The printed telephone book lives
The Local Guide - the printed telephone directory for Switzerland - is still in demand among the population. According to the latest survey by advertising media research company Wemf, 63 percent of the population uses the Local Guide.
With the Local Guide, Localsearch publishes the only printed telephone directory for Switzerland. With a circulation of around 3.2 million copies, the 95 Local Guides are among the highest-circulation publications in this country. And the print directory is still in demand among the Swiss population: in the latest Wemf survey, 63 percent of respondents said they use the Local Guide.
Extrapolated, this corresponds to around 4 million people aged 14 and over who use the telephone directory. 35 percent of those surveyed are among the Local Guide's inner circle of users. They use the book several times a month, monthly or every 2 - 3 months. 13 percent even stated that they use the telephone book several times a month.
Compared with the previous year, usage fell slightly by 4 percentage points from 67 percent to 63 percent. In addition to searching for telephone numbers, the Local Guide is used in particular to search for specific industry information. Almost half of Local Guide users search the phone book for restaurants and hotels. 36 percent use the Local Guide when looking for addresses and information on the subject of "vacations and leisure" and 28 percent find medical services in the telephone directory.
