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Yellow Book’s usage continues to grow in Lubbock since Feist acquisition in 2004 - 4 April 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, 2006 - a 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.

Yellow Book Lubbock - South Plains Directory
AT&T Lubbock Directory
Unit of Advertising—Full Page
$779**
$1,405**
Usage Share
51.1%
38.4%
Total Assumed Leads
100
100
Leads per Publisher
51
38
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




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