Yellow Book No1 in Chicago, Philadelphia, Pittsburgh, Northern Virginia, now #2 and gaining share in Manhattan - 30 August 2006
Syndicated usage studies show nation’s leading independent gaining usage.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.
 | 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
