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Syndicated Study Measures Yellow Pages Use
Knowledge Networks/SRI (KN/SRI) is launching Yellow Pages Market Reporter (YPMR) - a syndicated measurement service designed to collect usage data across 161 directory distribution areas. The company conducted about 75,000 in-depth consumer interviews to produce the latest findings.
The new service came about as a result of the rapid growth of multi-directory markets, which left advertisers in need of independent research to help them make accurate ad buying decisions.
Ten publishers participated in the latest program, as follows: Ambassador Yellow Pages, Associated Publishing Co, AT&T Yellow Pages, BellSouth Advertising and Publishing Corp, Cincinnati Bell Yellow Pages, Dex Media, RH Donnelley Publishing and Advertising, Verizon Information Services, White Directory Publishers, and Yellow Book USA.
The service was also supported by the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Association of Directory Marketing (ADM), the Association of Directory Publishers (ADP) and the Yellow Pages Association (YPA). Measurement methods were developed under guidance of the Advertising Research Foundation (ARF).
Twelve certified marketing representatives have already signed up for the YPMR reports. Together, they represent more than 60% of the $2bn+ in Yellow Pages ads placed by national advertisers annually.
Burt Michaels, MD of KN/SRI and Director of the KN/SRI Yellow Pages research program, says he is 'excited to be providing Yellow Pages buyers and sellers with standardized market measurement that will make Yellow Pages an even bigger player in the media mix'. He believes participation from publishers and advertisers will grow this year.
KN/SRI is planning to release YPMR reports on 45 key markets later this month. Data from the remaining 116 areas will follow.
The company's web site is at www.knowledgenetworks.com.
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