Today, more than 200
directory publishers, both telephone company-affiliated and independents, publish
more than 7,000 Yellow Pages directories in the U.S. and Canada. Most cities
in major markets have multiple directories that are often direct competitors.
Like most other media, the proliferation of directory advertising choices benefits
advertisers and consumers by raising the standards of the entire industry.
Competitive markets have paved the way for lower prices, creative product improvements
and better Yellow Pages value.
Business owners who want to make smart decisions about Yellow Pages advertising
must determine which directory or directories best fit with their strategic
marketing and sales goals. Yellow Pages specialists at publishers or certified
marketing representatives (CMRs) can provide a wealth of data and experience
to guide local and national advertisers through the decision-making process.
