Yellow Pages Measurement Launch

Media researcher Knowledge Networks/SRI (KN/SRI) has announced the rollout in early 2005 of a syndicated Yellow Pages measurement service. The 15 biggest US Yellow Pages publishers are signed up as sponsors - representing over 95% of the medium's ad revenue nationwide.

Initially the service will cover over 200 Directory Distribution Areas (DDAs) in more than 90 DMAs, with other markets likely to be added in the future. Interviewing will begin in early 2005, and initial annual measurement of usage and directory share will be delivered in early 2006. This approach is in keeping with ARF (Advertising Research Foundation) guidelines for quality media measurement.

Sue Hume, Executive Director, Marketing, at SBC Directory Operations and co-chair of the YP Syndicated Research Committee, says the new service will inject needed consistency and discipline into the industry. 'Standardized usage data will enable advertisers and their marketing reps to educate themselves more about our publications and then channel their investment dollars more strategically. Right now, some usage data can be difficult to interpret'.

The syndicated service will provide measures of overall YPs usage, directory and publisher usage shares and user demographics, including gender, age, income, race, education, county size, and number of YPs in the home. KN/SRI's web site is at www.knowledgenetworks.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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