Much like other advertising media, the Yellow Pages landscape is saturated with a number of competing products. As your yellow pages consultant YPM is dedicated to making the most strategic use of your advertising dollars and directory usage is a prime component of that strategy.
The leading source of yellow pages directory usage figures is Knowledge Networks/Statistical Research Inc., which in 2004 was commissioned by the Yellow Pages Association to provide independent, third party usage statistics for the yellow pages industry. Beginning in 2005 Knowledge Networks expanded its previous usage study to include over 200 directory distribution areas in more than 90 DMAs for release in 2006.