Media Releases

Power of Yellow™ Media Releases

Four fact-specific press releases have been written as part of the Power of Yellow™ Media and Marketing Plan.  The ultimate success of the Power of Yellow™ initiative will be determined, in the end, by the collective effectiveness of each participating publisher to get the various components of the program in front of the eyes, ears, and minds of advertisers and consumers in their local markets.

To insure that the Power of Yellow™ initiative achieves maximum and lasting impact, these releases are being placed in all available local print media, at least one each month from November, 2012 through February, 2013.

The Power of Yellow™ program is not a one-time effort.  Accordingly, you may expect to see future releases for local distribution as new research data is released.


Below you'll find all four Media Releases.


Larry Angove

President & CEO

Association of Directory Publishers

(231) 935-4608




Yellow Pages Are 100% Recyclable and  Non-Toxic Directory Paper a By-Product of Lumber-Making

The Association of Directory Publishers (ADP) has recently released research-supported FACTS surrounding the environment and the Yellow Pages industry.  It is claimed by some that the production of phone directories is harmful to the environment.  NOT TRUE.  They shout that Yellow Pages kill trees.  NOT TRUE.  Some say that Yellow Pages pollute the environment.  Facts tell the real story - NOT TRUE.  Consider these powerful facts.  Trees are harvested to make lumber.  Paper, including directory paper, is made from fiber obtained from lumber-making waste and post-consumer recycled content.  There is a mass of research data that factually dismisses the fraudulent claims commonly made about the Yellow Pages “harmful” impact on the environment:

  • Yellow Pages are 100% recyclable and biodegradable
  • Yellow Pages are produced with vegetable-based inks and eco-friendly adhesives and coatings that pose no threat to soil or groundwater         
  • According to the EPA, only 0.3% of waste going into landfills in the U.S. is comprised of directories, compared to 4.2% for newspapers and 2.4% for regular mail

The indisputable fact is that the fiber used to make directory paper comes from recycled post-consumer content and residual wood chips, the by-product of the process of converting round logs into square boards – not from virgin timber.

Compare these facts about the Yellow Pages to the realities of E-waste.

  • E-waste represents a whopping 25% of waste currently in U.S. landfills
  • 70% of that E-waste is toxic
  • Only 14% of that E-waste is recyclable

Source documentation for all of these facts is available by contacting the ADP.

It should also be understood and appreciated by all concerned with environmental issues that a wide range of new products also are made from recycled directories.  Partnerships between publishers and companies like Green Fiber have resulted in up-cycling directories into products like coffee cup trays, egg cartons, cereal boxes, and cellulose insulation. The production process is less energy-intensive than using virgin fiber and ultimately reduces the release of carbon dioxide that may otherwise occur in landfills.

The Yellow Pages industry continues to take proactive measures to decrease its carbon footprint.  For more than a decade, the Yellow Pages industry has taken proactive measures to decrease its carbon footprint.  “We’re constantly working to transform and innovate our business practices and procedures with the objective of continuing to support local businesses and consumers in the most environmentally friendly way,” said Larry Angove, President & CEO of ADP.

For example, ADP points to a program called ‘Print Grows Trees’ that shows that the use of paper in print products actually supports sustainable forestry practices in two distinct ways.  “First, renewable reforestation keeps our forests from being sold for development.  Second, it is an accepted scientific fact that young forests absorb more carbon dioxide and give off more oxygen into the atmosphere than do old forests,” asserted Angove.  “The notion that not harvesting trees is best for the environment is unfounded in fact.”

Yellow Page publishers want their directories to be welcomed in homes and offices, but also recognize that it doesn’t make sense to deliver a directory to someone who doesn’t want it.  If a scheduled recipient would like to opt out of receiving any or all print directories, ADP and the industry offer consumers a convenient way to express their preference by visiting its nationally accessible web site,

For more information on the ‘Green’ initiatives and environmental facts about the production and use of Yellow Pages directories, visit


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Larry Angove

President & CEO

Association of Directory Publishers

(231) 935-4608 


Consumers with the Most Money to Spend Are

‘Letting Their Fingers Do The Walking’

The FACTS Never Lie! 

