Larry Small
Former Director, Research

Larry Small

Mr. Small began his Yellow Pages career in 1979 with the Leland Mast Directory Company in Kansas City. As a premise sales rep, Mr. Small was inducted into the president's club as well as achieving the honors of Rookie of the Year and Grand Master. He was promoted to sales manager over Mast's newly formed St. Louis Division in 1982.

In 1985, Mr. Small joined the American Association of Yellow Pages Publishers (AAYPP) as manager of marketing services. In this position, he oversaw the development of the CO-OPSM handbook and worked with manufacturers and distributors in creating co-op programs that were applicable to the Yellow Pages medium. In 1986, Mr. Small was promoted to Director of Marketing Services, responsible for overseeing all research activities as well as the Association's award-winning university curricula expansion program.

In 1988, upon the formation of the Yellow Pages Publishers Association (YPPA) through the merger of the American Association of Yellow Pages Publishers and the National Yellow Pages Service Association (NYPSA), Mr. Small was promoted to the position of Vice President of Marketing Services, a position he held until November 30, 2001.

During that time Mr. Small was responsible for such diverse activities as research, communications, benchmarking, collateral materials, Marketing the Medium, industry speaking engagements and a variety of meeting and convention activities. His extensive knowledge of the Yellow Pages Industry has made him a popular presenter at seminars and conventions worldwide. In addition, he was YPPA's point man on media interviews during his tenure there.

From December 2001 until December 2003, Mr. Small was a partner at CRM Associates, a Boulder, Colo.-based Yellow Pages consulting firm.

In January 2004, Mr. Small was appointed to the position of Director of Research of the YPA, where his responsibilities were to oversee and advise on all YPA research activities. He retired from YPA in 2010.

Mr. Small received a Bachelor of Science degree in Business Administration from the University of California at Los Angeles and a Master’s degree in Business Administration from the University of Missouri at Columbia. He is a member of the American Management Association and the American Marketing Association.