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UNIONDALE, NY (April 4, 2007) - The results are in, and it's clear that people in Lubbock, Texas turn to Yellow Book to search for buying information, as syndicated research reveals that consumer usage continues to grow.
According to Knowledge Networks/SRI (KN/SRI), the survey research firm hired by the yellow pages industry to provide syndicated usage studies, Yellow Book's usage (book) share in the Lubbock Designated Market Area (DMA) grew from 47.6% in the 12 months ending December 31, 2005 to 51.1% in the 12 months ending December 31, 2006a 7.4% growth in usage in one year--indicating that more consumers in Lubbock are finding that Yellow Book is an excellent source of buying information.*
"We are delighted to see the steady growth of our directory in Lubbock since our acquisition of Feist in 2004," said Joe Walsh, Yellow Book's president and CEO. "Its proof that consumers are seeing the value that Yellow Book provides."
Using the usage share results from the research proves that Lubbock businesses also benefit when advertising in Yellow Book. The chart below shows the very compelling cost-per-lead comparison with AT&T.
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Yellow Book
Lubbock-South Plains Directory |
AT&T
Lubbock Directory |
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Unit of Advertising-
Full Page |
$779** |
$1,405** |
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Usage Share |
51.1% |
38.4% |
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Total Assumed Leads |
100 |
100 |
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Leads per Publisher |
51 |
38 |
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Cost per Lead |
$15.27 |
$36.97 |
The Yellow Book lead costs a Lubbock advertiser $21.70 or 59% less than an AT&T lead, a number which businesses should strongly consider when planning their future advertising budgets.
Yellow Book also offers Yellowbook.com, another popular search method for those who also look for buying information online.
*January - December 2006 Yellow Pages Market Reporter study conducted by Knowledge Networks/SRI.
**YPA Rates & Data, March 2007.
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 over 50 acquisitions and now operates in 47 states plus the District of Columbia.
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