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Yellow Page Advertisers: Your Calls are Going to Decrease - Here's the Remedy


Response rates to Yellow Page advertising are declining

There's no getting around it, traditional Yellow Pages are in trouble. Fewer people use them every year. Even the best- pulling ad in the section isn't getting the number of callers or sales it used to. At the same time, the monthly cost to maintain your same-size directory ad keeps going up.

Simply tinkering with ad size (or options like color) can't compensate for the adverse developments. Declining usage impacts each directory category differently. Some (like contractors and lawyers) are declining more steeply than others. Emergency service providers (tow trucks, plumbers) are holding their own. While categories like cell phones and lawn furniture are growing rapidly, with increased consumer demand.

Advertising only in the Yellow Pages is no longer a safe bet

- Over half of all customers go to the Internet first to find product information and sources - even if they intend to spend their money locally

- People increasingly trust the Internet as a source of information about major purchases (and has overtaken the newspaper for used car sales)

- Internet Yellow Pages (IYP) are kept up to date (unlike print directories) and can be searched from anywhere - their usage is growing 25% a year

- Local Search lets search engines (like Google) include small, local businesses in their search results (even without them having a website) - over 25% of all search queries request Local Search results

- A large percentage of young adults or business buyers never consult the Yellow Page directory at all - and they control an expanding chunk of dollars spent

Rethink the role Yellow Page advertising plays for your enterprise

Take a serious look at how much you rely on the Yellow Page directory to bring new business. Are most or all of your promotional dollars spent there? Do your expectations match the number and kinds of customers your ad actually brings you?

Your strategy needs to consider all the ways you attract new customers. Recognize changed customer preferences and buying habits for your specific type of operation. The issue isn't whether or not to advertise in the Yellow Pages. If you've been there you should continue. But switch some of those dollars into marketing methods that connect with buyers who won't look for you there.

Follow these steps, with them all sending a clear, consistent message

1. Get listed in Internet Yellow Pages (IYP); there are many of them; some are free

2. Make sure your website provides the information search engines require for Local Search. Learn how to do that at http:www.yellowpagesage.com/localsearch.html

3. Beef up your website with the information customers look for (or join a portal of local businesses)

4. Submit articles about your enterprise online; find extensive assistance at http://www.promotewitharticles.com

Keep track of what's delivering new business. Commit to asking every new customer and caller how they found you. That's the only way to know which method is winning; or where to shift emphasis and money for the next year.

Pursue ways to increase business from your existing customers

The value of Yellow Page advertising is mainly to attract new customers. People who know you already are more likely to find your number in the business white (alphabetical) listings. Start working harder to strengthen those relationships so they stay loyal. Efforts spent to serve them better (or to get referrals from them) does more for profits than constantly chasing new customers can.

Get started well BEFORE the directory deadline

Some day soon it's time to renew your directory listing for another year. Let this be the year that you've figured out your strategy well in advance. Make your new strategy a front-burner, squeeky-wheel priority. Yellow Page Smarts, http://www.yellowpagesage.com/smarts.html explains how to make your Yellow Page ad and Internet marketing support each together effectively.

If your next directory deadline hasn't come yet, there's still time to change your ad for next year (like add your website address address - a study found 60% of directory users only call Yellow Page ads with a website!). If you're already committed, spend the next year getting the rest of your strategy in place. Your timely efforts can compensate for the decline in Yellow Page advertising's effectiveness. And you won't be caught off guard.

© 2004, Lynella Grant

--Dr. Lynella Grant Author, Yellow Page Smarts, Make more money from your Directory ad in tandem with your Web site. Get a YP ad critique. 719-395-9450 grant@yellowpagesage.com

Free YP resources at http://www.yellowpagesage.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. September / 29 / 2020

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SaTT Smart Advertising Token to List on WhiteBIT, an EU-Compliant Exchange  GlobeNewswire

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Kenshoo Supports Instacart Advertising with Data-Driven Insights to Optimize the Endless Aisle  MarTech Series

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4 Things Marketers Should Keep in Mind About Podcast Advertising  Adweek

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UK advertising is 'Made Global' in new film by adam&eveDDB  More About Advertising

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Microsoft Advertising adds brand safety with IAS partnership  MarTech Today

