Yellow Pages satisfy a need, not an interest group. And unlike other media, directory usage is driven by major life events instead of entertainment or proximity. When people buy or sell their homes, marry, move to a new town, send their kids to college, retire... that's when they use Yellow Pages more than ever!

What are the major life events that drive 70% to 80% of Yellow Pages usage?

These life events trigger needs, and consumers look to the Yellow Pages for information about businesses that can satisfy those needs. They are