SOURCE: Yellow Pages Association

Yellow Pages Association

February 26, 2009 08:15 ET

Businesses Drive Office Supply Spike in March

BERKELEY HEIGHTS, NJ--(Marketwire - February 26, 2009) - Despite the economic slowdown, it is a busy time for businesses both large and small. As they stock up on the gear they need, they're turning to the Yellow Pages for help. The "Office Supplies" heading receives more than 29 million references annually, with the highest usage levels in March(1).

"In March, businesses typically begin kicking back into gear and start thinking about their supply needs for the upcoming year," said Scott Cullen, editorial director for OfficeSOLUTIONS magazine.

Office supply consumers are most often 25 to 49 years old, college graduates with household incomes greater than $60,000 and usually referencing the heading for paper supplies, computer equipment and parts for other office equipment(1). Of all references, 65 percent are for business purposes(1).

"This demographic information is consistent with employees who would be referencing this heading on behalf of small to midsize companies," Cullen said. "The Yellow Pages is an excellent place for these companies to start searching for suppliers, but consumers might want to do additional homework on how the suppliers have done business before. Other consumers and the local Chamber of Commerce are both great resources for more information."

Besides these products, consumers also reference this heading for services such as business card printing and copy and fax services(1).

"For those who have recently lost their jobs, local office supply companies offer a great opportunity to look your best when applying for a new job," Cullen said. "Printing new resumes and business cards are the first step to getting back on your feet."

After referencing the heading, 91 percent of users made a purchase at a place seen in the Yellow Pages(1). In addition, headings users visit office supply stores 20 percent more frequently than non-headings users(2).

Larry Small, director of research for the Yellow Pages Association, said: "Office supply retailers know that Yellow Pages advertising costs less per buyer influenced than any other advertising medium. The average return on investment received from local display ads at the office supplies heading is over $6 of sales revenue and $2 profit for every $1 spent on advertising(3)."

For more information on Yellow Pages headings, visit http://www.ypassociation.org/.

(1) Knowledge Networks/SRI, May 2008
(2) Simmons 2008
(3) CRM Associates 2008

About The Yellow Pages Association

The Yellow Pages Association (YPA) (http://www.ypassociation.org) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($14 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).

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