Advertisers Rush to TV’s Debates, Election Coverage - Variety
Advertisers Rush to TV’s Debates, Election Coverage  Variety

The Week Ahead: Advertising Week begins and brands market around the presidential debate - AdAge.com
The Week Ahead: Advertising Week begins and brands market around the presidential debate  AdAge.com

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Metro to soak up advertising revenue in exchange for sign easements  Pueblo Chieftain

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Roku: A Massive Opportunity In Digital Advertising  Seeking Alpha

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Learn to Profitably Advertise and Market Your Brand With These Courses  CT Post

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Discovery Selects Magnite to Strengthen DTC Advertising Proposition for Streaming Services in the UK, Japan and India  StreetInsider.com

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Why Advertisers Are Turning to In-Game Offerwalls  Street Fight

Reach sees 'strong recovery in digital advertising growth' after H1 Covid-19 hit - The Drum
Reach sees 'strong recovery in digital advertising growth' after H1 Covid-19 hit  The Drum

How Merger Of 'Variety,' 'Hollywood Reporter' Will Affect Advertising 09/28/2020 - MediaPost Communications
How Merger Of 'Variety,' 'Hollywood Reporter' Will Affect Advertising 09/28/2020  MediaPost Communications

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EA Causes Outrage by Advertising FIFA Microtransactions to Kids  Push Square

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Who Regulates Advertising In Space? The ASA? Or The NASA? - Media, Telecoms, IT, Entertainment - UK  Mondaq News Alerts

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Door to Door Advertising Market Prospects Outlook 2019-2025 and Top Key Players – ARM, Front Door Advertising, Holtzbrinck  Crypto Daily

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Complex Networks has a new youth culture agency - Business Insider  Business Insider

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Chester County-based Advertising Agency Selected as FordDirect AdVantage Premier Partner - MyChesCo
Chester County-based Advertising Agency Selected as FordDirect AdVantage Premier Partner  MyChesCo

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Brands Will Dedicate $58.6B To eCommerce Advertising  pymnts.com

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092920-mnh-news-promos | Advertising | morganton.com  Morganton News Herald

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Mobile Advertising Market 2020 Industry Size, Trends, Global Growth, Insights And Forecast Research Report 2025  The Daily Chronicle

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Facebook and YouTube accept hate speech audits to keep advertisers happy - CNN
Facebook and YouTube accept hate speech audits to keep advertisers happy  CNN

The TV viewership shift: what it means for advertisers - The Drum
The TV viewership shift: what it means for advertisers  The Drum

Inclusive Advertising Needs To Extend To Audience Planning - AdExchanger
Inclusive Advertising Needs To Extend To Audience Planning  AdExchanger

Online Advertising Market to Witness Huge Growth by 2028 | Amazon, Aol, Baidu, Facebook - The Market Records
Online Advertising Market to Witness Huge Growth by 2028 | Amazon, Aol, Baidu, Facebook  The Market Records

Digital Marketing Agency Launches Amazon Advertising Management - Martechcube
Digital Marketing Agency Launches Amazon Advertising Management  Martechcube

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SPONSORED ADVERTISING BY ADVENTHEALTH: House Calls: Seeing your PCP during COVID-19 - FOX 35 Orlando
SPONSORED ADVERTISING BY ADVENTHEALTH: House Calls: Seeing your PCP during COVID-19  FOX 35 Orlando

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Digital Display Advertising Market to witness Massive Growth by 2026 | Search Engine People, Path Interactive, ReportGarden  The Daily Chronicle

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Advertising Agency Software Market Innovative Strategy by 2028 | AccountAbility, AdPlugg, AD-IN-ONE  The Daily Chronicle

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Outdoor Advertising Machine Market Share: Key players, Application, Focused Regions and Product Types | 2020-2026  The Daily Chronicle

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Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market to Witness Steady Growth through 2025  The Market Records

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Traditional Advertising Agency Services Market Investment Analysis | Epsilon, Fuse, COX Media  The Market Records

Integrity and political advertising - - Champion
Integrity and political advertising -  Champion

Quebec City yanks advertising at local radio station over opposition to coronavirus measures - Global News
Quebec City yanks advertising at local radio station over opposition to coronavirus measures  Global News

