Yellow Pages Directories Are Not Going the Way of the Dinosaurs!

Traverse City, MI, July 21, 2014 – Contrary to popular belief, Yellow Pages advertising continues to be an advertising powerhouse and advertisers’ best return on investment. Calls to businesses from print ads in independent Yellow Pages directories increased 28% from 2010 – 2013 according to an Ad Effectiveness Study commissioned by the Association of Directory Publishers (ADP).

Well-respected researcher Dr. Dennis Fromholzer, President of CRM Associates, compiled the results. The study revealed that the typical independent Yellow Pages advertiser experienced $81,700 in sales generated from a print ad investment of $3,280. That breaks down to $24.91 in sales generated for every dollar spent on their ad. “In a rational world, this would be front pages news,” proclaimed Dr. Fromholzer.

“These statistics demonstrate the value of Yellow Pages advertising and proves the medium is a valuable resource for consumers and an essential part of every smart advertiser’s marketing mix,” said Cindi Aldrich, President and CEO of ADP. “The printed Yellow Pages maintains its ability to be a powerful resource for advertisers and consumers alike and will continue to evolve alongside the digital Yellow Pages.”

The Association recently released a YouTube video that shows millenniums being asked, “Which is faster for looking up a local business, your mobile phone or your local phone book.” Each person initially proclaims confidently that his or her mobile phone is faster. But, when print versus mobile is put to a side-by-side challenge, the millenniums prove that the Yellow Pages search is faster than mobile every time. The millenniums’ entertaining video spot can no longer be viewed online.

This video spot is one aspect of ADP’s continuing quest to provide factual statistics that prove Yellow Pages is alive and thriving, and will continue to play an important role in the future of advertising. The Association has developed a Power of YellowTM campaign that shows the strength of the medium and can be viewed at under Programs and Services.

ADP is an international trade association serving the Yellow Pages since 1898. Members include publishers, advertising agencies, and suppliers to the printed directory, mobile and online publishing. ADP provides members up-to-date industry communications, research, legal and legislature support, conventions and numerous programs and services. For more information, visit, or follow ADP on Twitter, Facebook or LinkedIn.