USAGE STUDY July 2003

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UNITED YELLOW PAGES
20032004 HollywoodTelephone Directory
USAGE STUDYJuly 2003
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
UNITED YELLOW PAGES 12442 Knott Street, 2nd Floor
Garden Grove, CA 92841 Phone [phone]
Fax [phone]
www.unitedyellowpages.com
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
TABLE OF CONTENTS Survey Summary Methodology 4
5 Survey Questions 6 Question 1 7 Possession
Question 2 8 Usage Question 3 9 Monthly Usage
Question 4 10 Retailer/Service Usage Question
5 11 Favorite Features Survey Results 12 Gend
er Information 13 Zip Code Information 14 Sample
Disposition 15 Directory Features Demographics
16 Market Summary 17
USAGE STUDY
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
Survey Dates July 8, 1011 and 14, 2003
Market Hollywood
Interviews 402
This telephone research study, conducted on July
8, 1011 and 14, 2003, measured possession and
usage of the UNITED YELLOW PAGES 20032004
Hollywood Telephone Directory. The survey was
conducted by Verified Audit Circulation, 517
Jacoby Street, Suite A, San Rafael, CA 94901.
METHODOLOGY A random, proportional sample of
households having listed telephone numbers was
chosen from the UNITED YELLOW PAGES 20032004
Hollywood Telephone Directory distribution area.
Source Survey Sampling, Inc., Fairfield, CT
Respondents who were unsure if their household
received the directory (91) were disqualified
from the survey. A total of 402 interviews were
validated for use in this analysis. The number of
interviews by ZIP Code and a final disposition of
the calling are listed at the end of this report.
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
Survey Dates July 8, 1011 and 14, 2003
Market Hollywood Interviews 402 INTERV
IEWINGInterviews were conducted by telephone in
the late afternoon and early evening hours. Up to
four attempts were made to reach busy or
unanswered numbers. Individual interviews took
approximately four minutes to complete.
MARGIN OF ERROR AND ROUNDINGA sufficient number
of interviews were completed to ensure a margin
of error not to exceed 5.0. Because totals have
been rounded to the nearest tenth of a percent,
rounding error may occur.
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
Survey Dates July 8, 1011 and 14, 2003
Market Hollywood
Interviews 402

• RESEARCH QUESTIONS
• Do you have a copy of the UNITED YELLOW PAGES
  20032004 Hollywood Directory? The cover is
  yellow, has a picture of the walking fingers, and
  a map of the local area.
• Do you use the UNITED YELLOW PAGES 20032004
  Hollywood Directory?
  
• How many times have you used or referred to
  UNITED YELLOW PAGES 20032004 Hollywood
  Directory in the last 30 days?
  
• Have you shopped at or visited any retailers or
  used services as a result of using the UNITED
  YELLOW PAGES 20032004 Hollywood Directory?
  
• The UNITED YELLOW PAGES 20032004 Hollywood
  Directory has many unique and user-friendly
  features. Using a scale from one to fivewith
  five meaning it is important or you like it and
  one meaning it is NOT important or you DONT
  like itplease rate the following directory
  features
• Full-Color Yellow Pages Color-Coded Community
  Pages Business Listing in the White Pages
  
• Print Quality Print Size Maps Street
  GuideRestaurant Guide
  

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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
Question 1Possession Do you have a copy of the
UNITED YELLOW PAGES Hollywood Directory? The
cover is yellow, has a picture of the walking
fingers, and a map of the local area.
77 of all respondents have theHollywood
Directory.
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
Question 2 Usage Do you use the UNITED YELLO
W PAGES Hollywood Directory?
5 out of 10 people use the Hollywood Directory.
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
Question 3Monthly Usage How many times have you
used or referred to the UNITED YELLOW PAGES
Hollywood Directory in the last 30 days?
The averagemonthly usage is3 times a month
among those that have and use the Hollywood
Directory.
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
Question 4 Retailer or Service Usage
Have you shopped at or visited any retailers or
used services as a result of using the UNITED
YELLOW PAGES Hollywood Directory?
40 of the Hollywood Directory users have visited
a retailer or used a service as a result of using
the directory.
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
Question 5 Favorite Features
The UNITED YELLOW PAGES Hollywood
SurroundingAreas Directory has many unique and
user-friendly features. Using a scaleof one to
five with five meaning most important to you
or you like itand onemeaning it is not
important or you dont like itplease rate the
following directory features
Print Quality and Print Size scored highest among
users of the Hollywood Directory.
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
SURVEY RESULTS 77 of people interviewed have
possession of the directory 53 of people with po
ssession of the directory use it
Average monthly usage among people that use the
directory is 3 times per month
40 of the people that use the directory have
visited a retailer or used a service as a result
of using the directory
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
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www.unitedyellowpages.com/cmr800-343-2046
Pub. Code 0988 Directory No. 005834 Pub Month
May
CITIES INCLUDED Los Angeles (Portions of), Los F
eliz, West Hollywood, Hollywood, Hollywood Hills,
Westlake, Hancock Park
ZIP CODES COVERED 90004, 90027, 90028, 90029, 90
036, 90038, 90046, 90048, 90068, 90069
FEATURES Local Neighborhood Coverage Guarante
ed Distribution Community Guide Pages Stadium S
eating Restaurants Local Attractions Golf Gu
ide NEW Youth Sports NEW Golf Guide NEW Talk
ing Tips NEW
DEMOGRAPHICS Population 326,247 Median Household
Income 35,039 Median Age (18) 38.8 years Aver
age Household Size 2.09
DISTRIBUTION INFORMATION Total Area Distribution
121,091 Household Delivery 106,886 Business Deli
very 14,205
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UNITED YELLOW PAGES20032004 Hollywood Telephone
Directory
MARKET USAGESan Fernando Valley Area
The San Fernando Valley Area includesNorth
Valley, Hollywood, Hollywood, West Valley,
Central Valley Directories. Of the 2,002 people
surveyed in theSan Fernando Valley Area, 72
have possession of the United Directory.
43 of people with possession of theSan Fernando
Valley Area Directories use them.
Average monthly usage among people in the San
Fernando Valley Area is 3 times per month.
52 of the people that use the San Fernando
Valley Area Directories have visited a retailer
or used a service as a result of using the
directory.