The following is from a press release issued by the association:
Yellow Pages Industry
Recycles Day’ with
Commitment and Consumer Choice
50 Percent Reduction
in Industry’s Paper Usage Predicted Between 2007 and 2012;
Rates Increased 15.5 Percent Over Last Year
Heights, N.J. – November 15, 2011 – In recognition of America Recycles Day, the Local Search Association has joined with Keep America Beautiful (KAB) to strengthen its commitment to “Reduce” and “Recycle” – important tenets of the Yellow Pages industry’s sustainability program. Since launching its sustainability program, the industry has improved delivery choice options for consumers, increased recycling rates and reduced paper usage.
Many consumers rely on print Yellow Pages to make purchases that support local businesses and the local economy, and others prefer to use the increasing number of digital and mobile solutions offered by Association members. To provide those who prefer to do their research online, the Association and its members are actively educating consumers about how they can easily stop or limit phone book delivery to their homes through a few clicks at www.YellowPagesOptOut.com. The website offers a single location to select which phone directories they
receive or to stop directory delivery altogether.
“Keep America Beautiful and consumers across the country are always looking for simple steps they can take to help protect our environment,” said Becky Lyons, chief operating officer at KAB. “We encourage everyone to recycle their outdated phone directories or opt out of delivery if they prefer to search online. The website at www.YellowPagesOptOut.com is a simple solution.”
The Association will be attending the Keep America Beautiful 58th National Conference on November 30 – December 2, 2011, in New Orleans. Association members AT&T Advertising Solutions, Dex One and Yellowbook will meet with Keep America Beautiful affiliate communities as part of the Association’s Conference Collaborative, an initiative to unite member companies at key environmental and government conferences.
Yellow Pages Highlights Sustainable Outcomes
- Yellow Pages publishers have made substantial reductions in paper usage. Paper suppliers project the industry will use 50 percent less paper by the end of 2012 than they did at peak usage in 2007.
- This decrease has been driven by changes in the size of directories, more efficient manufacturing, an industry-sponsored effort to reduce printed residential white pages, a general decline in the number of directories distributed, and the Consumer Choice website.
- According to the latest Environmental Protection Agency (EPA) Municipal Solid Waste report, directories are the smallest contributor of paper and paperboard products to the solid waste stream, representing only 0.3 percent — significantly less than all other paper product categories, including newspapers (3.2 percent), office paper (2.2 percent) and standard mail (1.9 percent).
- Directory recycling rates increased 15.5 percent over last year through recycling programs, according to the latest EPA data.
- The industry continues to print on paper that is manufactured from a combination of recycled paper waste and leftover scraps of sawdust and woodchips from lumber production processes whenever available. Publishers have also turned to soy-based and non-toxic inks, glues and dyes used in printing and production processes.
“YellowPagesOptOut.com and our sustainability programs are supported by directory publishers across the country and illustrate our ongoing commitment to not delivering a directory to people who prefer not to receive one,” said Neg Norton, president of the Local Search Association. “We look forward to working with Keep America Beautiful to help spread awareness and to develop other source reduction ideas.”
Easy Interface Gives Consumers Greater, More Reliable Choice
Providing consumers with options about how they search for local businesses and the directories delivered to their homes is the primary goal of the industry’s consumer choice initiative. The www.YellowPagesOptOut.com website offers:
● An easy way for consumers to stop the delivery of one, several or all directories to their homes.
● Images of directory covers and delivery schedules, making it easy for consumers to identify which directories to include in their opt-out request.
● Email confirmation to confirm participants’ selections.
● Complete privacy as consumers’ personal information is used for the sole purpose of optimizing their Yellow Pages experience and will never be sold to third parties.
This centralized website, a collaboration between the Local Search Association and the Association of Directory Publishers, is a significant industry effort that includes participation of publishers around the country to make sure that delivery requests are honored and updated on a timely basis.
Providing Valuable & Sustainable Local Search Options
Approximately three million small businesses nationally advertise in the Yellow Pages and research from Burke shows that more than 7 out of 10 U.S. adults use print Yellow Pages to find a local business.
“Consumers continue turning to print Yellow Pages to find local businesses, driving valuable new leads for our advertisers. The directories also provide frequently used community and government information,” said Norton. “Print directories remain a central component of our industry’s growing portfolio, which today includes digital, social and mobile platforms. We’re constantly working to transform and innovate so that we can continue supporting local businesses and consumers in the most environmentally friendly way.”
