Research Library A glimpse at a few of our Industry research reports...

Welcome to our Research Library! Our company maintains a research library covering important studies and papers, heading reports, demographic information, etc., so that our clients can make informed and intelligent decisions regarding their directory programs. We offer a small sample of available reports here, some provided with the permission of CRM Associates. These reports can be reprinted only with the express written permission of the author. Clients under contract have access to our complete knowledge base.

Not All Leads Are Created Equal
When comparing media, it is not enough to simply compare total leads. One must consider the CONVERSION RATE associated with each type of lead to properly assess the value of each alternative. Big numbers of leads are meaningless unless some of those leads are converted to final sales. Also, businesses are - and should be - willing to pay a premium for advertising alternatives that are more effective at bringing in sales. Read the report...

The Impact of Color
Color is a powerful tool. Its value results not from whether it is used in an ad, but from how it is used in the ad. Color can make key information in ads stand out; color can attract attention to an ad; color can help organize information and make the ad easier to read; and color can enhance the ad content by imparting and reinforcing messages difficult to convey simply through words. Color can help a business appeal to a specific targeted audience. Color can capture and communicate the "personality" and character of a business when used effectively. Read the report...

Value of Trade Units
This white paper summarizes the performance of print yellow pages trade units from the
Local Search Association National Marketing Division. Results prove that print yellow pages trade units (Trademarks and Trade Names) continue to generate leads and very strong return on investment for national advertisers. Read the report...

Yellow Pages Calls Increased in 2010!
The 2011 Metered Ad Study had 14,671 advertisers with the same size ad (and same UDAC) in the same heading tracked for both 2009 and 2010. These ads were in 771different directories (ranging from distributions of 2k up to 2.3 million) representing the four largest publishers and were found in 740 different headings.

Across the entire set of ads, calls increased by 10% between 2009 and 2010, from 5.7 million calls in 2009 to 6.3 million calls in 2010. This increase follows a 3% increase in calls observed between 2008 and 2009.

60% of advertisers saw an increase in calls in 2010 over 2009. These advertisers typically had calls increase by 41% in 2010. The 40% of advertisers that saw a decrease in calls typically saw a 23% reduction in calls. Across all advertisers, the typical change was an 11% increase in calls1. The disproportionate increases suggest that the content and competitive dynamics within the markets play significant roles. Advertisers who
have better content, or who improve their content year-over-year, can win at the expense of their competitors. Read the report...

Print and Internet Yellow Pages: a Driver of Website and In-Person Visits
The 2010 Metered Ad Study has data for 822 ads where publishers placed a unique URL (website address) in the Yellow Pages ad and then tracked the response to that URL. All traffic that comes to that URL originates with use of the Print or IYP ad. The data show that for every 100 calls from print, there are over 50 visits to the website. Indications are that for every 100 calls from an IYP ad, there are over 60 visits to websites. Read the report...

The Value of Yellow Pages- 2010
The ultimate measure of a medium's success is its ability to deliver paying customers at a reasonable cost – as measured by the Return on Investment received by advertisers. One of the best and most direct measures of value is "Sales ROI", i.e., the dollars of sales revenue an advertiser receives for every dollar spent on advertising. There are two methodologically sound ways to estimate Sales ROI. The first is a "bottoms-up"
approach based on call tracking studies for individual ads (metered ad studies) which provides estimates of value for specific ad-types. The second is a high-level average across all ad-types calculated in a way that allows comparison across media. Both measures show that Yellow Pages deliver strong value to advertisers. The values estimated in 2010 are similar to the values estimated in 2009, indicating stability in value delivered to advertisers. Read the report...

To Get the Value - Answer the Phone
It's a simple message - for business to get the full value of their investment in Yellow Pages, they must answer the phone. Yet, call-tracking data1 indicate that 13% of calls received by advertisers from Yellow Pages ads go unanswered!! Ideally, a business would answer all calls. Every unanswered call will most likely be a lost customer. Consumers will simply move on to a competitor after trying a business and not having the phone answered. Read the report...

Who Does Not Use the Yellow Pages?
We spend a lot of effort trying to understand the characteristics of those who use Yellow
Pages, but what about those that do not? Key insights can be gained by better
understanding this group. While there is a tendency to just accept the fact that some do
not use Yellow Pages, understanding who the non-users are can create an opportunity to
proactively advertise and reach out to this group and potentially win them over as users. Read the report...

Reports provided by permission from CRM Associates