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If You Lost 70% of Your New Customers, Would You Notice?


Buyers Don't Rely on the Yellow Pages Like They Used to

Customers' buying behavior has changed - for good. If your business depends on most categories in the Yellow Pages to attract new customers, you've probably seen a decline. Traditionally, people headed to the Yellow Page directory precisely when they were ready to buy. They'd check the listings to find their options, or "let their finders do the walking." Now they've got more choices.

New research by The Kelsey Group in March, 2005 found that 70% of US households now use the Internet as an information source when shopping locally for products and services. These buyers aren't going to the Internet for online purchases, nor to find distant providers. They intend to spend their money in their own community.

The Kelsey Group also found that interviewed individuals felt the search engines were a "better source of purchasing information than Yellow Pages, newspapers and magazines." The trend is being driven entirely by Internet users. Related data from other sources show that consumers who search online for purchases spend more than those using the printed directory.

Demote the Yellow Page Ad to a Smaller Portion of Your Budget

The Yellow Page industry is a Fifteen Billion Dollar industry in the US. While there are more choices of printed Yellow Page directories than ever, the buying habits of the public have moved away from using them. Computer-savvy buyers know the easiest way to find the information they want is through search engines (and since May they can do searches on the run, on their cell phones). But many small or local businesses aren't even listed.

The Kelsey Group's data is consistent with other statistics showing that the Internet has overtaken the newspaper for cars and real estate (major purchases). And it's becoming the "go-to" place for information. A study by imedia Connection found it's "second only to spouses for finding referrals."

To stay competitive, small and mid-sized businesses will be compelled to make sure they're included in search engine data bases. While it's not necessary to have a website, it helps to be listed on someone's (like a local portal or professional group). Enterprises that can't be found by online searchers risk losing sales to businesses they find instead.

Where did the Customers Go?

Many factors influence where and what a person decides to buy. Although the Yellow Pages are no longer an automatic part of the loop, many buyers consult both the Internet and the directory, not relying on either one alone. However, many shoppers only call Yellow Page ads that show a website, even it they don't intend to visit it. It goes to the credibility issue.

What's different?

- Buyers are less trusting and more willing to shop around

- Availability of Internet Yellow Pages (IYP)

- Expanded options and more ways to find them

- Aging population uses the Yellow Pages differently than young people

- Development of unique, narrow niches and specialties

- More choices for a "better deal"

- Increased immigrants and those from other cultures, unaccustomed to Yellow Page use

- Larger cities with multiple directories, rather than one large one

- Local search, whereby the search engines locate suppliers by zip code, state, city, region

Time for a Reality Check - Can You Find Yourself?

The next time you go online (or have a friend walk you through it), see how you rate in some local searches. Conduct a query in Google (then Yahoo, and MSN). Enter your type of business + Your town ("Pet Stores" + Scottsdale, Arizona).

Does your business show up? How many of your competitors are on that list? How many are ahead of you? That list is what your "missing customers" are likely to see when they're ready to spend their money. Does that experience motivate you to make a better Local Search showing?

Next, check out whether your business appears in various Internet Yellow Pages (IYP). Work your way down the list:

http://www.yellowpagesage.com/localsearch.html

Start noticing how visible you are to customers researching their local options online. You really can't afford to miss the boat.

Dr. Lynella Grant Author, Yellow Page Smarts: Make more money from your directory ad in tandem with your website http://www.yellowpagesage.com

Smarter ways to attract more YP customers. Local Search resources Off the Page Press (719) 395-9450


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. December / 08 / 2019

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Will the 2020s be online advertising's holistic decade?  TechCrunch

It's not just Peloton — here are some of the biggest advertising whiffs from major brands - CNBC
It's not just Peloton — here are some of the biggest advertising whiffs from major brands  CNBC

Lynn Small, advertising and marketing executive, dies - Chicago Tribune
Lynn Small, advertising and marketing executive, dies  Chicago Tribune

4 Advertising Tools That Will Help Increase Your ROI From Facebook - Business 2 Community
4 Advertising Tools That Will Help Increase Your ROI From Facebook  Business 2 Community

CNN ratings fall to five-year low among key advertising demographic - Washington Examiner
CNN ratings fall to five-year low among key advertising demographic  Washington Examiner