To read the full Local Search Association 2011 Sustainability Report, please visit: www.localsearchassociation.org.
Two of the leading independent publishers – Names & Numbers and Valley Yellow Pages have recently announced the launching of new Android apps joining previously released Iphone apps, to further enable people to finding local businesses on the go in each of their mobile/IYP products.
These products offer a further extension of their successful print Yellow Page products using a complimentary media for both advertisers and users alike.
Names & Numbers is a leading independent publisher of telephone directories in the Pacific Northwest, Midwest, and Southern United States, announced the release of the free app to provide real-time directory information on Android-based smartphones for today’s user-on-the-go.
“We continue to bring local businesses and consumers together using every technology possible,” said Todd McKnight, Chief Operating Officer of Names and Numbers. “Following the release of our iPhone app in March, our latest app gives Android users the same ability to quickly locate, and immediately connect to, businesses that affect their lives on a daily basis.”
The Names and Numbers Android application offers local business search on a national level with content available throughout the entire U.S. The app, which offers advanced voice search capabilities via Android’s integration of Google Voice, allows users to locate business addresses, phone numbers, web sites, emails, advertisements, and other enhanced features. Zoom-and-scroll maps combine with GPS functionality to allow users to get driving directions to any business located on the map.
Using the menu button on all Android phones, listings may be sorted by relevance to locate premium advertisers, or by distance to find the closest businesses to the user via GPS. A toggle function, also located in the menu and on the app interface, allows results to be easily displayed in either a List or Map View version. Blackberry apps will be available later this summer.
According to McKnight, the introduction of these new applications brings the availability of directory information full circle. “This latest app is about providing our information in every type of medium possible for the age we live in. If you are in your kitchen, our print phone book is there. If you are on your computer, our online version is at your fingertips. Now, if you are out and about, your mobile device can deliver the same information with the touch of a button. All of these products compliment one another and give our users access to information no matter where they are in their day.”
Separately Valley Yellow Pages has also launched a free MyYP app which contains all of the information in print and online directories, plus features like click-to-call, driving directions and speech recognition capabilities. You can also browse businesses’ websites and detailed profile pages, email them, and view their ads. Valley directories are published annually and delivered to households and businesses in 46 different markets in Northern and Central California, reaching more than 14.8 million people. Valley Yellow Pages is the largest independent directory publisher in Northern and Central California and the third largest independent publisher in the nation.
“We want to ensure that as many Smartphone users as possible have access to the great local resources that MyYP apps provide,” said Sieg Fischer, president and CEO of Valley Yellow Pages. “People really like how interactive the MyYP mobile apps are and find them to be incredibly easy to use everyday search tools.”
With the MyYP app, results are sorted by distance and users have the option of viewing search results by list or map view. The interactive map navigation features zoom and scroll capabilities along with listings that automatically change based on the area of the map you’re focusing on. Searches can also be made by voice using the app’s advanced speech recognition feature.
That’s the exact title from the Aurora Sentinel on March 3rd. As the article reported:
Colorado lawmakers have killed a bill that would have allowed people to stop getting telephone books delivered for five years.A House committee rejected the proposal Tuesday after directory publishers argued they’re already stopping delivery for up to three years to people who request it online. While they said they had no incentive to send books to people who don’t want them, unionized publisher employees feared the bill could cost jobs.
From Yellow Pages Association release:
Americans nationwide will turn to the Yellow Pages “Florists” heading this month almost twice as much as average. One in every three users does not have a specific floral shop in mind when referencing the Yellow Pages, but when they do, 85 percent follow up with a purchase (1). Over the course of the year there are more than 103 million references to the “Florists” heading (1).
Nearly half of all references are for flower arrangements or bouquets (46 percent) with the remaining references for flower delivery services (20 percent) and other items like garden plants and memorial flowers (19 percent) (1). The average Cupid spends $74 at the point of purchase (1), and according to the Society of American Florists (SAF), the most common flowers purchased this month are roses.
good post by Michael Kust of TMP on efforts by industry to be environmentally sensative:
Overall, the creation of a print Yellow Pages directory is less harmful to the environment than one might think. In my opinion, the industry has taken its awareness of the environment to the next level by allowing households to opt out of receiving a directory they do not use.
