Phone Book Battle

From MediaPost:

ANA Wants Better Yellow Pages Data, Publishers Say They Have It
by Erik Sass
The Association of National Advertisers and Yellow Pages publishers have been butting heads in recent weeks over the quality of research made available to advertisers by Yellow Pages publishers. The ANA's Telephone Directory Committee published an open letter on Tuesday criticizing the narrow focus of the syndicated and proprietary research currently offered by publishers; the Yellow Pages Association is trying to head off the criticism with new research based on call-tracking. Some $2.3 billion was spent by national advertisers in the medium. - Read the whole story...

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