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Effective Yellow Pages media planning programs target consumers that are most likely to purchase an advertiser’s products or services. Yet Yellow Pages publishers often tout distribution statistics to justify advertising in their directories. Directory distribution tells only part of the story.
A publisher may claim to distribute 250,000 directories to all households in their distribution area. How many of these households are potential customers for any individual advertiser? If 50,000 households meet the consumer profile for the advertiser’s products that means that the advertiser is paying for 200,000 directories that will produce no business.
A publisher may claim to distribute 250,000 directories to all households in their distribution area. How many of these households are potential customers for any individual advertiser? If 50,000 households meet the consumer profile for the advertiser’s products that means that the advertiser is paying to advertise in 200,000 directories that will not produce customers.
Sea-rch helps advertisers quantify the potential customer base for their products or services. Sea-rch provides 4 databases that are available for all ZIP Codes, YP directories, counties, MSAs, or radius ring market areas. These are:
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1.  Consumer Demographics - the most current and comprehensive demographic, income, housing value, and educational attainment data available. Sea-rch is a licensee of Devonshire Associates, Inc., one of the nation's most respected and leading providers of demographic information. You can view Devonshire Associates' website at http://www.devonline.com/. Demographic data are update annually and included in the Sea-rch July quarterly update.
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2.  Consumer Expenditures - consumer expenditures for a wide variety of products and services updated annually. Consumer expenditure categories match advertisers that are heavy broadcast and print (including Yellow Page directories) media users. Consumer expenditures data are important as they provide an insight in the spending habits and patterns of consumers receiving each Yellow Pages
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4.  Business to Business by Occupation - Employment data for over 60 occupational categories, including white and blue collar employment are presented. Often, it’s more important to identify an employment class, e.g. Attorneys, than to identify a NAICS industry group, e.g. law firms, as attorneys can be employed in numerous industries.
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