SOURCE: Yellow Pages Association

Yellow Pages Association

April 20, 2010 13:10 ET

Yellow Pages Association Launches YPA ELITE IYP® and Share of Voice® Offerings

BERKELEY HEIGHTS, NJ--(Marketwire - April 20, 2010) -  Yellow Pages Association (YPA) today announced two new offerings to help improve the efficiency and effectiveness of Yellow Pages advertising.

Working with MediaTraks, YPA is launching YPA ELITE IYP®, a new proprietary industry system that allows publishers and Certified Marketing Representatives (CMRs) to facilitate national orders, graphics and artwork transmittal transactions for Internet Yellow Pages and other digital products.

YPA ELITE IYP® is the Internet Yellow Pages extension of YPA ELITE®, the sole processing system for national print Yellow Pages orders. The digital service results in improved workflow, accuracy and reduction of paper usage.

YPA ELITE® currently executes close to 4 million transactions each year through an efficient and secure electronic transmission system.

"The Yellow Pages industry is rapidly developing new Internet solutions including online directories, vertical Web sites, and now an innovative system that will enable seamless advertising ordering for our national customers," said Yellow Pages Association President Neg Norton. "A recent study by comScore showed that Internet Yellow Pages references grew to 4.9 billion in 2009. The extension of YPA ELITE® will be an invaluable tool as consumers increasingly use Internet Yellow Pages and associated digital services to find local businesses."

YPA is also introducing Share of Voice®, an interface that will enable publishers and CMRs to conduct detailed directory analyses for client and marketing purposes faster and more cost effectively. This new system will assist local and national sales channels in efficiently assessing the competitiveness of their clients and providing a high quality media planning tool to help defend and grow Yellow Pages revenue. YPA is uniquely positioned to provide this tool due to its Directories Online system, which encompasses more than 7,000 Yellow Pages directories. 

"YPA ELITE IYP® and Share of Voice® represent our industry's continued efforts to deliver quality advertising opportunities and results for our national clients," said Chris Cummings, chairman of Yellow Pages Association and chief executive officer of Marquette Group. "Publishers and CMRs across the country will benefit from using these best-in-class services."

About The Yellow Pages Association
The Yellow Pages Association (YPA) ( and is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($13 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

About MediaTraks
MediaTraks is a Florida based software platform developer and service provider serving the digital media industry. Their transparent local online advertising marketplace and ad platform is strictly targeted for the buy and sell side channel to order, manage and report on subscription and performance-based advertising products from a single online location.

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