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.Īrchived Yellow Pages and Telephone Directories are important tools in local historical research, trademark litigation, and genealogy.
These online versions are referred to as IYP or Internet Yellow Pages. As a result most YP publishers have attempted to create online versions of their print directories.
According to a study by Knowledge Networks/SRI, in 2007, print Yellow Pages were referenced 13.4 billion times, while Internet Yellow Pages references increased to 3.8 billion, up from 2006’s 3.3 billion online searches. Yellow Pages print usage is reported to be declining with both advertisers and shoppers increasingly turning to Internet search engines and online directories. Advertisers should be aware that many contracts have automatic renewal clauses and require action on the part of the advertiser to end future billing. Typically, a sales representative will assist the customer in creating their ad design and provides a Proof Copy for review and approval.
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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.Īdvertising 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. Local phone companies that publish YP directories rely on their own customer lists and include business listings that are provided by phone service providers (ILEC's). Note the resemblance to the "Walking Fingers" logo.īusiness listings used for publication are obtained by several methods. Yellowbook Logo used in the United States.
In the United States, the predominant yellow pages are DEX One's DEX, the AT&T Real Yellow Pages, Yellowbook, and the Verizon Superpages. Advertising rates typically increase every year regardless of distribution or usage fluctuations. Available advertising space varies among publishers and ranges from bold names up to four color twin page ads ("double trucks"). Advertising may be sold by a direct sales force or by approved agencies (CMR's). The YP publishers generate profit by selling advertising space or listings under each heading. The majority of listings are plain and in small black text, usually in the Bell Gothic or Bell Centennial typefaces.
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Yellow Pages directories are usually published annually, and distributed for free to all residences and businesses within a given coverage area. Some YP publishers focus on a particular demographic (e.g., Christian Yellow Pages or Business Pages). 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. In Sri Lanka, the "Yellow Pages" are known as the Rainbow Pages, or the silver page.Ī particular Yellow Pages (YP) is 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). In Japan, the "Yellow Pages" are known as Town Page. In Belgium, the Czech Republic, the Republic of Ireland, Israel, the Netherlands, and Romania, the "Yellow Pages" are known as the Golden Pages. They are edited by many different Phone Companies and Directory Publishers, mostly independent from each other. Telephone directories using the official internet address "Yellow Pages.xx" exist in 75 different countries. The term Yellow Pages is not a registered name within the United States and is freely used by many companies. In the United States, it refers to the category, while in some other countries it is a registered name and therefore a proper noun. Today, the expression Yellow Pages is used globally, in both English-speaking and non-English speaking countries. Donnelley created the first official yellow pages directory, inventing an industry. 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. The traditional term Yellow Pages is now also applied to online directories of businesses. As the name suggests, such directories were originally printed on yellow paper, as opposed to white pages for non-commercial listings. Yellow Pages refers to a telephone directory of businesses, organized by category, rather than alphabetically by business name and in which advertising is sold.
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