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NEW YPPA GUIDELINES TO HELP ADVERTISERS MEASURE DIRECTORY DISTRIBUTION

NEW YPPA GUIDELINES TO HELP ADVERTISERS MEASURE DIRECTORY DISTRIBUTION
 TROY, Mich., Nov. 11 /PRNewswire/ -- The Yellow Pages Publishers Association (YPPA) today issued industry guidelines for conducting third-party audits to measure directory distribution. The guidelines were established by YPPA's research committee in an effort to respond to needs voiced by advertising agencies and national advertisers. A crucial part of the media mix, Yellow Pages has been at a disadvantage with advertising agencies and their clients because of the lack of national circulation audits.
 "Other major print media (e.g., newspapers, magazines) typically subscribe to independent audits of circulation," said Ray Avedian, president and CEO of YPPA. "Purchasers of newspaper and magazine advertising who also purchase Yellow Pages advertising feel that audits are fundamental in determining the value of print advertising. Providing third-party audited circulation will put Yellow Pages directories on a similar footing with these other media.
 "In addition, the audits will provide publishers with critical information for determining the quality of distribution, customer satisfaction and credibility of publisher claims."
 Attendees at a Yellow Pages Industry-ARF Symposium last year identified audits as one of the industry's highest priorities. It was at this symposium that YPPA's research committee began its commitment to setting recommended guidelines for publishers to conduct circulation audits.
 The YPPA guidelines do not recommend specific vendors for doing studies, but an approach to auditing directory distribution. The guidelines recommend utilizing a survey to measure the degree to which those who are supposed to receive a directory actually do. The guidelines also provide suggestions for collecting demographic information about Yellow Pages users.
 YPPA's publisher members collectively produce 90 percent of all directories published in the U.S., and generate 98 percent of Yellow Pages advertising revenue. Yellow Pages is the fastest-growing advertising medium and ranks as the fourth-largest revenue-producing advertising medium. YPPA is headquartered in Troy.
 -0- 11/11/91
 /CONTACT: Melanie de Vries of Anthony M. Franco, Inc., 313-567-5047, for Yellow Pages Publishers Association/ CO: Yellow Pages Publishers Association ST: Michigan IN: PUB ADV SU: ML -- DE007 -- 2914 11/11/91 09:45 EST
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Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Date:Nov 11, 1991
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