Blog

Yellow Pages Usage Increasing in Many Categories
Friday, May 11, 2012
Rebecca Frantz
When talking about Print Yellow Pages (PYP) usage, many are quick to quote the decreasing trend in overall PYP references. However, looking at an overall figure is not the end of the story. Print...
Read more
Think Twice Before Dropping Directory Ads
Tuesday, May 08, 2012
DAC
Even in these recessionary times, advertisers who maintained their directory ad programs experienced an increase in calls, profit and return on investment. A recent Patek analytics study looked at...
Read more
Can Directory Publishers Continue to Dominate Local Markets?
Tuesday, April 17, 2012
DAC
Recently, directory publisher AT&T reached a deal to sell a majority stake of their Yellow Pages division to Cerberus Capital Management, a deal that values the business at about $1.42 billion in...
Read more
Don’t Write that Obituary Just Yet…Print is Alive and Well!
Thursday, April 12, 2012
Amy Rybczynski
When I joined DAC’s research department six years ago, one of the tasks that landed on my desk was to track monthly the number of Yellow Pages directories in print in both the US and Canada. I...
Read more
In a Black and White World, Let’s Talk Yellow!
Tuesday, April 03, 2012
Lynn Duffy
Many of you may have seen Chris Silver Smith’ s article this past week ruminating on his prediction from 2007 that the Yellow Pages were ‘toast’. He took some flack back then for his...
Read more
How to Increase the Effectiveness of Your Local Directory Ads
Wednesday, March 28, 2012
Amy Rybczynski
Do you get 80% of your leads from your top four markets? Is your franchise aligned to service only certain zip codes? Do you know what directories (if any) your customers are using? Successful local...
Read more
Confessions of a Yellow Pages User
Friday, February 17, 2012
Lynn Duffy
It’s true… I admit it. I have actually taken out those Yellow Pages that sit in my house, and have used them multiple times in the past few years. I know this is not a popular statement...
Read more
An Alternate Universe …Test… Refine… Repeat…
Friday, February 10, 2012
DAC
Talking about the value of the Print Yellow Pages is difficult these days. It is not a matter of producing evidence of performance— that is surprisingly easy. In a world that is thriving on digital...
Read more
Canpages cancelling print directories: The continued evolution of the Canadian directory landscape
Friday, February 03, 2012
MLemieux
Less than two years after spending $225 million to buy its telephone directory rival Canpages Inc., Yellow Media Inc. has decided to discontinue the distribution of the Canpages print directories....
Read more
Does Generation Y use Print Yellow Pages?
Wednesday, February 01, 2012
Rebecca Frantz
Generation Y, the segment of the population born roughly between the early 1980s to the late 1990s, has been characterized as a digital demographic. It’s easy to assume that twenty-somethings in...
Read more