USAGE STUDY January 2004

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UNITED YELLOW PAGES
20032004 North Hollywood Surrounding Areas
Telephone Directory
USAGE STUDYJanuary 2004
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UNITED YELLOW PAGES20032004 North Hollywood
Surrounding Areas 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 North Hollywood
Surrounding Areas 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 North Hollywood
Surrounding Areas Telephone Directory
Survey Dates January 16 and 2022, 2004
Market North Hollywood Surrounding Areas
Interviews 400
This telephone research study, conducted on
January 16 and 20-22, 2004, measured possession
and usage of the UNITED YELLOW PAGES 20032004
North Hollywood Surrounding Areas 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
North Hollywood Surrounding Areas Telephone
Directory distribution area. Source Survey Samp
ling, Inc., Fairfield, CT Respondents who were u
nsure if their household received the directory
(70) were disqualified from the survey.
A total of 400 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 North Hollywood
Surrounding Areas Telephone Directory
Survey Dates January 16 and 2022, 2004
Market North Hollywood Surrounding Areas
Interviews 400 INTERVIEWINGInterviews we
re 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 ROUNDI
NGA 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 North Hollywood
Surrounding Areas Telephone Directory
Survey Dates January 16 and 2022, 2004
Market North Hollywood Surrounding Areas
Interviews 400

• RESEARCH QUESTIONS
• Do you have a copy of the UNITED YELLOW PAGES
  20032004 North Hollywood Surrounding Areas
  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
  North Hollywood Surrounding Areas Directory?
  
• How many times have you used or referred to
  UNITED YELLOW PAGES 20032004 North Hollywood
  Surrounding Areas 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 North Hollywood
  Surrounding Areas Directory?
• The UNITED YELLOW PAGES 20032004 North
  Hollywood Surrounding Areas 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 North Hollywood
Surrounding Areas Telephone Directory
Question 1Possession Do you have a copy of the
UNITED YELLOW PAGES North Hollywood Surrounding
Areas Directory? The cover is yellow, has a
picture of the walking fingers, and a map of the
local area.
Over 70 of all respondents have theNorth
Hollywood Surrounding Areas Directory.
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UNITED YELLOW PAGES20032004 North Hollywood
Surrounding Areas Telephone Directory
Question 2 Usage Do you use the UNITED YELLO
W PAGES North Hollywood Surrounding Areas
Directory?
4 out of 10 people use the North Hollywood
Surrounding Areas Directory.
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UNITED YELLOW PAGES20032004 North Hollywood
Surrounding Areas Telephone Directory
Question 3Monthly Usage How many times have you
used or referred to the UNITED YELLOW PAGES
North Hollywood Surrounding Areas Directory in
the last 30 days?
The averagemonthly usage is3 times a month
among those that have and use the North Hollywood
Surrounding Areas Directory.
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UNITED YELLOW PAGES20032004 North Hollywood
Surrounding Areas 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 North Hollywood Surrounding Areas
Directory?
51 of the North Hollywood Surrounding
AreasDirectory users have visited a retailer or
used a service as a result of using the directory.
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UNITED YELLOW PAGES20032004 North Hollywood
Surrounding Areas Telephone Directory
Question 5 Favorite Features
The UNITED YELLOW PAGES North 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 Restaurant Guide scored highest
among users of the North Hollywood Surrounding
Areas Directory.
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UNITED YELLOW PAGES20032004 North Hollywood
Surrounding Areas Telephone Directory
SURVEY RESULTS 74 of people interviewed have
possession of the directory 43 of people with po
ssession of the directory use it
Average monthly usage among people that use the
directory is 3 times per month
49 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 North Hollywood
Surrounding Areas Telephone Directory
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UNITED YELLOW PAGES20032004 North Hollywood
Surrounding Areas Telephone Directory
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UNITED YELLOW PAGES20032004 North Hollywood
Surrounding Areas Telephone Directory
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www.unitedyellowpages.com/cmr800-343-2046
Pub. Code 0988 Directory No. 006594 Pub Month
November
CITIES INCLUDED North Hollywood, Studio City, To
luca Lake, Valley Village, Universal CIty
ZIP CODES COVERED 91601, 91602, 91604, 91605, 91
606, 91607, 91608
FEATURES Local Neighborhood Coverage Guarante
ed Distribution Government Pages Community Gui
de Pages Stadium Seating Restaurants Local A
ttractions Golf Guide NEW Youth Sports NEW G
olf Guide NEW Talking Tips NEW
DEMOGRAPHICS Population 211,515 Median Household
Income 37,730 Median Age (18) 33.2 years Aver
age Household Size 2.6
DISTRIBUTION INFORMATION Total Area Distribution
70,291 Household Delivery 62,500 Business Delive
ry 7,800
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UNITED YELLOW PAGES20032004 North Hollywood
Surrounding Areas Telephone Directory
MARKET USAGESan Fernando Valley Area
The San Fernando Valley Area includesNorth
Valley, North 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.