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Yellow Pages Industry Launches National Opt-Out Option

February 1, 2011
BERKELEY HEIGHTS, NJ/TRAVERSE CITY, MI—Feb. 1, 2011—The Yellow Pages industry rolled out an upgraded Website at YellowPagesOptOut.com that allows consumers nationwide to easily manage the delivery of phone directories. Developed by the Yellow Pages Association (YPA) and the Association of Directory Publishers (ADP), it gives consumers a single location to select which phone directories they receive, or to stop directory delivery altogether.

When it was originally launched in 2009, the Website provided visitors with information on how to participate in consumer choice programs directly with individual publishers. The upgraded and redesigned interface increases consumer convenience and reduces confusion about the options available to manage phone book delivery by eliminating the need to contact multiple publishers.

“Our industry is taking a giant leap forward today by launching a clearinghouse site for consumers to control the delivery of directories,” said Neg Norton, president, YPA. “The site, supported by directory publishers across the country, illustrates our ongoing commitment to not delivering a directory to someone who doesn’t want one.”

“We continue to believe, and research supports, that directories remain an important tool for consumers searching for local information,” said Larry Angove, president and CEO, Association of Directory Publishers. “That said, we believe it is equally important to provide a simple solution for consumers who only want a certain directory or feel they can do without a directory.”

Easy Interface Gives Consumers Greater, More Reliable Choice

Giving consumers control over delivery to their homes is the primary goal of the industry's consumer choice initiative. The completely redesigned www.yellowpagesoptout.com includes a visually pleasing format that offers:

• A simple mechanism allowing consumers to stop the delivery of one, several, or all directories to their homes directly from the site;

• Images of directory front covers and information on scheduled deliveries, making it easy for consumers to identify which directories to include in their opt-out request; and

• Email confirmation of participants’ selections.

This centralized site is a significant industry effort that includes participation of directory publishers around the country cooperating to make sure that delivery requests are honored and updated on a timely basis.

Providing Valuable & Sustainable Local Search Options

Research shows that approximately 75 percent of U.S. adults use print Yellow Pages to find local businesses every year and that the sales return on the investment for local display directory advertising is $15 for every $1 spent.
 

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