Overall Yellow Pages usage remains strong, with 78% of consumers contacting
an average of two businesses after using a directory.
TRAVERSE CITY, Mich., Oct. 22 /PRNewswire/ -- Awareness and usage of
print Yellow Pages is strong, according to research conducted by Knowledge
Networks on behalf of the Association of Directory Publishers (ADP).
The ADP National Yellow Pages Study revealed 85 percent 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 percent of overall Yellow Pages
look-ups going to independent directories.
"The usage share number confirms that independent publishers still have
growth opportunities in print as well as in their new media offerings,"
said Larry Angove, ADP President & CEO. "The fact that independents are
responsible for 40 percent of overall directory usage should indicate to
national advertisers and their CMRs that independent directories are a
smart choice for their national placements."
According to the study, print Yellow Pages provides advertisers with
consumers who take action after referencing a directory, with 78 percent of
directory users contacting an average of two businesses. Telephone contact
is the most common action taken (93 percent), followed by in-person contact
(31 percent), online contact (10 percent) and mail (1 percent).
"We've heard more than a few predictions about the death of the printed
directory in recent years," said Angove. "The fact is that the
preponderance of local transactions still come from print, which means that
print is not only very much alive, it is a highly relevant segment of local
advertising. The relevance of print underscores the importance of
independent publishers, which currently represent the growth sector of the
printed Yellow Pages business."
About the ADP National Yellow Pages Study
The ADP National Yellow Pages study was conducted by Knowledge Networks
via a nationally representative U.S. sample of 4,352 persons 18 years old
and over using KnowledgePanel(R), the only online consumer panel based on a
probability-based sample of the U.S. population that includes offline
households. The purpose of this study was to understand print Yellow Pages
usage, usage share among publishers, and details of the users. The study
was conducted between November 1, 2007 and April 30, 2008.
About ADP
The Association of Directory Publishers (ADP) is the international
trade association founded in 1898 to promote the establishment and
maintenance of the highest standard of quality and service in directory
publishing. It provides to its members industry-relevant communications,
content-rich meetings and conventions, research, legal and legislative
support, and various other programs and services. ADP membership includes
more than 130 directory publishers and some 110 other associates who supply
goods and services to those publishers. ADP members publish over 2,700
titles annually, printing and distributing some 250 million copies each
year, and support thousands of employees and hundreds of suppliers across
the country and around the world. Visit http://www.adp.org to learn more.
SOURCE Association of Directory Publishers
 back to top
Related links:
http://www.adp.org
CONTACT:
Larry Angove of Association of Directory
Publishers, +1-231-935-4608, larry.angove@adp.org
|
