Tag Archives: print

Superstorm Sandy Drove Yellow Pages Usage

Back in August I blogged about how our testing program for a waterproofing client gave us a clear view of the effectiveness of print Yellow Pages after Hurricane Irene and Tropical Storm Lee hit the East Coast and mid-Atlantic region late in the summer of 2011. Calls to the advertiser’s tracked lines went through the […]

Myth Busters – Dispelling Misconceptions about Yellow Pages

Five years ago, at Microsoft’s Strategic Advertising Summit, Bill Gates made the following prediction: “Yellow Page usage amongst people in their, say, below 50, will drop to zero, near zero over the next five years.” Five years later, I can assure you that his prediction did not come true. Not only is the industry still […]

Not All Leads are Created the Same – Yellow Pages Provide Highly Qualified Leads

A recent study by CRM Associates entitled Not All Leads are Created the Same: Conversion Rates Drive the Bottom Line reports that Yellow Pages (both print and online) provide higher conversion rates than other direct marketing options. Although other media may provide more leads, the leads brought in from Yellow Pages come from ready-to-buy shoppers who […]

The More the Merrier – The Benefits of Multiple Local Numbers in Ads

A couple months ago DAC Group Senior Research Manager Lynn Duffy wrote a blog post about the benefit of having a local number in a print Yellow Pages ad. She discussed the success of some current testing by one of our clients that had added local numbers to ads that traditionally featured a single toll-free […]

Yellow Pages Usage Increasing in Many Categories

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 directories are extremely effective in many categories, and when looking at the 2011 DAC Group/Kantar data, we can see that various headings […]

Can Directory Publishers Continue to Dominate Local Markets?

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 equity. They are one of many directory publishers who have had to re-organize their businesses in recent years. For decades, directory publishers have […]

Don’t Write that Obituary Just Yet…Print is Alive and Well!

When I joined DAC Group’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 never gave the task much thought, but the figures recently have been hard to ignore. The US is […]

An Alternate Universe …Test… Refine… Repeat…

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 innovation and simultaneous multi-channel accessibility, the perception that nobody is using the Print medium is commonplace. Everybody is online or […]

Results of the 2011 DAC Group and Kantar Search Landscape Study

For the third year, we have conducted proprietary research on the online and offline search habits of Canadians and Americans. This three-wave study includes research from Kantar and comScore. DAC Group’s research was then divided along regional and country lines to glean a clear perspective on the trends and commonalities throughout each region and country. […]