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Search Engine Marketing

Emil Morales, senior vice president at TNS and panel moderator, kicked off a local search discussion by showcasing the independent TNS study results indicating print Yellow Pages extends the reach of other local media. The data shows consumers use print Yellow Pages in conjunction with all other types of local media prior to and following the decision to buy. The discussion can be viewed here:  


The director of national marketing at YP also discussed the strong volume of call counts and the high return on investment advertisers receive from print directories. He said ROI for print ads is 13:1 and that call volumes are up 8% year-over-year, generating 35% more calls for existing customers, according to CRM Associates’ latest study. The YP national marketing director also talked about the significance of knowing your ideal customer, stressing that for many traditional Yellow Pages categories with desirable demographics like baby boomers and seniors, print Yellow Pages is still driving leads.  

Eric Webb, president of Marquette Group, focused on the importance of “a print and” strategy, noting that advertisers should consider print with other media.  

a Multi-platform world by YouCom Direct

Dave Wolf, managing partner at Link media 360, said “the challenge facing print is the fragmented media environment with numerous competing products and platforms available for advertisers to reach consumers. Print Yellow Pages should no longer be the primary medium but a necessary addition to ‘ground’ online traffic that might not reach certain [older] consumer groups.”  

Data source:

2013 Local Search Association Conference, Las Vegas, NV, USA. Ref: Article from the Local Search Insider, April 18, 2013.

Required reference:

‘YouCom Direct News Article, Apr 2013, London, ‘Print directories in a multi-platform world.’


Search Engine Marketing

When Yahoo! And PagesJaunes announced their partnership at the end of January 2013; it signalled a rise in performance for the French directory’s IYP listings. PagesJaunes is a major innovator in the French local search space online and this partnership means Yahoo! will have access to the millions of local business listings in the PagesJaunes database.  


Equally all business listings in the French directory site will benefit from the increased visibility of Yahoo! search parameters. As of February 2013, France’s PYP and IYP reach more than 90% of French consumers. Quite simply the local search scene varies significantly by country and France has fewer competitors to the local search space than the UK or US, in addition to SEM operating in different ways to its Anglo-American counterparts.


There are growing alternative IYP directories which can complement a program but this is still a strong partnership.

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Required reference:

‘YouCom Direct News Article, Feb 2013, London, ‘Yahoo! joins forces with PagesJaunes’


Search Engine Marketing
New research from analyst firm Market Authority shows that print Yellow Pages usage not only remains strong in rural areas, but is also a key player in the local search experience in urban locations too.   Market Authority conducted more than 39,000 live interviews across the country with both urban and rural consumers. Their research found that perceptions of low print Yellow Pages usage among urbanites are “highly exaggerated.” The firm found that 67% of consumers in urban households report using the print directory at least occasionally when searching for local businesses.

Yellow Pages is now online as
Results from rural markets were even stronger, with nearly 90% of consumers interviewed reporting they use print directories at least occasionally when searching for local businesses. Across both urban and rural markets, Market Authority found that print usage skews much higher with baby boomers and seniors.

The annual Local Media Tracking Survey, which was conducted by independent research firm Burke, released data in July 2012 showing that; print and Internet Yellow Pages are highly consulted sources of local business information. It details that 74% of consumers in urban areas say they searched a print or Internet Yellow Pages in the past year.  Market Authority research also shows reach among consumers living in rural areas is stronger with 83% using print or Internet Yellow Pages in the past year.  

“Our research suggests that print Yellow Pages should still be a key part of an SMB’s budget in urban areas and should still dominate the budget in a rural areas.” said Steve Sitton, president of Market Authority.
The research continues to demonstrate that a balanced, integrated and multi-platform approach to local advertising is essential to any local business market plan and SEM professional.  

Data source:

Market Authority Inc. Ref: Article from the Local Search Insider, December 05, 2012.

Required reference:

‘YouCom Direct News Article, Dec 2012, London, Urban YP usage remains strong’.