In this general article on the state of print YP advertising, a Dex spokesman shared national advertiser numbers:
About 13,000 businesses advertise with Dex in the Phoenix area, and 600,000 advertise nationally, Larmey said. Of the total advertisers, 200,000 are advertising online and in print.
The questions are:
1. What’s the average those 200K are spending online? (probably about $100 to $200 per month)
2. How many are specifically requesting/buying online in a conscious way, as opposed to it being something thrown in as part of a larger bundle that focuses primarily on print?
Still, the 200K figure is impressive. If that 1/3 figure is extrapolated across the YP industry it would mean there are about 1 million largely SMB advertisers online from that channel alone (assuming a base of 3 million active advertisers). That number is probably somewhat aggressive, however.
Update: see comments for dispute of these figures.