Various (United States), Yell (United Kingdom); Bell Canada (Canada), Directories Philippines Corporation (Philippines)
Founded
1886;138years ago(1886)
First issue
1886
Final issue
2019 (United Kingdom)
Country
United States United Kingdom Australia Canada New Zealand Philippines
Based in
Various
Language
English
The yellow pages are telephone directories of businesses, organized by category rather than alphabetically by business name, 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 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 they are freely used by several publishers.
History
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 Internet domain name "yellowpages.cc" (where cc is the ccTLD) exist in 75 countries.[6] They are edited by many different phone companies and directory publishers, mostly independently.
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 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").
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).
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, sales representatives help customers to design their ads and provide a proof copy for review and approval.
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.
Archived yellow pages and telephone directories are important tools in local historical research and trademark litigation.[8]
Logo
Canadian yellow pages logo
The "Walking Fingers" logo was created by Henry Alexander,[9] a New England artist. After graduating from the Swain School of Design in New Bedford, Massachusetts, Alexander began a freelance career as an illustrator and commercial designer. He formed a long association with the New England Telephone Company lasting thirty-one years. In 1962, he designed the "walking fingers" logo and within a year it became the national trademark for their yellow pages.
AT&T, the creator and owner of the most famous three-fingered version of the "Walking Fingers" logo, never applied for a trademark on the logo. While they eventually received a trademark on a different version of the logo, the version with the three fingers was not considered by AT&T to be proprietary and they in fact allowed any telephone directory to use it.[10] Throughout the 1970s, many television ads showed a disembodied hand "walking" across an open copy of the Yellow Pages, with the slogan "Let Your Fingers Do the Walking."
The Bell System later applied for a trademark on the logo but had its application denied on the grounds that it "had become a generic indicator of the yellow pages without regard to any particular source."[10] For a time in the late 1990s, the Yellow Pages Publishing Association began using a trademarkable logo with a lightbulb instead of the walking fingers (with the slogan "Get an idea") as part of an ad campaign featuring Jon Lovitz, intended to portray the Yellow Pages as a consumer resource that would give customers ideas as opposed to simply being a telephone directory; the end of these ads showed the walking fingers reaching down and grabbing a lightbulb from within the pages beneath.[11] The walking fingers logo returned two years later.[12]
In some countries, the familiar "walking fingers" logo is not protected as a trademark and may be used by anyone. This logo is used in varying forms by almost every yellow pages publisher; however, there are companies that use it to imitate mainstream publishers. In Belgium, the Republic of Ireland, Israel and the Netherlands the directory, although using the yellow pages logo, is called "Golden Pages".[13][14]
Internet yellow pages
Online business directories are branded as IYP or Internet yellow pages. On a broader scale, they can be classified as vertical directories. There are consumer oriented and business oriented varieties. Providers of IYP offer online advertising.
According to several reports, the search term "yellow pages" was among the five highest revenue-generating search terms in Google's AdWords program in 2010. Experian/Hitwise reported in January 2011 that the search term "yellow pages" was one of the top 50 search terms across all search engines and all search terms (millions of search terms). This made "yellow pages" one of the most searched-for things on the Internet in 2011.
The Yellow Pages Association said in February 2011 that 75 percent of adults in the United States still used print yellow pages and that for every $1 in investment, businesses returned $15.[15]
IYP offers listings differently from standard search engines. Where search engines return results based on relevance to the true search term, IYP returns results based on a geographic area.[16]
IYP is classified as a local search directory which provides content with the added ability to refine the search to find the needed service. The search engine prioritizes local businesses in its results rather than the results being dominated by regional or national companies. All services offer paid advertising options which typically offer preferred placement on search results pages.
