Phone Book Beats Mobile Phone in ‘Search Off’ by Millennials – Entertaining Video Shows Side-by-Side Challenge

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TRAVERSE CITY, Mich., June 11, 2014 /PRNewswire-iReach/ — Walking fingers take on mobile phone fans in “Cellphone v. Phone Book – Which Is Faster?”, a new video being released today by the Association of Directory Publishers (ADP) as part of its Power of Yellow™ campaign, highlighting the value of printed telephone directories for advertisers and consumers.

In the new video spot, millennials are asked, “Which is faster for looking up a local business, your mobile phone or your local phone book.” Each responds initially that their mobile phone is faster. Then, as print versus mobile is put to the test in side-by-side contests performed by the same individuals, the phone book is shown to be faster, every time.

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“The Yellow Pages has been the object of misperceptions, which betray the fact that the medium continues to be a highly effective shopping tool for local consumers and an essential element of the marketing mix for many local and small businesses,” said Cindi Aldrich, president and CEO, Association of Directory Publishers. “With this video and the Power of Yellow initiative, we are working to increase factual understanding about the continued value of printed directories.”

Among the facts the Power of Yellow is looking to share with consumers and advertisers are:

  • 64% of consumers living in metro areas of the U.S. reported using print phone books at least some of the time in 2013 (source: Market Authority)
  • 81% of U.S. consumers 20 years of age and over living in rural areas of the U.S. reported using print phone books at least some of the time in 2013 (source: Market Authority)
  • 85% of Yellow Pages users made a purchase last year (source: CRM Associates)
  • $2-$3 out of every $10 spent locally result from Yellow Pages searches (source: CRM Associates)

Additional Power of Yellow video spots highlight real advertisers and consumers who talk about why they value the printed directory.

Support the Power of Yellow™

ADP encourages consumers and advertisers who believe in the Power of Yellow to share the “Cellphone v. Phone Book” video through social media and email using hashtag #PowerOfYellow.

About ADP

The Association of Directory Publishers (ADP) is an international trade association serving the Yellow Pages industry since 1898. Today, ADP is at the forefront of nearly all important industry initiatives, including protecting publishers’ competitive rights and serving as a trusted source of relevant information and data essential for the effective operation and continuing prosperity of its members. Members include publishers, advertising agencies and suppliers to the print directory, mobile and online publishing industry. ADP provides members up-to-date industry communications, research, legal and legislative support, conventions and numerous programs and services. For more information, visit or follow ADP on Twitter, Facebook or LinkedIn.