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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 Wed. January / 22 / 2020

Making The Most Of This Year's Advertising Budgets: 15 Expert Tips - Forbes
Making The Most Of This Year's Advertising Budgets: 15 Expert Tips  Forbes

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

DoubleVerify targets connected TV advertising fraud - FierceVideo
DoubleVerify targets connected TV advertising fraud  FierceVideo

Instreamatic Partners with Triton Digital to Accelerate Voice-Driven Audio Advertising - MarTech Series
Instreamatic Partners with Triton Digital to Accelerate Voice-Driven Audio Advertising  MarTech Series

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020 - MediaPost Communications
Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020  MediaPost Communications

OUTFRONT Media (OUT) Clinches WMATA Advertising Contract - Yahoo Finance
OUTFRONT Media (OUT) Clinches WMATA Advertising Contract  Yahoo Finance

VDO.AI: Shaping the Future of Video Advertising - Yahoo Finance
VDO.AI: Shaping the Future of Video Advertising  Yahoo Finance

CuriosityStream Launches "Your World of Factual Entertainment" Advertising Campaign - Yahoo Finance
CuriosityStream Launches "Your World of Factual Entertainment" Advertising Campaign  Yahoo Finance

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

Get Ahead of Competition With New SocialPeta Advertising Intelligence Database - MarTech Series
Get Ahead of Competition With New SocialPeta Advertising Intelligence Database  MarTech Series

Seasoned Publishing and Advertising Executive Jeff Rich Joins Rhombus to Expand Footprint with Brands and Publishers - Yahoo Finance
Seasoned Publishing and Advertising Executive Jeff Rich Joins Rhombus to Expand Footprint with Brands and Publishers  Yahoo Finance

ADVERTISING: Advertorial — HOLLY CARLING: The complex health picture - Coeur d'Alene Press
ADVERTISING: Advertorial — HOLLY CARLING: The complex health picture  Coeur d'Alene Press

National Advertising Division Recommends PRN Physician Recommended Nutraceuticals Discontinue Certain Challenged Product and Ingredient Claims for Nuretin Medical Food - BioSpace
National Advertising Division Recommends PRN Physician Recommended Nutraceuticals Discontinue Certain Challenged Product and Ingredient Claims for Nuretin Medical Food  BioSpace

Why VIZIO Is Getting Into The Advertising Business - Forbes
Why VIZIO Is Getting Into The Advertising Business  Forbes

Study Finds 98% of Brands Believe Customer Attention Metrics Can Improve Mobile Advertising - Business Wire
Study Finds 98% of Brands Believe Customer Attention Metrics Can Improve Mobile Advertising  Business Wire

Successful advertising: it's what you know, not who - Netimperative
Successful advertising: it's what you know, not who  Netimperative

Uber Drivers Urge NYC To End Advertising Ban On For-Hire Vehicles - WCBS 880
Uber Drivers Urge NYC To End Advertising Ban On For-Hire Vehicles  WCBS 880

Polish Industry Fighting Against Advertising Tax On Supplements - HBW Insight
Polish Industry Fighting Against Advertising Tax On Supplements  HBW Insight

Massive Facebook influence on public opinion makes its ad policy a serious election threat - USA TODAY
Massive Facebook influence on public opinion makes its ad policy a serious election threat  USA TODAY

Out of Home Advertising Association of America Launches Biweekly News Service - Citybizlist Real Estate
Out of Home Advertising Association of America Launches Biweekly News Service  Citybizlist Real Estate

Radio Advertising: Dead or Alive? - Radio & Television Business Report
Radio Advertising: Dead or Alive?  Radio & Television Business Report

Little Caesars, Hard Rock Set For Super Bowl Advertising Debuts - SportsBusiness Daily
Little Caesars, Hard Rock Set For Super Bowl Advertising Debuts  SportsBusiness Daily

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

Upper Providence Advertising for Police Officer - The Schwenksville Post
Upper Providence Advertising for Police Officer  The Schwenksville Post

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

Proposed digital advertising tax bad for business | COMMENTARY - Baltimore Sun
Proposed digital advertising tax bad for business | COMMENTARY  Baltimore Sun

OUTFRONT Media Awarded Long-Term Advertising Contract By The Washington Metropolitan Area Transit Authority - MarTech Series
OUTFRONT Media Awarded Long-Term Advertising Contract By The Washington Metropolitan Area Transit Authority  MarTech Series

Advertising industry steering clear of political fray - Greater Baton Rouge Business Report
Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

