Competition
Contemporaneously with this in July 2004 Yell announced that they were directly entering the Hull Classified Directory marketplace for the first-time, thereby creating the classic David & Goliath scenario where Yell, as the national Goliath, took on Hull Colour Pages' regional David.
To counter Yell's move into the Hull and East Riding advertising market place, Hull Colour Pages launched the 'Proud to be a Part of Local Life' brand initiative, emphasising the central role in local life Hull Colour Pages has played since 1954.
Despite particularly high levels of advertising spend Yell were not able to gain more than a toe hold in the Hull market place as Hull Colour Pages not only retained customers and revenue but in a positive response to the national threat posed by Yell, introduced new sales strategies that were successful in maintaining and growing the customer base and advertising revenues.
The success of this sales strategy was recognised in 2005 when the Hull Colour Pages sales team was declared 'Sales Team of the Year' at the Data Publishers Association (DPA) Awards and the Hull Colour Pages was highly commended in the Directory of the Year section.
Read more about this topic: Hull Colour Pages
Famous quotes containing the word competition:
“Never before has a generation of parents faced such awesome competition with the mass media for their children’s attention. While parents tout the virtues of premarital virginity, drug-free living, nonviolent resolution of social conflict, or character over physical appearance, their values are daily challenged by television soaps, rock music lyrics, tabloid headlines, and movie scenes extolling the importance of physical appearance and conformity.”
—Marianne E. Neifert (20th century)
“Knowledge in the form of an informational commodity indispensable to productive power is already, and will continue to be, a major—perhaps the major—stake in the worldwide competition for power. It is conceivable that the nation-states will one day fight for control of information, just as they battled in the past for control over territory, and afterwards for control over access to and exploitation of raw materials and cheap labor.”
—Jean François Lyotard (b. 1924)
“Playing games with agreed upon rules helps children learn to live by rules, establish the delicate balance between competition and cooperation, between fair play and justice and exploitation and abuse of these for personal gain. It helps them learn to manage the warmth of winning and the hurt of losing; it helps them to believe that there will be another chance to win the next time.”
—James P. Comer (20th century)