The Association of Directory Publishers (ADP) recently rallied in Chicago to PROCLAIM THE TRUTH about the continuing effectiveness of the Yellow Pages.  “The facts never lie,” stated Larry Angove, President & CEO of ADP.  “Yellow Page directories are used the most by those consumers with the most money to spend - buyers 48 years old and above - the Baby Boomers and the Matures. Smart business owners have learned to follow the money.”    This loyal consumer group has 20 to 30 years of active buying left, and they most often rely on the Yellow Pages as their primary source of business information.  In fact, 85% of consumers who reference the Yellow Pages end up making a purchase.  “No other medium can even come close to that kind of customer conversion rate,” continued Angove. “Additionally, research shows that nearly half of 18-24 year olds and almost two-thirds of 24-29 year olds used the Yellow Pages last year.  The claim that younger people don’t use the Yellow Pages at all is patently false.”

The Association has undertaken a multi-phase initiative to educate and inform advertisers and consumers of the facts about Yellow Pages effectiveness in today’s media clutter.  Independent third-party research organizations have released studies that prove that the Yellow Pages remain both relevant and a key ingredient in connecting the buyers and sellers.   

Some Powerful Facts:

  • 76% of the adult U.S. population used the Yellow Pages last year
  • There were 7.4 billion references to the print Yellow Pages in 2011
  • One call from a Yellow Page reference is worth 15 to 25 “click throughs” on a search engine
  • Yellow Pages are the most targeted medium available to businesses. No other medium is as effective as Yellow Pages at reaching consumers that are ready-to-buy, resulting in a media-best purchase ratio
  • Yellow Pages are the ultimate “point-in-time” marketing vehicle.  Yellow Pages allow a business to speak to a consumer precisely at the time he or she has a need and is “asking” for information to assist in making buying choices.
  • Yellow Pages are the ultimate “permission-based” marketing tool.  The consumer is in complete control, and only seeks out information in the Yellow pages when they are interested and willing pay attention to the information in the ads and follow-through with a purchase.

“The fact is that the Yellow Pages deserve to be an integral part of every business’ media mix,” concluded Angove.

To learn more regarding the Power of Yellow™ visit


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Larry Angove

President & CEO

Association of Directory Publishers

(231) 935-4608



            Not All Leads Are Created Equal and             

Advertiser Testimonials Prove It!

The Association of Directory Publishers (ADP) recently released return-on-investment (ROI) data for businesses that include Yellow Page directories in their marketing and sales strategies.  The contrast between the Yellow Pages and search engine per-reference value is staggering: ONE ‘call or walk-in resulting from a Yellow Page directory reference is worth at 15 – 25 times more to an advertiser than a single “click through” on a search result.  Users of the Yellow Pages also look at more ads (five on the average) and make more advertiser contacts (2+) than online users.  The conversion rate from a call or click to an actual sale also strongly favors the Yellow Pages.  Calls and walk-ins convert at a robust 40-50% rate, while search engine queries convert at a meager 1-3% rate. 

The exceptionally high conversion rate for Yellow Pages ads translates into a very attractive ROI for Yellow Pages advertisers.  Display advertisers see a return of $14 in revenue for every one ad dollar invested.  In-column advertisers enjoy a whopping ROI of $34:1.

Nothing proves real successes of Main Street advertisers more than their own testimonials.  Real people, real stories, real results, all in their own words:

“…By far, our most effective advertising has been with the Yellow Pages. In any given week, the vast majority of calls I get from potential clients are generated by the Black Book Yellow Pages Directory...I keep a small version of the book in my car and use it when I need to find a certain type of business.  I prefer it to the Internet because, strangely, I find it faster and more reliable.”

          M.C. Bruce, Law Offices of M.C. Bruce, McKinleyville, CA

“…Big O Tires advertises in two of your Summit directories.  This past year, we received 1,489 calls from these two books, a tremendous return by any measure and rarely seen in today’s economy.”

          Les and Tina Foster, Big O Tires, Gardner, KS

“…We have been successfully advertising in the Tarheel Pages for more than a decade.  We have been incredibly pleased with the amount of business our ads have generated…”

          Janelle Storey, Deborah Maury-Attorney at Law, Greensboro, NC

“…I started with some other modes of advertising such as radio, billboards, and mail outs.  However, it was not until the Downey directory came out that I started…to see it all come together…I still receive more phone calls from your directory than from all my other advertising combined.”

