Yellow Pages Environmental Forum


Local Search Association Joins America Recycles Day

The following is from a press release issued by the association:

Yellow Pages Industry

Recognizes ‘America
Recycles Day’ with

Sustainability
Commitment and Consumer Choice

50 Percent Reduction
in Industry’s Paper Usage Predicted Between 2007 and 2012;

Directory Recycling
Rates Increased 15.5 Percent Over Last Year

Berkeley
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 “We encourage everyone to recycle their outdated phone directories or opt out of delivery if they prefer to search online.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.

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Yellow Page Industry Launches www.YELLOWPAGESOPTOUT.com Site

Posted in Publisher Efforts by Ken C on August 13, 2009
Tags: , ,

from their joint press release:

The Yellow Pages industry’s two leading associations announced today the launch of www.yellowpagesoptout.com to help consumers choose which print directories they want delivered to their door steps.

“We want to give consumers a choice on how they access our local business information, whether it’s through print directories, Internet Yellow Pages, mobile apps, or search engines,” said Neg Norton, president, Yellow Pages Association.

“Yellowpagesoptout.com makes it simple for consumers to find
information about managing home delivery of print directories.”  Yellowpagesoptout.com aggregates delivery information for Yellow Pages publishers in one place, making consumer choice simple, secure and effective. Users type in their zip code and receive a list of local publishers with the appropriate steps to stop delivery or adjust the number of directory products they receive.

Because some consumers receive directories from more than one publisher, a critical feature of Yellowpagesoptout.com is the freedom for consumers to truly customize delivery. With Yellowpagesoptout.com, consumers can decide to continue receiving all directory products available in their area, keep some but not others, or stop all directory deliveries.
“Research shows that the vast majority want to keep at least one print directory in their home – no surprise since consumers reference print directories more than 12 billion times per year,” said Larry Angove, president and CEO, Association of Directory Publishers. “Yellowpagesoptout.com is all about choice. Consumers can review the list of publishers in their area and determine which products they want to receive.”

Protecting Privacy a Critical Concern
A number of third‐party Web sites not affiliated with Yellow Pages or telephone companies offer to add consumers to do not deliver lists on their behalf.

“We are asking consumers to use caution when providing personal information to third‐party Web sites,” Angove said. “It’s best if consumers work directly with the publishers that deliver to them, and Yellowpagesoptout.com is an easy starting point for that process.”

The industry’s two leading associations, the Yellow Pages Association and the Association of Directory Publishers, joined together to announce the Web site. Yellowpageoptout.com is managed by the Yellow Pages Association, which will work with members of both associations to ensure information on the site
is up to date.

Innovation Promoting Transformation
Today, Yellow Pages companies are transforming from directory publishers to central players in the fastgrowing local search industry, helping connect small businesses with consumers who are most ready to make a purchase.

“Our local data is available in a number of ways, including print phone books, Internet Yellow Pages, Google, and Yahoo! Local, for example.” Norton said. “Whatever way consumers choose to find a local business, chances are the last mile of the search was supported by Yellow Pages – whether the consumer knows it or not.”