ADVERTISING: Advertorial — GEORGE BALLING: Wine on the road… - Coeur d'Alene Press
ADVERTISING: Advertorial — GEORGE BALLING: Wine on the road…  Coeur d'Alene Press

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry - The Fashion Law
TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry  The Fashion Law

Kelley Drye Launches Advertising and Privacy Law Resource Center - Ad Law Access
Kelley Drye Launches Advertising and Privacy Law Resource Center  Ad Law Access

Brand advertising is broken. Here's why. - The Drum
Brand advertising is broken. Here's why.  The Drum

W2O acquires advertising and medical education agency 21GRAMS - PMLiVE
W2O acquires advertising and medical education agency 21GRAMS  PMLiVE

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

Advertising's Share of Time Spent With Media Continues To Erode - Editor And Publisher Magazine
Advertising's Share of Time Spent With Media Continues To Erode  Editor And Publisher Magazine

Opinion Is advertising's very strange future real? - The Drum
Opinion Is advertising's very strange future real?  The Drum

NBCUniversal Exec Touts Peacock Advertising Ambitions - Hollywood Reporter
NBCUniversal Exec Touts Peacock Advertising Ambitions  Hollywood Reporter

Marketing pros give their take on 2020 challenges at AAF Pittsburgh event - Pittsburgh Business Times
Marketing pros give their take on 2020 challenges at AAF Pittsburgh event  Pittsburgh Business Times

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: What options do you have when back surgery fails? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: What options do you have when back surgery fails?  Coeur d'Alene Press

Walmart's ad execs to know, hot DTC companies, iHeartMedia breaks hearts - Business Insider
Walmart's ad execs to know, hot DTC companies, iHeartMedia breaks hearts  Business Insider

A New Decade Dawns – The Shaping of the Advertising Ecosystem - MarTech Series
A New Decade Dawns – The Shaping of the Advertising Ecosystem  MarTech Series

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

Dating apps share personal data with advertisers, study says - We Live Security
Dating apps share personal data with advertisers, study says  We Live Security

Advertising watchdog bans 'anti-hangover drink' ad - The Drinks Business
Advertising watchdog bans 'anti-hangover drink' ad  The Drinks Business

Revcontent Launches Industry-First Video Marketplace - MarTech Advisor
Revcontent Launches Industry-First Video Marketplace  MarTech Advisor

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

New agreement locks in 25 percent more revenue from WMATA's advertising network - MassTransitMag.com
New agreement locks in 25 percent more revenue from WMATA's advertising network  MassTransitMag.com

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - CNBC
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  CNBC

Former Trump Aide Named Advertising Agency CEO - Patch.com
Former Trump Aide Named Advertising Agency CEO  Patch.com

Merkle launches digital advertising solution for retailers to monetize their customer data - MarTech Today
Merkle launches digital advertising solution for retailers to monetize their customer data  MarTech Today

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Lamar Advertising Company Announces Proposed Private Offering of Senior Notes - Associated Press
Lamar Advertising Company Announces Proposed Private Offering of Senior Notes  Associated Press

AppsFlyer raises $210 million in Series D for mobile advertising attribution - GamingStreet
AppsFlyer raises $210 million in Series D for mobile advertising attribution  GamingStreet

Meet the entrepreneur redefining the TV advertising industry - Business Leader
Meet the entrepreneur redefining the TV advertising industry  Business Leader

Sign spinning isn’t just about advertising, it’s a sport too - WBTV
Sign spinning isn’t just about advertising, it’s a sport too  WBTV

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Longtime FTC Advertising Official to Leave the Agency - Bloomberg Law
Longtime FTC Advertising Official to Leave the Agency  Bloomberg Law

Presidential candidates spend millions on social media advertising - KCAU 9
Presidential candidates spend millions on social media advertising  KCAU 9

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Advertisers hope proposed digital tax is 'dead on arrival' - Baltimore Business Journal
Advertisers hope proposed digital tax is 'dead on arrival'  Baltimore Business Journal

Mr. Peanut's death rattles the internet: 'Always classy, always crunchy' - Yahoo Celebrity
Mr. Peanut's death rattles the internet: 'Always classy, always crunchy'  Yahoo Celebrity

With Impeachment in the News, Ads Are Staying Away From Politics - The New York Times
With Impeachment in the News, Ads Are Staying Away From Politics  The New York Times

