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.