Yellow Pages Industry Facts
- North American Yellow Pages Print Distribution: 540 million directories
- Global Industry Revenue: $26 billion
- U.S. Industry Revenue: $14 billion
- Revenue from printed directories: 97%
- Revenue from online directories: 3%
There are over 7,000 different titles of Yellow Pages, including competing industry-specific, ethnic-targeted, and "underlay" or neighborhood-specific titles. There are no strict rules, other than market demand, limiting the number of Yellow Pages titles to be printed in a single market. For example, this year in Southern California, it is possible that a person could have over 10 Yellow Pages directories dropped on their doorstep from 10 different publishers. It is also noteworthy that with a distribution of 540 million, there are more directories dropped than the entire population of North America. This industry practice is called "saturation distribution."
What is "Saturation Distribution"?
In the past, anyone with a landline automatically received a printed copy of the Yellow Pages. But today, with the landline exodus to mobile phones, and considering drops at large apartment buildings or corporate campuses, directory publishers use "Saturation Distribution" to ensure that enough printed copies are available.[1] This means that an over-estimated number of copies are dropped to ensure that everyone gets a copy. Even more waste.
The Biggest Players in the Yellow Pages Game:[2]
| RANK | MEDIA COMPANY | NET DIRECTORY REVENUE |
|---|---|---|
| 1 | SBC Communications | $3.8 Billion |
| 2 | Verizon Communications | $3.6 Billion |
| 3 | BellSouth Corp. | $2.0 Billion |
| 4 | Dex Media | $1.7 Billion |
| 5 | Yellow Book USA (Yell Group) | $1.1 Billion |
If you want to share your thoughts directly with the Yellow Pages Association:
Yellow Pages Association (YPA)Global Headquarters
Two Connell Drive, First Floor
Berkeley Heights, N.J. 07922-2747
(908) 286-2380
(908) 286-0620 (Fax)
Mr. Negley (Neg) Norton
President, Yellow Pages Association (YPA)
908 286-2385
Neg.Norton@ypassociation.org
Free & Easy Alternatives
Now that the Internet is available just about everywhere, why would anyone need a printed copy of the Yellow Pages? In addition to its cumbersome size, the information is only accurate for a limited time, and its production destroys the Earth's endangered forests.
Let's assume the unlikely circumstance of not having an online computer nearby. There is a strong likelihood that the mobile phone in your pocket is Internet-enabled, or at least has SMS or text messaging capabilities.
Whether by computer, mobile Internet, or text message, there are numerous fast and free alternatives to the printed Yellow Pages. And now that major search engines index online Yellow Pages listings, we can count on these solutions to deliver the same in-depth information.
At the home or office:
On the go:
The following are free services as well, but mobile carriers may charge for text messaging or data service, so check your plan.
- From your text-enabled mobile phone: Google SMS, for local listings, as well as anything else that could be found with Google (movies, weather, stocks, translations, calculator, etc.).
- From your Internet-enabled mobile phone: Google Local for Mobile, including local listings, maps, driving directions, satellite imagery, and a "click-to-call" feature which allows direct dialing from the listing. Google offers several options for this service, depending on the mobile phone and its capabilities, so check for compatibility.
- From any phone: These days, it seems that one is more likely to be near a computer or a mobile phone than a Yellow Pages printed directory. So in the very rare event that none of the above are available, but a landline is nearby, there is still the 411 option. Of course, as most of us know, 411 usually comes at a price ($1-$2 per call). However, two new services - 800-FREE-411 and 800-411-METRO - offer directory assistance free of charge, though users have to listen to advertisements.
Recent Trends and Young Role Models
New research by The Kelsey Group indicates that consumer local media preferences are in transition, influenced by demographic factors, including age, income and education. The younger and more educated and affluent consumers are, the more they tend to utilize online resources at the expense of traditional media.
For example, the survey revealed that just 44% of respondents between the ages of 18 and 34, and only 28% of teens said they would turn to print Yellow Pages first when looking for local listings. On the other hand, 47% of these respondents said their first choice would be search engines.
"There's a very clear age factor," said Kelsey Group analyst Neal Polachek. He added that as consumers who are most accustomed to using the Web begin to enter their 30s, when they have more disposable income and are making bigger purchases, so too will businesses in their local advertising. "All of a sudden, you're looking for schools, you own a house, you're looking for mortgages -- big purchase decisions. Those people will never have had the built-in habit of picking up the print Yellow Pages."[5]
This research illustrates the decreasing demand for printed directories and the increasing usage of search engines for local information. We should all be following the youth's lead, not only because their methods are faster and more efficient, but to also help preserve our planet's limited resources.
Click here to request that your name and address be removed from the Yellow Pages printed directory mailing list.
- Source: The Yellow Pages Association (YPA), the trade organization of a print and electronic media industry valued at more than $26 billion worldwide ($14 billion in the U.S.).
- Source: August 2005, Adage report 100 Leading Media Companies. Primary sources for this Report include BIA Financial Network, Kagan World Media, TNS Media Intelligence, Audit Bureau of Circulations and public documents.
- Source: February 2006, Nielsen/NetRatings, a global leader in Internet media and market research.
- Source: November 2005, "Mobile Media Monitor", an ongoing international study to monitor the changing consumption of mobile media, published by global market research and consulting company, Harris Interactive.
- Source: The Kelsey Group, the leading provider of research, data and strategic analysis on directories, small-business advertising and online local media.