INDUSTRY CONSUMER CHOICE
OVERVIEW
May 2, 2011


Legislative trends in opt-in / opt-out
Yellow Pages Consumer Choice Program
 Why
its important
 Media coverage
 Promotion


Distribution – other half of the equation
Successful case study: Seattle, 2011
© 2011Yellow Pages Association - No use without prior written authorization
2007 Legislative Activity
First Introduction
Second Introduction
Third Introduction
2008 Legislative Activity
First Introduction
Second Introduction
Third Introduction
2009 Legislative Activity
First Introduction
Second Introduction
Third Introduction
2010 Legislative Activity
First Introduction
Second Introduction
Third Introduction
2011 Legislative Activity
First Introduction
Second Introduction
Third Introduction
Legislative Activity Summary
First Introduction
Second Introduction
Third Introduction
From 2007 to 2011

STATE:


23 statewide legislative attempts in 16 states from 2007 to
2011. Zero have passed.
MUNICIPAL:

18 municipal attempts in 15 cities. 3 have passed:




Albany, NY
Stamford, CT
Seattle, WA
CURRENT THREATS:

San Francisco, CA; Cambridge, MA; Cleveland, OH;
Industry Consumer Choice Site






One-stop shop for consumers to opt-out of unwanted
directories or customize their delivery options
Simple, easy to use process endorsed by the industry
Launched February 1, 2011
167 publishers participating, representing 99+% of
domestic distribution
73,947 users registered and 352,860 directories opted out
of since launch
Average time to complete session is 3 minutes
© 2011 Yellow Pages Association - No use without prior written authorization
Yellowpagesoptout.com
Yellowpagesoptout.com
52404
Yellowpagesoptout.com
Yellowpagesoptout.com
Yellowpagesoptout.com
Yellowpagesoptout.com
Yellowpagesoptout.com
Email confirmation
Advantages of an Industry Site






No cost to local governments or taxpayers
Industry library of directory covers provides better clarity of
choice for the user
Industry site ensures the data fields are in line with publishers’
systems
Personal information protected
Industry is recommending all publishers include URL on front
cover of directories
National program = greater awareness, more usage
YellowPagesOptOut.com in the News
“Yellow Pages opt-out is quick, easy”
“Sick of the Yellow Pages? Opt out”
“Website lets you opt-out
of Yellow Pages delivery”
“You can now opt out of receiving the Yellow Pages”
EVERY MARKET IS NOW UNIQUE
1,000 Different Markets=1,000 Individual Market Needs





Environment / Legislation
Littering Perception / Public Image
Opt-outs / Refusals
Target Segmentation vs. Saturation
Strategy for Multiple Unit Dwellings
Yesterday





Targeted Business Verification
Inventory Control
Reduced Number of Books/Bus
Customer Service
Active members in Recycling Associations
Today
We are all in this together
© 2009 Yellow Pages Association - No use without prior written
authorization
• Field manager must know the intricacies of their markets
• Revised independent contractor video, training, and compensate for
quality
• Importance of honoring opt out requests / door hanger
• Importance of not delivering vacancies
• Avoid lobby drops / follow special delivery instructions
• Directory sweeps where necessary
• Notify municipalities before delivery starts
• Give no reason for a city or municipality to doubt our operations
Opt-Out Process

Opt-out flagging in delivery routes
 On
facing sheet & range page
 Listing specific
 Regular
– no books, receives door
hanger
 Escalated – no books or door hanger


Apartment do not delivers
Notification letter to Post Office
and individual for mailed routes
711 of our markets have 100 or less opt outs!
Success Story - Seattle, WA

Plan:






Militant Approach/1 strike rule for independent
contractors
Spot Checks/Routes swept using GPS technology
Exchanged sensitive opt out requests with Dex
Picking up Competitor directories
No lobby drops. Used letter for apartment managers
Outcome:





Picked up 5,758 books (avg. of 8.86bks/route )
Picked up competitor books at vacant houses/apts
(between 1,500-2,000 competitor books picked up
which also includes books from sweeps)
Contractors took pride in their work
This year’s DRDC’s: .41 per 10,000 physical deliveries
Delivery complaints almost non-existant
Environmental






Member of 32 key state recycling associations
Serve on YPA Environmental Council
Active in Colorado Product Stewardship Council
Develop recycling programs in select cities
Track phone book and plastic bag legislation
Developing additional markets for out of date
directories
Facebook place holder
The Team That Delivers!