The Hispanic Yellow Pages network (HYP) has expanded its portion of national advertising of late. According to HYP CEO Patrice Listfield, national advertising programs now account for approximately 10% of overall sales. “That’s a high figure,” says Listfield, “but I think our national channel has a lot more potential.”
Listfield goes on to differentiate between the Hispanic yellowpages market and the General Market: “It’s a different approach from standard yellow-pages. The fact that we’ve created this ‘network’ with quality product/distribution has a lot of leverage when you can sit down and explain this to a potential client. The nature of our business is that we are where the Hispanics are, and we are able to reach them very effectively. Whereas most yellow pages must be dealt with individually, we can offer very targeted, yet very expansive reach,” says Listfield.
As for which categories are most active with HYP, Listfield says: “Travel is good, Insurance is very good.”
Related Article: HYP Network Expands Hispanic Yellowpages into South Florida (May 1, 2006)