Directory Marketing
YPA Update on Syndicated Audience Measurement Research
Written by Neg Norton, YPA President, this letter provides an update on various initiatives underway in the Yellow Pages industry to provide national advertisers with superior transparency and proof of value information through increased use of, and access to, call tracking studies.
Yellow Pages Industry Directory Usage Measurement
A predictive model approach has been newly introduced into the Yellow Pages research community by Directory Share Ratings (DSR) that requires scrutiny as to the adherence to ARF guidelines for audience measurement. A review of the prediction model methodology employed by Directory Share Ratings raises some important issues/questions about the reliability and robustness of their data.
In Search of Respect: The Yellow Pages
The true "national" marketer is largely missing the yellow pages value proposition.
