I asked Gary Fascilla, Metro Directories CEO, to speak on the Leadership Panel at this year's Directory Driven Commerce conference in September. He accepted enthusiastically in part because of their recent success. Founded in 2001 after working at Valley and Pacific West, Metro Directories' revenues should exceed $20 million this year. Fascilla attributes his company's growth to Metro's Guaranteed Ad Program, which uses a call-tracking service managed by Standard Call. If an advertiser doesn't receive a predetermined minimum number of calls, it will receive a pro-rated refund.

In a highly competitive market like Atlanta, a relatively small company needs to do something to differentiate itself among advertisers. Fascilla believes that Standard Call's measurement system provides the pudding. We believe that once established, an advertiser will show its loyalty by renewing. Call measurement is a powerful tool for an independent like Metro Directories.

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