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Scoop: Cargo pivots to car-top advertising, does layoffs - Axios
Scoop: Cargo pivots to car-top advertising, does layoffs  Axios

Google Appoints Former Advertising Executive To Head Its South African Operations - Moguldom
Google Appoints Former Advertising Executive To Head Its South African Operations  Moguldom

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Can Basic Attention Token (BAT) Solve the Traditional Advertising Problem? - CryptoTicker
Can Basic Attention Token (BAT) Solve the Traditional Advertising Problem?  CryptoTicker

Facebook Stock Gets Price-Target Increase On Positive Advertising Outlook - Investor's Business Daily
Facebook Stock Gets Price-Target Increase On Positive Advertising Outlook  Investor's Business Daily

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

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Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

How the BBC is setting the bar for creative outdoor advertising - Econsultancy
How the BBC is setting the bar for creative outdoor advertising  Econsultancy

Lamar Advertising offering $1B in debt - Seeking Alpha
Lamar Advertising offering $1B in debt  Seeking Alpha

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - Yahoo Finance
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  Yahoo Finance

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Blockchain In Media, Advertising And Entertainment Market Latest Trends, Demand And Analysis – Dagoretti News  Dagoretti News

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AdTech Roundup: Top Coolest Things in Advertising Technology  MarTech Series

If You Had Bought Saylor Advertising.Inc (TYO:2156) Shares Five Years Ago You’d Have Made 33% - Simply Wall St
If You Had Bought Saylor Advertising.Inc (TYO:2156) Shares Five Years Ago You’d Have Made 33%  Simply Wall St

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Lazy Advertising Thinking Is A Deadly Sin  Forbes

Lamar Advertising Company Announces Conditional Redemption of 5 3/8% Senior Notes Due 2024 - StreetInsider.com
Lamar Advertising Company Announces Conditional Redemption of 5 3/8% Senior Notes Due 2024  StreetInsider.com

Italy - Eni fined for misleadingly advertising HVO blend - The only source of comprehensive biofuels statistics - AgraNet
Italy - Eni fined for misleadingly advertising HVO blend - The only source of comprehensive biofuels statistics  AgraNet

The Craziest Thing at CES Could Change OOH Advertising - Adweek
The Craziest Thing at CES Could Change OOH Advertising  Adweek

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

36 of Madison Avenue's rising advertising stars under 36 - Business Insider Nordic
36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

Global Outdoor Advertising Market Size, Share, Growth Rate, Revenue, Applications, Industry Demand & Forecast to 2026 – Dagoretti News - Dagoretti News
Global Outdoor Advertising Market Size, Share, Growth Rate, Revenue, Applications, Industry Demand & Forecast to 2026 – Dagoretti News  Dagoretti News

Outdoors Advertising Market 2019 Growing Demands and Precise Outlook – AdSpace Networks, AirMedia, Titan Outdoor, APN Outdoor – Dagoretti News - Dagoretti News
Outdoors Advertising Market 2019 Growing Demands and Precise Outlook – AdSpace Networks, AirMedia, Titan Outdoor, APN Outdoor – Dagoretti News  Dagoretti News

Facebook Advertising in 2021 Report - eMarketer - Business Insider UK
Facebook Advertising in 2021 Report - eMarketer  Business Insider UK

B2B Paid Advertising in 2020 with Greg Finn [PODCAST] - Search Engine Journal
B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Should Massachusetts ban billboards advertising marijuana products? - The Boston Globe
Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

Leo Varadkar spent €1.8m on self-advertising during first 18-months as Taoiseach - compared to €16k spent by Enda Kenny - Irish Post
Leo Varadkar spent €1.8m on self-advertising during first 18-months as Taoiseach - compared to €16k spent by Enda Kenny  Irish Post

2020 Global Online Advertising Management Software Market Outlook: Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix, RSG Media, Sizmek, Social Reality, AdTech By Aol, Tremor Video, Videology, AerServe, Atlas Solutions, Marin – Dagoretti News - Dagoretti News
2020 Global Online Advertising Management Software Market Outlook: Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix, RSG Media, Sizmek, Social Reality, AdTech By Aol, Tremor Video, Videology, AerServe, Atlas Solutions, Marin – Dagoretti News  Dagoretti News

Spanish Minister Criticises 'Jungle Law' On Gambling Advertising - GamblingCompliance
Spanish Minister Criticises 'Jungle Law' On Gambling Advertising  GamblingCompliance

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Microsoft Advertising to deprecate average position after all  Search Engine Land

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