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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. January / 28 / 2020

‘Trust Me’ Advertising Does Not Build Trust. Create A Trust Agenda. - Forbes
‘Trust Me’ Advertising Does Not Build Trust. Create A Trust Agenda.  Forbes

3 Reasons Netflix Isn't Interested in Advertising - The Motley Fool
3 Reasons Netflix Isn't Interested in Advertising  The Motley Fool

Global Outdoor Advertising Market 2019-2023|Growing Penetration of LED Mobile Billboards to Boost Growth | Technavio - Yahoo Finance
Global Outdoor Advertising Market 2019-2023|Growing Penetration of LED Mobile Billboards to Boost Growth | Technavio  Yahoo Finance

Advertisers Keep Fumbling The Ball By Playing The Short Game - Forbes
Advertisers Keep Fumbling The Ball By Playing The Short Game  Forbes

11 Amazon Advertising Mistakes to Avoid in 2020 - Search Engine Journal
11 Amazon Advertising Mistakes to Avoid in 2020  Search Engine Journal

Portland Advertising Agency Reintroduces Itself As Rain - Yahoo Finance
Portland Advertising Agency Reintroduces Itself As Rain  Yahoo Finance

Global AI in Out-Of-Home (OOH) Advertising Market was Valued at US$ 1,808.3 Mn in 2018 and is Expected to Grow at a CAGR of 11.22% Over the Forecast Period, Owing to the Increase in AI Based Personalized Ad Content, says Absolute Markets Insights - PRNewswire
Global AI in Out-Of-Home (OOH) Advertising Market was Valued at US$ 1,808.3 Mn in 2018 and is Expected to Grow at a CAGR of 11.22% Over the Forecast Period, Owing to the Increase in AI Based Personalized Ad Content, says Absolute Markets Insights  PRNewswire

Web Advertising is a Sinking Ship for Brands. In-App Advertising can be the Lifeboat - ExchangeWire
Web Advertising is a Sinking Ship for Brands. In-App Advertising can be the Lifeboat  ExchangeWire

Marines wanted for service's new advertising campaign - Marine Corps - Stars and Stripes
Marines wanted for service's new advertising campaign - Marine Corps  Stars and Stripes

Rideshare advertising bills head to committee this week - Florida Politics
Rideshare advertising bills head to committee this week  Florida Politics

What You Should Know About Super Bowl LIV Advertising And Broadcast - Forbes
What You Should Know About Super Bowl LIV Advertising And Broadcast  Forbes

How predictive advertising is changing the future of digital marketing - ClickZ
How predictive advertising is changing the future of digital marketing  ClickZ

Network news, advertising key sources of information for Iowa caucusgoers - The Gazette
Network news, advertising key sources of information for Iowa caucusgoers  The Gazette

Super Bowl advertisers postpone marketing in wake of Kobe Bryant's death - AdAge.com
Super Bowl advertisers postpone marketing in wake of Kobe Bryant's death  AdAge.com

WV House lawmakers debate legal advertising bill - WV News
WV House lawmakers debate legal advertising bill  WV News

Concerns raised over bill to change legal advertising requirements | News, Sports, Jobs - The Inter-Mountain
Concerns raised over bill to change legal advertising requirements | News, Sports, Jobs  The Inter-Mountain

State Journal's Latek recognized for advertising excellence | Business - State-Journal.com
State Journal's Latek recognized for advertising excellence | Business  State-Journal.com

New Era Of Interactive Video Will Create More Advertising Opportunities For Brands - Forbes
New Era Of Interactive Video Will Create More Advertising Opportunities For Brands  Forbes

US ramps up probe into Google's online advertising monopoly - Techradar
US ramps up probe into Google's online advertising monopoly  Techradar

Digital advertising could be coming to an Uber near you - Florida Politics
Digital advertising could be coming to an Uber near you  Florida Politics

Planters Super Bowl advertising is still a go after Kobe Bryant's death - Chicago Business Journal
Planters Super Bowl advertising is still a go after Kobe Bryant's death  Chicago Business Journal

Advertising company remembers Kobe Bryant through billboards across the country - WKBN.com
Advertising company remembers Kobe Bryant through billboards across the country  WKBN.com

