• by Larry Dobrow , January 16, 2004

Dex Media, which publishes 270 directories in 14 Western and Midwestern states, unveiled search and content upgrades to its Internet presence, as well as a new brand name.

Previously known as QwestDex - former owner Qwest Communications divested itself of the company four months ago - the newly renamed Dex has converted all of its 240,000 yellow page display ads into searchable content. What this means, Dex President and Chief Executive Officer George Burnett claimed during a conference call, is that his company now offers the Web's most thorough search capabilities for local business information.

"We think our product is better than any portal. We think it's better than any Yellow Pages," Burnett said.

Revamped with help from tech providers Aptas, i411, and Indigio, DexOnline.com now offers free text searches using the single-box format favored by Google and other search engines. The company has added spell-check and thesaurus features ("whether you spell it correctly or just come close, you'll be able to get the answer you're looking for," Burnett promised), and claims to have increased search speed tenfold. The features were tested with focus groups ("to see what they wanted and how they behaved on the Web") before going live on the Dex site.

Additionally, searches can now be refined using multiple criteria, including specific location, payment options, and hours of operation (particularly useful if you're looking for, say, a 24-hour locksmith). "It's a very forgiving and useful experience for the consumer," added site functionality enhancement manager Greg Austin.

In response to a reporter's question, Burnett emphasized that he does not believe print directories will become obsolete any time soon. "The simple fact is that consumers use multiple ways in accessing information," he explained. As for his peers within the directory space, Burnett dismissed the suggestion that intense competition motivated Dex's investment in the new search and content technology. "No--it was the needs of consumers and advertisers," he stressed. "Our primary motivation is one of wanting to be the best...We need to have the best directory in every medium in which the consumer wants to access information."

As part of the relaunch of the Dex brand (the moniker now includes "official directory of Qwest" as a quasi-suffix), the company has debuted a host of ads. Created by Foote Cone & Belding, the "Dex Knows" campaign is comprised of television, radio, and outdoor components.