Google Antitrust Suit Looms Over Issues of Search Dominance, Advertising - The Wall Street Journal
Google Antitrust Suit Looms Over Issues of Search Dominance, Advertising  The Wall Street Journal

Amazon reportedly prevents some device rivals from advertising competing products - CNBC
Amazon reportedly prevents some device rivals from advertising competing products  CNBC

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Outdoors Advertising Market Analysis, Growth by Top Companies, Trends by Types and Application, Forecast to 2025  AlgosOnline

BrandWagon Conclave 2020: How advertising revenue on TV is set to return - The Financial Express
BrandWagon Conclave 2020: How advertising revenue on TV is set to return  The Financial Express

Marketers misunderstand the two tasks of online advertising - Marketing Week
Marketers misunderstand the two tasks of online advertising  Marketing Week

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LED Advertising Board Market Depth Research Report 2020 | Daktronics, Barco, Optec Display, FORMETCO  The Daily Chronicle

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Rising demand for Online Advertising Market 2020– 2026 | Amazon, Aol, Baidu, Facebook, Google  Crypto Daily

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Profitable Strategic Report on In-app Advertising Market 2020 Major Key Companies Profiled Like Amobee, BYYD, Chartboost, Facebook, Flurry, Google  The Daily Chronicle

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DMRC seems to rely on outdoor advertising to recover loss  M4G Team

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Context Advertising Market to Witness Huge Growth by 2026 | Act-on Software, Adobe Systems, Amazon.com  Crypto Daily

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Is Invibes Advertising SA’s (EPA:ALINV) Stock’s Recent Performance Being Led By Its Attractive Financial Prospects?  Simply Wall St

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Even in Streaming TV, Advertisers Are Dealing With Fraud  The Wall Street Journal

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Global Advertising Agency Software Market 2020 Analysis by Latest COVID19/CORONA Virus Impact with Market Positioning of Key Vendors: AccountAbility, AdPlugg, AD-IN-ONE, Wrike, FunctionFox, etc. | InForGrowth  Crypto Daily

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Trump Retreats From Advertising in Key Battleground States  Bloomberg

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Tourism operators could face fine for not including licence number when advertising accommodations  CBC.ca

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Local ad and PR pros share how the Covid-19 pandemic is changing their strategies  Nashville Business Journal

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iQIYI strengthens programmatic video advertising with Acqua Media  Marketing Interactive

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Programmatic Advertising Market Impressive Gains including key players Rubicon Project (US), Adroll (US), Adobe Marketing Cloud (US)  The Daily Chronicle

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Global Outdoor Advertising Market 2020 Emerging Trends, COVID-19 Impact Analysis, Key Statistics and Forecast Outlook 2025: Clear Channel Outdoor, JCDecaux, Lamar Advertising, Outfront Media, Stroer Media  The Daily Chronicle

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EFF, CDT Sue Government To Obtain Records About Federal Agencies Pulling Advertising From Platforms  EFF

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Sports-betting companies are ramping up deals with the return of live sporting events - Business Insider  Business Insider

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Report: Governor's advertising campaign was used to collect Alaskans' info  Anchorage Daily News

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Japan Interactive Advertising Market Business Opportunities, Segmentation Analysis, Top Companies and Forecast to 2023  The Daily Chronicle

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‘It’s like every red flag’: Trump-ordered HHS ad blitz raises alarms  POLITICO

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Mobile Advertising Market Size, Share, Industry Analysis, Global Trends, Revenue Analysis and Regional For ...  Fresno Observer

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Global Mobile Advertising Market 2020 Analysis by Latest COVID19/CORONA Virus Impact with Market Positioning of Key Vendors: Applovin Corporation, Avazu, Chartboost, Facebook, Flurry, etc. | InForGrowth  Crypto Daily

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Story behind India’s first advertisement that features a man participating in a conversation around menstruat  Business Insider India

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Amobee Placed in the Leaders Quadrant of the Gartner Magic Quadrant for Ad Tech  MarTech Series

Programmatic Advertising Display Market 2020 | Know the Latest COVID19 Impact Analysis And Strategies of Key Players: AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul, etc. | InForGrowth - The Daily Chronicle
Programmatic Advertising Display Market 2020 | Know the Latest COVID19 Impact Analysis And Strategies of Key Players: AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul, etc. | InForGrowth  The Daily Chronicle