Carvertise Expands as It "Drives" National Advertising Campaigns - MarTech Series
Carvertise Expands as It "Drives" National Advertising Campaigns  MarTech Series

Outcry as Google bans political advertising in Singapore as election looms - BBC News
Outcry as Google bans political advertising in Singapore as election looms  BBC News

3 Top Stocks to Buy in Digital Advertising - Motley Fool
3 Top Stocks to Buy in Digital Advertising  Motley Fool

Facebook and Alphabet upgraded by Stifel on advertising optimism - CNBC
Facebook and Alphabet upgraded by Stifel on advertising optimism  CNBC

Why Intrusion-Lite Advertising is the Future of Digital Ads - MarTech Series
Why Intrusion-Lite Advertising is the Future of Digital Ads  MarTech Series

BP Under Fire For “Misleading” Advertisements - Yahoo Finance
BP Under Fire For “Misleading” Advertisements  Yahoo Finance

The 30 Under 30 Reshaping Marketing And Advertising 2020 - Forbes
The 30 Under 30 Reshaping Marketing And Advertising 2020  Forbes

Ad buyers are wary of advertising becoming a casualty of the streaming wars - Digiday
Ad buyers are wary of advertising becoming a casualty of the streaming wars  Digiday

UPDATE 1-Peloton 'wife' pops up in new advertisement - Yahoo Finance
UPDATE 1-Peloton 'wife' pops up in new advertisement  Yahoo Finance

Is Your Dealership Using Video Advertising to Its Full Potential? - http://cbtnews.com/
Is Your Dealership Using Video Advertising to Its Full Potential?  http://cbtnews.com/

Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels - Gizmodo
Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels  Gizmodo

Advertising Market (Edition:2019) Outstanding Growth – Omnicom Group, Dentsu Inc, Publicis Groupe - Associated Press
Advertising Market (Edition:2019) Outstanding Growth – Omnicom Group, Dentsu Inc, Publicis Groupe  Associated Press

Reaching Live Sports Viewers with Advanced Advertising - Broadcasting & Cable
Reaching Live Sports Viewers with Advanced Advertising  Broadcasting & Cable

5 trends that threaten the Facebook-Google duopoly in digital advertising - AdAge.com
5 trends that threaten the Facebook-Google duopoly in digital advertising  AdAge.com

TikTok takes on Facebook in US advertising push - Financial Times
TikTok takes on Facebook in US advertising push  Financial Times

Amazon Management Talks AWS and Advertising - The Motley Fool
Amazon Management Talks AWS and Advertising  The Motley Fool

Addressable TV advertising for every platform operator - Videonet
Addressable TV advertising for every platform operator  Videonet

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

A New Tool From Spotify Walks the Line Between Advertising and Pay-For-Play - Rolling Stone
A New Tool From Spotify Walks the Line Between Advertising and Pay-For-Play  Rolling Stone

National CineMedia On In-Theater Advertising: 'It's A 50-Foot Screen And A Captive Audience' - AdExchanger
National CineMedia On In-Theater Advertising: 'It's A 50-Foot Screen And A Captive Audience'  AdExchanger

Where Are NFPs Going Wrong with Their Advertising? - MarTech Series
Where Are NFPs Going Wrong with Their Advertising?  MarTech Series

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Losses… - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Losses…  Coeur d'Alene Press

Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising - Forbes
Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising  Forbes

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Do you have degenerative disc disease? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Do you have degenerative disc disease?  Coeur d'Alene Press

UK Advertising to Reach £24bn in 2020; Ogury Raises USD$50m (£38m) - ExchangeWire
UK Advertising to Reach £24bn in 2020; Ogury Raises USD$50m (£38m)  ExchangeWire

The biggest private equity hires of 2019; WeWork’s new advertising push - Business Insider
The biggest private equity hires of 2019; WeWork’s new advertising push  Business Insider

Eco-friendly or falsely advertised? Sustainable fashion advertising in Europe: do's and don'ts - Retail & Consumer Products Law Observer
Eco-friendly or falsely advertised? Sustainable fashion advertising in Europe: do's and don'ts  Retail & Consumer Products Law Observer

Truth in advertising? - Herald-Mail Media
Truth in advertising?  Herald-Mail Media

Why Digital Advertisers Can't Ignore Full-Page Ads Such As Pop-Ups And Interstitials - Forbes
Why Digital Advertisers Can't Ignore Full-Page Ads Such As Pop-Ups And Interstitials  Forbes

