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Posts Tagged ‘IYP’

April 19, 2010

YPA Launches YPA ELITE IYP and Share of Voice Offerings

YPA announced today at its annual conference the addition of two new YPA offerings that will help improve the efficiency and effectiveness of Yellow Pages advertising: YPA ELITE IYP®, a new proprietary industry system created with MediaTraks that allows publishers and Certified Marketing Representatives (CMRs) to facilitate national orders, graphics and artwork transmittal transactions for…

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April 13, 2010

Study: 8 Out of 10 Print and Internet Yellow Pages Users Ready to Buy

Last month, we released the results of our first Local Media Tracking Survey, which showed that Yellow Pages continued to perform well in local search in 2009. In addition to capturing the greatest reach across media platforms for consumers searching for local businesses, results of the study—which cites data from Burke and comScore—indicated that print…

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April 13, 2010

Spanish-Speaking Consumers Indicate High Print Yellow Pages Usage

Last week I discussed the important role that age demographics play in determining which platform consumers use to search for local business information, according to the results of YPA’s recently released Local Media Tracking Study. Today I’d like to discuss additional results from our study which show above-average print Yellow Pages usage among Spanish-speaking consumers…

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April 9, 2010

The Role of Age Demographics in Local Business Search

It seems that our recent press release detailing the results of YPA’s Local Media Tracking Study created some buzz in the blogosphere—most notably about age demographics. We all know that younger people are more likely to use search engines to find local businesses than their older counterparts. Here are the monthly reach numbers comparing use…

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April 6, 2010

Advertisers Should Make Informed Decision

In my column this week on Search Engine Land, I talk about the need for local business advertisers to separate perception and reality about how people are searching for business information. The marketplace is full of misleading commentary about whether print Yellow Pages is dead, without regard for the research that shows healthy usage, especially…

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March 24, 2010

New Study Shows Yellow Pages Perform Well in Local Search

Nearly two years ago, we began the process of reshaping how we collect Yellow Pages usage data.  We wanted to create an index that measured Yellow Pages usage better than anything we had before, and to have the ability to compare that data with other sources of local information. Today, I’m glad to say that…

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March 10, 2010

BIA/Kelsey: Nearly Half of Online Consumers Use Internet Yellow Pages; Vertical Sites on the Rise

Following up on our post about new online marketing opportunities for small businesses, I wanted to share the results of a recent study published by BIA/Kelsey which finds that Internet Yellow Pages and vertical Web sites are now an integral part of the local shopping experience. The exciting statistic headlining the BIA/Kelsey study is that…

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February 1, 2010

Florists Searches Double in February

It should come as no surprise that in February, the number of “florists” searches just about doubles the monthly average for the rest of the year in anticipation of Valentine’s Day. For our local business advertisers, generating leads is key.  Data shows that 85% of Yellow Pages’ shoppers follow-up with a purchase after searching the…

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January 29, 2010

The Berry Company Transforms, Expands Digital Offerings

It’s the last day of a very busy month for Yellow Pages companies.  We came out of the gates of 2010 with a number of important stories about the transformation of our industry, from SuperMedia, R.H. Donnelley (soon to be known as Dex One Corp.), and AT&T. So it’s no surprise that yesterday, The Berry…

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January 28, 2010

What Will Yellow Pages Create for the Tablet?

Yesterday in San Francisco, Apple CEO Steve Jobs introduced his company’s latest, highly-anticipated innovation – the Apple iPad Tablet. If you’ve followed the news recently, you already know that tablets are not only expected to make waves as a new consumer gadget, but also as a means for old media publishers such as newspapers and…

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