SuperGuarantee replaces Idearc's Albany Community Guide
Idearc’s SuperGuarantee (not pictured here)
Next time the Verizon Albany, NY Yellow Pages is delivered to your door, it will be missing the red section called Community magazine that has maps of the area and profiles of local landmarks along with contact information.
Idearc Media LLC, which publishes the books after acquiring the business from Verizon a few years ago, decided to get rid of the section and focus instead on a new program called SuperGuarantee, that guarantees the services of advertisers in the Yellow Pages and SuperPages.com.
Last year, SuperGuarantee was launched in Syracuse. It will appear in the Capital Region Yellow Pages in January.
“We researched the usage of the Community magazine and found it was not a widely used feature,” said Idearc spokeswoman Lisa Vilfordi.
The move to the SuperGuarantee marks an important shift for Idearc moving from simply a provider of information to removing consumer risk from local busying decisions.
It’s a big risk for Idearc, because guaranteeing someone else’s work is a tricky business. I’m really curious to know how well this has worked in the markets where it is active.