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The Yellow Pages Publishers Association wants an agency expert in trade and consumer advertising for its "Marketing the Medium" effort.

The YPPA is expected to name a new agency in January, its first in two years, from three finalists to be selected in upcoming weeks from a pool of eight contenders. Included are Ketchum, Chicago; BBDO Worldwide and D'Arcy Masius Benton & Bowles, both Detroit; Robinson Lake Sawyer Miller, Boston; Tal, Pittsburgh; Kolon, Bittker & Desmond, Troy, Mich.; Griswold Eshleman, Cleveland; and Martin/Williams, Minneapolis.

The agency's mission will be revitalizing its year-old "Marketing the Medium" effort to bring first-time national advertisers to the Yellow Pages, said Harvey Winn, communications director.

Last week the Troy, Mich.-based group also said it has no plans to replace Marketing Director Ray LaFrance, who left last month. Ray Greimel, an Ameritech Publishing executive on loan to the YPPA, has taken over those duties.

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