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YOUR TOWN2016-2017

New!A better book with a fresh new look

LARGE PRINT

VALUABLE COUPONS

MORE COLOR

EASY TO READ FORMAT

Better design. Better results.We've redesigned The Real Yellow Pages® directory to make it easier foryour customers to use. A better experience means more potential customers for your business.

Three-columndirectory format enhances overall organizationand clarity.

Larger ads in full color to help you tell your story.

Fewer ad sizes for easier page scanning.

Larger type to help improve print readability.

A powerful, cost-effective marketing tool.

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47% 4000 75%of metro market households

use Print Yellow Pages 1

people consult the Print

1 Based on 14,566 live telephone interviews from 17 United States metro cities. Market Authority, 2015.2 LSA Local Media Tracking Study 2014 Key Data Topline Report, Feb 2015.

Yellow Pages every minute 2

of Print Yellow Pagesusers make a purchase 2

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©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affi liated companies.All other marks contained herein are the property of their respective owners. MCS-982-041216

Better design. Better results.


We’ve redesigned The Real Yellow Pages® directory to make it easier for your customers to use. A better experience means more potential customers for your business.

Three-column directory formatEnhances overall organizationand clarity.

Larger ads in full colorto help you tell your story.

Fewer ad sizesfor easier page scanning.

Larger typeto help improve print readability.

1

2

3

4

A powerful, cost-effective marketing tool

1 Based on 14,566 live telephone interviews from 17 United States metro cities. Market Authority, 2015.2 2015 LSA Local Media Tracking Study, February 2016 within the YP 21-state footprint.

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As technology continues to develop – changing the way we do business – some speculate that print is an ineffective medium & online marketing is the only way. But print is far from being obsolete, and is still used by the majority of adults in both metro and rural areas when searching for local businesses.2

Within our delivery area, print yellow pages are referenced 4,000 times per minute!1

1 2015 LSA Local Media Tracking Study, February 2016 within the YP 21-state footprint.2 Results are based on 5821 live telephone interveiws from 9 rural United States cities and have been weighted based on the age of each respondent, city population, landline and mobile phone only usage. © 2015 Market Authority, Inc. All rights reserved. 3 Results are based on 14,566 live telephone interviews from 17 United States metro cities and have been weighted based on the age of each respondent, city population, landline and mobile phone only usage. © 2015 Market Authority, Inc. All rights reserved.

Print Yellow Pages vs. Internet use for search

Internet & Phone bookSearch reality

32%Use onlyInternet

29%Use only

Print Yellow Pages

39%Use both

Total Phone bookSearch reality

32%Use onlyInternet 68%

Use Print Yellow Pages (At least

some of the time)

Internet & Phone bookSearch reality

49%Use onlyInternet

23%Use only

Print Yellow Pages

28%Use both

Total Phone bookSearch reality

49%Use onlyInternet

51%Use Print

Yellow Pages (At least some

of the time)

Select rural markets Select large metro markets3

78%85%

15%

71%

28%

60%

39%52%

75%

30’s20’s 40’s 50’s 60’s 70’s +

48%25%

22%

72%

28%

81%63%

37% 48%64%

20’s 40’s 60’s 70’s +

83%

52%36%

17%

19%

30’s 50’s

Select rural markets2 Select large metro

Print Yellow PagesInternet fi rstAge differences in fi rst preference for local search


Smart distribution: Since 2015, YP and Nielsen teamed up for an even smarter delivery process. Nielsen classifies every U.S. household into 53 consumer segments and these segments assist YP in pinpointing delivery to those households most likely to use print.

YPSM & Nielsen:Targeting valuable audiences

DISCOUNTS & DEALSBargain Shopper. Prefers dial-up to more expensive Internet options.

$37K household income

$45K household income

Discounts& Deals

Antenna Land Big City, Small Tech

ANTENNA LANDEducated. Nearing Retirement.Basic technology needs.

BIG CITY, SMALL TECHYoung with families. High-tech on the wish list. Traditional media. Prepaid cell phones.

• 31 years old• $30K household income

Krystal

Source: Nielsen ConneXions Segmentation System 2015Individuals shown are fictional personas depicted only for representing particular customer segments.

