The Real Yellow Pages(R) from BellSouth Claims Top Spot in Birmingham Directory Usage Study
24 Mars 2006 - 2:00PM
PR Newswire (US)
- Leading Southeast Yellow Pages Has 2 to 1 Advantage Over Nearest
Competitor BIRMINGHAM, Ala., March 24 /PRNewswire/ -- The Real
Yellow Pages from BellSouth, recognized as the leading yellow pages
directory in the Southeast, is the most used yellow pages directory
in Birmingham, Alabama according to a yellow pages industry
research initiative released by the Yellow Pages Market Reporter
(YPMR). YPMR, a syndicated industry market measurement tool, is
produced by Knowledge Networks/SRI, a national research firm. For
BellSouth's Birmingham market, results show The Real Yellow Pages
with a 2 to 1 lead over its nearest competitor. These results
indicate close to 7 out of 10 yellow pages references in Birmingham
are to The Real Yellow Pages from BellSouth and The Real Yellow
Pages Companion directory. "These results support our internal data
showing The Real Yellow Pages as the leading and most used
directory in the Birmingham market. Consumers do have a choice in
Birmingham and they have selected BellSouth when it comes to
finding area businesses and services," said Ike Harris, President
of BellSouth Advertising & Publishing. Harris pointed out that
three areas were researched for the Birmingham study: the BellSouth
area; its nearest competitor's area; and an overlap of both areas.
In all three areas, BellSouth held a commanding lead. The YPMR tool
is used to identify usage of the core print yellow pages directory
in the Birmingham market. While the report provides a usage measure
of the print directory, it does not factor in the growing usage of
BellSouth's industry-leading Internet Yellow Pages,
YELLOWPAGES.COM, or the out of home usage of the growing specialty
Companion directory the company distributes in Birmingham and other
markets. "We look forward to future research that provides a
measure of all yellow pages products being used by consumers
including print, Internet and specialty directories. We can no
longer rest on just our leading core directory, because consumers
are letting their 'fingers do the walking' in a variety of ways to
find area businesses and services," Harris added. "BellSouth offers
the region's leading yellow pages directory, but we also provide
businesses with ads and listings in our growing Companion
directories, as well as the number one Internet Yellow Pages." In
addition to The Real Yellow Pages core and Companion print
references, YELLOWPAGES.COM anticipates approximately 1 billion
references to its industry-leading Internet Yellow Pages network.
Bringing the print and Internet together the way BellSouth does
offers businesses unsurpassed advertising value, and the best way
for buyers and sellers to connect. The syndicated research was a
combined effort of publishers, national advertisers, certified
marketing representatives and associations including: American
Association of Advertising Agencies; Association of Directory
Marketing; Associate of Directory Publishers; Association of
National Advertisers; and the Yellow Pages Association. The group
selected Knowledge Networks/SRI due to their expertise in
collecting yellow pages usage data. About BellSouth Advertising and
Publishing BellSouth Advertising & Publishing Corporation
(BAPCO) is the leading provider of print and Internet Yellow Pages
products in the southeast. BAPCO publishes 68 million copies of the
print Yellow Pages in more than 500 editions in the nine-state
BellSouth region. Users referred to The Real Yellow Pages(R) from
BellSouth nearly 2 billion times in 2004 and approximately 90
million monthly searches on the YELLOWPAGES.COM network
(http://www.yellowpages.com/). The Real Yellow Pages is a powerful
information resource, linking buyers and sellers, with
approximately 85 percent of consumers who reference the
directories' most frequently used headings making a purchase based
on their findings. DATASOURCE: BellSouth CONTACT: Ed Patterson of
BellSouth, +1-404-213-3106, Web site: http://www.bellsouth.com/
http://www.yellowpages.com/ Company News On-Call:
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