Internet Yellow Pages (IYP)

Every month nearly 200 million people in the US use the internet to find local products and services. This traffic includes:

local search on the main search engines – Google, Yahoo & Bing
review sites such as Yelp, Insider Pages and Citysearch
Internet Yellow Pages (IYP) like YP.com, Superpages.com & Yellowbook.com

IYP sites have grown in usage and importance and now contribute over 80 million monthly visits. An IYP user is more "ready to buy" than someone researching on Google or Yahoo – 84% contact the business, and 62% make a purchase.

Some other IYP advantages:

trackable - one of the most verifiable ROI of all media
geographically sensitive
immediate – ads can be placed or changed within days
low risk – low entry level, limited commitments
very targeted audience – quickly reaches users when they're ready to buy

IYP traffic varies dramatically depending on the site and the market. We monitor the relative performance of the major IYPs for traffic, affiliations, features and rates, and place our clients’ advertising on the sites most effective for their target markets.

The IYPs tend to have heaviest usage in those markets where their parent company is the designated local utility company. Here’s a rundown of the top 4:

YellowPages.com / YP.com (AT&T)

dominant IYP in the US, with 30 million unique visitors per month just to YP.com
partnerships wit Yahoo! Local & Yahoo! Yellow Pages, and AOL Yellow Pages
has capitalized on the name recognition of the brand and good local listing data
excellent and popular mobile app

Superpages.com (Verizon)

25 million unique visitors per month
partnerships with MSN.com, the Infospace and Lycos networks, Excite and others
allows you to update your own business information for free online
pricing structure is closer to Google’s or Bing’s bidding model

Yellowbook.com (Yellowbook USA)

with nearly 25 million unique visitors per month, 3rd most popular IYP
Yellowbook is the largest independent yellow page publisher in the US
most traffic is through partnerships rather than direct

DexKnows.com (Dex/Qwest)

a distant 4th, with over 5 million visitors per month
most heavily promoted in the 28 states where Qwest is the utility phone company
strives to add enhanced content like Yelp reviews, comparison shopping, and videos