The Customer Pulling Power of Different-sized Yellow Pages Advertisements

Avery M. Abernethy
and
David N. Laband
Auburn University

The yellow pages comprise an $11.9 billion advertising market with revenues exceeding those of magazines and local radio (Statistical Abstract of the United States, 1999) and reach 98 percent of U.S. households (Mangel, 1992). Sixty percent of the time consumers use the yellow pages, they make an immediate purchase (Mangel, 1992). For many local advertisers, the yellow pages are a 'must buy' because they represent the link between other marketing efforts and the contact the customer makes with the supplier of the good or service.