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.

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