If you are not totally overwhelmed by the issues with dealing with a national yellow pages campaign, you might also be interested in reaching the international market. Overall, there are fewer directories per country outside the U.S. based on the size of many nations. In most cases there is one official publisher in each country and almost no competition from independent publishers, so there are also fewer publishers. There is less confusion about which directory the advertiser should use because there is usually only one directory per city.
In the multi-billion dollar market of yellow page advertising, you, the advertiser, are often forgotten.
Remember, outside the U.S. most phone companies are still protected government monopolies. More international publishers are joining YPPA, which makes it easier for U.S. based clients (through their CMRs), to advertise overseas. These clients can have one source for their national and international yellow page placements. With directory coverage and additional tools provided to CMRs, advertisers have more information available to help them select the appropriate books as easily as they choose directories in the U.S. Some international directory publishers offer dual language directories, which provide more choices for the advertiser.
The advertiser can place the ad in English or the native language of the country. Please note that there are
also dual language directories in the U.S. as well. The publishers who have joined YPPA offer ad units similar to those in U.S. directories. They also offer incentives, such as multi-book plans, which can help advertisers reach their intended markets at a discounted price.
national campaigns
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