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.............................. Les Pages Jaunes
Logo and Trademark..............................
The term Yellow Pages refers to a telephone directory of businesses, categorized according to the product or service provided. As the name suggests, such directories are usually printed on yellow paper, as opposed to white pages for non-commercial listings. The traditional term "Yellow Pages" is now also applied to online directories of businesses.
The name and concept of "Yellow Pages" was invented in the United States over a century ago. The expression "Yellow Pages" is used globally, in both English and non-English speaking countries; in the U.S. it refers to the category, while in some other countries it is a registered name and therefore a proper noun.
Online Yellow Pages are officially known as IYP or Internet Yellow Pages. On a broader scale they are known as vertical directories. There are consumer oriented and business oriented varieties. All providers of IYP offer online advertising. IYP's have largely formed as a result of yellow pages publishers needing to replace rapidly declining print revenue by chasing the migration of shoppers toward web-based information.
As for search results IYP offers listings differently than search engines. Where search engines return results based on relevancy to the true search term, IYP returns results based on a geographical sort with companies ranked according to how much money they spend with the IYP. With results being money driven IYP users may not get the best results for their search term. Additionally, IYP information is provided in a very structured format and often requires the user to work through several levels of "clicks" to fully assess a specific company.
Studies by independent companies such as Nielson and comScore have shown that Internet Yellow Pages have a very slim percentage of total Internet searches. That slim margin is further divided largely among eight key providers. comScore Releases IYP Share Data. The majority, over 85% of all Internet searches occur on the major search engines Google, Yahoo and MSN.
Advertising on IYP's typically is available with numerous ala carte choices. These choices become small "individual sales presentations" which makes it easier for sales reps to sell large advertising packages. Sales reps are generally trained on sales techniques and how to present their company's products but they do not have an extensive understanding of Internet marketing. As a result they are focused on selling their products instead of explaining the full range of Internet advertising that a company may need to be successful online. Advertisers should closely monitor any IYP ad programs to measure their ROI.
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