Understanding Yellow Pages Advertising.

Yellow Pages is a massive marketing medium that is found in 99% of American homes and businesses.

• 87% agree that the Yellow Pages are a fast way to find what you’re looking for
  
  
• 79% agree that the Yellow Pages are an important source of information in an urgent or important situation
  
  
• 89% agree that the Yellow Pages save you time, money and energy
  
  
• 78% agree that the Yellow Pages are helpful for learning more about products and services
  
  
• 73% agree that Yellow Pages ads often influence them to contact a business that they had not considered before looking into the Yellow Pages
  
  
• 70% look at the bigger ad when they are not sure where to make the purchase
  
  
• 73% agree that Yellow Pages ads are often more important because they provide information at the time of purchase
  
  
• Yellow Pages users reference the Yellow Pages knowing that they need or want to buy and rely on advertising to guide them through the purchasing process.
  
  
• 89% of references by consumers to the Yellow Pages result in a contact to a business, and 65% of the references end in a purchase

Research shows Yellow Pages spending influences 15% of 2002 U.S. Gross Domestic Product; Can affect $1.5 trillion of commerce. Source: Yellow Pages Integrated Media Association

Yellow Pages Users and the Internet
Not in a million years would I have thought that there might be a correlation between users of the Yellow Pages and users of the Internet. Just think about it for a few seconds. Am I right? Well, to our great surprise we found out that there is and you are going to be amazed with what we are about to share with you. High frequency Yellow Page users are also High frequency internet users and the reverse hold true, high frequency Internet users are also high frequency Yellow Page users! (Source: Simmons National Consumer Survey). Below is a quoted summary of their results published in page 10 of the Yellow Pages Facts and Media Guide 2001. Click here for the full report.