YELLOW PAGES GEOGRAPHY
Yellow Pages Media Advertising and Planning System
GEOGRAPHY



Sea-rch maintains a database of unique Yellow Pages directory distribution areas (DDA’s) that are updated quarterly. We collect DDA definitions from directory publishers but that’s not what sets us apart from all other organizations that provide DDA data. Sea-rch creates DDA maps for all new directories and all directory re-scopes. If when plotting a directory map we note a “donut hole” within the DDA or a “satellite” ZIP Code that is not contiguous with the core directory we contact the publisher to verify the DDA. This DDA audit provides Sea-rch with the most accurate set of directory distribution area definitions available.



Sea-rch is also the only organization that provides an “H” or Home code of each residential ZIP Code in the nation. The “H” code is assigned to the directory that is published by or on behalf of the local exchange carrier (dial-tone provider.) The “H” code is an important factor in Yellow Pages Media Planning as the directory assigned the home code is most often the directory most used by consumers.

All directories that contain one or more home ZIP Codes are classified as “U” utility directories. All directories that contain no “H” codes are classified as “M”, market-line or overlay directories. In general utility directories earn higher usage shares than do overlay directories.

Many directories contain “H” ZIP Codes as well as overlay ZIP Codes. Often the overlay ZIP Codes are labeled expanded, extended, or bonus distribution by publishers. It is well to remember that few extended distribution areas are likely to produce as high a response rate as a home distribution area.

Sea-rch databases are available for 6 standard geographic reporting levels as well as custom geographic areas designed by the user.

    Sea-rch users can access data for:
  1. 1.  All 40,000+ residential and business ZIP Codes in the U.S. are included in Sea-rch. ZIP Codes are updated regularly
  2. 2.  All current Yellow Pages Directories are included in Sea-rch. Directories are defined by ZIP Code distribution areas.* Yellow Pages directory definitions are updated quarterly.
  3. 3.  All 3,100+ Counties in the U.S. are included in Sea-rch.
  4. 4.  MSAs are MSAs are Metropolitan Statistical Areas defined by the Federal Office of Management and Budget. All MSAs are included in Sea-rch.
  5. 5.  All TV Markets, TV Markets, DMAs are included and cross referenced in Sea-rch.
  6. 6.  State geography is included in Sea-rch.
  7. Unique radius areas can be created by the user by providing a ZIP Code and a radius distance measured in miles. The user can also combine geographic areas to form custom sales and marketing areas.



Home



web site design by J. Wei
Copyright 1997-2010
Cohoes, New York
last updated June 15, 2010