Publishing directories are not just lists of industry partners and vendors – ie advertisers. They have some unique characteristics that distinguish them from advertising. The question for the media is whether they can provide a unique advantage in these areas when the audience is looking for a third-party supplier, whether it’s pet food for beagles or electrical circuitry for contractors:Â
- Organized for search. Â Unlike ads, which disrupt content, directories are organized for search, allowing companies to be more easily found. What categories will the audience use that would be most convenient?
- Informational. The primary purpose of a directory is an informative summary. What kinds of information would be invaluable to the audience?
- DIY purchasing by advertisers is typically expected. Most – but not all – directory listings are claimed or have some form of self-serve inputting and payment. The claiming process that requires an approval call creates security and starts a relationship for an upsell.
- Revenues are complementary rather than primary. Directories provide a source of incremental source of income. This begs the question: Are they worth the trouble to create? The answer is yes if they also offer a service to readers
When directories work well, a few elements are typically present.
- The directory provides a better search experience than Google.  Google search does not always an excellent job for the audience—for example, contractors who specifically work with landlords.  The right type of vendor may be hard to find because there are too many inapplicable variations in the results, too many results, or not enough of the right kind of information.
- Providing a directory can create a #1 position in the search results for either a hard-to-find or competitive category.
- By listing certain companies, the halo of the media’s credibility, values, and mission transfers to companies in the directory, as Angie proved with its directory of home contractors. You can find them with a Google search, but Angie’s picks and process promise to deliver a more credible result with competing bids and requirements fully outlined.
- The information and process create a better user experience. directory software streamlines how data is presented, including all the relevant information in a consistent format, and can start a decision tree.
B2C Examples
Here are a few examples of directory superstars in B2C categories.
OneBoat, a software company based in the OuterBanks, built an all-in-one directory software for visitor guides they own has a complete turnkey model available for licensing. However, currently, it is focused on building its online guides and print magazines in several visitor-oriented markets, such as Utah.com
Utah.com takes DIY online advertising orders for business listings in four categories they’ve identified that visitors use: Shop, Play, Stay, and Eat.
The upsells are coupons, events, premium positions, which can all be purchased DIY, and advertising in the print guides.
If you are a tourist looking for a coupon or where to go dancing for a night out, that lifestyle information can be essential.
When a business applies to claim a listing, staff support calls within 24 hours to approve and onboard the new client, starting a new relationship for upsells. The advertiser can either use phone support or the DIY platform to place events and coupons in the future.
Another category, parenting magazines, also have numerous lists of guides providing specialized information for parents. Orlando Family has four, in addition to the list of “out and about’ things to do with kids.
The chick-egg question is to provide the best information parents want and create an upsell, if the guides have been historically free: Add a coupon, photo gallery, etc on an annual contract.
Here’s how Florida Sun Magazine solved the puzzle. This magazine, printed in German and English, connects German travelers with all things Florida. As such, its editorial has evergreen editorial categories that list things to do, where to stay, and how to fly, which are editorial selections important to people from another country.
However, it also has a monetized online industry guide, organized like an information directory designed for the visitor to take action.
Another example is TotalLocal, which publishes local guides and marries them with a directory.
B2B examples
The importance of serving the specialized needs of a niche audience is apparent in Wells Media’s directory. The publisher of insurance magazines and instructional courses also provides a niche marketplace of insurance products in a directory format with featured upsells.
This is clearly a complimentary revenue stream, good for the audience, and a source of leads for potential print advertisers, helping to create a virtuous cycle. 
Rental Housing Journal charges a small fee for local businesses that support landlords to be in a categorized directory of services and publishes them once a year in an insert of the version that is printed and mailed to rental housing owners.
Sure, they could use Angie, but the landlords’ audience knows that the RHJ companies work with rental housing managers.
As you can see, creating a competitive advantage in these categories, along with DIY upsell requires software skills or third-party software that is inexpensive enough to make sense and aligns with the goals.
