YPA Launches Think Green Column

The Yellow Pages Association (YPA) stepped up its efforts to inform and educate by today introducing the “Think Green Column” on its “Yellow is Green” environmental web site.

YPA indicates the Think Green Columns will appear monthly to share opinions, ideas and even historical perspectives on the environment and the yellow pages.

In its press release, Neg Norton, president of YPA said:

“As Yellow Pages are the lifeline for many small businesses trying to reach ready-to-buy consumers, it’s imperative for our organization to provide a forum where yellow pages and environmental industry influencers can share their views and break new ground,”

The inaugural issue features John Howell from Nippon Paper Industries’ Vice President of Sales and Marketing. Drawing on his nearly 30 years of working in the yellow pages paper industry, he discusses the paper supply challenges facing the Yellow Pages industry today including increased demand from China for fiber; low fiber availability due to the housing market decline; and environmental pressures from proposed Yellow Pages legislation. John was instrumental in helping YP Talk with its extensive article on “How Paper is Made”.

Kudo’s to YPA for adding this effort. The more positive conversation we can generate, the better it will be for the industry overall. There are still plenty of uninformed advertisers and users that need to hear the real story behind what the industry provides.

Comparison of Print and IYP Usage

The Yellow Pages Association just released this interesting comparison of print and IYP usage just in case people are wondering why those “pesky” print Yellow Pages are still around –> it’s because people use them, and hence, the phone rings at the businesses that advertise in them. Plain and simple. And the IYP usage is a great add-on to attract additional lookups from those who are online:

IYP		Paper YP
55%		99%		are familiar with
26%		98%		have ever used
22%		87%		visited/referred to in the past year
13%		69%		visit/refer to in average month
7%		46%		visit/refer to in average week
0.14		1.14		avg # visits/references per week
				among all persons
3.8*		13.4		estimate of annual visits/references
billion		billion

Yellow Pages Deliver New Customers to Local Businesses

the following was released by the Yellow Pages Association today:

Berkeley Heights, N.J. (May 8, 2008) – In today’s uncertain economic times, small businesses are looking for cost effective ways to generate business. While some businesses think about cutting their advertising during tough times, new research from the Yellow Pages Association(TM) (YPA(TM)), indicates that both print and Internet Yellow Pages are a valuable source for generating sales leads from new customers.

According to the 2008 Yellow Pages Association Industry Usage Study: National Results, conducted by Knowledge Networks/Statistical Research, Inc. (KN/SRI), among those consumers making a purchase after referencing the print Yellow Pages, 39 percent were new customers to the business they chose. Internet Yellow Pages usage shows that 51 percent of purchasers were new customers to the business.

Some of the headings to bring in the most new customers to a Yellow Pages advertiser – headings in which more than 80 percent of Yellow Pages-fueled inquiries are from new customers – include: Siding Contractors, Waterproofing Contractors, Dancing Instruction, Nurses-Registries, Gift Shops, Retirement & Life Care Communities, Uniforms, Bail Bonds and Trophies.

“Small businesses today are very conscientious about spending, but advertising is an important operating investment because businesses always need reliable ways to attract new customers and increase sales,” said Neg Norton, president of the YPA. “The most important thing small businesses can do is have the proper resources in place to handle all the inquiries generated from their advertising programs.”

The YPA offers small businesses the following tips for making the most of new business leads:

1. Answer the Phone & Return Messages Promptly – As many small businesses are understaffed, it is important to dedicate someone who is qualified to respond to phone calls and voice messages as these inquiries are coming from customers who are ready to buy. This is especially important for service businesses, as the majority of these potential customers make a phone inquiry. Examples of headings for which consumers are more likely to make a phone call include: Contractors, Movers, Financial Services, Karate & Martial Arts Instruction, Dancing Instruction, Home Health Services, and Kennels.

2. Check Email Frequently – As more and more consumers use the Internet to search for businesses, it is essential that your ads contain your email address. Again, customers who take the time to contact you are ready to buy. Some headings that are more likely to generate online inquiries include: Banquet Facilities, Limousine Service, Photographers-Portrait, Employment Agencies, Health & Fitness Club/Gym, Burglar Alarm Systems and Travel Agencies.

3. Track Leads – Make sure every customer is asked about where they found your business so you can better track lead generation and measure the performance of your advertising programs. Most Yellow Pages publishers offer metered ad programs that allow advertisers to insert a unique telephone number in their ad, so they can quantify the number of leads the ad is generating. While almost 9 out of 10 Yellow Pages users intend to make a purchase, certain headings have an increased tie from inquiry to sale, for example Mattresses, Bowling, Photo Finishing-Retail, Spas & Hot Tubs, Bridal Shops, Florists, among others.

For more information about YPA research, please visit http://www.ypassociation.org.

About The Yellow Pages Association

The Yellow Pages Association (YPA) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide. Association members include Yellow Pages publishers, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers.