Yellow Flag for the Yellow Pages Medium

The Need for Yellow Pages Third-Party Circulation Auditing

Janice Lucente
ANA Telephone Directory Committee
Bill Duggan

The yellow flag in auto racing means CAUTION. It's a signal that the way is not clear, and there is danger ahead. Advertisers are currently waving a yellow flag of their own towards the Yellow Pages industry, signaling the urgent need for account ability and metrics.

Yellow Pages is the only major medium that does not provide independent, third-party circulation auditing. As a $14.5 billion medium, including $2.2 billion for national Yellow Pages advertising, the time has come for the industry to provide such auditing. Otherwise, it will impact advertiser decisions to invest in this medium, and they will proceed with caution.