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Comprehensive Report on Outdoor Advertising Machines Market 2020 | Trends, Growth Demand, Opportunities & Forecast To 2026 | JCDecaux Group, Clear Channel Outdoor, Lamar Advertising, CBS Corporation, Stroer Media AG  Crypto Daily

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In-App Advertising Market 2020 | Worldwide Opportunities, Driving Forces, Future Potential 2026: Chartboost, Flurry, Inmobi, Millennial media, Mopub etc.  The Daily Chronicle

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Display Advertising Software Market Growth Boosting Strategies 2025 by Top Key Players DoubleClick, Marin Software, MediaMath, Sizmek, AdRoll, Choozle, Kenshoo  Crypto Daily

Labour Party pulls 'misleading' advertising in Northcote following ASA complaint - New Zealand Herald
Labour Party pulls 'misleading' advertising in Northcote following ASA complaint  New Zealand Herald

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EA Angers Gamers After Advertising FIFA 21 Microtransactions in Kids' Magazine  GameRant

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For the advertising industry, the pandemic means opportunity.  The New York Times

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Smart Advertising Token SaTT Reveals ProBit as Next Exchange Listing | Press release  Bitcoin News

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Democratic Baltimore mayoral nominee Brandon Scott to show first fall election TV ad during Ravens game  Baltimore Sun

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The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

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Motor World Launches Advertising Campaign to Reach More Used Car Buyers in Central Virginia  EIN News

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Cross-Platform and Mobile Advertising Market 2020 Global report explores COVID-19 impact, trend, segmentation and opportunities, forecast to 2026  Crypto Daily

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Apple's IDFA Change Could Drive CTV Advertising, MMA's Greg Stuart  BeetTV

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Facebook Ads Limit – How Does It Affect Your Advertising Strategy?  Business 2 Community

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SEC Amends Registered Funds, BDCs, and ETFs Advertising Rules  The National Law Review

Trump Has Lost His Edge In TV Advertising - FiveThirtyEight
Trump Has Lost His Edge In TV Advertising  FiveThirtyEight

Biden vs Trump advertising strategy in battleground states - CNN
Biden vs Trump advertising strategy in battleground states  CNN

Republican worries rise as Trump campaign pulls back from television advertising - The Washington Post
Republican worries rise as Trump campaign pulls back from television advertising  The Washington Post

Facebook tries to head off election turmoil, angering both Trump and Democrats - The Washington Post
Facebook tries to head off election turmoil, angering both Trump and Democrats  The Washington Post

Trump goes mostly dark in TV advertising fight with Biden - Associated Press
Trump goes mostly dark in TV advertising fight with Biden  Associated Press

Republican U.S. House campaign arm cancels $2 million in Houston-area advertising - KPRC Click2Houston
Republican U.S. House campaign arm cancels $2 million in Houston-area advertising  KPRC Click2Houston

Google's advertisers will take the hit from UK digital service tax - The Guardian
Google's advertisers will take the hit from UK digital service tax  The Guardian

Verizon and AT&T's billion-dollar bets on advertising and media are falling apart - Business Insider - Business Insider
Verizon and AT&T's billion-dollar bets on advertising and media are falling apart - Business Insider  Business Insider

MidWeek Should Have Labeled Amemiya Story An Advertisement - Honolulu Civil Beat
MidWeek Should Have Labeled Amemiya Story An Advertisement  Honolulu Civil Beat

Facebook will block new political advertising the week before Election Day - The Philadelphia Inquirer
Facebook will block new political advertising the week before Election Day  The Philadelphia Inquirer

Advertisers Seek Right to Cancel TV Spending as Pandemic Roils Fall Season - The Wall Street Journal
Advertisers Seek Right to Cancel TV Spending as Pandemic Roils Fall Season  The Wall Street Journal

How Trump’s Billion-Dollar Campaign Lost Its Cash Advantage - The New York Times
How Trump’s Billion-Dollar Campaign Lost Its Cash Advantage  The New York Times

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Ford Drags General Motors In New Environmental Focused Advertisement: Video  GM Authority

Biden and Trump Unveil Dueling Law-and-Order Ads - The New York Times
Biden and Trump Unveil Dueling Law-and-Order Ads  The New York Times

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