White kicks off canvass for Jacksonville, FL, prototype – White Directory Publishers Inc

White kicks off canvass for Jacksonville, FL, prototype – White Directory Publishers Inc – Brief Article

White Directory Publishers (Buffalo, NY) this month began canvassing the Jacksonville, FL, market for a 505,000-circulation Jacksonville Metro prototype, due in May, marketing manager Carl Schindler told YP&DR.

The Jacksonville Metro book will follow the recent release of White’s Jacksonville Beaches and Fernandina Beaches prototypes. The 91,000-circulation Jacksonville Beaches book had 300 yellow pages, and the 30,000-circulation Fernandina Beach book had 164 yellow pages. The three markets are contiguous.

Schindler said White recently hired an additional 25 sales reps for the Jacksonville office, expanding the size of the sales force to 40 reps and making it White’s largest sales office aside from its headquarters in Buffalo, NY. The canvass for the Jacksonville prototype is focusing on specialty items, such as cover and spine ads, and on giving advertisers a larger presence in White’s book than in the incumbent utility book. Free ads will be offered to utility book advertisers, but reps will sell ads to businesses that do not have a presence in the utility directory. The book’s DHC rate is $4,392.

White will compete with incumbent publisher BellSouth Advertising & Publishing Corp. (Atlanta), which publishes a Jacksonville book with 667,000 circulation and a DHC rate of $14,604. DataNational also publishes four community directories in the Jacksonville area-Northside Jacksonville, Southside Jacksonville, Mandarin and Orange Park.

Besides the three Jacksonville area directories, White publishes eight other books in Florida.

COPYRIGHT 2004 RR Bowker

COPYRIGHT 2004 Gale Group