Environmental concerns
In later years, the yellow pages industry faced scrutiny from environmentalist groups who claim printed yellow pages are a wasteful resource, citing statistics that by 2011 nearly 70% of all Americans rarely or never used printed phone directories.[17] In other results, approximately 58% of working U.S. adults said they used phone books at home, work, or both, according to a 2013 survey by RingCentral that appeared in USA Today.[18]
The Product Stewardship Institute claims local governments spend $54 million a year to dispose of unwanted phone books and $9 million to recycle them.[19] Phone books use low-grade glues and are therefore difficult to recycle, and they often clog recycling machinery.[20] Conversely, publishers note that phone book directories are 100% recyclable and are made using soy-based and non-toxic inks, glues, and dyes.[21]
In 2011, San Francisco became the first city in the United States to restrict yellow page distribution to people who opt in,[22] but was being sued in federal court by the Local Search Association on freedom of speech grounds.[23] According to the Sierra Club, 1.6 million phone books were distributed annually in San Francisco, producing 3,600 tons of waste, $1 million in disposal costs, and 6,180 metric tons of carbon dioxide emissions.[24] In 2013, the San Francisco Board of Supervisors passed, and the Mayor signed, an ordinance that repealed the Yellow Pages Distribution Pilot Program (Ordinance 130186).[25]
The 2009 Environmental Protection Agency (EPA) Municipal Solid Waste report classified directories as the smallest contributor of paper and paperboard products to the solid waste stream, representing only 0.3% – significantly less than all other paper product categories such as newspapers, magazines and books.[26] In 2010, the EPA stopped measuring directories separately from newspapers, indicating the minor impact of directories on municipal waste.[27]
Yellow Pages publishers' paper usage declined by nearly 60% between 2007–2012, and were projected to continue declining through 2013, according to the Pulp and Paper Products Council.[28] The EPA's 2011 Municipal Waste report showed that approximately 73% of phone directory, newspaper, and mechanical papers were recycled.[29]
Decline of print directories
In September 2017, Yell, the publisher of Yellow Pages in the United Kingdom, announced that the business would be fully digitised from January 2019, ending the publication's 51-year run.[30] The last UK copies were posted out on 18 January 2019.[31]
Newsprint is a low-cost, non-archival paper consisting mainly of wood pulp and most commonly used to print newspapers and other publications and advertising material. Invented in 1844 by Charles Fenerty of Nova Scotia, Canada, it usually has an off white cast and distinctive feel. It is designed for use in printing presses that employ a long web of paper, rather than individual sheets of paper.
A telephone directory, commonly called a telephone book, telephone address book, phonebook, or the white and yellow pages, is a listing of telephone subscribers in a geographical area or subscribers to services provided by the organization that publishes the directory. Its purpose is to allow the telephone number of a subscriber identified by name and address to be found.
BellSouth, LLC was an American telecommunications holding company based in Atlanta, Georgia. BellSouth was one of the seven original Regional Bell Operating Companies after the U.S. Department of Justice forced the American Telephone & Telegraph Company to divest itself of its regional telephone companies on January 1, 1984.
Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as direct response marketing. In contrast to direct marketing, advertising is more of a mass-message nature.
Thomson Local is a local business telephone directory, published up until 2016 in the United Kingdom by Thomson Directories Ltd from its former head office at Thomson House in Farnborough, Hampshire.
The recycling of paper is the process by which waste paper is turned into new paper products. It has a number of important benefits: It saves waste paper from occupying homes of people and producing methane as it breaks down. Because paper fibre contains carbon, recycling keeps the carbon locked up for longer and out of the atmosphere. Around two-thirds of all paper products in the US are now recovered and recycled, although it does not all become new paper. After repeated processing the fibres become too short for the production of new paper, which is why virgin fibre is frequently added to the pulp recipe.
A business directory is a website or printed listing of information which lists businesses within niche based categories. Businesses can be categorized by niche, location, activity, or size. Business may be compiled either manually or through an automated online search software. Online yellow pages are a type of business directory, as is the traditional phone book.
Hibu Inc., formerly Yellowbook Inc., is a provider of web development and hosting, digital listings and reputation management, search engine and social media marketing, and digital advertisements. Hibu is headquartered in Cedar Rapids, IA.
Local search is the use of specialized Internet search engines that allow users to submit geographically constrained searches against a structured database of local business listings. Typical local search queries include not only information about "what" the site visitor is searching for but also "where" information, such as a street address, city name, postal code, or geographic coordinates like latitude and longitude. Examples of local searches include "Hong Kong hotels", "Manhattan restaurants", and "Dublin car rental". Local searches exhibit explicit or implicit local intent. A search that includes a location modifier, such as "Bellevue, WA" or "14th arrondissement", is an explicit local search. A search that references a product or service that is typically consumed locally, such as "restaurant" or "nail salon", is an implicit local search.
YP Holdings, now a wholly owned subsidiary of DexYP, is the American parent company for YP LLC. Its products include printed telephone directories, yp.com and YP app. YP offers local search, display ads and direct marketing. On July 31, 2012, YP was included in PaidContent50's list of "the world's most successful digital media companies" based on 2011 digital ad revenue.
Dex One Corporation was an American marketing company providing online, mobile and print search marketing via their DexKnows.com website, print yellow pages directories and pay-per-click ad networks in the U.S.
A reverse telephone directory is a collection of telephone numbers and associated customer details. However, unlike a standard telephone directory, where the user uses customer's details in order to retrieve the telephone number of that person or business, a reverse telephone directory allows users to search by a telephone service number in order to retrieve the customer details for that service.
