Industry Sponsored Syndicated Research Proves Results
UNIONDALE, NY (April 26, 2007) - According to the yellow pages industry approved syndicated research, consumers in Pittsburgh are definitely using Yellow Book when searching for buying information.
Knowledge Networks/SRI (KN/SRI), the survey research firm hired by the yellow pages industry to provide Yellow Pages Market ReporterSM (YPMR) syndicated usage studies, shows that consumer usage of Yellow Book's Pittsburgh-Allegheny County directory far exceeds any of Idearc's three Pittsburgh editions. The results are based on the 12-months ending March 2007.*
Pittsburgh consumers were queried by KN/SRI over the course of 12 months regarding directory usage to ensure results were fair, as studies taken over shorter periods following the directory distribution are likely to be skewed.
The usage share comparison is below:
Directory Usage
Yellow Book's Pittsburgh-Allegheny County Directory 40.1%
Idearc's Pittsburgh Consumer Directory 19.6%
Idearc's Pittsburgh Consumer South and West Directory 17.8%
Idearc's Pittsburgh Consumer North 4.3%
The Idearc Pittsburgh Companion directory only adds 1.8% usage.
When you compare the rates for Yellow Book's Pittsburgh-Allegheny County directory and Idearc's three Pittsburgh editions, it becomes clear that the best buy is Yellow Book. The table below compares Yellow Book's Pittsburgh-Allegheny rates and cost per lead with Idearc's three directories.
|
|
Yellow Book
Pittsburgh-Allegheny County |
Idearc Pittsburgh Consumer
Idearc Pittsburgh South and West Idearc Pittsburgh North |
|
Unit of Advertising - Half Page |
$952 |
$1,653** |
|
Usage Share |
40.1% |
41.7% |
|
Total Assumed Leads |
1000 |
1000 |
|
Leads per Publisher |
401 |
417 |
|
Cost per Lead |
$2.37 |
$3.96 |
Idearc's cost per lead is more than 65% higher than Yellow Book's!
The numbers clearly indicate that the powerful combination of high usage and low rates make Yellow Book a compelling choice for advertisers looking to generate lower-cost business leads.
Consumers also win when using Yellow Book. The directory is a wealth of buying information and provides user-friendly features such as coupons, restaurant menus, area maps, stadium seating charts, zip code listings, government listings and more.
Yellow Book and its predecessor have been serving Pittsburgh for nearly two decades. Yellow Book has three offices in western Pennsylvania.
Consumers can also find local businesses throughout the Pittsburgh area, as well as nationally, with Yellowbook.com, another popular search method for those who also look for buying information online.
* April 2006 - March 2007 Yellow Pages Market ReporterSM study conducted by Knowledge Networks/SRI.
**YPA Rates & Data, April 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.
About Yellow Pages Market Reporter
Yellow Pages Market ReporterSM (YPMR) is a result of a collaborative effort by the Yellow Pages industry: national advertisers, independent and utility publishers (such as Idearc, AT&T, R.H. Donnelley and Yellow Book), CMRs and associations (American Association of Advertising Agencies; Association of Directory Marketing; Association of Directory Publishers; Association of National Advertisers and Yellow Pages Association).
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