Common Yellow Pages Advertising Units
There are hundreds of different advertising units. Terminology for similar units often varies by publisher. Also, availability of various units differs not only by publisher, but even by directory. The list below includes only some of the more common units available.
WHITE PAGES
WRL: Regular listing.
WBL: Bold face listing.
WEL: Extra line of copy.
WFN/WFL: Listing data enclosed in a feature box.
WLOG: Logo.
LISTINGS
SRL/FRL: Free listing (regular type) – name, address, phone number.
SL/RL: Regular or semi-bold listing.
BL/BLN: Bold listing.
SBLN: Super bold listing.
AL: Alternate listing (e.g. after-hours number).
CSL: Cross-reference listing (semi-bold) – refers to another name/listing.
EL: Extra line of copy.
Axx: Anchor listing (refers to display ad) – can be ASL, ABLN, ASBL, etc.
Txx: Listing within a trademark ad – can be TSL, TBL, etc.
IN-COLUMN ADVERTISING (also called Space Ads)
Boxed off text ad (may include a logo) placed in alpha order within a heading. Limited design options.
xHS: Measured in half-inch spaces – e.g. 2HS is 1" space, 4HS is 2" space. May also have a suffix indicating color (e.g. R) – e.g. 4HSR is 2" space with red printing. An "A" suffix is commonly used to include artwork -- e.g. 4HSA is 2" space ad with logo.
TM: Trademark ad – top part of an in-column ad which features a logo and copy. Listings are purchased separately for bottom part of ad. Commonly used for franchises, dealers, etc.
DISPLAY ADVERTISING
Placed in or near a heading. Includes graphics and copy. Relatively flexible in format and design. Commonly measured in "quarter columns" -- 1 column wide, 1/4 page high. Actual ad size and name varies by book size and format as well as by publisher.
QC: Quarter Column – 1/4 page deep by 1 column wide.
DQC: Double Quarter Column – 1/4 page deep by 2 columns wide.
TQC: Triple Quarter Column – 1/4 page deep by 3 columns wide.
DHC: Double Half Column – 1/2 page deep by 2 columns wide.
THC: Triple Half Column – 1/2 page deep by 3 columns wide.
HP: Half Page.
FP: Full Page.
R (or other suffix): Addition of color (not including white) – e.g. DQCR is DQC ad with red
W suffix: White background – e.g. DQCWR is DQC ad with red and white
Commonly Used Terms
Alpha or White Pages:
Alphabetical listing of business and residential telephone customers
Certified Marketing Representative (CMR):
Agency which places advertising for national and regional accounts in the yellow pages. Certification comes from YPPA.
CLEC:
Competitive Local Exchange Carrier -- phone carrier offering alternative service to the "Baby Bells" or other established carriers
Creative Advertising:
Placed in media in hopes of attracting the attention of a potential buyer and then "creating" a desire to buy. E.G. radio, television, magazines, billboards
Directional Advertising:
Advertising sought out by a potential buyer looking for information when ready to buy. "Directs" the buyer to the seller. E.G. yellow pages, newspaper classified ads
Finding Line:
Name used for alphabetizing trademark and in-column advertising
Foreign Listing:
Listing/advertising placed in directories other than the one in which the advertiser's business is physically located
Independent Publisher:
A non-utility related company publishing yellow pages directories
On-Line Yellow Pages/ Internet Yellow Pages:
Electronic yellow pages (listings and advertising) offered through the internet and other computer services
UDAC:
Universal Directory Advertising Code. Abbreviations used to represent the various sizes and forms of items available in a yellow pages directory
Utility Publisher:
Company publishing yellow pages directories for a telephone company
YPPA:
Yellow Pages Publishers Association. Industry trade association created by the publishers to facilitate the flow of orders and information for yellow pages advertising. YPPA certifies agencies to participate in the marketing process after verifying certain minimal capabilities and knowledge.