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UNIONDALE, NY (August 30, 2006) - Yellow Book now has the greatest consumer usage of any yellow pages directory in a number of its key metro markets across the U.S., according to Yellow Pages Market Reporter (YPMR) studies for the 12 months ending June 2006. The YPMR usage studies were developed by Knowledge Networks/SRI, the survey research firm hired by the yellow pages industry to provide syndicated usage studies.
In less than a decade, Yellow Book's directory has captured the leading share of consumer usage in Chicago, Philadelphia, Pittsburgh and Northern Virginia. Much of Yellow Book's share gains have come at the expense of directories published by the telephone companies or their successors. In contrast to Yellow Book, they have published in these markets for nearly 100 years.
YPMR results show Yellow Book's Pittsburgh/Allegheny County (PA) and Northern Virginia (VA) directories as the single most-used directories in their respective markets. In Philadelphia, PA, the Philadelphia Yellow Book has more than a 20 point advantage over Verizon's Philadelphia Consumer directory. And in Chicago, IL, a market that Yellow Book entered in 2002, Yellow Book has edged out RH Donnelley's Chicago Consumer directory.
In these key markets, Yellow Book's lower rates and higher usage make for an attractive return on investment. With a goal of providing the most complete yellow pages resource to consumers, Yellow Book offers advertisers a vehicle to generate lower-cost business leads versus the incumbent yellow pages directory.
The YPMR results also show Yellow Book as the second most-used yellow pages directory in Manhattan moving up 22% in the 12-month period ending in June as compared to the 12-month period ending in January. Yellow Book's rates in Manhattan are about half those of Verizon according to Yellow Pages Association (YPA) Rates & Data September 2006. Yellow Book entered the Manhattan market in 2000.
The following example, using rates for Chicago from YPA Rates & Data September 2006, illustrates Yellow Book's lower cost-per-lead model. In Chicago, the powerful combination of higher usage and lower rates makes Yellow Book a compelling choice for advertisers looking to generate lower-cost business leads.
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Yellow Book Chicago |
R H Donnelley Chicago Consumer |
| Unit of Advertising, Half Page |
$1566.00* |
$2,537.00* |
| Usage Share |
45.5% |
45.1% |
| Total Assumed Leads |
100 |
100 |
| Leads per Publisher (Total Assumed Leads x Usage Share) |
45 |
45 |
| Cost per Lead |
$34.80 |
$56.38 | *rate per month
About Yellow Book USA
Yellow Book USA is the #1 independent publisher of print and online yellow pages directories nationwide. Founded in 1930, Yellow Book expects to publish more than 970 printed directory editions in its 2007 fiscal year and to circulate approximately 126 million books. Yellowbook.com, the company's online directory reaches millions of users via computers and mobile phones, through organic web searches and through Yellow Book's network of partner sites. The company's humorous advertising campaign has made Yellow Book one of the nation's most recognized brands. Yellow Book has approximately 6,000 sales employees, one of the largest media sales forces in the U.S. Over the past decade Yellow Book has made around 45 acquisitions and, with its July 2005 acquisition of TransWestern Publishing, now operates in 46 states plus the District of Columbia.
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