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New Data: Local Media Tracking Study Finds 8 out of 10 Print and Internet Yellow Pages Users Ready to Buy

Analysis Shows Yellow Pages Connects Local Businesses to New Consumers and Sales Leads

BERKELEY HEIGHTS, NJ -- (Marketwire) -- 04/13/10 -- The vast majority of consumers who consult print and Internet Yellow Pages sites for local business information are "ready to buy" after their search, according to new data released today from the "Local Media Tracking Study" conducted by Burke and released by the Yellow Pages Association.

Yellow Pages advertising has often been viewed by advertising and marketing consultants as a solid investment for businesses wanting to attract new and ready-to-buy consumers. In its national survey, Burke found that most print and Internet Yellow Pages users either made or intended to make a purchase after consulting those sources:

  • 8 out of 10 Internet Yellow Pages searches were from people who said they were ready to buy, with 36 percent reporting they had made a purchase after finding local business information at an Internet Yellow Pages site, and an additional 44 percent saying they intended to make a purchase.
  • Approximately 8 out of 10 print Yellow Pages searches were from people who said they were ready to buy, with 39 percent reporting they had made a purchase after finding local business information in a print Yellow Pages directory, and an additional 39 percent saying they intended to make a purchase.

"Our biggest value to local businesses is our ability to generate qualified leads from consumers who are ready to buy something," said Neg Norton, president, Yellow Pages Association. "This means that advertisers see a high return on investment for their advertising spend, which on average, is about $15 for every $1 spent on local display advertising."

Another advantage of Yellow Pages advertising is strong reach. Yellow Pages Association recently reported that 65 percent of consumers said they referenced print and/or Internet Yellow Pages within the past month when looking for local business information -- more than any other source. The new data, released today, shows that reach extends to new customers:

  • 40 percent of those who made a purchase said they found and made that purchase from a new company after reviewing local information on an Internet Yellow Pages site.
  • 35 percent of those who made a purchase said they found and made a purchase from a new company after reviewing local information in a print Yellow Pages directory.
  • Of searches made by people who used Internet Yellow Pages, 37 percent said they had no company name in mind when they started their search.
  • Of references made by people who used print Yellow Pages, 34 percent said they had no company name in mind when they started their search.

"Advertising through Yellow Pages multiplatform solutions, including Internet and print directories, offers exposure to customers who are not familiar with your business," said Norton. "Our products are more than a repository of business phone numbers and Web addresses. Consumers consult print directories and Internet Yellow Pages sites when they need information to help them make a smart choice when deciding with whom they are going to do business."

The Local Media Tracking Study, conducted by Burke and released by Yellow Pages Association (YPA), examines consumer usage of Yellow Pages and other sources to find local businesses. The study found that Yellow Pages products have the greatest reach and trust among consumers than other sources of local business information. Burke's measurement of print Yellow Pages usage and comScore's measurement of Internet Yellow Pages data show that consumers referenced print and Internet Yellow Pages 16.9 billion times in 2009.

Research Methodology
The Burke 2009 Local Media Tracking Study was based on 8,062 interviews conducted in 2009. The report is the first survey regarding Yellow Pages usage to incorporate a multi-mode data collection technique, of which 80 percent of interviews were conducted through online panels and 20 percent through offline phone interviews. Participants were asked the following question: "We would like to know when, if ever, you last used some potential sources to look up information to find a business, or to shop or look for a product or service in your local area. Please include your use at home, at work, or elsewhere." Previous Yellow Pages usage surveys by KN/SRI from 1985-2008 were conducted solely by telephone, and therefore cannot be used for year-over-year comparisons to the Burke data.

The comScore qSearch Local & IYP data employs a proprietary panel of over one million U.S. panelists. These panelists agree to have their Internet behavior confidentially monitored and captured anonymously.

About The Yellow Pages Association
The Yellow Pages Association (YPA) (http://www.ypassociation.org and http://www.insideyp.org) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($13 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

About Burke
Founded in 1931, Burke is an independent, full service marketing research and decision support company. For more information, please visit http://www.burke.com.

About comScore
comScore, Inc. is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

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Doug McGraw
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