Issue: Mining Latest
YPIMA Industry Usage Data for Clues to Future
Yellow Pages usage data for 2002, released by YPIMA and Knowledge Networks/SRI,
indicate that usage has remained essentially flat vs. 2001. Print Yellow
Pages generated 15.1 billion references in 2002, essentially unchanged
from 15.05 references in 2001. Given the year-to-year usage declines since
the mid-1990s, a year of no change is actually good news for the industry.
Yet a closer look at the top-20 Yellow Pages headings reveals long-term
usage declines among traditionally strong headings.
While aggregate usage
may be flat, the larger question remains: What is the trend among key
Yellow Pages headings? A pattern over the last five years reveals a decline
in bread-and-butter categories like automotive, health care and professional