Information about Yellow Pages

The term Yellow Pages refers to a telephone directory of businesses, categorized according to the product or service provided. As the name suggests, such directories are usually printed on yellow paper, as opposed to white pages for non-commercial listings. The traditional term "Yellow Pages" is now also applied to online directories of businesses.

The name and concept of "Yellow Pages" was invented in the United States over a century ago . The expression "Yellow Pages" is used globally, in both English and non-English speaking countries; in the U.S. it refers to the category, while in some other countries it is a registered name and therefore a proper noun.

In general

Yellow Pages are a print directory which provides an alphabetical listing of businesses within a specific geographical area (i.e., Greater Chicago) which are segregated under headings for similar types of businesses (i.e., Plumbers). Traditionally these directories have been published by the local phone company however due to the highly profitable nature of this business there are numerous independent directory publishers. Some YP publishers focus on a particular demographic (i.e., Christian Yellow Pages or Gay Pages).

Yellow Pages directories are usually published annually, and distributed for free to all residences and businesses within a given coverage area. The majority of listings are plain and in small black text. The YP publishers make their profits by selling advertising space or listings under each heading. Advertising may be sold by a direct sales force or by approved agencies (CMR's). Available advertising space varies among publishers and ranges from bold names up to four color twin page ads ("double trucks"). Advertising rates typically increase every year regardless of distribution or usage fluctuations.

The familiar "walking fingers" logo is not copyright protected and may be used by anyone. While this logo is used in varying forms by most every legitimate YP publisher, there are companies that use this logo to impersonate legitimate publishers. These impersonating companies send direct mail "renewal notices" to unsuspecting businesses to request payments of several hundred dollars to keep their listing in the next directory. This is not required if your business number is on file with the YP publisher.

Businesses listings used for publication are obtained by several methods. Local phone companies that publish YP directories rely on their own customer lists and include business listings that are provided by phone service providers (CLEC's). Business owners that utilize phone services other than the local phone company (typically a Bell Company) should make certain that their information has been sent to the publisher for printing in upcoming directories. Independent publishers buy business lists from information aggregators and may not have the most current information in their directories.

Advertising in YP directories requires payment in full prior to printing or may be billed monthly over the life of the contract which is usually 12 months. Typically, a sales representative will assist the customer in creating their ad design and provides a Proof Copy for review and approval. Advertisers should be aware that many contracts have automatic renewal clauses and require action on the part of the advertiser to end future billing. YP publishers will contact advertisers annually to renew contracts and to upsell customers on more advertising. This is known as increasing customer spend level. Advertisers should closely monitor the results of any advertising to assess their return on investment as YP advertising is considered by many to be expensive.

Yellow Pages print usage is reported to be declining with both advertisers and shoppers increasingly turning to Internet search engines and online directories. As a result most YP publishers have attempted to create online versions of their print directories. These online versions are referred to as IYP or Internet Yellow Pages. Independent ad agencies or Internet marketing consultants can assist business owners in determining sound opportunities for YP advertising and provide objective information on usage, possession and preferences.

Careers with yellow pages publishers include artists, clerks, sales, marketing and management positions. Employment opportunities are generally available in any country with directory publishing.

Internet Yellow Pages

Online Yellow Pages are officially known as IYP or Internet Yellow Pages. On a broader scale they are known as vertical directories. There are consumer oriented and business oriented Internet Yellow Pages. All providers of Internet Yellow Pages offer online advertising. These directories have largely formed as a manner for established print directories to protect sales revenue being lost in print directory advertising. These new directories are struggling against the vast information resources and freedom allowed by search engine giants such as Google, Yahoo and MSN.

Companies interested in advertising should carefully review any and all user data prior to placing advertising orders. The information contained in the Yellow Pages is essentially a commodity, so publishers often engage in product differentiation tactics such as boasting about their listings being more comprehensive or numbers of searches at each heading. While advertisers need information with true local reference the directory providers can typically provide only high level numbers. Advertiser rankings are based on how much advertisers spend instead of an algorithmic ranking based solely on relevancy. This model of providing information makes effective directory advertising cost prohibitive for small companies.

Overall Internet Yellow Pages has an extremely small share of total Internet searches. This small percentage provides a very limited opportunity for sales oriented businesses. The best performing Internet directories are highly specialized directories such as Industrial directories.

Mobile Media (Local Search)

The Yellow Pages are also available on mobile devices (such as mobile phones and GPS navigators) with static (embedded) and real-time (online) databases. The usage method varies (such as SMS, a WAP session, voice, or a dedicated application on the device), but usually relies on the input of the search keywords, and a return from the application with the points of interest.

This kind of yellow page query is more and more being referred to as a local search. Local searches are a growing area where marketing dollars are being invested due to the targeted and focused customer base it develops to the Yellow Pages advertisers.

Voice recognition is also being used in the interfacing; the Canadian Yellow Pages Group has commercially been using a voice local search "Hello Yellow" (in 2007 renamed "YellowPages411") since 2005, enabling one to find local businesses using only one's voice.

References

• Thomson Group: chronology. ketupa.net media profiles. Retrieved on 15 February, 2005.
• Yell UK History. Yell: UK Operations. Retrieved on 15 February, 2005.
• Kingston Communications - Our History. Kingston Communications - About Us. Retrieved on 18 July, 2007.
• Yellowpages - Europe. Yellowpages Europe. Retrieved on 27 September, 2007.

See also

• Electronic Yellow Pages
• List of Yellow Pages
• White pages - Residential (non commercial) counterpart of the Yellow Pages
• Blue pages - Government related counterpart
• Yellowikis
• Loren M. Berry - Inventor of the Yellow Pages concept
• J. R. Hartley - The man featured in many UK Yellow Pages adverts