YPPA readies standard `menu.'

This article discusses the move of the Yellow Pages Publishers Association (YPPA) to put together a list of standardized menu items for national advertisers to be presented to member publishers for approval in April 1992. The items belong to select categories, including trademark, display and in-column space advertising, says Marge Mucaria, vice president-data systems and services, special projects of YPPA. The menu will encompass a standard coding system, graphic system and copy guidelines. The cost of standardization will vary from publisher to publisher, says Raymond J. Avedian, president-CEO of YPPA. He hesitates to put a price on industrywide standardization but says it would be "probably several millions."