DSR is designed specifically for CMRs and publishers to assist advertisers make the most efficient use of their Yellow Pages budgets in order to maximize their ROI. DSR competitive analyses use ZIP Code level usage data to match the advertiser’s unique market area with the usage of just the portion of a directory that falls within that market. DSR has found that usage throughout a directory distribution area is far from equal, with usage by ZIP Code within a DDA varying by as much as 30%.

The DSR, first created in 2004 has noted several shifts in directory usage during the past 2 years. First, several hundred new directories have been introduced into the most competitive markets. These new, primarily independent directories are gaining usage shares at the expense of the more established utility directories. The impact upon usage is felt primarily in ZIP Codes in which 4 or more directories have been distributed.

Second, there have been thousands of re-scopes during the past 2 years that have turned usage shares up-side-down. Re-scopes not only impact usage of the re-scoped directory but the usage of all competitive directories as well. DSR updates uasge data quarterly so that CMRs and publishers can evaluate the impact of directory additions, terminations and re-scopes.

DSR will be doing field-work again in the Spring of 2006 and will use the 2006 survey to update the DSR.