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YELLOW PAGES ADVERTISING
The professionals used one or more of the Group’s publications as an advertising
medium to promote their business. In terms of sales, PagesJaunes is the
second largest advertising representation in France.
Yellow pages advertising: effectiveness shown by
advertiser loyalty
When a user consults a directory, in 82% of cases this generates a call
to an advertiser. This in turn produces sales in over 50% of cases. Taking all
the French directories together, this resulted in an advertising contract
renewal 86 % advertiser loyalty rate of over 85% in 2003. A total of more
than 530 000 businesses chose one of the PagesJaunes company’s advertising media
to communicate their message in 2003 – and they estimate that this brings them
in 20% of their customers.
Pages Jaunes results
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Yellow pages advertising: advertiser loyalty is retained by
consumer usage
The breadth and depth of the information contained in the directories means
users know it is worth their while to Loyalty
through usage consult them. This in turn attracts advertisers whose loyalty is
retained by consumer usage. Furthermore the printed and online directories
services also mutually reinforce one another in the sense that in 2003, 66,5 %
of clients opted to advertise in both the printed and online versions.
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