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Yellow Pages after the party, 1989 classic British advert.
The yellow pages are any telephone directory of businesses, organised by category rather than alphabetically by business name, and in which advertising is sold. The directories were originally printed on yellow paper, as opposed to white pages for non-commercial listings. The traditional term "yellow pages" is now also applied to online directories of businesses.
In many countries, including Canada, the United Kingdom, Australia, and elsewhere, "Yellow Pages" (or any applicable local translations), as well as the "Walking Fingers" logo first introduced in the 1970s by the Bell System-era AT&T, are registered trademarks, though the owner varies from country to country, usually being held by the main national telephone company (or a subsidiary or spinoff thereof).[1][2] However, in the United States, neither the name nor the logo was registered as trademarks by AT&T, and are freely used by several publishers. This can sometimes be very confusing as YP (AT&T) and yellow pages are similar in nature.
The name and concept of "yellow pages" came about in 1883, when a printer in Cheyenne, Wyoming, working on a regular telephone directory ran out of white paper and used yellow paper instead.[3] In 1886, Reuben H. Donnelley created the first official Yellow Pages directory.[4][5]
Today, the expression yellow pages is used globally, in both English-speaking and non-English speaking countries. In the United States, it refers to the category, while in some other countries it is a registered name and therefore a proper noun. The term Yellow Pages is not a registered name within the United States and is freely used by many companies. Telephone directories using the official Internet address "yellowpages.xx" (where xx is the country's top-level domain) exist in 75 different countries.[6] They are edited by many different phone companies and directory publishers, mostly independent from each other.
A particular yellow pages is a print directory which provides an alphabetical listing of businesses within a specific geographical area (e.g. the Tampa Bay area, which are segregated under headings for similar types of businesses, such as plumbers). Traditionally these directories have been published by the local phone company, but there are numerous independent directory publishers. Some yellow pages publishers focus on a particular demographic (e.g. Christian yellow pages or business pages).
Yellow pages directories are usually published annually, and distributed for free to all residences and businesses within a given coverage area. The majority of listings are plain and in small black text. The yellow pages publishers generate profit by selling advertising space or listings under each heading. Advertising may be sold by a direct sales force or by approved agencies (CMR's). Available advertising space varies among publishers and ranges from bold names up to four color twin page ads ("double trucks").
In the United States, the predominant yellow pages are DEX One's DEX, the AT&T Real Yellow Pages, Yellowbook, and the Verizon Superpages.
Yellowbook Logo used in the United States
Business listings used for publication are obtained by several methods. Local phone companies that publish yellow pages directories rely on their own customer lists and include business listings that are provided by incumbent local exchange carriers (ILECs). Business owners that utilize phone services other than the local phone company (typically a Bell Company) should make certain that their information has been sent to the publisher for printing in upcoming directories.
Advertising in yellow pages directories requires payment in full prior to printing or may be billed monthly over the life of the contract, which is usually 12 months. Typically, a sales representative will assist the customer in creating their ad design and provides a Proof Copy for review and approval. Advertisers should be aware that many contracts have automatic renewal clauses and require action on the part of the advertiser to end future billing.
Yellow pages print usage is reported to be declining with both advertisers and shoppers increasingly turning to Internet search engines and online directories. According to a study by Knowledge Networks/SRI, in 2007, print yellow pages were referenced 13.4 billion times, while Internet yellow pages references increased to 3.8 billion, up from 2006's 3.3 billion online searches.[7] As a result, most yellow pages publishers have attempted to create online versions of their print directories. These online versions are referred to as IYP or Internet yellow pages. Independent ad agencies or Internet marketing consultants can assist business owners in determining sound opportunities for yellow pages advertising and provide objective information on usage, possession and preferences.