Vintage advertising sold products and services | History - Effingham Daily News
Vintage advertising sold products and services | History  Effingham Daily News

Whitewater Advertising Association teaches students creativity - Royal Purple News
Whitewater Advertising Association teaches students creativity  Royal Purple News

As Addressable TV Advertising Grows, The Industry Must Address Overwrite Measurement - AdExchanger
As Addressable TV Advertising Grows, The Industry Must Address Overwrite Measurement  AdExchanger

RAMMSTEIN Advertising Coming Tour With Blimps - Metal Injection.net
RAMMSTEIN Advertising Coming Tour With Blimps  Metal Injection.net

An Hour of Advertising with… Jonathan Burley - The Drum
An Hour of Advertising with… Jonathan Burley  The Drum

Five groups seek Magnolia Advertising and Promotion money - Magnoliareporter
Five groups seek Magnolia Advertising and Promotion money  Magnoliareporter

National Advertising Division Finds that Certain Cellular Health Claims for Basis Dietary Supplement are Supported - Yahoo Finance
National Advertising Division Finds that Certain Cellular Health Claims for Basis Dietary Supplement are Supported  Yahoo Finance

Census Bureau advertising campaign creates awareness for 2020 - Carlsbad Current Argus
Census Bureau advertising campaign creates awareness for 2020  Carlsbad Current Argus

SPONSORED ADVERTISING BY ADVENTHEALTH: House Calls: Cervical Cancer, Cervical Health Awareness Month - FOX 35 Orlando
SPONSORED ADVERTISING BY ADVENTHEALTH: House Calls: Cervical Cancer, Cervical Health Awareness Month  FOX 35 Orlando

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.

Given The Cost, Does Super Bowl Advertising Make Sense? - Forbes
Given The Cost, Does Super Bowl Advertising Make Sense?  Forbes

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

Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash - Yahoo Finance
Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash  Yahoo Finance

How global advertisers are pushing for a new approach to brand safety - Digiday
How global advertisers are pushing for a new approach to brand safety  Digiday

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Put government on notice about advertising rules - Opinion  Wilkes-Barre Citizens Voice

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

Local advertising ideas for small business - Augusta Free Press
Local advertising ideas for small business  Augusta Free Press

Advertising industry joins climate fight with launch of twin working groups - www.businessgreen.com
Advertising industry joins climate fight with launch of twin working groups  www.businessgreen.com

Microsoft Advertising Ads Label In Bing Search Blend With Organic Also - Search Engine Roundtable
Microsoft Advertising Ads Label In Bing Search Blend With Organic Also  Search Engine Roundtable

Soapbox: The death of cookies will bring new life to advertising - MarTech Today
Soapbox: The death of cookies will bring new life to advertising  MarTech Today

Irek Zinnurov on sports advertising, tax deductions from training and other initiatives - Realnoe vremya
Irek Zinnurov on sports advertising, tax deductions from training and other initiatives  Realnoe vremya

Fox Adds Commercial Time For SB LIV To Allow For More Advertisers - SportsBusiness Daily
Fox Adds Commercial Time For SB LIV To Allow For More Advertisers  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

Bernie Sanders, Joe Rogan, Human Rights Campaign, and Truth in Advertising - CounterPunch
Bernie Sanders, Joe Rogan, Human Rights Campaign, and Truth in Advertising  CounterPunch

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

Twitter messed up its advertising system after it tries to troubleshoot the Nazi-ad targeting problem - Digital Information World
Twitter messed up its advertising system after it tries to troubleshoot the Nazi-ad targeting problem  Digital Information World

UPMC Accused Of Giving Private Patient Info To Advertisers - Law360
UPMC Accused Of Giving Private Patient Info To Advertisers  Law360

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

Super Bowl advertisers embrace diversity ... cautiously - AdAge.com
Super Bowl advertisers embrace diversity ... cautiously  AdAge.com

Application made to ASA in attempt to regulate influencers and advertising against selling perfectionism - The Drum
Application made to ASA in attempt to regulate influencers and advertising against selling perfectionism  The Drum

Advertisers sit tight as the Grammys strikes a sour note - AdAge.com
Advertisers sit tight as the Grammys strikes a sour note  AdAge.com

