\n Stay Forward <\/h2>\n
\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n
\n
\n
In recent years, as search engine usage has dominated headlines, there has been a widespread pessimism about the survival of the print medium. This applies not only to newspapers and magazines but especially to directional media like Print Yellow Pages directories.\u00a0 As media usage fragments further with the addition of\u00a0 iPads and continued adoption of smart phones, offline Publishers have responded with the force of innovation that has spawned Internet, mobile, iPad and social media offerings. The time crunched consumer now has a plethora of media options competing to be relevant as they near the point of purchase. Will Print Directories survive?<\/p>\n
Consumers are now accustomed to not only consuming media at their convenience, but also interacting with multiple sources simultaneously\u2014 both on and offline. 72% of consumers use their smartphone while doing something else, the current DAC landscape study found. Consumer choice is now contextual with on-the-go consumers choosing what is most convenient at that specific moment.<\/p>\n
One of the most powerful findings of the recent DAC landscape study is the continued use of traditional advertising mediums such as Yellow Pages directories in key service categories.\u00a0 Although Print directories have experienced a critical drop in usage in the past 3 years, there remains a large group of core users who continue to regularly rely on the medium. The core user is not limited to retired seniors or those who have no regular access to broadband.<\/p>\n