Yellow Page stage

Hunt, Heather
August 1990
Advertising Age;8/13/1990, Vol. 61 Issue 33, p34
Trade Publication
Focuses on the development of research programs by Yellow Pages agencies Ketchum Directory Advertising and Wahlstrom & Co. which are designed to lure encourage more advertisers. Each has developed a computer program that matches demographic and psychographic information with advertisers' consumer profiles. In targeting consumer groups, nothing really conforms to areas, but more to demographics. One challenge to Yellow Pages publishers is the lack of syndicated national market rating system. While research efforts such as Ketchum's and Wahlstrom's help compensate for the lack of a rating system, Ketchum remains committed to getting one established.


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