Yellow Pages Market ReporterSM (YPMR) offers the only syndicated directory audience measurement you can count on for making accurate choices in YP advertising buys, providing information that is credible and comparable to metrics used for TV, radio, and other mass media. The YPMR measurement is conducted by Knowledge Networks/SRI, which has been acknowledged as the gold-standard researcher in YP usage for over 25 years.

YPMR's syndicated market measurement delivers specific Yellow Page directory usage of adult consumers for nearly 200 DDAs (Directory Distribution Areas) as of April 2007. Based on a projectable probability sample of adult respondents who live in telephone households, YPMR is grounded in sound survey research methods and adheres to the ARF guidelines for audience measurement. Individual market reports are available and based on a sample of adult consumers located in the targeted Yellow Pages directory distribution areas.

With YPMR's accurate measurement at the DDA level you can deliver the best buy for your client by Understanding geographic and directory configurations

• Analyzing directory usage and demographics
• Determining specific directory shares

YPMR's DDA-level measurement enables an assessment of the value of the Yellow Pages in today's media environment, answering such questions as:

• Do people use the Yellow Pages in my area and how often?
• Are consumers just looking for a telephone number or do they have a decision to make?
• Do users look at ads?
• In which directory or directories should the advertiser purchase ads?

Creation of YPMR was supported by the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Association of Directory Marketing (ADM), the Association of Directory Publishers (ADP) and the Yellow Pages Association (YPA). In addition, guidelines and standards for the measurement were developed under guidance of the Advertising Research Foundation (ARF).

• Sales Sheet
• Methodology
• Directory Usage Measurement: What Survey Methods & Sampling Frames Ensure Reliable & Robust Estimates?

FEATURED INSIGHTS

• From Phone Books to MySpace: Assessing the Complete YP Universe
  Jane Dennison-Bauer
• Knowledge Networks/AMA 2-12-08 Webcast: Launching comprehensive media measurements to guide planning and assessment in the multimedia age
  Recorded Video – Windows Media | Slides - .pdf
• Putting an 21st-Century Spin on a Powerful Selling Vehicle
  Burt Michaels