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It wasn’t all that long ago that most Americans’ fingers took at least one weekly “walk” through the Yellow Pages (YP), those massive directories plunked on our doorsteps at the same time every year by the local phone company. Although many of us still receive printed books, they’re mere shadows of their former selves as the search function has gone digital in a big way – and many are merely tossed into landfills, recycled, or stuck in the back of a drawer somewhere.
That’s not to say that the former YP publishers have rolled over and gone away. They all boast some online presence and are now competing with online search companies for the dollars they previously enjoyed as a virtual monopoly in most markets.
Database and directory publishers generate the majority of their revenue from the sale of print advertising space. Due to changing consumer preferences, digital media has increasingly replaced print media as a source of news and entertainment. Businesses have reduced investment in print advertisements, shifting their focus to digital publication advertisements. This shift has impacted industry revenue and forced operators to increasingly publish online.
The 2018 Key Data Top-Line Report states that: 20% of adults referred to the PYP in the past month 25% referred to the IYP in the past month 19% of adults referred to PWP in the past month 55% of adults referred to social networks. 36% of adults said they trust search engines the most when seeking information. 33% of adults say that search engines are the most helpful source followed by company websites at 24%
While the Yellow Pages directories were at one time a regular source for consumers seeking information on businesses and local services, the digitally connected world in 2015 has hugely expanded choices for accessing information and has taken search to mobile consumer. Consumers in cars and on the street can quickly access information through search engines such as Google, Yahoo, and Bing -- and those are just starting points.
Consumers have numerous options to learn about local businesses and services: Only 36% of local searchers start with a search engine Visited specific sites on the subject (15%) Read customer reviews (7%) Looked for locations through online directory (6%) Reviewed content about product/service (5%) Searched from a mapping app (4%) Read professional reviews (4%) Used a reservation booking app (3%)
Consumers place search engines at the top for local search activities compared to other sources: Past month media usage: Search Engine – 86% Company Site – 71% Circular/Email/Coupon  - 70% Friends/Family – 69% Social Network – 55% Mobile App – 52% Online Videos – 49% Newspapers 43% Daily Deals  - 41% Internet Yellow Pages – 25% Print Yello Pages – 20% Is the I trust the most for finding local business Search Engines – 36% Friend/Family Member – 15% Company Website – 11% Print Yellow Pages 9% Store Circular/Email/Coupon – 4% Internet Yellow Pages – 3% Newspapers – 3% Online Videos – 2% Social Network – 2% Mobile App – 2% Daily Deals – 1% Is the most accurate source for finding local business information Search Engines – 31 Company Website – 17% Print Yellow Pages 10% Friend/Family Member – 8% Ratings/Review Sites – 7% Store Circular/Email/ Coupon – 5% Internet Yellow Pages – 5% Newspaper – 4% Social Network – 3% Mobile App – 2% Daily Deals 1 % Is the source I turn to when ready to make a purchase Company Website – 25% Search Engines – 23% Friend/Family Member – 10% Store Circular/Email/Coupon – 9% Print Yellow Pages – 5% Internet Yellow Pages – 4% Newspaper – 3% Daily Deals – 3% Online Videos – 2% Social Network – 2% Mobile App – 2%

Ubiquitous: Virtually everyone is aware of the Yellow Pages and/or familiar with online search, and one format or the other is available 24/7.
Curated: All businesses that offer similar products or services are compiled within specific classifications, making for easy comparisons.
Current: Internet Yellow Pages and other online local search sources can be updated frequently, displaying the most recent applicable information and promotions.
In Demand: Weather paper or digital, search ads will be seen by consumers who are already interested in purchasing or using a product or service.
Habit: Consumers are habituated to using paper or online search functions for help in locating businesses. They look for the category and are provided with a list of companies that are available to meet their requirements.
Accessible Anywhere: Online directories and search functions on mobile phones make it increasingly easy for consumers who are out and about to look up references for a type of business to meet their needs.

Clutter: Whether using print or digital advertising, even a costly display ad can get lost among all the others for the same product or service. And the cluttered environment provides potential customers with many opportunities for comparison shopping.
Dated: Printed Yellow Pages are set for the year once they are printed. (Digital search and Internet Yellow Pages allow more flexibility to present current information as needed.)
Limited Exposure: Consumers only see most print and online search ads when they are actively looking for a business referral, so there’s no build-up of frequency of your name and information.
Lack of Mobility: Print Yellow Pages are typically viewed in the home or at the workplace, not out of home; payphones are nearly non-existent today. Online search makes search very mobile, but many consumers – especially older adults – don’t access the digital functions.

Based upon an analysis of over 2,100 local radio ads across 6 different categories: Radio generated an average 29% lift in Google search activity. Search as a result of radio advertising is greater on weekdays versus weekends. Radio driven search is higher during midday hours. Quality of radio creative has a direct impact on increased search behavior.
Awareness: Many consumers already have a business name in mind when they turn to the PYP. Maintaining a radio ad schedule will make sure people have been exposed to messaging about your business and insure top of mind awareness among future prospects in the market. Consumers can’t turn on the radio to research businesses when they are ready to buy, but if they’ve been exposed continually to radio ads, your business will be on their mind when they turn to local search.
Exposure: Ads in the PYP are not seen until a consumer is consciously looking for information. Ads on radio are intrusive and reach consumers every day, conveying your business’s unique selling proposition and providing a known name when search begins.
Flexibility: Once the paper Yellow Pages are printed, a business’s message is set for the year. Ads on radio can be changed periodically to focus consumers on different aspects of the business, including sales and location, that they’ll recall when referencing the PYP when a need arises.
Mobility: Radio listeners frequently hear advertising in cars and they also make decisions on where to shop, eat, etc. while driving. The ability to now to search for a business online lends immediacy for follow-up to message heard on the radio.
Glossary:  http://www.rab.com/public/reports/buysellterms.pdf FAQs:  http://www.rab.com/whyradio/faq.cfm Statistics and Trends:  http://www.rab.com/whyradio/


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