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Yellow Pages: Are You Using All the Data to Your Advantage?

by Katie Saltonstall | March 7th, 2013

This post was written by Katie Saltonstall, Sr. Yellow Pages Manager at cj Advertising.

Historically, Yellow Page books were evaluated based on what we call a “quality call.” A quality call is a call lasting three minutes or longer. This evaluation method was put in place based on research showing approximately 70% of calls lasting three minutes or longer turned into intakes. (more…)

Points or Calls?

by Angel Putman | May 10th, 2012

Do we buy GRP’s (gross rating points), or do we buy calls?  The answer is really both–in a way.  We buy spots to generate calls, not deliver points.  We use points as a tool for negotiating low rates as well as adding free spots (via quarterly posts).  Stations are held accountable for the rating points that we buy.

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