AT&T Weighs in on Syndicated Research

AT&T Yellow Pages has contributed to the debate over syndicated research by releasing its own assessment of how it has done so far in its markets measured as part of the ongoing third-party syndicated usage program.

AT&T Yellow Pages (formerly SBC) is the world’s largest Yellow Pages publisher, and it operates in major markets in the Midwest, Southwest and West Coast, including such large markets as Los Angeles, San Francisco, Dallas, Houston, Detroit and Cleveland.

According to its press release, AT&T has garnered an average 72.5 percent share of the 26 Yellow Pages Market Reporter studies released so far covering its markets. We called AT&T to ask if they could share any specific examples. They declined, saying that level of detail is being reserved for CMRs and advertisers. Nonetheless, a company spokesman did say that the publisher has a "major usage leadership position, except in a handful of markets."

The AT&T release makes it the fourth publisher to issue a press release touting the outcome of the synidicated research. The others are Verizon Information Services, Yellow Book and Ambassador.