years, the Years, The the seven decades of Eleanor Pargiter’s life. [Br. Lit.: Benét, 1109] See : Time ``Let Your Fingers Do the Walking'' campaign is about to walk off stage. America's Yellow Pages will get a new logo and tag line tag line also tag·line n. 1. An ending line, as in a play or joke, that makes a point. 2. An often repeated phrase associated with an individual, organization, or commercial product; a slogan. Noun 1. next year as the nation's largest phone directory moves to reposition itself as more than just a place to get phone numbers. The walking-fingers logo, which has appeared on the covers of phone books for four decades, will be replaced with a light bulb bulb, thickened, fleshy plant bud, usually formed under the surface of the soil, which carries the plant over from one blooming season to another. It may have many fleshy layers (as in the onion and hyacinth) or thin dry scales (as in some lilies)—both of which and the slogan, ``Get an Idea.'' A $24 million ad campaign to introduce the new Yellow Pages will get under way in January with ``NewsRadio'' star and ``Saturday Night Live'' alumnus ALUMNUS, civil law. A child which one has nursed; a foster child. Dig. 40, 2, 14. Jon Lovitz as the pitchman. The campaign was developed by the Martin Agency in Richmond, Va. The Yellow Pages Publishers Association, which represents the country's largest phone directories, including Pacific Bell's, said it is abandoning one of America's most recognized symbols because it wants to change the directory's image. The Yellow Pages now wants to sell itself as a consumer resource, where people can go to get ideas. For instance, the association wants people to consult the book for ideas on painting a room or planting a garden. Instead of just looking up the number for a gardening store, customers could use the book to find alternatives - such as a company that specializes in Japanese gardens Japanese gardens (Kanji 日本庭園, nihon teien), that is, gardens in traditional Japanese style, can be found at private homes, in neighborhood or city parks, at Buddhist temples or Shinto shrines, and at historical landmarks such as old castles. . Advertising watchers are skeptical about the new campaign, however, saying the new slogan is nowhere near as catchy or explanatory ex·plan·a·to·ry adj. Serving or intended to explain: an explanatory paragraph. ex·plan as the walking fingers. ``The walking fingers is a great campaign. Fingers are physical and easy to remember, as opposed to getting ideas, which is so obscure,'' said Chuck Pettis, president of Brand-Solutions, an ad agency in Bellevue, Wash. ``I don't think people really go to the Yellow Pages to get ideas. I think they go there to find phone numbers. If people want ideas, they'll read a magazine.'' Pettis said the change is risky and shows the Yellow Pages is concerned about its market share. ``It shows they're worried (enough) to make such a big move, and it's definitely radical,'' he said. The repositioning repositioning Laparoscopic surgery The changing of a Pt's position during a procedure to improve access or visualization of the operative field, which may be linked to complications, as it changes anatomic planes of operation. Cf Laparoscopic surgery. comes at a time when the Yellow Pages is facing fierce competition from other resources, such as the Internet. Several online phone directories have popped up in recent years, including InfoSpace.com, 555-1212.com and YellowPages.com. As more directories appear, competition for the mighty advertising dollar increases. Right now, the Yellow Pages is a huge revenue generator for most phone companies, bringing in more than $12 billion in advertising sales. Yellow Pages officials said people are consulting the directory less frequently and the new campaign is expected to increase its use. Consumers use the book an average of 74 times a year, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. the publishing association. Agnieszka Winkler Winkler may refer to:
``The fact of the matter is, it's almost easier to get an idea from an Internet environment than from a printed environment. Over time, the Yellow Pages is going to become obsolete. It's an expensive way of doing it, and half the information in there is out of date by the time it's printed,'' Winkler said. The main thing the Yellow Pages has going for it, she said, is the brand loyalty it has built with the walking-fingers campaign. ``The brand is more than just advertising. It begins to create a relationship with the consumer . . . and creates value for the company,'' she said. ``The slogan `Get an Idea,' within the context of the Yellow Pages, I really don't understand. `Let Your Fingers Do the Walking' is the perfect campaign.'' CAPTION(S): Photo PHOTO (Color) Comic actor Jon Lovitz has been hired as Yellow Pages' pitchman for the ``Get an Idea'' campaign. |
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