Post also provides a link to a study by TMP on local search usage.
The print Yellow Pages of course. Channel 2 News in Reno, NV (link) offers this insight:
If you are looking for ways to go green, look no further than your phone book.
In all the yellow pages, you will find a 32 page guide with tips on how to become more environmentally friendly.
They include everything from where to recycle things like paper and plastic to information on the Lockwood Landfill. “Whether you want your phone books or not, everyone gets one so they are good information and you can also find information on illegal dumping,” said Maia Dickerson with Keep Truckee Meadows Beautiful.
As we’ve said many times, sure, the Internet can provide a wealth of information for a web-savy user. But it doesn’t totally replace all traditional meida, especially the print Yellow Pages.
From Vivek Naik in a post labeled “Yellow Pages Holds Its Own In The e-Age of Business Searches“, specific to office supplies:
“In March, businesses typically begin kicking back into gear and start thinking about their supply needs for the upcoming year,” said Scott Cullen, editorial director for OfficeSOLUTIONS magazine.The fact is illustrated by the example of people stocking up on supplies for office articles by checking out the Yellow Pages for suitable products, leads and references. According to the report, the most popular articles searches are for computers, computer parts and peripherals, tables, chairs, notebooks, pens, visiting cards and multi-purpose printers.According to the Yellow Pages, 91 percent of stores, warehouses or retail outlets where products are finally bought are mentioned in the related referenced Yellow Pages ad. In terms of the products, 65 percent are used for office use.Statistics also reveal that age groups are generally between 25 to 49 years old and include college graduates living in homes where the cumulative income of household members is at least $61,000 per annum.
Jim runs a well regarded widely distributed radio show/website/blog focused solely on small businesses. This interview provides a number of helpful tips for small businesses who traditionally struggle with their marketing programs even in the best of times. it runs just a couple of minutes and is well worth a listen…
As reported in the Dayton B2B online newspaper AT&T Ohio received state approval from The Public Utilities Commission of Ohio to end automatic delivery to customers of printed, white-pages telephone directories in Ohio.
What the article also noted was that the Ohio Consumers’ Counsel office (which represents residential utility consumers in Ohio) had actually objected to the companies’ requests saying that:
“….many customers still rely on printed directories, and that making them request the phone books could deprive customers of information they want and need…”
I can only assuming that the Counsel’s office hasn’t received some of the whining going on among paper atheists who want you to believe no one wants a book of any kind, white or yellow.
From the Yellow Page Association today:
With winter in full swing, Americans are staying indoors and looking — to their floors and Yellow Pages — for a quick and inexpensive way to punch up their home decor. The Yellow Pages’ “Carpet and Rug Dealers” heading receives the highest usage levels in February and more than 43 million references annually(1).
Christopher Davis, president and chief executive officer of the World Floor Covering Association, said a major trade show in late January unveils new products to dealers, which generates a good deal of consumer press and interest at this time of year.
Carpet and rug consumers are most often women between the ages of 35 and 64 who have a postgraduate education and an income above $40,000(1).
“Our research shows that 90 percent of residential carpet replacement consumers are female,” Davis said. “They are well educated and have done their research — as every consumer should. Use the Yellow Pages to find your options and then get referrals from the Better Business Bureau, the World Floor Covering Association, or friends to find the best.”
After referencing the heading, 90 percent of users made a purchase at a place seen in the Yellow Pages(1). Fifty-six percent of the customers were new to the place of purchase, which was most often a locally-owned carpet dealer (81 percent)(1).
“Seventy percent of carpet sold at retail is from a ‘mom and pop’ shop,” said Davis. “No large chains have been able to overcome local dealers because every installation is a custom job, which larger retailers are unable to do.”
Larry Small, Director of Research for the Yellow Pages Association, said: “Local carpet and rug dealers recognize that Yellow Pages advertising influences local consumers, as well as achieves a superior return on investment. The average return on investment received from local display ads at the carpet/rug dealers heading is $45 of sales revenue for every $1 spent on advertising(2).”
For more information on Yellow Pages headings, visit http://www.ypassociation.org/.
(1) Knowledge Networks/SRI, May 2008
(2) CRM Associates 2007