Issue: Cautious Optimism as U.S. Industry Plans New Third-Party Project
News: Over the past several months, a research consortium representing the U.S. Yellow Pages community has quietly been working to develop a new program for syndicated third-party research that will measure directory usage by directory distribution area in the United States. Participants include the major trade associations, publishers, certified marketing representatives and advertisers.
CMRs and national advertisers have consistently called for such research as a credible means of evaluating directories in competitive markets. Syndicated research, which is available to all who subscribe, is table stakes in competing for a meaningful share of national advertising dollars. Throughout the 1990s, National Yellow Pages Monitor provided such research, but in recent years, publishers pulled their support and the service gradually faded away.