| My Yellow Page advertising agency has
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| | all directories but the percent off of
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| many AT&T advertisers as clients, so we
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| | full rate varies. In San Jose the VAP
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| faithfully follow discount options for
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| | discount is 40% off the full rate for
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| them. The new discount plan is completely
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| | your ad size and features. In Sonoma,
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| different from anything offered before.
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| | the VAP discount is 35%, Bakersfield 30%,
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| Up till now AT&T advertisers could
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| | San Diego 35% and Simi Valley 45% off of
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| negotiate their own discounts with their
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| | full rate.Value Ad Loyalty (VAL): This
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| SBC (now AT&T)Yellow Page sales rep. This
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| | becomes the de facto full price for all
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| would often mean businesses with the same
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| | display ads and in-column ads. All
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| ad size and features would pay wildly
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| | advertisers are offered this discount if
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| different prices.The new AT&T discount
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| | they maintain last years contract
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| program is designed to standardize the
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| | revenue. The VAL discount is 15% off of
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| pricing for all advertisers. The
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| | full rate. If the rate you're paying for
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| discounts can be as much as 50% or as
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| | your ad is 15% or more below full rate,
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| little as 15% off of an ads full price.
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| | you will be offered a Loyalty renewal. In
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| Most of my clients are in California and
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| | other words you will always pay 15% off
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| Nevada so the examples I show are from
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| | of the full price for your ad as long you
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| California, but the pricing policies are
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| | spend at least $1 more than last year. If
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| the same in all AT&T directory areas.The
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| | you want to reduce what you are spending
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| one thing that is the universal in all of
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| | by removing color or reducing size you
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| AT&T areas is to receive a discount rate
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| | will receive no discount and pay full
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| for your ad you have to spend more than
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| | rate for your advertising.If you are
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| you did last year. You have to spend one
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| | paying full rate now for your ad you will
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| dollar more for a 15% discount, 10% more
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| | be offered a Loyalty (15% off) discount
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| for a 35% discount, or 20% more for a 50%
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| | for your ad. Does that mean you will save
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| discount (Some discount if you end up
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| | 15% on your AT&T advertising? Of course
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| spending more.)The amounts of the
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| | not. You have to spend $1 dollar more
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| discounts vary from directory to
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| | than last year to get the 15% discount.
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| directory. The more successful AT&T is at
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| | You accomplish this by buying additional
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| selling new advertising and renewing
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| | advertising in the same directory.Heading
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| existing advertising in a given
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| | Growth (H.G.): Any heading not in AT&T's
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| directory, the less the discounts. Sonoma
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| | top one hundred revenue-producing
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| County's AT&T directory discounts are
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| | headings with no ad larger than a DHC
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| considerably less than San Jose's, which
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| | (quarter page) receives 50% off of full
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| indicates that San Jose is a tougher area
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| | rate.The rules to be eligible for any
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| for AT&T to sell advertising in. (AT&T
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| | discount offers:To receive any discount
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| has competition from both Verizon and
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| | you have to buy an ad in AT&T's internet
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| Valley Yellow Pages in San Jose, but only
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| | The minimum cost is $40 a month, but most
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| from Valley Yellow Pages in Sonoma.)Here
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| | ads run from $79 to $350 a month. Every
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| is AT&T's 2006/07 discount program:Full
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| | discount offer depends upon the
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| price: You pay full rate for your ad. In
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| | advertiser spending more every year in
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| every display ad size there are three
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| | the Yellow Pages and maintaining their
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| different prices: black and yellow with
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| | internet listing.One thing to
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| or without spot color, white knockout
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| | consideration if selecting either the VAE
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| with spot color, and white knockout
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| | or the VAP discount is what will your
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| process color. The only people paying
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| | advertising eventually cost. There is no
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| full price for a display ad are long-time
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| | guaranteed price that either a VAE or VAP
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| advertisers who have not changed their ad
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| | discounted ad will cost next year. I have
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| in at least three years, and advertisers
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| | asked an AT&T sales manager what the
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| who have downsized their ad.Value Ad
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| | increase will be next year and he said he
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| Enhanced (VAE): This is the largest
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| | wasn't sure. Historically AT&T/SBC has
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| discount offered (percentage off of the
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| | increased first year discounts by 12% in
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| full price of an ad.) To be eligible for
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| | following years till full rate (now
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| this discount you must increase spending
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| | Loyalty rate) is reached.The problem for
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| by 20% over last year's contract. The
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| | all AT&T advertisers is that there are no
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| amount of the discount varies from
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| | price lists available. You are at the
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| directory to directory. In Contra Costa
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| | mercy of the sales rep to tell you what
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| Central and San Jose the VAE discount is
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| | an ad costs. Do you think a sales person
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| 50%, Simi Valley 55%, and San Diego 45%
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| | would fib about a price if it would
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| off of full rate.Value Ad Pricing (VAP):
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| | increase their commission?Before your
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| To be eligible for this discount you must
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| | publisher sales rep arrives you should
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| increase spending by 10% over last year's
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| | have a stratagey to take advantage of the
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| contract. This discount is available in
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| | new discounts.
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