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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 [email protected]

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


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. March / 29 / 2024

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GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities  GroupM

AI advertising start-up valued at $4bn after fundraising - Financial Times
AI advertising start-up valued at $4bn after fundraising  Financial Times

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Everyworld Launches as Web3 Discovery and Rewards Platform for Advertising  TheStreet

Amazon's Advertising Unit Hit With Another Round of Layoffs - Business Insider
Amazon's Advertising Unit Hit With Another Round of Layoffs  Business Insider

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Changing the Game: How Games Advertising Powers Performance  IAB

23 Gen Z advertising and marketing leaders - Ad Age
23 Gen Z advertising and marketing leaders  Ad Age

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UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food  Fox News

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How Google's entry into in-game advertising puts a spotlight on an industry in flux  Digiday

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Breaking Tradition: Tesla Hits the Social Media Advertising Road  Not a Tesla App

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FDIC final Signage and False Advertising Rule will be effective April 1, 2024, with an extended full compliance date of ...  Consumer Finance Monitor

Revolutionary Retail Data Rewrites The Future Of Advertising - Forbes
Revolutionary Retail Data Rewrites The Future Of Advertising  Forbes

New Hampshire House takes on artificial intelligence in political advertising - Nashua Telegraph
New Hampshire House takes on artificial intelligence in political advertising  Nashua Telegraph

Travel Michigan Launches New 'Keep It Fresh' Advertising Campaign - Radioresultsnetwork.com
Travel Michigan Launches New 'Keep It Fresh' Advertising Campaign  Radioresultsnetwork.com

New Hampshire House takes on artificial intelligence in political advertising - WCAX
New Hampshire House takes on artificial intelligence in political advertising  WCAX

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

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

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Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ...  Ropes & Gray LLP

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False advertising class actions: Tennessee federal court invalidates survey and denies certification for dental providers ...  JD Supra

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Returns Are Gaining Momentum At Invibes Advertising (EPA:ALINV)  Simply Wall St

New Hampshire House takes on artificial intelligence in political advertising - Bowling Green Daily News
New Hampshire House takes on artificial intelligence in political advertising  Bowling Green Daily News

Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections - TurkishMinute
Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections  TurkishMinute

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Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model  hackernoon.com

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GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S.  PR Newswire

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Advertise with Us  Biz New Orleans

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Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com  Inc.

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Shanghai Introduces New Guidelines for Cosmetic Advertising  China Briefing

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Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

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Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising  Powder Magazine

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New Hampshire House takes on artificial intelligence in political advertising  The Caledonian-Record

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Streaming, Politics Star In Magna 2024 US Ad Forecast  AdExchanger

New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report - Nielsen
New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report  Nielsen

Organic Ranking vs Paid Advertising - PressReleaseNetwork.com
Organic Ranking vs Paid Advertising  PressReleaseNetwork.com

Seedtag Launches Contextual TV for CTV Advertisers – Beet.TV - BeetTV
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Hockey star Connor McDavid now a face of responsible gaming after promoting gambling  CBC News

Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down - Search Engine Land
Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down  Search Engine Land

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GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN  Tech Funding News

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Our 2023 Ads Safety Report  The Keyword | Google Product and Technology News

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Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising  ExchangeWire

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Dutch court rules KLM advertising campaign was “greenwashing”  Kennedys Law

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Why Advertisers Claim Meta Owes $7 Billion in Damages  Adweek

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U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum  Hollywood Reporter

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Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search?  Investor's Business Daily

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New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry  Yonkers Times

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Tribeca Festival Expands Its X Programming and Awards for Advertisers  Adweek

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Seedtag unveils Contextual TV: a breakthrough for CTV advertisers  Martechcube

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Advertising giant GroupM pledges to double spending on women’s sports  Awful Announcing

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SNAP Brings Sponsored AR Filters for Advertisers on Snapchat  Yahoo Finance

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Meet the digital David taking on the Google Goliath  The Economist

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How To Thrive In Cannabis Advertising, Mastering The Market With Lauren White Of VDX.tv  Benzinga

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CIABC urges unfettered advertising rights for liquor brand extensions  The Economic Times

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Babil Khan becomes Kriti Sanon's AI companion  ETBrandEquity

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Political Advertising in the Era of Artificial Intelligence: What Lies Ahead?  WLS

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Advertising Agency 2024: Gale  Campaign US

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Home Depot hosts upfront-style pitch, rebrands retail media network  Ad Age

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Nature Now Has Its Own Advertising Agency  TheTyee.ca

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Will 2024 be the year of Connected TV advertising?  afaqs!

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GroupM commits to double media investment in annual women's sports advertising opportunities  Mediabrief

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Environmental group alleges 'greenwashing' by FortisBC in advertising  Vancouver Sun

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The New Paradigm of Advertising Sees Content Patterns Changing  Grit Daily

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Elon Musk's Tesla returns to Facebook to launch ads amid sales slump  Quartz

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Google blocked billions of ads and millions of ad accounts last year for violating its rules  TechRadar

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Dell ads demonstrate the power of doing  ETBrandEquity

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EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

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Brands Can Now Advertise On Snapchat's AR Filters 03/26/2024  MediaPost Communications

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Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women'  The Daily Wire

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Smarter ads, better results: The next era of digital advertising  Think with Google

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Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads  Search Engine Roundtable

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Here's Why Lamar Advertising Company (LAMR) Rose in Q4  Yahoo Finance UK

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Meta advertising: 5 best practices for 2024  Search Engine Land

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Advertising Club of Madras invites entries for MADDYs 2024 Advertising Award  MediaNews4U

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Tesla Has Started Advertising On Facebook And Instagram  CarScoops

Main Hill Media Continues Winning Streak With ACP Advertising & Business Awards - University of Arkansas Newswire
Main Hill Media Continues Winning Streak With ACP Advertising & Business Awards  University of Arkansas Newswire

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Benzinga Podcasts - Cracking the Code: Strategies for Effective Cannabis Advertising  Benzinga

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Introducing Kognitiv Amplify: AI-based AdTech Tool  AiThority

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GenAI in Advertising  EMARKETER

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