Common Yellow Pages TermsCMR - Certified Marketing Representatives are advertising agencies that place yellow pages advertising for nationwide and regional business clients. CMRs are specially licensed with the ability to order unlimited amounts of advertising from the largest print publishers in the U.S. and the world (SBC, Verizon, BellSouth, YellowBook, Dex Media, etc.), including small and independent publishers, publishing over 8,000 print directories and internet yellow pages covering every city, town, county, and state with telephone service. They also have almost exclusive rights and access to YPIMA Rates & Data Information, including product pricing, directory coverage, etc.
DISPLAY AD - An advertising product purchased by size (either by the inch, column, or page). Display ads consist of varying sizes with graphic art, photos, logos, color, company-specific design, descriptive text, etc., limited only by the publishers graphic standards. Placement on the page is usually determined by size or seniority.
IN-COLUMN AD - An advertising product purchased by the half-inch. In-column ad placement is determined alphabetically, listed within a column, using mostly text and surrounded by a box. These ads can contain a logo, color, sometimes varying text (fonts, bold, italic, etc. depending on the publisher)
LISTING - The most basic of all yellow pages advertising products, a listing consists simply of the business Name, Address , and Telephone Number. These can be made bold and sometimes color.
SPACE LISTING - see IN-COLUMN ADUDAC - Universal Directory Advertising Codes are abbreviations, referring to the advertising products and sizes available in a directory (such as the ones used below in the legend). An example for a common UDAC or item code, is the RL, which stands for Regular Listing.
YPIMA - Yellow Pages Integrated Media Association (Formerly YPPA) is the major national trade organization for the yellow pages industry. YPIMA regulates, promotes, and markets the yellow pages medium as a form of advertising and lobbies for yellow pages issues for its memeber companies. YPIMA's headquarters are in Troy, MI and Berkeley Heights, NJ. more about them
Code LEGEND for Yellow Pages Products (UDACs)
SRL= Free Regular Listing (actually Standard or Service Regular Listing) - The most basic listing, consisting of Name, Address, and Telephone number in plain type.
RL = Regular Type Listing - Name, Address & Telephone Number in plain type.
SL = Semi-Bold Listing (or Standard Listing for publishers that do not offer a RL product) - Name,Address & Telephone Number in semi-bold type and usually all caps.
BLN = Bold Listing Name and Number - Name, Address & Telephone Number. The Name and Telephone Number are bold.
EL = Extra Line - An extra line of text to follow the name line in a listing. An EL usually consists of five words per line.
AL = Alternate Listing or Alternate Call Listing - Used for secondary lines at the same address such as TDD, TTY, Toll-Free numbers, etc.
TRL = Trade Regular Listing - A Regular Listing that follows a trademark logo product. Ask your account manager about trademarks.
TBLN= Trade Bold Listing Name & Number - A Bold Listing that follows a trademark logo product.
HS Ads (Half-Space) - In-Column Ads - Box Ads
The number in an HS ad code denotes the size.
The number is twice the height in inches of column space.
For example, the number 2 in an HS ad, or 2HS, denotes one inch of column space.
See examples below.
1HS = 1/2 Inch In-Column Box Ad
1MS = 3/4 Inch In-Column Box Ad
2HS = 1 Inch In-Column Box Ad
3HS = 1.5 Inch In-Column Box Ad
4HS = 2 Inch In-Column Box Ad
5HS = 2.5 Inch In-Column Box Ad
6HS = 3 Inch In-Column Box Ad
7HS = 3.5 Inch In-Column Box Ad
8HS = 4 Inch In-Column Box Ad
If the UDAC is followed by an "A" such as a 6HSA, it denotes the ad contains artwork (logo). An ad usually must be at least 3 inches to contain artwork.
Trademark Ads
TM = TradeMark - Similar to a half-space or in-column or box ad, trademarks are used mainly to allow a corporation to split the cost of the logo with individual dealers. They consist of a logo and a tag line and usually 7 lines of text or about 25 words, with the logo right-justified to the ad border.
CTM = Custom TradeMark - Same as TM, but about twice the available amount of text to print and the logo can appear centered.
Display Ads
NOTE: Display Ads are purchased by size (inch, column, or page) and depends on how many columns are in that particular directory.
Please click here for a chart with visual descriptions.
QC = Quarter Column - 0.25 Column High x 1 Column Wide
DQC = Double Quarter Column - 0.25 Column High x 2 Columns Wide
TQC = Triple Quarter Column - 0.25 Column High x 3 Columns Wide
DHC = Double Half Column - 0.5 Column High x 2 Columns Wide
THC = Triple Half Column - 0.5 Column High x 3 Columns Wide
HP = Half Page - 0.5 Page High x 1 Page Wide OR 1 Page High x 0.5 Page Wide
FP = Full Page - 1 Page High x 1 Page Wide
DT = Double-Truck - 1 Page High x 2 Pages Wide (side-by-side left and right, with book open)
Display ads use "anchor listings".
These anchors refer the reader from the alphabetical location of the business name in the column to the display ad.
ARL = Anchor Regular Listing (usually free with display ads)
ASL = Anchor Semi-Bold Listing
ABLN = Anchor Bold Listing
"C" added to any display ad, usually denotes a color (red, blue or green)
"W" added to any display ad, usually denotes white background or White Pages Listing
Click Here to view ad size reference charts.