Having just returned from a Yellow Book "summit" with the national ad community, it is fair to say that the national agencies are viewing the company in a new light. The reason? Yellow Book showed significant strength in the first batch of reports for Yellow Pages Market Reporter, a syndicated usage research service from Knowledge Networks/SRI.
At the CMR meeting, and in a press release issued yesterday, Yellow Book revealed data from several of the market reports released last week. You can read Yellow Book’s press release here.
While Yellow Book did not win every market, it did consistently have either a plurality of usage or a strong second position (notably Chicago). There were some notable weak spots (Yellow Book came in third in Manhattan, for example), but the general picture from the data we have seen thus far is of a competitor that is going toe-to-toe with incumbents, and in some cases besting them. This was not lost on the CMRs in attendance at the Yellow Book meeting yesterday in Orange County, California.