Dictionary of Marketing Terms: Yellow Pages advertising
Yellow Pages advertising
advertisements placed in a business telephone directory. Yellow Pages advertising revenue is expected to exceed $15 billion by the year 2000, representing over 7% of total U.S. advertising revenue. Local advertising accounts for the vast majority of the ad placements (85%) but is growing at a slower rate than national advertising. Yellow Pages are published by numerous telephone service providers who are members of the Yellow Pages Publishers Association (www.yppa.org). Advertising rates vary depending on circulation and readership. A variety of Internet directories have been developed using the Yellow Pages name as a generic term.
