Wahlstrom’s Directory Insights System® determines not only appropriate directories and headings, but ad sizes as well. Ad recommendations are made by directory to allocate the client’s budget according to the directory’s ability to reach targeted customers and prospects in a prioritized, cost-effective manner.

Research plays a significant part in the establishment of appropriate ad weights. Factors such as consumer modes of Yellow Pages reference are studied. Primary research assists in the determination of optimal ad units. Analyses of expenditures to revenues are performed to ensure appropriate spending levels and optimal ROI.