Each year, DAC sets out to study consumer behavior at the point of purchase in order to keep a pulse on how consumers use media in their purchase decisions. The study is the largest of its kind with a sample size of over 5000 across the United States and Canada. Some of the dynamics explored […]
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/Kantar data, we can see that various headings actually […]
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 directory ads published between 2008-2011, comprised of 1572 ad programs, spanning 86 headings. This study provides more evidence that directory ads continue to provide outstanding value […]
Let’s wax poetic on the value of a phone call for a moment. I often speak with advertisers on what a call is worth to them. Is a six second call valid? Some may say ‘yes’, some would argue ‘no’. Is it really in the eye of the beholder? Let’s take a glimpse into my life […]
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 […]
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 never gave the task much thought, but the figures recently have been hard to ignore. The US is now […]
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 statement, but thought it was prudent to revisit his prediction this past week. With its provocative headline “Are the Yellow Pages Toast”, […]
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 to make. In fact, it’s almost shameful. I mean, who uses the Yellow Pages anymore? Don’t they simply […]
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 […]
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. Canpages used to publish secondary telephone directories in Ontario, British Columbia, Quebec and Alberta in direct competition with Yellow Media’s print publications. The company announced […]