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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" came about in 1883, when a printer in Cheyenne, Wyoming working on a regular telephone directory ran out of white paper and used yellow paper instead. Reuben H. Donnelly later expanded on this concept in 1886 to recreate the very first official yellow pages directory. [1][2] Today, 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.
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In general
Yellow Pages (YP) are a print directory which provides an alphabetical listing of businesses within a specific geographical area (e.g., Greater Chicago), which are segregated under headings for similar types of businesses (e.g., Plumbers). Traditionally these directories have been published by the local phone company, but due to the highly profitable nature of the business there are numerous independent directory publishers. Some YP publishers focus on a particular demographic (e.g., 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, usually in the Bell Gothic or Bell Centennial typefaces. The YP publishers generate profit 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 protected as a trademark and may be used by anyone. This logo is used in varying forms by almost every YP publisher; however, there are companies that use it to imitate mainstream publishers. 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 varieties. All providers of IYP offer online advertising. IYP's have largely formed as a result of yellow pages publishers needing to replace rapidly declining print revenue by chasing the migration of shoppers toward web-based information. IYP offers listings differently than standard search engines. Where search engines return results based on relevancy to the true search term, IYP returns results based on a geographic area, with companies ranked according to how much money they spend with the IYP. With results being money driven IYP users may not get the best results for their search term. Additionally, IYP information is provided in a very structured format and often requires the user to work through several levels of "clicks" to fully assess a specific company. Studies by independent companies such as Nielson and comScore have shown that Internet Yellow Pages have a very slim percentage of total Internet searches. That slim margin is further divided largely among eight key providers. comScore Releases IYP Share Data. The majority, over 85% of all Internet searches occur on the major search engines Google, Yahoo and MSN. Advertising on IYP is typically available with numerous a la carte choices. These choices become small "individual sales presentations" which makes it easier for sales reps to sell large advertising packages. Sales reps are generally trained on sales techniques and how to present their company's products but they do not have an extensive understanding of Internet marketing. As a result they are focused on selling their products instead of explaining the full range of Internet advertising that a company may need to be successful online. Advertisers should closely monitor any IYP ad programs to measure their ROI. A new breed of IYPs are popping up. Some of these, such as getVEQ.com, are focused on providing consumers with top-rated local businesses based on reviews submitted by other consumers. This can be more useful than other IYPs that cater to top-paying national advertisers. Many others combine a traditional internet yellow pages with social networking and other "Web 2.0" functionality. An example of this can be viewed on MojoPages.com. Others include yelp.com and ourfaves.com. On these new sites you can connect with friends and other people in your neighborhood to share reviews and feedback on local businesses.
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
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This article or section includes a list of references or external links, but its sources remain unclear because it lacks in-text citations. You can improve this article by introducing more precise citations. |
- 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
- The Global Yellow Pages, Green 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
- The UK Yellow Pages, United Kingdom Yellow Pages
- Lookup America
- Lookup United Kingdom
- Lookup city specific businesses
- South African online business directory
