The Yellow Pages Integrated Media Association yesterday reported that the combined print and electronic Yellow Pages industry continued to post modest gains, even during one of the most difficult
downturns in the history of the U.S. advertising industry. Joel Raphael, director of the Yellow Pages Research Institute, the consumer and business research unit of the global trade association, said
the Yellow Pages industry will grow at approximately 1% to a record $13.7 billion in 2002. "While these numbers may not be particularly impressive on their own, they paint a picture of continuous and
consistent growth over the last three years," he said. "In fact, while almost all other advertising media registered declines in 2001, some in the double digits, the Yellow Pages showed distinct
resiliency in this challenging economic climate." After an analysis of information submitted by association member companies, including some of the largest telecom- and non-telecom-related Yellow
Pages publishers, the Institute forecasts further growth of approximately 3 percent for the medium in 2003.
