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The Kelsey Report® Advisory

YPPA Releases Yellow Pages Usage Numbers
Neal Polachek , 11/15/2001

Issue: What's Up, Down or Sideways with Yellow Pages Usage?

News: The Yellow Pages Publishers Association recently released the latest usage measurement results for the Yellow Pages industry. In an interview with The Kelsey Group, Larry Small, vice president of marketing for YPPA, said: "It appears that after five straight years of usage declines, we may have bottomed out in terms of annual uses."

After 10 months of tracking in 2001, average uses (or references) are at 1.4 per week. This key metric has been falling since the mid-1990s and was 1.4 at the end of 2000. From 1995 to 2000, total references had declined by almost 23 percent. During this period, consumer references declined by 17.5 percent, while business usage dropped by almost 40 percent. Consumer users account for just under 80 percent of all uses, while business use now accounts for just over 20 percent.

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