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Media, the Internet, Yellow Pages, and Your Business


If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!...Seriously!) If you own a small business today, you look at many advertising mediums. The majority of these mediums lump themselves into 2 categories, creative or direct.

Creative has always been the crapshoot for the small business owner. A sales rep walks into your business, espousing the greater good of television or radio advertising, quickly moves past the ratings, viewers etc and into the sexiness of hearing your name at 6:57am Monday, Thursday and Saturday if you are watching station X or listening to station Y. If this product didn't work, a Super Bowl commercial price tag wouldn't make headlines every December (for how much Geico paid) or late February (to hear which is most memorable). The key with creative is frequency. If you have realistic budget for frequency, you can make the phone ring with a creative campaign. If you have that budget you probably aren't reading this article. Realistically speaking, you don't have a ton of money to risk on creative advertising effectiveness, haven't backed it up with a call to action, and you need, pound for pound, the least amount of advertising money possible, with the most phone calls?

Enter direct advertising. Classified sections in newspapers, they make your phone ring, if you're selling something people want. (For the record, advertising in the sports section of your local paper is creative advertising (people don't go to page 5 of the sports to regularly check out the latest prices on used cars.) Classified advertising is in the process of going from the newspaper industry's cash cow to taking it on the chin from eBay (ever heard of it?) and even more attractive small town slugger, Craigslist (you go Craig!). If you're business pumps out used cars by the pound, chances are you, or your salesmen are using these two websites to start realizing savings from Rupert Murdoch and his yacht-owning cronies. Even the best of eBay or Craigslist, however, doesn't put much of a dent in your P&L statement if you are service based like a contractor, or general retail, like a bookstore.

Enter the yellow pages?Pound for pound, no other medium makes the phone ring at your business like the good old fashioned yellow pages. Throw down your money, and answer the phone. You already know that. So do all the TV stations, radio stations, and newspapers in the country. The best protected advertising budget in any small business is the yellow page budget. Yellow pages are the scourge of the other guys. How many radio sales reps will walk into your store after you started your advertising campaign and say, "Tom, your $1,000 invested with my station this week got you 48 phone calls?" (If you find a station like that please send me the phone number, and I retract everything I said earlier) When someone wants a plumber, a pool boy, a new pool, or a divorce attorney for getting the new pool without his wife's approval, they pick up the weathered old yellow pages, leaf through a few adverts, and call someone that sells what they need.

So, am I telling you to advertise in the yellow pages?,,, Not so fast Skippy?First, let's look at the cost of the yellow pages,?You want the phone to ring in Miami, and you're a plumber? Better be ready to pony up some serious cash?say $3-4k per month. In Miami, the average cost of a service call could be around $65. If you don't have a crew, that ad needs to generate 61 calls to break even, not including the employee cost, travel costs etc. Not so bad? How many calls did you need to generate those 61 service calls? Did you go see everyone that called you? I would guess, for a contractor, you might get lucky and have a 50% close rate?122 calls?to break even. Don't forget to pay yourself?200 calls. Depressed? Better be glad you don't sell shoes. The same ad would generate a much lower close rate, and you need to sell an dump truck of shoes every month!

What's my point? Enter the ELECTRONIC yellow pages?No print bill, real time changes, and guess where all those print yellow pages are putting their money these days? BellSouth and SBC just paid $100M (you know, $100,000,000) for a new domain name, and combined their "competing" forces to make a better entry in the fray, thinking that you might remember yellowpages.com better than smartpages.com or realpages.com. (Makes you wonder where Google fits into the old branding and name recognition game.) Verizon seemed to get the concept a little better with superpages.com by aligning with Mr. Gates over at MSN right around the time Al Gore was inventing the internet. Getting back to the point, the internet yellow pages are going to do to print yellow pages what eBay and Craigslist have done to the newspaper companies. No paper, no ink, usage climbing (for electronic yellow pages, usage is climbing to as high as 70% of online searching, and buying) and real-time, do-it-yourself advertising. Advents such as community ranking, mini-sites, toolbars, pay per click, pay per call, and just about every way possible to pay for performance, track performance, and see what other buyers of your goods or services thought of your business. Due to the ever changing, "who's in first place" of the internet, there has yet to be determined if there is a Lance Armstrong in this race. Our own company USdirectory.com, via its partnerships, and investment into technology, is looking to become a late entry, blue-ribbon bearer. At this point, it's too early to clearly point out which one, or all, or none, of these companies will do to yellow pages what Google did to global search. That being said, even Google doesn't reflect enough tenure to ensure its own top position.

Who wins?? You do, the business owner. Technology is about to reduce your advertising budget the way Southwest and JetBlue changed the airline industry. Your customer base, as they migrate to the internet as vehicle of choice, will reach you at lower price points, and in greater volume, then ever before. Your mission, should you choose to accept, in investing in the right mix, at the right point, and try to cater not only to your existing radius of business, but around the planet with new and specialized niches?but that's another story.

Skip Middleton
Boca Raton, FL USA
USdirectory.com
Search. Find. Buy.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. January / 23 / 2020

Yes, Mr. Peanut is Dead. But Old School Advertising is Even Deader - Inc.
Yes, Mr. Peanut is Dead. But Old School Advertising is Even Deader  Inc.

