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YELLOW PAGE MYTH BUSTER 1
Truth about Yellow Pages & the Environment

MYTH: The Yellow Pages industry destroys forests.
TRUTH: Virgin timber is virtually never used to make directory paper.
Directory paper typically is comprised of 40% post-consumer, de-inked,
recycled fiber with the remainder of needed fiber provided by the
residue of making squared boards out of round trees in the lumber
making process.
Paul Gordon, Catalyst Paper, 2008
MYTH: The Yellow Pages is a major environmental offender.
TRUTH: More than a decade ago, Yellow Pages publishers, paper
suppliers, and printer committed to making the industry more
environmentally friendly.Vegetable-based inks, dyes and coatings that
pose no threat to soil or ground water replaced petroleum-based
components. The majority of directories produced today are recyclable
and/or biodegradable.
Ann O'Brien, Quebecor World Directory Group, 2008
MYTH: The Yellow Pages are a major contributor to the solid waste stream.
TRUTH: According to the U.S. Environmental Protection Agency, directories
comprise only 0.3% of the municipal solid waste stream, as compared to 4.9%
and 2.4%, respectively, for newspapers and regular mail.
U.S. EPA, 2005
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YELLOW PAGE MYTH BUSTER 2
Truth about Yellow Pages Usage

MYTH: No one uses the Yellow Pages anymore.
TRUTH: Usage of print Yellow Pages has remained sable since 2006.
While it is accurate to report that growth in print usage has leveled due
to technological development of new content delivery platforms, it is
also accurate to say that the preponderance of transactions for
advertisers still are generated by print directories. Look at the data
from KN/SRI below.
85% of the U.S. population used their Yellow Pages during the past year
More than tree quarters (78%) of these Yellow Page users contacted one or more businesses.
Half of these Yellow Page users made a purchase.
59% of these purchasers were repeat customers; 41% were new customers.
More than half of yellow Page users look at more than one business during each look up, with 42% looking at three or more.
The average number of ads viewed by users per look-up was 4.1.*
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YELLOW PAGE MYTH BUSTER 3
Truth about Yellow Pages' Long Tail

MYTH: The Yellow Pages are dead
TRUTH: Consumers who continue to find the products and services
they need in the Yellow Pages know that's not true. So do advertisers
whose ringing telephones and opening doors offer concrete proof of
strong ROI from directories. Analysts are awakening to that reality, too.
read from September 19, 2008 issue of Daily Edge from Scottia
Capital.
Print usage will continue to have a longer tail in terms of advertiser and consumer usage than the current market implies...the ROI from print and online directories remain among the top three in terms of return relative to other media per dollar of advertising spend.
Major national advertisers remain committed...firms remained significantly committed to directories given the substantial number of customers that the medium delivers...each of the firms cited a lower cost per call from yellow pages in contrast to online leads.
Multiplatform models are emerging...the consumer interaction with directories and local search is in transition, moving from a model based on simple reference by consumers towards a series of tools that offer consumers the opportunity to search for, discover, and transact business with advertisers.
Online video is a growth opportunity...and represents a compelling new product that enhances the potential for publishers to attract and retain small business advertisers.
Call measurement is heading mainstream to prove ROI...the ability to quantify the value received from their advertising for customers is a key factor in selling, particularly in challenging economic environments.
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YELLOW PAGE MYTH BUSTER 4
Truth about Yellow Pages & Gens X & Y

MYTH: Younger consumers do not use the Yellow Pages.
TRUTH: Those in the 25-34 year-old age demographics are regular users of the print Yellow Pages.
25-34 year-old consumers are the heaviest users of Yellow Pages of any age demographic.
Pierz Group, National Consmuer Research, 2007
25-34 year-old consumers are more likely to contact a business after a Yellow Page look-up than other age demographic - 82%.
Knowledge Networks/SRI, National Usage Study, 2008
25-34 year-old consumers are more likely to look at three or more businesses while using the Yellow Pages than any other age demographic-48%.
Knowledge Networks/SRI, National Usage Study, 2008
25-34 year-old consumers are among the country's most mobile demographic.
People who have moved two or more times use the Yellow Pages on a weekly basis nearly twice as often as those who had not moved.
Those who have lived at their current address for less than a year have a much higher rate of looking at both ads and listings than those more established.
Knowledge Networks/SRI, National Usage Study, 2008
18-34 year-old consumers are 25% more likely to use a directory published by an independent, rather than incumbent (utility branded), publishers.
Knowledge Networks/SRI, National Usage Study, 2008
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YELLOW PAGE MYTH BUSTER 5
Truth about Yellow Pages & Consumer Usage

MYTH: People only use the phone book to look up a number
TRUTH: The Yellow Pages can boast of much deeper usage patterns among consumer than the simple act of looking up the number of businesses they want to contact, according to the 2008 National Yellow Page Study conducted by Knowledge networks/SRI.Nearly one-third (31%) of consumers have no business name in mind when they open the Yellow Pages.
Another third (30%) have more than one business in mind when they open the Yellow Pages. Average: 1.8. More than half (52%) are still in the process of making up their minds about which business they are going to buy from when they open the Yellow Pages.
Among consumers who reference the Yellow Pages, nearly two-thirds (63%) look at display ads, compared to one-third (37%) who look at listings only.
Of these display ad viewers, 9 out of 10 (89%) look at both display ads and listings.
The average number of ads viewed per reference is 4.1.
Logic: Consumers who use the print Yellow Pages are most often still in the process of deciding which advertiser(s) are going to get their business.*
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YELLOW PAGE MYTH BUSTER 6
Truth about Yellow Pages & Repeat Customers

MYTH: I have all the business I want (or can handle).
TRUTH: The wisdom of this statement is challenged by a single compelling data point contained in the 2008 National yellow Pages Study conducted by Knowledge Networks/SRI: 59% of all print Yellow Pages uses who make a purchase ARE REPEAT CUSTOMERS
Logic: It is imperative for advertisers, even those with established customer bases, to recognize that many of those established customers turn to the print Yellow Pages before making their next purchase.
Logic: If an advertiser's established customer turns to the Yellow Pages and finds that business unrepresented or underrepresented in the directory, the customer's need remains, and his/her purchase(s) will or is likely to go to one of that advertiser's competitors who is more completely represented in the Yellow Pages.*

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ELLOW PAGE MYTH BUSTER 7
Truth about Yellow Pages & Competition

MYTH: Everyone uses the utility book.
TRUTH: According to 2008 research conducted by Knowledge
Networks/SRI (KN/SRI) and Directory Share Ratings (DSR), independent directory publishers (those not affiliated with or branded to any telephone company) command between 40%* and 45.5%** of National Yellow Pages usage.


*Data from National Yellow Pages study conducted by Knowledge Networks via a nationally representative U.S. sample of 4,352 persons 18 years old and over using KnowledgePanel®, the only online consumer panel based on probably-based sample of the U.S. population that includes office household. The purpose of this study was to understand print Yellow Pages usage, usage share among publishers, and details of the users. The study was conducted between November 1, 2007 and April 30, 2008.

**Directory Share Ratings® (DSR) provides ratings for nearly 7,500 Yellow Pages directories and competitive usage shares for directories within all residential ZIP Codes in the U.S. Directory Share ratings are based on a bi-annual Stratified Systematic Random sample of over 15,000 adults. DSR's purpose is to assist local and national advertisers to optimize their Yellow Pages investment by qualifying and quantifying consumer usage in their market.

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