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ANA phone directory committee seeks better metrics from Yellow Pages industry

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New York—The Association of National Advertisers’ Telephone Directory Committee issued an open letter Tuesday urging the Yellow Pages industry to improve its measurement practices by providing national syndicated audience measurement research and circulation auditing. It currently only measures 18% of the U.S. market.

ANA said the $15 billion industry, of which national advertisers comprise $2.3 billion, must address these measurement issues in order to meet the accountability needs of marketers.

In its letter, the committee said, “Many national advertisers feel ignored, neglected and frustrated with the medium due to a lack of fundamental accountability metrics and other questionable practices.”

“At a time of intense focus on advertising accountability, the committee is discouraged by the Yellow Pages industry’s failure to provide basic accountability and ROI metrics,” said the ANA’s Telephone Directory Committee chairwoman, Janice Lucente, marketing manager of Allstate Corp., in a statement.

—Carol Krol

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