Greco Resigns From YPIMA

Greco Resigns From YPIMA – Brief Article

John Greco Jr., president and CEO of the Yellow Pages Integrated Media Association, will leave the association on March 14 to pursue other opportunities.

The Board of Directors of YPIMA and Greco agreed that he should resign when his contract came up for renewal this month, said George Burnett, president of Dex Media and YPIMA vice chairman. “It was a good confluence of timing. We mutually agreed with John that it is time to change the role (of the association),” Burnett said. “The ending of his contract precipitated that conversation.”

Greco could not be reached for comment.

Industry insiders were not surprised by Greco’s departure. Since the association changed its name and dues structure last year, many members have grumbled that YPIMA is focusing too strongly on courting national and non-traditional advertisers and media buying agencies through its multi-million dollar ad campaign, “I am the yellow pages. I sell things.”

While the board seeks a successor, Edward Blackman will return to the association as acting president. Blackman previously served as executive vice president of the association and was acting president of the association from October 1999 when James Logan retired in until February 2000 when Greco was appointed.

Burnett said the board will be looking for a successor who has in-depth knowledge of the yellow pages industry, but who also understands the broader media spectrum. “We want to continue the direction that John and the (YPIMA) team and we had started, and we will continue to invest in the ‘I am’ campaign to build our national base,” Burnett said. “But you will also see a renewed emphasis on local and usage. Maybe we’ve been a little too fixated on national this past year.”

YPIMA: 908-286-2382 or www.yellowpagesima.org

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