Comments on: ANA’s Open Letter to Publishers Cites Research, Audit Concerns http://staging.blog.biakelsey.com/index.php/2008/04/01/anas-open-letter-to-publishers-cites-research-audit-concerns/ LOCAL MEDIA WATCH. The Nexus of All Things Local Mon, 01 Jun 2015 22:23:47 +0000 hourly 1 https://wordpress.org/?v=4.2.39 By: David Glazer http://staging.blog.biakelsey.com/index.php/2008/04/01/anas-open-letter-to-publishers-cites-research-audit-concerns/comment-page-1/#comment-184605 Tue, 29 Apr 2008 16:24:13 +0000 http://blog.kelseygroup.com/index.php/2008/04/01/anas-open-letter-to-publishers-cites-research-audit-concerns/#comment-184605 Perhaps national advertisers are unaware of one of the best kept secrets in the Yellow Pages
industry. An independent, comprehensive syndicated Yellow Pages ratings service has existed
since 2004. Directory Share Ratings (DSR) provides consumer usage measurement for all
Yellow Pages directories and uses as its primary building block ZIP Code usage, the share of
households within each of the 30,000 residential ZIP Codes that use each directory
distributed within each ZIP Code. Thus, DSR usage can be measured for any advertiser’s
unique market area by combining ZP Code usage ratings.

DSR has noted a structural shift in directory usage during the past several years. Five
years ago the average household received 3 directories; today they receive on average 5
directories. The usage pie however remains constant at 100%. The inevitable conclusion,
individual directories are no longer earning the large usage shares that they once enjoyed.

We now see companion directories earning substantial usage shares, but at the cost to their
affiliated core directories. We’ve seen independent directory publishers gain share through
effective marketing programs. We’ve seen foreign language directories making inroads into
the more traditional utility directory shares. We also see greater competition amongst the
traditional utility companies as they extend distribution into competitors markets.

What this means to all advertisers, both local and national, is that a static directory
program will can only lead to receive fewer calls and a reduced ROI. The directory that
enjoyed a 60% share rating and delivered 100 calls per month may now receive a 40% share
and 66 calls. Where will the advertiser find those missing 34 calls? Only by expanding
the reach of their ads can the advertiser hope to maintain or increase call volume.

How can the advertiser determine reach? DSR is currently the only unbiased (read
un-sponsored) usage ratings service available to all publishers, agencies and advertisers.
Then why is DSR an industry secret? All stakeholders acknowledge that the Yellow Pages
industry is in need of measurement and accountability. DSR provides the measurement that
in turn can provide accountability to all advertisers.

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