yellow pages

The Australian Yellow Pages logo used by Telstra; as in most countries it includes the famous "Walking Fingers" icon.

Auckland 2004 Yellow Pages

The term Yellow Pages refers to a telephone directory of businesses, categorized according to the product or service provided. As the name suggests, such directories were originally printed on yellow paper, as opposed to white pages for non-commercial listings. The traditional term Yellow Pages is now also applied to online directories of businesses.

The name and concept of "Yellow Pages" came about in 1883, when a printer in Cheyenne, Wyoming working on a regular telephone directory ran out of white paper and used yellow paper instead. In 1886 Reuben H. Donnelley created the first official yellow pages directory, inventing an industry.^[1][2]

Today, the expression Yellow Pages is used globally, in both English-speaking and non-English speaking countries. In the United States, it refers to the category, while in some other countries it is a registered name and therefore a proper noun. The term YellowPages is not a registered name within the United States and is freely used by many companies.

In the Republic of Ireland, Belgium, The Netherlands and Israel the 'Yellow Pages' are known as the Golden Pages.

In Sri Lanka the 'Yellow Pages' are known as the Rainbow Pages.

In general

A particular Yellow Pages (YP) is a print directory which provides an alphabetical listing of businesses within a specific geographical area (e.g., Greater Chicago), which are segregated under headings for similar types of businesses (e.g., Plumbers). Traditionally these directories have been published by the local phone company, but due to the highly profitable nature of the business there are numerous independent directory publishers. Some YP publishers focus on a particular demographic (e.g., Christian Yellow Pages or Business Pages).

Yellow Pages directories are usually published annually, and distributed for free to all residences and businesses within a given coverage area. The majority of listings are plain and in small black text, usually in the Bell Gothic or Bell Centennial typefaces. The YP publishers generate profit by selling advertising space or listings under each heading. Advertising may be sold by a direct sales force or by approved agencies (CMR's). Available advertising space varies among publishers and ranges from bold names up to four color twin page ads ("double trucks"). Advertising rates typically increase every year regardless of distribution or usage fluctuations.

In the United States, the predominant yellow pages are the RH Donnelley's DEX, Yellowbook, the AT&T Real Yellow Pages and the Verizon Superpages.

Yellowbook Logo used in the United States. Note the resemblance to the "Walking Fingers" logo.

Business listings used for publication are obtained by several methods. Local phone companies that publish YP directories rely on their own customer lists and include business listings that are provided by phone service providers (ILEC's). Business owners that utilize phone services other than the local phone company (typically a Bell Company) should make certain that their information has been sent to the publisher for printing in upcoming directories.

Advertising in YP directories requires payment in full prior to printing or may be billed monthly over the life of the contract, which is usually 12 months. Typically, a sales representative will assist the customer in creating their ad design and provides a Proof Copy for review and approval. Advertisers should be aware that many contracts have automatic renewal clauses and require action on the part of the advertiser to end future billing.

Yellow Pages print usage is reported to be declining with both advertisers and shoppers increasingly turning to Internet search engines and online directories. According to a study by Knowledge Networks/SRI, in 2007, print Yellow Pages were referenced 13.4 billion times, while Internet Yellow Pages references increased to 3.8 billion, up from 2006’s 3.3 billion online searches.^[3] As a result most YP publishers have attempted to create online versions of their print directories. These online versions are referred to as IYP or Internet Yellow Pages. Independent ad agencies or Internet marketing consultants can assist business owners in determining sound opportunities for YP advertising and provide objective information on usage, possession and preferences.

Logo

Current Yellow Pages logo.

This section requires expansion.

In some countries, the familiar "walking fingers" logo is not protected as a trademark and may be used by anyone. This logo is used in varying forms by almost every YP publisher; however, there are companies that use it to imitate mainstream publishers. In Israel and the Republic of Ireland, the directory, although using the Yellow Pages logo, is called "Golden Pages".^[4][5]

Internet Yellow Pages

Online Yellow Pages are known as IYP or Internet Yellow Pages. On a broader scale they are known as vertical directories. There are consumer oriented and business oriented varieties. All providers of IYP offer online advertising.

IYP offers listings differently than standard search engines. Where search engines return results based on relevancy to the true search term, IYP returns results based on a geographic area.^[6]

Studies by independent companies such as Nielson and comScore have shown that Internet Yellow Pages have a very slim percentage of total Internet searches. The majority, over 85% of all Internet searches, occur on the major search engines Google, Yahoo and Bing, though directed to the consumer seeking the business rather than searches.

Advertising on IYP is typically available with numerous a la carte choices. These choices become small "individual sales presentations" which makes it easier for sales reps to sell large advertising packages.

The new version of IYP is classified as a local search directory which provides content with the added ability to refine the search to find the needed service. The new search engine now prioritizes local businesses in its results rather than the results being dominated by regional or national companies. All services offer paid advertising options which typically offer preferred placement on search results pages.

References

• "Thomson Group: chronology". ketupa.net media profiles. http://ketupa.net/thomson2.htm. Retrieved 15 February 2005. 
• "Yell UK History". Yell: UK Operations. http://www.yellgroup.com/english/aboutyell-yelluk-yellukhistory. Retrieved 15 February 2005. 
• "Kingston Communications - Our History". Kingston Communications - About Us. http://www.kcom.com/aboutus/ourhistory/. Retrieved 18 July 2007. 

See also

• Blue pages - Government related counterpart
• Electronic Yellow Pages
• List of Yellow Pages
• Loren M. Berry - Inventor of the Yellow Pages concept
• White pages - Residential (non commercial) counterpart of the Yellow Pages
• Yellowikis