©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies.All other marks contained herein are the property of their respective owners. MCS-982-041216

We don’t just say our advertisers get leads.We can prove it!


Pest Control Services YP Market, USA

*** Marketing program outperforms target goal!

Target goal & performance Marketing program

Target average leads per month: 70 Average Leads per month delivered: 122 Target pacing: 175%

Digital Marketing ypConnectSM ypLocalAdsSM – Pest Control

The Real Yellow Pages® Display ads – Pest Control Services In-Column ads – Pest Control Services

841 Digital | 625 Print

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120

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160

180

200

Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15

TOTAL LEADS: 1466

Display ads are large, colorful ads designed to help attract users’ attention. Consider these tips when preparing your design.

Stand out and drive leads withpowerful display and in-column ads.


Write a strong headlineDespite popular belief, your business name shouldn’t always be the largest print on the ad. You should have an easy-to-read headline that clearly conveys your specialty and what differentiates you from your competitors.

Include a couponSurvey results indicated readers are much more likely to choose a merchant whose ad includes a special offer.

Have a call to actionCreate a sense of urgency for the customer to call and position the phone number near the coupon (e.g. Call now or Visit our website today).

Use relevant photos or illustrationsYou’ve heard a picture is worth 1000 words. That’s because it’s true. A well-chosen photo, illustration or image tells a story, provides quick reference and can help convey emotion.

Increase the sizeWhen making the investment in your business, consider the impact of larger-sized ads. Not only will you command more space on the page—allowing your business to stand out against the rest—but you’ll have additional room to convey your message.

Add color - make it pop!Color is now included in the pricing of all ads, so give your ad some punch to help it stand out and build brand awareness for your business.

Use white spaceAdvertisers often want to include as much information as possible about their business, but ads without white space look cluttered. Identify your best products or features (think revenue generators), and then play those sections up. Less is always more.

In-column ads appear within the columns of listings and are often where people search fi rst. Make sure yours stands out and captures their attention.


Brand awarenessMake your business stand out to those scanningthe page.

Easy accessHelp repeat, referral and new customers easilyfi nd you.

A way to tell your storyInclude great content (photos, offers, services) to help them decide—and choose you!

Complement to your display adEspecially for users searching alphabetically.

ExclusivityChoose a “Leader Ad,” and be one of only threefull-color ads positioned under the main header.

FlexibilityChoose from 18 color options, various ad sizes, font sizes, borders, backgrounds and more.

PARK VETERINARY

Providing Highest QualityServices with Compassion

Orthopedic Service • Behavior • Pet GroomingDermatology Skin Conditions • Advanced Surgical ProceduresExotic Routine and Diagnostic • Ophthalmology Eye Conditions

Pet ProductsRoyal Canin Veterinary Diet • Science Diet

Eukanuba Veterinary Diets • ASPCA Animal Poison ControlPurina Veterinary Diets • MediVet America • VetStreet

BioMedtrix Orthopedic Products • Veterinary Partner

www.2ParkVet.com123 Greenway Drive

Call to Schedule an Appointment

555 555-5555AdId: R 4143150 - 01CustId: 123Dir/Iss: GREWI YP1 01/2017UDAC: 6HSA - CIPATTUID: kb0993Date: 06/06/2016 02:13:PMYPH: 103842Pet Products & ServicesYPSH:

Rep: 401039 - jw7625WARNER JEFFREY

CHIPPER DAYS ANIMAL CLINIC

Let us makeyour pet smile!!!

Comprehensive Health Care FacilityWith Extensive Diagnostic,

Treatment & Surgical ServicesSeparate Canine & Feline Centers

Dental Care • Laser SurgeryIn-House X-ray • Ultrasound, Etc.

In 35+ years over 145,000surgeries & 1.4 million medical

treatments performed.

Visit us at: www.ChipperDays.comMon-Thus 6am-7pm • Friday 6am-5pm

Saturday, Sunday & Most Holidays 7am-4pm

250 Magnolia Rd --------------------------------------------- 555 555-5555

AdId: R 4143151 - 01CustId: 123Dir/Iss: PNCFL YP1 11/2016UDAC: 6HSA - CIPATTUID: kb0993Date: 06/06/2016 02:13:PMYPH: 105521VeterinariansYPSH:

Rep: 401118 - jb2013BURKETT JON

Consumers are busy and prefer offers that are short and sweet. Great coupons provide all the necessary components in a format that’s easy to understand. Here’s how to design a coupon that will help generate leads.

