Judy’s Book is an online social search tool and directory used by millions of registered users across the United States. Founded in 2004, it originally prioritized finding the best deals, discounts and coupons for local retailers. Deadpooled in 2007 and relaunched in 2008 under new ownership, Judy’s Book now looks to leverage a loyal, passionate membership base (68% female) and refocus the site to prioritize reviews of local, family friendly service providers.
While the online city guide arena is highly competitive with entrenched players like Yelp and CitySearch, Judy’s Book looks to differentiate itself by targeting a different demographic, soccer moms. Targeting mom’s and highlighting local service providers who are family friendly makes strategic sense, as the number of moms who use social media regularly has increased 462% since 2006. With over 4.5 Million reviews and 450k+ members, Judy’s Book seems to be gaining a foothold in this crowded marketplace.
However, while 4.5 Million Reviews sounds like a lot at first glance, there may be concern about the quality of content. Judy’s Book launched a massive marketing campaign from 2004 – 2006 rewarding members who posted 50+ reviews, offering prizes such as iPods and $100 gift certificates, raising significant concerns that the value proposition to members differs significantly from competitors review sites.