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BizReport : Search Marketing : February 28, 2008

Overall Yellow Pages use growing

Yellow Pages directory references rose in 2007, mostly due to increased online activity, found a recent usage report.

by Helen Leggatt

yellow%20pages%20logo.jpgUse of Yellow Pages print directories stabilized at 13.4 billion references in 2007 after a 7.6% decline the previous year. Online references, on the other hand, rose 15% in 2007 from 3.3 billion to 3.8 billion searches.

Online activity brought Yellow Pages’ overall 2007 usage to 17.2 billion searches, a 3% increase on 2006. A recently released usage report from the Yellow Pages Association quotes comScore data showing that 144 million Internet users performed local searches in December 2007, over half (51%) of which used Internet Yellow Pages.

As far as Neg Norton, president of the Yellow Pages Association, is concerned Yellow Pages, in all formats, is a “must buy medium for advertisers of all sizes”. The usage report data suggests that while online Yellow Pages searches are becoming increasingly popular, this isn’t yet cannibalising offline references, with 84 percent of the U.S. having used the print Yellow Pages in 2007.

Tags: offline search, online search, search marketing, Yellow Pages

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