P&G's Pritchard Preaches DIY Advertising 12/06/2019 - MediaPost Communications
P&G's Pritchard Preaches DIY Advertising 12/06/2019  MediaPost Communications

Top 10 Trends in Digital Advertising in 2020 - Business 2 Community
Top 10 Trends in Digital Advertising in 2020  Business 2 Community

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

Sprinklr Acquires Nanigans' Social Advertising Business - Business Wire
Sprinklr Acquires Nanigans' Social Advertising Business  Business Wire

Brown Parker & Demarinis Advertising - Ad from 2019-12-07 | Office Services - Hanford Sentinel
Brown Parker & Demarinis Advertising - Ad from 2019-12-07 | Office Services  Hanford Sentinel

MainAd, an Advertising Technology Company Appoints Roberto Pizzato as Its Head of Marketing - MarTech Advisor
MainAd, an Advertising Technology Company Appoints Roberto Pizzato as Its Head of Marketing  MarTech Advisor

How to police political advertising - The Economist
How to police political advertising  The Economist

Chase bank chooses Dallas man with Down syndrome for advertising campaign - The Dallas Morning News
Chase bank chooses Dallas man with Down syndrome for advertising campaign  The Dallas Morning News

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Adtech Leaders Launch FlowerShop Media Digital Advertising Platform Designed for the Cannabis Market - GlobeNewswire
Adtech Leaders Launch FlowerShop Media Digital Advertising Platform Designed for the Cannabis Market  GlobeNewswire

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Podcorn connects advertisers with podcasters and manages sponsored messages in podcasts  TechCrunch

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Origin Indonesia | Driving e-commerce growth in Southeast Asia with digital advertising  TechNode

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Paul Bainsfair: how to safeguard advertising's future  More About Advertising | Insights into Advertising

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ADVERTISING: Advertorial — JONATHAN M. SASSER: Acupuncture: Science-based medicine or Hokum?  Coeur d'Alene Press

BP faces ‘greenwashing’ complaint over advertising campaign - Financial Times
BP faces ‘greenwashing’ complaint over advertising campaign  Financial Times

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

How advertisers can generate rewards, not risk, from user-generated content - AdAge.com
How advertisers can generate rewards, not risk, from user-generated content  AdAge.com

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French National TV Starts Advertising Bitcoin  BeInCrypto

The FDA warned 15 companies to stop advertising CBD illegally. 3 products are sold in N.J. - NJ.com
The FDA warned 15 companies to stop advertising CBD illegally. 3 products are sold in N.J.  NJ.com

Political Advertising In 2020: A $10 Billion Windfall - Radio & Television Business Report
Political Advertising In 2020: A $10 Billion Windfall  Radio & Television Business Report

YouTube is working to bring advertising to edgier content as demonetization woes grow - The Verge
YouTube is working to bring advertising to edgier content as demonetization woes grow  The Verge

Trump campaign, Republicans blast Google for political advertising changes - POLITICO
Trump campaign, Republicans blast Google for political advertising changes  POLITICO

WPP and Publicis chart contrasting courses through advertising gloom - Financial Times
WPP and Publicis chart contrasting courses through advertising gloom  Financial Times

SEC Responds to Tech Changes with Advertising Amendments - The National Law Review
SEC Responds to Tech Changes with Advertising Amendments  The National Law Review

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Advertising giant Dentsu again found violating rules on overtime hours  The Japan Times

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Popeyes Marketing Exec: Sandwich Success 'Involved Zero TV Advertising'  Yahoo Finance

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8 online advertising risks your agency must be prepared for  AdAge.com

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Proposal to amend SEC testimonial rule to greatly expand advisers' advertising efforts  InvestmentNews

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In-App Advertising Market to Witness Huge Growth by 2025 (Chartboost, Flurry, Inmobi, Millennial media and many more..)  VaporBlash

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Black Friday Banner Gone Wrong: Advertising in Free Plugins  WP Tavern

Will Political Ad Spend Mean Boom Or Bust For Commercial Advertisers? - AdExchanger
Will Political Ad Spend Mean Boom Or Bust For Commercial Advertisers?  AdExchanger

Why Outdoor Advertising Right Now is Like the Internet of 15 Years Ago - Digital Signage Connection
Why Outdoor Advertising Right Now is Like the Internet of 15 Years Ago  Digital Signage Connection

Bloomberg places at least $37 million in television advertising over next two weeks - CNN
Bloomberg places at least $37 million in television advertising over next two weeks  CNN

Conservatives begin online advertising blitz in final days of campaign - Telegraph.co.uk
Conservatives begin online advertising blitz in final days of campaign  Telegraph.co.uk

Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel - CNBC
Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel  CNBC

BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences - Digiday
BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences  Digiday

Papa John's founder files lawsuit against ad agency; his wife files for divorce, saying marriage is 'broken' - CNBC
Papa John's founder files lawsuit against ad agency; his wife files for divorce, saying marriage is 'broken'  CNBC

Facebook: Advertisers to get more tools to control where ads appear - The Mercury News
Facebook: Advertisers to get more tools to control where ads appear  The Mercury News

The Future of Local TV Advertising in 2020 - Broadcasting & Cable
The Future of Local TV Advertising in 2020  Broadcasting & Cable

Minnesota sues Juul for deceptive and unlawful trade practices, false advertising - FOX 9
Minnesota sues Juul for deceptive and unlawful trade practices, false advertising  FOX 9

What's next for Intelligence Automation in advertising? - Prolific London
What's next for Intelligence Automation in advertising?  Prolific London

Programmatic advertising must handle more complex media-buying decisions, study says - Marketing Dive
Programmatic advertising must handle more complex media-buying decisions, study says  Marketing Dive

TripAdvisor Launches its First Self-Serve Advertising Platform - PRNewswire
TripAdvisor Launches its First Self-Serve Advertising Platform  PRNewswire

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

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Councillors scrap proposal for trash-can advertising in city parks  SooToday.com

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The Ad Screens on Ride-Hail Cars Collect Data, Too  CityLab

Adtech firm Ogury raises $50 million to build data-privacy tools - Business Insider
Adtech firm Ogury raises $50 million to build data-privacy tools  Business Insider

Revealed: Mental health websites are selling your data to advertisers - New Scientist
Revealed: Mental health websites are selling your data to advertisers  New Scientist

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Poundland Raises Eyebrows With Chocolate Finger 'Santa Banter' Advertisement  LADbible

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Connected TV And Advertising: What It Is, And Who The Trendsetters Are  Nasdaq

Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true - USA TODAY
Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

Why Sprinklr Is Buying Nanigans' Social Advertising Business - Pulse 2.0
Why Sprinklr Is Buying Nanigans' Social Advertising Business  Pulse 2.0

Landlord accused of advertising corridor as London flat for £845 a month - Yahoo Sports
Landlord accused of advertising corridor as London flat for £845 a month  Yahoo Sports

Mobile Advertising Needs More Than Just 5G - MarTech Series
Mobile Advertising Needs More Than Just 5G  MarTech Series

Is The Future Of Digital Advertising Conversational? - Forbes
Is The Future Of Digital Advertising Conversational?  Forbes

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

Doctors urge FTC to protect kids from online advertisers - CBS News
Doctors urge FTC to protect kids from online advertisers  CBS News

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The Best Kind of Advertising: Winning a barbecue world title weeks before opening your OKC restaurant  KFOR Oklahoma City

Tremor renews TV advertising partnership - Proactive Investors UK
Tremor renews TV advertising partnership  Proactive Investors UK

BBVA USA Bancshares Inc. Grows Stock Holdings in Lamar Advertising Co (NASDAQ:LAMR) - Mitchell Messenger
BBVA USA Bancshares Inc. Grows Stock Holdings in Lamar Advertising Co (NASDAQ:LAMR)  Mitchell Messenger

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

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Google Play Store removes FX File Explorer for deceptive advertising that is not found in the application  Asap Land

Bloomberg Will Spend $100 Million on Anti-Trump Online Ad Blitz - The New York Times
Bloomberg Will Spend $100 Million on Anti-Trump Online Ad Blitz  The New York Times

Hong Kong advertising sector workers rally to kick-start five-day strike - Hong Kong Free Press
Hong Kong advertising sector workers rally to kick-start five-day strike  Hong Kong Free Press

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Measuring online behavioral advertising: One more step to protect users  EurekAlert

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Old Navy will shift back to brand-building in a growing trend among advertisers  CNBC

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