          Trae Ratliff, Shelter Insurance Companies, Tahlequah, OK

“In my trade, business advertising can make or break you.  I poll each client that comes through the door as to how they have heard of me and my statistics show that 85% of my new business came to me as a result of my Black Book advertising.”

          Henry D. Madsen, Madsen Law Offices, PC, Coeur d’Alene, ID

For strong ROI, low cost per customer influenced, and measurable results, make the Yellow Pages part of your media mix.

To learn more regarding Yellow Page users and the Power of Yellow™, visit


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Larry Angove

President & CEO

Association of Directory Publishers

(231) 935-4608


Key Research Data on Yellow Pages Usage

Reveals Important Patterns and Trends,

Including ‘Higher Spends’ than Other Media Customers  

The Association of Directory Publishers (ADP) recently released data highlighting current trends in usage of Yellow Pages directories.  The data reveals significant value and returns-on-investment for both consumers and advertisers utilizing the medium.  The short answer to “Who uses Yellow Pages Anyway” is simple.  More than one might think!  Here are the facts:

  • 7.4 billion references were made to print Yellow Pages during 2011
  • 76% of adults used print Yellow Page directories last year
  • 40% of adults use print Yellow Page directories in an average month
  • 24% of adults use print Yellow Page directories in an average week

It is important to note that these usage figures are highly significant. Yellow Pages have never been a daily-use reference resource. Yellow Pages are used episodically – when people are ready to buy.  For many businesses, Yellow Pages today remain the most effective tool for connecting buyers and sellers.

Also revealed in the data is a fact that should be of paramount interest to every business owner: the people with the most to spend are the heaviest users of Yellow Pages. “Any business whose target customer base is the 48+ age demographics would be extremely foolish not to include include Yellow Pages in their media mix,” noted ADP President and CEO Larry Angove.  “Smart advertisers follow the money.”  Research shows that purchases driven by the urgencies of life events average some 25% higher than those made by individuals. Research also shows that purchases driven by the urgencies of life events average some 25% higher than those made by individuals looking for discounts and sales.

And though Baby Boomers and Matures have the most money to spend, they are not the only demographics that regularly use the Yellow Pages.  In 2011, the Yellow Pages were used by 61% of 25-29 year-olds and 47% of 18-24 year-olds.    

Exactly what drives Yellow Pages usage?  It’s the extraordinary events that occur in the course of ordinary living – “life events” as they are called.  An extraordinary life event might be an engagement, a marriage, the birth of child, making a first time financial investment, buying or leasing a new or used car, celebrating a graduation, becoming separated or divorced, buying a second or retirement home, experiencing a death within the family, or inheriting wealth.  Each of these life events, and hundreds more left unmentioned, lead to references in the local Yellow Pages directory.  Critically important to business owners - research shows that purchases driven by the urgencies of life events average some 25% higher than those made by persons looking for discounts and sales.

Once making the reference, 9 out of ten users WILL MAKE A PURCHASE.  Many shoppers using the Yellow Pages to locate local business information become FIRST-TIME customers of their new provider.  These new customers also told researchers that ad content makes a huge difference in determining who they ultimately call or visit, something important for advertisers to embrace. 

Some among the press and in the blogosphere have assumed that the reported decline in Yellow Pages references during the recent recession was evidence that the medium was weakening.  It was an assumption unfound in fact.  The truth is that when people either don’t have money to spend, or are reluctant to spend what they have, don’t buy goods and services.  People who are not ready to buyers logically don’t use the Yellow Pages.  Data shows that as consumers became more comfortable with spending again, Yellow Pages references rose significantly.  Yellow Pages references have increased for three consecutive years, including a whopping 18% in 2011.

The data proves that Yellow Page directories remain effective for advertisers, deliver incredibly high ROI and extremely low cost per customer influenced, and deserve to be an integral part of virtually every business’ marketing and media mix.

To learn more about Yellow Page usage trends and the Power of Yellow™, visit


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