How big is the Hispanic Yellow Pages market?
Patrice Listfield, CEO of the Hispanic Yellow Pages Network, told Portada® that she estimates the Yellow Pages ad market volume at around US $100 million. She added that Spanish-English flipbooks published by Regional Bell and other operating companies make it difficult to estimate market volume because it is not clear how much of the ad-sales come from the Hispanic side. Yellow Pages advertising is very different from newspapers and magazines. Ad buys in Yellow Pages are channeled through specialized agencies called CMR's (Certified Marketing Representatives) rather than through advertising agencies.
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