Bell South aims for increased Hispanic Yellow Pages use in the Southeast

Bell South Corp. announced a new marketing campaign to promote the use of “The Real Yellow Pages” among the growing Hispanic residential and business communities in the Southeast. The campaign, which began in April, uses broadcast, print and direct mail to target Hispanics in Florida and Georgia. Atlanta-based Bell South Advertising & Publishing Corp. currently prints 66 million copies of its 500 Yellow Pages editions distributed throughout the nine-state Bell South region. Bell South publishes 15 directories with Hispanic sections in four states. Bell South Advertising & Publishing Corp. statistics show that 74% of Latinos prefer to have bilingual directories. Tampa based WestWayne Inc. handles advertising for Bell South.