Yellow Pages refers to a telephone directory of businesses, categorized according to the product or service provided. As the name suggests, such directories were originally printed on yellow paper, as opposed to white pages for non commercial listings.
The term Yellow Pages is now also applied to online directories of businesses.
The name and concept of Yellow Pages came about in 1883, when a printer in Cheyenne, Wyoming working on a regular telephone directory ran out of white paper and used yellow paper instead.
In 1886 Reuben H. Donnelley created the first official yellow pages directory, inventing an industry.
Today, the expression Yellow Pages is used globally, in both English speaking and non English speaking countries.
In the United States, it refers to the category, while in some other countries it is a registered name and therefore a proper noun.
Yellow Pages are a print directory which provides an alphabetical listing of businesses within a specific geographical area, which are segregated under headings for similar types of businesses.
Traditionally these directories have been published by the local phone company, but due to the highly profitable nature of the business there are numerous independent directory publishers. Some YP publishers focus on a particular demographic.
Yellow Pages directories are usually published annually, and distributed for free to all residences and businesses within a given coverage area. The majority of listings are plain and in small black text.
The YP publishers generate profit by selling advertising space or listings under each heading. Advertising may be sold by a direct sales force or by approved agencies. Available advertising space varies among publishers and ranges from bold names up to four color twin page ads.
Advertising rates typically increase every year regardless of distribution or usage fluctuations.
Note the resemblance to the Walking Fingers logo.Business listings used for publication are obtained by several methods. Local phone companies that publish YP directories rely on their own customer lists and include business listings that are provided by phone service providers.
Business owners that utilize phone services other than the local phone company should make certain that their information has been sent to the publisher for printing in upcoming directories.
Advertising in YP directories requires payment in full prior to printing or may be billed monthly over the life of the contract, which is usually 12 months.
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