Joel Davis, a long-time consultant to the yellow pages industry, is currently a professor in the School of Journalism & Media Studies at San Diego State University. Joel’s teaching and research focuses on advertising strategy/branding, particularly in developing social media platforms, and digital analytics. Joel is the author of two books: Advertising Research and Google Analytics Demystified.

Dr. Dennis Fromholzer, president of CRM Associates, is the world’s leading researcher, expert, and speaker on Yellow Pages value. Dr. Fromholzer has analyzed results from over half a million separate Yellow Pages ads from around the world. Dr. Fromholzer has been a frequent speaker and trainer for Yellow Pages sales and advertiser groups around the world. He has an extensive background working with several other industries: he was Director of Operations Research for United Airlines, Executive Director of Strategy Development for U S West Communications, and Project Manager for the Electric Power Research Institute. Dr. Fromholzer received a Ph.D. and M.S. in Engineering-Economic Systems from Stanford University and a B.S. in Mathematics from MIT. He has worked at Stanford’s Department of Economics, Harvard’s Kennedy School for Public Policy, the National Bureau of Economic Research, and the University of Colorado’s College of Business Administration.

Larry Small, was the Director of Research at the Yellow Pages Association (YPA), where his responsibilities were to oversee and advise on all YPA research activities. Mr. Small has had over 30 years of industry experience, including posts at Leland Mast Directory Company, the American Association of Yellow Pages Publishers (AAYPP), the Yellow Pages Publishers Association (YPPA) and CRM Associates. Over his career, Mr. Small has been responsible for such diverse activities as research, communications, benchmarking, collateral materials, Marketing the Medium, industry speaking engagements and a variety of meeting and convention activities. His extensive knowledge of the Yellow Pages Industry has made him a popular presenter at seminars and conventions worldwide. Mr. Small received a Bachelor of Science degree in Business Administration from the University of California at Los Angeles and a Master’s degree in Business Administration from the University of Missouri at Columbia.