File:Bell telephone magazine (1922) (14752827401).jpg

Identifier: belltelephonemag4344amerrich (find matches)
Title: Bell telephone magazine
Year: 1922 (1920s)
Authors: American Telephone and Telegraph Company American Telephone and Telegraph Company. Information Dept
Subjects: Telephone
Publisher: (New York, American Telephone and Telegraph Co., etc.)
Contributing Library: Prelinger Library
Digitizing Sponsor: Internet Archive

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ther their ad money brought in thecustomers. Sales figures were the onesthat mattered. But since World War II the nature ofthe Yellow Pages has changed enormous-ly. National advertisers began to takemore and more brand name and trademark advertising. Then they began toorder display space. Today, over ten per cent of all YellowPages revenues stems from national ad-vertising. That figure is growing rapidly,spurred by the establishment in 1960 ofthe National Yellow Pages Service, anindustry-wide system of placing adver-tising in any of more than 4,000 tele- Media Significance of the Study 1. Systtmatic investigation of theYeflow Pages as a mediutn compatiblewith other media 2. It is the most comprehensive mediastudy ever undertaken 3. Provides measurements on the extentto wMcb action was talten as a result•f exposnre to the mediun EVOLUTION of MEDIA MEASUREMENTS ^ n^m ni;JK> IV PRESENCE of EXPOSURE EXPOSURE to RELATED MEDiU)^_jfej;HHJiJWU^aJ)! - .MAGAZINE .NEHSPAPER YELLOW IPAGES 48
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phone books through a single YellowPages representative. To focus their messages, national ad-vertisers asked for factual, documented,validated data on markets and usage. Ad-vertising agencies, also called for factsthat would enable them to measure theYellow Pages against other media. Eventhe small businessman, besieged by anincreasing number of local advertisingmedia, began to ask for positive proof. The studies conducted by and for thetelephone companies were too often writ-ten off as having been done by insiders,rather than by objective specialists. m The Yellow Pages National UsageStudy actually was three years inthe making. It began when its basic tech-nique and design were laid out by Cun-ningham & Walsh, Inc., advertising agencyon the Yellow Pages account. The resulting study devised by Audits& Surveys was based on proven researchmethods. Some of them had been pio-neered by A&S executive vice presidentLester R. Frankel when he was with theU.S. Census Bureau in the l

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