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RSSAccording to new research by Knowledge Networks on behalf of the Association of Directory Publishers (ADP), the ADP National Yellow Pages Study shows that 85% of the U.S. population used a printed directory last year. Independent publishers (those not affiliated with local telephone companies) enjoyed a strong share of this consumer usage, with 40% of overall Yellow Pages look-ups going to independent directories.
Larry Angove, ADP President & CEO, says that "The usage share number confirms that independent publishers still have growth opportunities in print... the fact that independents are responsible for 40% of overall directory usage... indicates to national advertisers and their CMRs that independent directories are a... choice for their national placements."
Print Yellow Pages provides advertisers with consumers who take action after referencing a directory, says the study, with 78% of directory users contacting an average of two businesses:
- Telephone contact is the most common action taken (93%)
- In-person contact (31%)
- Online contact (10%)
- Mail (1%)
Learn more about the Association of Directory Publishers here.
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RSS FEEDS
Yellow pages are considered "directional" media where as billboards, newspapers, t.v., magazines and radio are considered "creative" media. If I am looking for a place to take my family out to dinner, I am not going to drive around looking for a billboard or turn on the television. Instead, I will pick up the phone book and flip to the restaurant heading to make my selection. That's how the phone book works... When a business advertises on billboards, t.v., radio etc., it just directs the consumer back to the phone book. For this reason, directional and creative media work very well together...