Some Yellow Pages Usage Data: Print v. IYP

Sitting in on a Yellow Pages webinar organized by the YP Commando himself, Dick Larkin.  Thought it might be interesting to post some of the data the presenters are discussing.  I’ll keep updating this post as I see more interesting stuff.

Borrell Associates predicts a 39% decline for annual print YP usage by 2013.

It’s not all doom and gloom though.  While print is not growing it still seems to out perform the Web in a lot of areas.

Some musings from Dick on his experience in selling to SMBs at Spotrunner/Weblistic:

1. The advertisers are interested in talking to Internet sales people
2. It is difficult to match the ROI of print yellow pages because there is not enough online volume.  Categories like personal injury attornies and bail bonds have this issue. (no kidding re bail bonds – the wifi in county jails sucks)