In what some might assume, incorrectly, to be an effort to save a dying medium, Yellow Pages publishers have banded together in support of a new syndicated third-party measurement system called Yellow Pages Market Reporter. The service is backed by ten Yellow Pages publishers and has signed up 12 agencies. The service is based on research done by Knowledge Networks/SRI across 75,000 Yellow Pages users in 125 geographic areas. Perhaps the research will prove prematurely prevailing wisdom wrong and find Johnny still needs that fat Yellow Pages book on his chair to reach the table.
