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Yellow Pages still crucial for local shopping
A Kelsey Group and ConStat study suggesting that local shoppers use the Yellow Pages less frequently [Adweek Online, March 22] is inconsistent with other industry research. In fact, the Yellow Pages impacts more buyers than any other medium, according to the 2004 Media Impact Study, conducted by TNS.
Print Yellow Pages are not going away; usage has remained steady at roughly 15 billion references annually for the past several years, and 85 percent of Internet Yellow Pages (IYP) users continue to use the print version, according to Knowledge Networks/SRI.
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