1. Directory Share Rating®
The share of households
that use the directory in the
market geography being studied.
Market Potential Index
The share of the selected target
characteristic that use the
directory in the market
being studied.MPI total
will always equal 100%.
Potential Shoppers
The number of the targeted
characteristic that are
using the directory.
CPM Shoppers
The Cost Per Thousand
shoppers using the directory
in the geography
being studied.
Inside Markets
Comparison
Select DMA,MSA,
Directory,Zip Code,
Zip Code Radius,
County,and State plus
all unique geographies.
EGS planning software marries
the statistical targeting power
of Sea-rch software with the
consumer usage estimates for
Yellow Pages from DSR.
Sea-rch + DSR = EGS
Agencies and advertiser’s can
target potential customers in
specific geographies and select
directories based on a CPM Shoppers
metric that considers demographic or
business market potential,Yellow
Pages usage,and advertising cost.
CPM Shoppers provides the best
apples-to-apples comparison
among competitive directories.
• Market Potential
Targeting Power
• Yellow Pages Consumer
Usage Estimates
When built
1990 -2000
Printed
Copies
(000)
Close
Date DSRDirectory Number and Name
Order
/Rank
Pub.
Co.St.
Typ
Cat
%
Incl.
% Core
HHlds.
Market Totals
Home Code Potential
Shoppers
BLN
Prod
($)
CPM
Shoppers
($)
Mkt: Directories w/in 5 MILES OF ZIP 85284
Directories: Utility & Independent/Consumer only
02/04/10
Page 1
CONSUMER DEMOGRAPHIC ANALYSIS - DIRECTORY RANKING AND RATES
Report Sequence: Percent of Market
MPI
32,650 32,650
003421 PHOENIX E VALLEY(Y) DEX 07/26/10 155,8961 32.43U-Y 614 20.7 10,69383.14 450 42.08H 32.7493
100088 PHOENIX EAST VALLEY YBC 05/18/10 170,9212 21.42M-Y 576 19.3 7,2200.00 240 33.2422.1138
003570 PHOENIX(Y) DEX 12/31/10 369,7013 21.64U-Y 1695 7.4 6,04962.87 888 146.8018.5255
103230 PHOENIX IAR 02/26/10 369,1224 14.42M-WY 1435 7.4 4,0240.00 618 153.5812.3233
104960 PHOENIX-SOUTH VALLEY IAR 10/26/10 91,6265 9.84M-Y 319 22.0 2,0280.00 101 49.706.2104
003061 AHWATUKEE FOOTHILLS ATT 04/08/10 19,1496 13.20M-WY 51 50.8 1,3120.00 372 283.544.0174
104069 CHANDLER - GILBERT DEX 07/26/10 59,5757 6.28M-WY 222 21.8 8340.00 252 302.162.5544
108999 GILBERT-CHANDLER ADV 10/01/10 24,1458 5.99M-Y N/A 29.2 4320.00 180 416.671.3227
105470 VALLE DEL SOL - SPAN DEX 05/21/10 343,0839 0.20M-F 415 8.2 600.00 348 5,800.000.1831
103125 PAYSON TLP 04/02/10 12,82410 0.00M-WY 18 39.6 00.00 110 0.000.0000
104364 VALLEY OF THE SUN PL DEX 12/31/10 339,62411 M-C 1187 8.3 00.00 0.000.0000
105177 PHOENIX TU VIDA NUEV DEX 05/21/10 345,50712 M-F N/A 8.1 00.00 0.000.0000
106144 *PHOENIX METRO BLU 06/25/10 151,89113 M-F N/A 21.9 00.00 185 0.000.0000
99.9999MPI Total:
Targeting Characteristic
The number of the targeted
demographic or business
statistical characteristic that is
inside the directorys’footprint.