Formerly the Yellow Pages Association, the Local Search Association is the largest trade organization of print, digital, mobile and social media that helps local businesses get found and selected by ready-to-buy consumers. Association members include U.S. and international Yellow Pages companies, search engines, online listings and review sites, digital advertising agencies and mobile search providers. The Association has members in 29 countries.
Publishers of Yellow Pages directories have gone to great lengths to lessen the industry's carbon footprint and heighten the sustainability of the industry while protecting a valuable source of information that connects local consumers with local small businesses.
The EPA has estimated in past studies that directories make up less than one half of one percent of the municipal solid waste stream. In its most recent report, the EPA has chosen to stop measuring directories separately from newspapers, further signaling the minor impact of directories on municipal waste.
More than 71% of the paper used in directories, newspapers and similar products is being recycled, according to the EPA. Paper suppliers project the use of 50 percent less paper by the end of 2012 than in 2007, driven by changes in directory sizes, more efficient manufacturing, reduction in residential white pages and www.YellowPagesOptOut.com.
In addition, because directories are so easily recycled, many cities have found that recycling directories can help them meet stringent recycling goals.
On behalf of Yellow Pages publishers, the Local Search Association has been a conference sponsor of various organizations that seek to improve the environment and foster local communities. Some of these organizations include Keep America Beautiful, the California Resource Recovery Association, Municipal Waste Management Association, Northeast Recycling Council and the Washington State Recycling Association.
Publishers also send representatives to various events to speak one-on-one with recycling and solid waste officials around the country. In addition, publishers are involved in numerous community programs. Just one example, AT&T held 64 "Project ReDirectory" programs across the country in 2011 where the company awarded school and other volunteer groups that collected outdated directories for recycling purposes.
Yellow Pages are essentially a local product. They focus on local businesses to help stimulate the local economy. In 2010, Burke Media found that more than 74 percent of U.S. consumers used local print Yellow Pages in the past year to find a local business. According to CRM Associates, these same consumers contributed between $413 billion to $1.03 trillion to the local economy. In other words, the Local Search Association helps sustain local prosperity by fostering effective, sustainable connections between small businesses and local consumers.