Yellow pages directory series#
So rather than a single floor, there may be a series of floors as the mix of users and media choices evolves over time. The pattern over time has generally been periods of stability followed by periods of decline. One ongoing question is whether there is a floor for PYP usage, based on the limits of Internet penetration and the advantages of PYP, at least in certain categories. The methodology used to measure usage is such that a big one-year swing may not be as significant as the trend over time. Charles Laughlin, an analyst with the Kelsey Group, commented on this possible discrepancy, stating: It seems odd to me that 2008 we would see no continuing slide in the amount of print references. In 2007, the YPA had reported a drop along the lines of 7.6 percent over the year 2006 in print book references. population used the print Yellow Pages in 2007.” Both of these figures struck me as a little odd, because conventional wisdom of many has been leaning towards the concept that print YP usage is dropping year over year, as internet search and mobile phone search is increasing.
The PR also states that “Approximately 87 percent of the U.S. With very little checking, I found my suspicion has basis: some of the widely-cited yellow pages industry research is missing critical information, according to the data collection methods published.įor instance, the YPA’s spring announcement of last year’s yellow pages usage figures state that “…print usage remained stable with 13.4 billion print Yellow Pages references, unchanged from 2006, according to the 2007 Knowledge Networks/SRI (KN/SRI) Industry Usage Study…”. I’ve had some individuals at conferences dismiss the idea that print usage could be dropping much, based on these YPA’s figures, and it’s made me wonder if there could be some degree of error involved in the data sampling methods used by the research companies behind the reports. I was reviewing print yellow pages book usage statistics this week, in preparation for the SMX Local & Mobile conference, and I was struck once again by the large numbers that the Yellow Pages Association (YPA) touts in their press releases and research papers.
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