Services - Yellow Page Facts
There are over 7,000 telephone
directories in the United States that are members of the Local
Search Association (LSA).
There are over 120 different publishers
of telephone directories in the US and over 180 companies designated
as Certified Marketing Representatives who place advertising for
Not all phone books come out at the same
time; there are 365 different "close dates" (or deadlines)
for submitting ads.
The 120+ Yellow Pages publishers have
over 4,800 different "UDAC's" (Universal Directory Advertising
Codes) used to identify items of advertising available in their
Certified Marketing Representatives earn
a commission from the publishers for the advertising placed for
clients. The publishers determine directory advertising rates and
national advertisers should not pay a premium. If your Yellow Pages
agency is marking up your rates or charging additional service fees,
give us a call!
Advertisers invest over $12 billion a
year in the Yellow Pages. Revenue from "local" advertisers
accounts for 84% of the total and "national" advertisers
makes up 16% of the total.
Directories come in different sizes and
formats. Smaller books (sized like TV Guide) usually have 2 columns
per page with larger directories having 3, 4 or 5 column formats.
Click here to view sample Yellow Page ads.
There are basically five different types
of telephone books and two types of publishers:
- "Bell" publishers also
provide local telephone service in the area.
- "Independent" publishers do not provide
telephone service in the area.
Note that "Bell" publishers may be considered independent
when they distribute directories in markets where they are not
the primary provider of local telephone service.
Types of directories:
- Area wide or
overlay - Large directory(ies) covering a metropolitan area or covering
part of a metropolitan area.
- Suburban or neighborhood - Covers
a smaller, localized portion of an area already covered by a larger
- Special Interest - Targeted
to reach specific consumer groups such as college directories,
women's directories or directories that target demographic groups.
- Business to business - There
are 17 directories that cater to businesses and have headings
that are tailored to businesses.
- Electronic directories - These
are interactive versions of the traditional printed product. Internet
Yellow Pages are offered by all the "bell" companies
as well as by Web companies like Yahoo, MSN, Lycos and AOL.
Yellow Pages Extend the Reach of Other Media
Top Yellow Page Headings (2011)
Metered Ad Study