2.3.5 Yellow Pages黄页

2.3.5 Yellow Pages黄页

Figure 2-1 Yellow Pages of Auckland 2004

Yellow pages are telephone directories of businesses organized by category of product or industry.The directories,originated in North America more than 100 years ago,were originally printed on yellow paper,as opposed to white paper for non-commercial listings,hence the name.Figure 2-1 shows us a 2004 version of Auckland’s yellow pages.Like trade associations,yellow pages in developed economies are also highly detailed in classifications,covering a broad spectrum from comprehensive ones to those for specific industries or category of goods.Some of them even advertise within other yellow pages.Normally you can buy one or get one for free at hotels,post offices,trade associations,trade fairs,or special bookstores.

The traditional yellow pages also turn to the Internet,resulting in the emergence of online directories of businesses,known as Internet yellow pages(or IYP).Statistics shows that “yellow pages”is one of the most-searched terms on the Internet.Experian/Hitwise reported in January 2011 that “yellow pages”was one of the top 50 searched terms across all search engines and all searched terms(among millions of search terms).It was also among the top 5 highest revenue generators of all searched terms in Google’s Ad Words platform in 2010.[2]