Electronic Yellow Pages are online versions of traditional printed business directories produced by telephone companies around the world. Typical functionalities of online yellow pages include the alphabetical listings of businesses and search functionality of the business database by name, business or location. Since Electronic Yellow Pages are not limited by space considerations, they often contain far more comprehensive business information such as vicinity maps, company profiles, product information, and more.
Mobile local search is a technology that lets people search for local things using mobile equipment such as mobile phones, PDAs, and other mobile devices. Mobile local search satisfies the need to offer a mobile subscriber spontaneous access to near-position services and information such as businesses, products, events, restaurant, movie theatre or other local information. Mobile local search is the search and discovery of persons, places, and things within an identifiable space defined by distinct parameters. These parameters are evolving. Today they include social networks, individuals, cities, neighborhoods, landmarks, and actions that are relevant to the searcher's past, current, and future location. These parameters provide structure to vertically deep and horizontally broad data categories that can stand-alone or are combined to comprise searchable directories.
The Green Dot is the financing symbol of a European network of industry-funded systems for recycling the packaging materials of consumer goods. The logo is a trademark protected worldwide—it is not a recycling logo.
KC Colour Pages and KC White Pages are the classified and residential telephone directories provided specifically for the Kingston Communications service area. KC Colour Pages became the UK's first classified telephone directory when it was first published in 1954 to celebrate KC's 50th anniversary as Hull's telephone company. The Golden Pages, as the first KC Colour Pages was initially called, carried advertising from a wide range of customers including taxis, sail makers, driving schools, painters and decorators and office machinery suppliers amongst others.
Golden Pages is a company which publishes a telephone directory of businesses categorized according to product or service. Business listings are printed on yellow paper as opposed to white paper for non-commercial and private phone numbers.
YellowPagesDirectory.com, is a national online telephone number and street address directory, containing Yellow Pages and White Pages throughout the United States. Formerly known as YellowPagesGoesGreen.org, YellowPagesDirectory.com is owned and operated by Yellow Pages Directory Inc., which is headquartered in Manhattan, NY. The website was originally launched in 2010 by a private owner and was soon acquired by Yellow Pages Directory Inc. In addition to telephone and street address listings, the website also has informational blog articles, in addition to being outspoken advocates of opting-out of traditional print telephone directory home delivery.
The KX series of telephone boxes in the United Kingdom was introduced by BT in 1985. Following the privatisation of BT in 1984, the company decided to create a newly designed and improved take on the British telephone box, which at this point consisted of only red telephone boxes which BT had recently acquired, the most common being the iconic K6 box. These red boxes were considered flawed in parts by BT for several reasons, including cost, lack of ventilation, accessibility and maintenance. BT announced the £160 million series of new boxes, the KX series designed by GKN, as well as announcing the eventual replacement of all existing telephone boxes. The main telephone box in the KX range is the KX100. Upon launch, there were five models in total. The boxes were produced at a rate of 5,000 a year, with the total count of all BT-owned kiosks reaching 137,000 by 1999, a number which has since decreased by more than seventy per cent.
Yell Group Limited, also known as Yell UK, is a digital marketing and online directory business in the United Kingdom. Yell has created over 110,000 websites and managed 90,000 pay per click campaigns for customers in the United Kingdom. Yell published Yellow Pages from 1966, originally as part of the General Post Office (GPO) telephone directory, and launched its Yell.com website in 1996.
References
↑ "Conditions of using our website". Yell.com. Yell Limited (UK). Retrieved 14 October 2012. We (Yell Limited or 'Yell') [...] legally own a wide range of intellectual property rights used in and relating to this website, including [...] the trademarks [...] Yellow Pages [...] and related logos... (Yell Limited is a subsidiary of Hibu, which was spun off from British Telecom.)
↑ "Beware of Fraudulent Participation"(PDF). Yellow Pages Group. Archived from the original(PDF) on 16 September 2012. Retrieved 14 October 2012. But there's only one true Yellow Pages directory that carries the Yellow Pages brand and Walking Fingers & Design in Canada. Yellow Pages Group is the exclusive owner of these trademarks in the country. (Yellow Pages Group is a spin-off of Bell Canada.)
Wikimedia Commons has media related to Yellow pages.
Look up yellow pages in Wiktionary, the free dictionary.
Ridgeway, Kristi. "Thomson Group: Landmarks". Media Profiles. Ketupa. Archived from the original on 12 January 2016. Retrieved 15 February 2005. ...1966 forms Thomson Yellow Pages... ...1980 sells Thomson Yellow Pages, forms Thomson Directories as joint venture with Dun & Bradstreet's RH Donnelley...
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