Yellow Pages is an evolving $31 billion dollar industry.
 Yellow Pages and online, local search are part of the advertising industry, along with traditional media such as television and radio, and interactive media, such as online. The Yellow Pages industry is valued at more than $31 billion worldwide1 and $14.4 billion in the U.S.2
Traditional print Yellow Pages ads generate higher return on investment than any other major media in terms of revenue generated per dollar invested. The cost per buyer influenced is also among the lowest. Customer retention is high and recurring annual revenue rates exceed 90 percent, with the industry demonstrating stable and consistent growth for decades, even through down business cycles.
Yellow Pages are an essential resource, as the last opportunity advertisers have to impact the decisions of potential customers ready to make a purchase. With 13.4 billion references in 2007, more people rely on print Yellow Pages when making purchase decisions than any other advertising media3. Eighty-eight percent of U.S. adults refer to the Yellow Pages at least once a year4, with 86 percent of users intending to make a purchase5. And advertisers gain higher ROI from print Yellow Pages than any other major media.
Online products now complement the traditional print directories. Consumers in 2007 referenced Internet Yellow Pages (IYP) sites more than 3.8 billion times, indicating that online continues to be a fast-growing source for local information6. By searching on IYP sites, consumers can gain access to local, relevant providers of the goods and services they are seeking. The data is the same data they have come to trust from the traditional print product. As a local search tool, the IYP tend to be more accurate, better organized, more relevant and more targeted than other search tools.
For more information about the Yellow Pages industry, please visit the Yellow Pages Association at www.ypassociation.org.
Industry Facts
Did You Know:
- Yellow Pages users spend 25% more than average consumers and tend to have higher incomes than the national average7
- Yellow Pages offer an average sales ROI of 33:1 for national advertisers and 14:1 for local advertisers 8
- 3.1 million advertisers relied on Yellow Pages as an advertising medium in 2006 8
- 13.4 billion print Yellow Pages references in 2007, remaining stable from 2006 3
- 3.8 billion IYP searches in 2007, up from 3.3 billion in 2006 6
- 73 million IYP searches per month in 2007, compared to 63.1 million IYP searches per month in 2006 6
- IYP searches account for 31% of all local searches, up from 28% in 2004 9
- Of the144 million people performing local searches online in December 2007, 51% used IYPs 7
- More than 20% of consumers making purchases considered print directories and IYPs before deciding to make a purchase 10
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1 Source: Yellow Pages Association (YPA) 2008
2 Source: Universal McCann 2006
3 Source: 2007 Knowledge Networks/SRI (KN/SRI) Industry Usage Study
4 Source: KN/SRI 2006
5 Source: The Yellow Pages 2007 Facts and Media Guide, YPA
6 Source: comScore 2008
7 Source: Simmons 2008
8 Source: CRM Associates 2006
9 Source: comScore 2006
10 Source: TNS Media Impact Study 2007
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