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Verizon Yellow Pages: Directories
built 627 days ago
The Yellow Pages are printed at an out-of-state printer who selects a common carrier from a list for delivery of the Yellow Pages to PDC at its warehouses to prepare for the Primary Distribution. In the Primary Distribution cycle, the Yellow Pages are delivered to all businesses and residences in the geographic area to which the directory relates. Primary Distribution occurs once per year for each geographic region for which a directory is published. During the period in issue, the Yellow Pages were delivered during the Primary Distribution cycle by the U.S. Postal Service, FedEx, United Parcel Service ("UPS") and PDC. The Primary Distribution process handled by PDC was guided by two agreements between Verizon and PDC, the "Initial Mail Agreement" and the "Initial Distribution Agreement" which resulted from competitive bidding processes. The two contracts with PDC accounted for approximately 80% of petitioner's directories distributed in New York.
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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 in plain small black text. Yellow Pages publishers make their profits by selling special value-added features to businesses such as a larger font size for their listing, or an advertisement box next to the listings in a category. Since the mid-1990s, there has been a trend among Yellow Pages publishers to add four-color printing for some advertisements. Many publishers ... offer the option to have advertisements appear with a white background to make them stand out more. Interestingly, most yellow pages are not printed on yellow paper; rather the yellow is printed onto the paper.
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"Yellow Pages have the highest profit margin of any Verizon business despite inefficiencies, as you mention, and new competition from both print and Internet directories. In part because of this competition, a cautious, conservative, non-innovative Verizon managemnet is afraid of risking further erosion of revenues and profits to make changes of any significance.
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Atlantic County residents are ... receiving the Atlantic County Verizon(R) Yellow Pages Companion Directory and Cape May County residents are receiving the Ocean City-Cape May-Wildwood companion directory. The companion directory is a compact directory sized for a glove compartment or briefcase. According to industry research companion directories deliver about 40 percent additional calls to advertisers.(1)
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Verizon SuperPages.com is the Internet's number one online yellow pages directory and a leading shopping resource that serves more than 16 million monthly online visitors. With more than 17 million U.S. businesses listed and over 100,000 advertisers, SuperPages.com links buyers and sellers in a rich online environment.
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Verizon Directories Corp., a subsidiary of Verizon Communications Inc. (NYSE: VZ), is the second largest yellow pages directories publisher in the United States. Products include print yellow pages; print white pages; SuperPages.com; and SuperPages Mobile information directory.
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