ABSTRACT
Many consumers familiar with the Yellow Pages and its “walking fingers” icon do not realize its power as a major advertising medium. In 2001 marketers spent $13.6 billion on Yellow Pages advertising in the United States and almost $25 billion globally. In the United States, the medium outpaced cable television (at $10.4 billion) and trailed spot TV ($14.9 billion) and magazines ($16.5 billion), according to Taylor Nelson Sofres’s CMR, a provider of U.S. marketing and advertising expenditure data.
