The research firm Knowledge Networks/SRI has issued a press release touting the growing size of the Yellow Pages Market Reporter, the syndicated Yellow Pages usage measurement service. According to the data in the release, some of which TKG has already reported, the service now has 26 publishers and 14 CMRs in the fold. Also, the service will measure 226 DDAs in 2006, up from 100 last year.
TKG tips its hat to those that have championed syndicated research. The program has faced a lot of obstacles and may face more in the future, depending on how well publishers believe their investment in the research is paying off. But as the release suggests, the program is gaining scale and momentum, all of which bodes well.
While syndicated research doesn’t answer every question an advertiser might have about Yellow Pages, it is the most accurate independent measure of usage share in a given market. This is important for national advertisers, and we believe it also has value at the local level.