Advertising Tech Audiovisual Media, Brand Marketing Portada New Survey - AiThority
Advertising Tech Audiovisual Media, Brand Marketing Portada New Survey  AiThority

City of Newport working to approve an advertising and promotion commission - KAIT
City of Newport working to approve an advertising and promotion commission  KAIT

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

Student Spotlight: Digital advertising junior Grace Owen, uses her art to give viewers a fresh new perspective on life - The Reveille, LSU's student newspaper
Student Spotlight: Digital advertising junior Grace Owen, uses her art to give viewers a fresh new perspective on life  The Reveille, LSU's student newspaper

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

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

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

Music In Advertising: Heart Or Head – Emotion Or Budget? - Mondaq News Alerts
Music In Advertising: Heart Or Head – Emotion Or Budget?  Mondaq News Alerts

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

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The Rise of Data as King in Advertising: How Marketing KPIs and Metrics Are Helping Brands Enhance Their Consumer Interactions  MarTech Series

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

LSU's Playoff run results in $200 million advertising exposure - 247Sports
LSU's Playoff run results in $200 million advertising exposure  247Sports

SPONSORED ADVERTISING by Philippines Department of Tourism - FOX 11 Los Angeles
SPONSORED ADVERTISING by Philippines Department of Tourism  FOX 11 Los Angeles

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Massage Envy ramps up advertising for fast facials  Glossy

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

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

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

The CEO of Netflix reaffirms zero interest in advertising: 'No easy money' - Industry Global News 24
The CEO of Netflix reaffirms zero interest in advertising: 'No easy money'  Industry Global News 24

NC animal shelter advertising 'World's Worst Cat' for adoption - KKTV 11 News
NC animal shelter advertising 'World's Worst Cat' for adoption  KKTV 11 News

AAF Memphis recognizes Ehrlich's advertising career - The Daily Memphian
AAF Memphis recognizes Ehrlich's advertising career  The Daily Memphian

MENA region's revolutionary out-of-home (OOH) advertising measurement platform utilising 'big data' launches in UAE - MENAFN.COM
MENA region's revolutionary out-of-home (OOH) advertising measurement platform utilising 'big data' launches in UAE  MENAFN.COM

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

US State Maryland Considering Digital Advertising Tax - Tax-news.com
US State Maryland Considering Digital Advertising Tax  Tax-news.com

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

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

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Jeff Bezos iPhone Hack: Good Advertising for Cryptocurrency Hardware Wallets  CryptoPotato

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TWRA warns of scam website advertising TN fishing license  WKRN News 2

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KNOREX - Providing Precision Performance Marketing Solutions to Advertisers and Agencies  NewsWatch

Man Hospitalized After Being Struck With Cell Phone Advertisement - Garden City, NY Patch
Man Hospitalized After Being Struck With Cell Phone Advertisement  Garden City, NY Patch

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When is Shake Shack coming to Valley Fair?  The Mercury News

'Legend.' How Kobe Bryant is being memorialized on Sioux Falls billboards - Argus Leader
'Legend.' How Kobe Bryant is being memorialized on Sioux Falls billboards  Argus Leader

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

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

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

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

Top Advertisers, Media Platforms Get Tough on Harmful Online Content - Adweek
Top Advertisers, Media Platforms Get Tough on Harmful Online Content  Adweek

Alberta man hoping billboards and advertising will find him a kidney donor - CityNews Calgary
Alberta man hoping billboards and advertising will find him a kidney donor  CityNews Calgary

Podcast Advertising Trend Predictions For 2020 - Forbes
Podcast Advertising Trend Predictions For 2020  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

Online Platform Advertising Employment in Tourism and Hospitality Launched - Total Croatia News
Online Platform Advertising Employment in Tourism and Hospitality Launched  Total Croatia News

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

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

Why is brand advertisers are failing to keep up with the dynamic world - Industry Global News 24
Why is brand advertisers are failing to keep up with the dynamic world  Industry Global News 24

Advertisers are showing womanhood in all its bloody, hairy glory - The Hill
Advertisers are showing womanhood in all its bloody, hairy glory  The Hill

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Advertising veterans team up to launch specialist press agency  City A.M.

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Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

Call for ban on surrogate tobacco advertising - The Hindu
Call for ban on surrogate tobacco advertising  The Hindu

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