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A couple of quotes:
"TELSTRA'S Sensis division has set aside a multi-million-dollar marketing budget to create a new youth-focused search engine brand that will compete against Google, Yahoo and Microsoft/Ninemsn for a share of the burgeoning Australian search market."
"It will co-exist with existing Sensis brands such as Yellow Pages and aims to take on Google and Yahoo by filling a gap in the market for search information that is locally relevant."
This is very much in line with what I predicted - that Sensis would be doing something.
>>"The search model works on volume of search or distribution," Bohse says. "The absolute key (for advertisers) is how much traffic I can provide them."
Hate to be nitpicky but quality of traffic and ROI on search campaigns is also nice....but true, quantity has its place in the equation - not sure I'd call it the "absolute key" though.
Interesting move on narrowing the demographic target. I wonder what studies went into the youth market that warranted the decision.
Getting dumped by MSN probably warranted the decision... :)
But seriously - Sensis are very comitted to this and they're spending a lot of money on it (tv, print and web ads etc). They've got one chance at this - I hope it works - because at the moment we have only two main distribution channels remaining in Australia.