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Consider These Pressing Facts Before You Renew Your Yellow Page Ad


Your Yellow Page Ad Deserves More than 10 Minutes of Thought a Year

Before long, your Yellow Page directory rep will be paying you a visit. It's an annual event that happens several months before next year's directory goes to press. He or she will urge you to think about your ad just long enough to renew what you used in the previous directory - or to upgrade according to their suggestions. If you comment that business is up OR down, they'll recommend a larger, spruced-up ad as the answer.

The statistics they quote are out of date, and don't reflect today's realities. The typical business owner is afraid - unsure what to trust to bring enough new customers. Even if he wants to reduce his reliance on the Yellow Pages (or the every-escalating expense), he doesn't know what to do instead. The truth is, no single promotional method can do the job. However, the majority of the public is already changing the way it decides where to buy - which doesn't bode well for Yellow Pages.

Be forewarned. Sticking with what you've been doing is no longer a smart business move. The role the directory plays in our way of life has shifted dramatically - just during the last year. And those effects will increase in the future. Although people used to rely on the Yellow Pages before buying, that's no longer true. Instead, they're going online, to conduct searches for local vendors.

People Want More Information and the Want it Fast

Declines in Yellow Page usage are dramatic. Recent studies show that many as 70% of buyers rely on Internet search engines to find needed information, as part of their buying process (even when they intend to spend their money in their hometown). The advent of Local Search (combining a search engine query with a geographic term, like town or state) helps Internet users find local suppliers in seconds. Local Search already accounts for over a third of search queries. Unfortunately, many businesses don't show up in those results - so aren't even considered.

While I'm not recommending that you drop your directory ad, I strongly suggest that you shift some of those dollars to online exposure. My ebook, Yellow Page Smarts explains how to get your directory ad and the Internet to work together

http://www.yellowpagesage.com/smarts.html

Recognize that you need to present your business in a variety of ways, in order to match the purchasing styles of most consumers.

Develop an Integrated Yellow Page Strategy

Begin thinking about the next Yellow Page directory, starting now. The worst choice is to just renew what you've done without giving it any serious thought. Use this chance to improve your ad's performance. You'll be stuck with it (and paying for it) for a full year.

What to Consider Before Re-running Your Present Ad

- Whether you feel your current ad has been working for you (easiest to tell if you log your calls or customers

- All your present marketing methods (besides your Yellow Page advertising) and how well they work together

- What the other advertisers in your category are doing

- Which categories you need to appear in - Really?

- Ways to improve your copy and message, to demand more attention

- Rearrange the layout to be more legible, clear, and easy on the eye

- Updating anything that's either out of date, or left out

- Adding your website and email address - Even when they use the directory, many people will only call ads with a website; it's about credibility

Don't be Afraid of the New Developments

Your choice is not between the Yellow Pages and an Internet presence. You'll need a marketing method that's big enough to include both. You can find needed answers to help you plot your course at http://www.localsearchresources.com

Your first task is to treat this matter as urgent. The Internet probably seems far afield from your daily priorities. But your customers are online, and your competitors are getting there. This trend is not going away; it's getting stronger. Don't miss the boat. Especially, when it's not very costly or difficult to broaden your exposure to include the Internet. Get moving!

Copyright 2005 Off the Page

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 Thu. March / 28 / 2024

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

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

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23 Gen Z advertising and marketing leaders  Ad Age

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

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Tesla starts advertising campaign on Cars.com  TESLARATI

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Adobe's new GenStudio platform is an AI factory for advertisers  The Verge

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No joke: UK comedian told to remove hot dog from subway poster over junk food ban  The Associated Press

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

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Revolutionary Retail Data Rewrites The Future Of Advertising  Forbes

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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

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New Hampshire House takes on artificial intelligence in political advertising  WCAX

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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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Everyworld Launches as Web3 Discovery and Rewards Platform for Advertising  TheStreet

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

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Shanghai Introduces New Guidelines for Cosmetic Advertising  China Briefing

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

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

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

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Streaming, Politics Star In Magna 2024 US Ad Forecast  AdExchanger

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Evok Advertising Releases New Blog on Building a Social Media Marketing Strategy for Brand Growth  EIN News

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

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

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

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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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Changing the Game: How Games Advertising Powers Performance  IAB

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

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Advertising can find its mojo again  The Media Leader

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

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Advertising breach warning for Eredivisie football club – ISA-GUIDE  isa-guide.de

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

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

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

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Russian media advertising market grows 'fantastically' — RealnoeVremya.com  Realnoe vremya

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A robot lawn mower eschews springtime advertising to stand out  The Media Leader

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Brands report a rise in imposter advertisers on platforms like Meta & TikTok  Modern Retail

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All-conquering Publicis snaffles Pfizer creative from IPG  More About Advertising

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Ph.D. alum wins dissertation award, promoting women and diversity in advertising  UNC Hussman School of Journalism and Media

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Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

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The New Paradigm of Advertising Sees Content Patterns Changing  Grit Daily

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Sing Tao House to be renovated into new advertising firm  The Post

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Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR)  Defense World

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Texas proposes rules for influencers to disclose paid political posts  Laredo Morning Times

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Advertising Agency TRG Seeks To Offload Office Space in Dallas' Deep Ellum Neighborhood  CoStar Group

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

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

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

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

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Digital advertising: key updates for businesses (March 2024)  Lexology

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K&L Gates commercial litigator takes advertising expertise to Venable  World Intellectual Property Review

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CFPB Issues Warning to Remittance Transfer Providers Over False Advertising  MarketWatch

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Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

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Measured Solves Advertising's Walled Garden Problem  Business Wire

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The Impact of Online Gambling on Football Sponsorship and Advertising  TheSpread.com

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Meta advertising: 5 best practices for 2024  Search Engine Land

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Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities.  Insideradio.com

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

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Audacy: Cross-Platform Audio Listeners Boost Results For Advertisers.  Insideradio.com

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5 Best Digital Billboard Advertising Companies (March 2024)  Unite.AI

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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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Google highlights the impact of GenAI in digital advertising in its latest ads safety report  YourStory

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MAA Ad of the Week: BA’s Avios from Uncommon  More About Advertising

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

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

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