Coupons are the real attention grabbers. Make yours count!


Compare ad size and number of coupons.

Double Truck Full Page Triple Half Double Half Double

DT FP HP DHC DQC

The OfferKeep it simple; $ or % off works best.

The TopicWhat is the discount for?

The ConditionsAre there any special conditions? For example…Age, maximum price, new customers only.

The ExpirationTypically the length of the book issue, but you can specify a different time.

Include more coupons with larger-sized ads.

10Coupons

5Coupons

3Coupons

2Coupons

1Coupons

Every call to your business—even a missed one—presents an opportunity. YP’s Call Tracking service makes sure that opportunity doesn’t go to waste. With YP ValuTrak, you see where your calls come from, determine which campaigns are most effective, and ultimately make better decisions for your business.

Understand your callers, increase your conversions.


Gain caller insight• View caller stats (e.g., name, phone

number, address).

• Track mobile or land-line calls.

• See date, time and length of call.

• Available online anytime, anywhere.

Make better decisions• See which ads trigger the most calls, based

on category, time of day and target location.

• Compare results year after year to hone your marketing, sales and staffing efforts.

• Gain qualified leads and verify your ROI.

Calls by category (Heading)

Calls by time of day1 (All days of the week)

Plumbers: 12

Hardware stores: 3

Calls by geography (Directory)

Geography: Nashville

Multiple geographies: Clarksville, Franklin, TN

12-5

AM

5-8

AM

8-9

AM

9-10

AM

10-11

AM

11-12

AM

12-1

PM

1-2

PM

2-3

PM

3-4

PM

4-5

PM

5-6

PM

6-7

PM

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PM

9-12

AM

543210

Calls by day of the week

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Mond

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Tues

day

Wed

nesd

ay

Thur

sday

Frida

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Satu

rday

Sund

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1 Call times are normalized to the local time of your business listing(s).

We’ve streamlined to the strongestad options with the best value.


In addition to giving the book a dynamic look, we’ve also made it easy to find an ad program that suits your business needs.

It’s all a little easier.

We've streamlined our ad options to make it easier for you to choose the best solution for your business needs.

DT

PP

FFQ

TQPV

TQPTFQ

DC

TFV

FP

THCDFQ

FQC

HP

4QC

TQH

DHC

DTE

DTS

HC

DQC

QC

Previously

HP

DTDHC

FP

DQC

Streamlined!

Display AdvertisingLarge, colorful ads designed to help attract users’ attention.

• 59% of print users start their search with no business name in mind.1

• See example sizes on page 8.

In-Column AdvertisingAds appearing within the columns of listings that help your business stand out.

• 41% of Print users start their search with at least 1 business name in mind.1

• Help them find you (and not your competitor).

1 2015 LSA Local Media Tracking Study, February 2016

Simplified display ads:

1 Double Truck (15.66 x 10.2 inches)

2 Full page (7.83 x 10.2 inches)

3 Half page (7.83 x 5 inches)

4 Double half column (5.16 x 5 inches)

5 Double quarter column (5.16 x 2.42 inches)

In-column ads:

• 3.75 inches

• 2.75 inches

• 1.86 inches

• 1.75 inches

• 0.75 inches

We connect local businesses with consumers wherever they are – mobile, online & in print.


GetFound

DriveLeads

ExpandReach

Your Business

Consumers

Want more information?1-800-479-2977 | marketingsolutions.yp.com


“I really like this new coupon format. I was immediately drawn to the coupon because of the dollar signs. This may be a deal.”

- MKB from Franklin, TN.

"I prefer the new format because it is organized, easier to read and I feel I would find what I'm looking for."

- Avery G. from Franklin, TN.

"I like the new format, it's easy to read. I don't have to go searching for my reading glasses. It's very organized and clean."

- Carol from St. Louis, MO.

"I prefer the new format because I can notice the business names and phone numbers. I like the bold type. It is a much cleaner, easier

to read format." - Michael G. from St. Louis, MO.

Our consumers loveour new look!

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