Advertising Reporting Comes Of Age - Yahoo Finance
Advertising Reporting Comes Of Age  Yahoo Finance

Presidential candidates spend estimated $4 million on QCA TV advertisements in January - KWQC-TV6
Presidential candidates spend estimated $4 million on QCA TV advertisements in January  KWQC-TV6

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

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

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

Massage Envy ramps up advertising for fast facials - Glossy
Massage Envy ramps up advertising for fast facials  Glossy

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

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

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

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

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

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

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

City Council, TLC talk merits of inside/outside advertising on for-hire vehicles - amNY
City Council, TLC talk merits of inside/outside advertising on for-hire vehicles  amNY

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

EDITORIAL: Advertising to children is wrong - The Daily Eastern News
EDITORIAL: Advertising to children is wrong  The Daily Eastern News

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

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

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

Keep your advertising honest - Worcester Business Journal
Keep your advertising honest  Worcester Business Journal

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

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

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

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

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

After an Erroneous Report, the NFL Clarifies Its Position on Las Vegas Advertising in Super Bowl - Adweek
After an Erroneous Report, the NFL Clarifies Its Position on Las Vegas Advertising in Super Bowl  Adweek

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

Google's call for change and what it means for advertisers - BioPharma Dive
Google's call for change and what it means for advertisers  BioPharma Dive

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

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

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

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

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

The Next Online Attack: Digital Advertising? - Lexology
The Next Online Attack: Digital Advertising?  Lexology

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

5 Advertising Agencies Stocks Moving In Wednesday's Session - Benzinga
5 Advertising Agencies Stocks Moving In Wednesday's Session  Benzinga

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

Advertisers targeting children online - The Asean Post
Advertisers targeting children online  The Asean Post

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

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

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

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

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

Stickers advertising white supremacist organization found on campus and in town - Middlebury Campus
Stickers advertising white supremacist organization found on campus and in town  Middlebury Campus

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

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

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

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

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

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

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

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

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

Without cookies, what are the targeting options for advertisers in APAC? - Campaign Asia-Pacific
Without cookies, what are the targeting options for advertisers in APAC?  Campaign Asia-Pacific

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

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

Gojek partners with The Trade Desk for O2O advertising insight - Marketing Interactive
Gojek partners with The Trade Desk for O2O advertising insight  Marketing Interactive

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

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

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

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

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

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

Advertising Services Market: Industry Analysis Trends, Analysis, Opportunities, Share and Forecast 2020-2024 - Dagoretti News
Advertising Services Market: Industry Analysis Trends, Analysis, Opportunities, Share and Forecast 2020-2024  Dagoretti News

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

Thanks To Our Advertisers - Above the Law
Thanks To Our Advertisers  Above the Law

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

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

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

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

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

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

Lamar Advertising Company Announces Conditional Redemption of 5 3/8% Senior Notes Due 2024 - Yahoo Finance
Lamar Advertising Company Announces Conditional Redemption of 5 3/8% Senior Notes Due 2024  Yahoo Finance

Global Programmatic Marketing and Advertising Market 2020 : What are the leading factors restricting growth? - Dagoretti News
Global Programmatic Marketing and Advertising Market 2020 : What are the leading factors restricting growth?  Dagoretti News

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

Inflight Advertising Market Growth & Striking Opportunities Scenario Highlighting Major Drivers & Trends 2019-2024 by Top Players: Atin OOH, Global Onboard Partners, MaXposure Media Group (I) Pvt. Ltd. - Dagoretti News
Inflight Advertising Market Growth & Striking Opportunities Scenario Highlighting Major Drivers & Trends 2019-2024 by Top Players: Atin OOH, Global Onboard Partners, MaXposure Media Group (I) Pvt. Ltd.  Dagoretti News

Global Advertising Market Potential 2019 | WPP, Omnicom Group, Dentsu Inc., PublicisGroupe - Dagoretti News
Global Advertising Market Potential 2019 | WPP, Omnicom Group, Dentsu Inc., PublicisGroupe  Dagoretti News

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

Global Cross Platform and Mobile Advertising Market 2025 by Orbis Market Reports | Expected to Grow as Demand from End-Users- 4info, Amobee, AOL etc. - Dagoretti News
Global Cross Platform and Mobile Advertising Market 2025 by Orbis Market Reports | Expected to Grow as Demand from End-Users- 4info, Amobee, AOL etc.  Dagoretti News

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

PAUL THOMAS on... Royal advertising - Daily Mail
PAUL THOMAS on... Royal advertising  Daily Mail

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

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

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

Outdoor Advertising Market Insights, Opportunities, Share, Trends, Drivers, Manufacture Size, Developments and Future Forecasts To 2024 - Dagoretti News
Outdoor Advertising Market Insights, Opportunities, Share, Trends, Drivers, Manufacture Size, Developments and Future Forecasts To 2024  Dagoretti News

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

Global Mobile Advertising Market by Solution Format, Advertising Type, Industry Vertical, Mobile Device, and Region 2014-2025: Growth Opportunity and Business Strategy - Dagoretti News
Global Mobile Advertising Market by Solution Format, Advertising Type, Industry Vertical, Mobile Device, and Region 2014-2025: Growth Opportunity and Business Strategy  Dagoretti News

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

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

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

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

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Facebook Defends Political Campaigns Advertising Policy - Communal News
Facebook Defends Political Campaigns Advertising Policy  Communal News

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Facebook Says It Won’t Back Down From Allowing Lies in Political Ads - The New York Times
Facebook Says It Won’t Back Down From Allowing Lies in Political Ads  The New York Times

Advertisers Revolted Against Firings In Des Moines - Radio Ink
Advertisers Revolted Against Firings In Des Moines  Radio Ink

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

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