Businesses can increase the business and value they obtain from the Yellow Pages by placing ads in multiple directories. Each directory expands the reach of the business to additional prospective customers.

The 2010 Metered Ad Study contained 2,657 cases in 2008 and 2009 where a single advertiser had display ads in multiple directories for the same heading (and each ad had a unique phone number). The data show that placing ads in multiple directories is an effective way to gain more business.

It is frequently said that young adults rarely use Yellow Pages. It is said that they have grown up on the Internet and have little use for an “old” product such as Yellow Pages. But is this true?

We will review what the data say about this. But, even before we examine the data, we need first ask: “Do we expect young adults to have much measurable usage of Yellow Pages?”