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The Kelsey Report® Advisory

U.S. YP Usage Flat, but Top Headings a Worry
Bobbi Loy-Luster , 6/4/2003

Issue: Mining Latest YPIMA Industry Usage Data for Clues to Future

News: Print Yellow Pages usage data for 2002, released by YPIMA and Knowledge Networks/SRI, indicate that usage has remained essentially flat vs. 2001. Print Yellow Pages generated 15.1 billion references in 2002, essentially unchanged from 15.05 references in 2001. Given the year-to-year usage declines since the mid-1990s, a year of no change is actually good news for the industry. Yet a closer look at the top-20 Yellow Pages headings reveals long-term usage declines among traditionally strong headings.

While aggregate usage may be flat, the larger question remains: What is the trend among key Yellow Pages headings? A pattern over the last five years reveals a decline in bread-and-butter categories like automotive, health care and professional services.

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