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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. March / 28 / 2024

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

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

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Revolutionary Retail Data Rewrites The Future Of Advertising  Forbes

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Tesla starts advertising campaign on Cars.com  TESLARATI

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

Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say - Ars Technica
Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say  Ars Technica

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23 Gen Z advertising and marketing leaders  Ad Age

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Why Advertisers Claim Meta Owes $7 Billion in Damages  Adweek

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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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Shanghai Introduces New Guidelines for Cosmetic Advertising  China Briefing

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

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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

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

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

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

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

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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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Changing the Game: How Games Advertising Powers Performance  IAB

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

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

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

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

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

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

The New Paradigm of Advertising Sees Content Patterns Changing - Grit Daily
The New Paradigm of Advertising Sees Content Patterns Changing  Grit Daily

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CFPB Flags False Advertising Risk For Money Transfer Firms  Law360

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

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

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

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

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T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate  JD Supra

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Happy Hemp CBD Gummies - Sweet Relief - CBD Marketing & Advertising  ECOWAS

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Mobile Advertising 2024  eMarketer

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

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Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

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

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

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Advertising Agency 2024: Gale  Campaign US

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Tunnl Audience Intelligence Platform Launches Self-Serve TV Rating Feature for Linear TV Advertisers  Yahoo Finance

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The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024  DataDrivenInvestor

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

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HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent  PesaCheck

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Measured solves advertising’s walled garden problem  Martechcube

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

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Introducing Kognitiv Amplify: AI-based AdTech Tool  AiThority

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Meet the digital David taking on the Google Goliath  The Economist

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Navigating the Future of Media & Advertising Technology: A Call to Action  MediaVillage

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InfoSum, Experian’s innovation for auto advertisers’ audience strategy  Martechcube

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

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Can you guess what these retro advertisements on ''The Andy Griffith Show'' are selling?  MeTV

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Why the joys of real-world advertising still can't be recreated by AI or screens  The Drum

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

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

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Seedtag Launches Contextual TV, a First-of-its-Kind Solution for CTV Advertisers  PR Newswire

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ADVERTISING: Advertorial — Decoding food labels: Part II  Coeur d'Alene Press

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CFPB Issues Warning to Remittance Transfer Providers Over False Advertising  MarketWatch

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Top ad guru Martin Sorrell downplays chances of Trump's Truth Social capturing serious market share  CNBC

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The most innovative advertising and marketing companies of 2024  Fast Company

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

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AI Is Revolutionizing Targeted Advertising — Here Are The Ethical Implications You Need to Consider  Entrepreneur

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

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Tribeca Festival Expands Its X Programming and Awards for Advertisers  Adweek

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

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Microsoft Bing Search And Microsoft Advertising Lead Steps Down, Confirmed 03/27/2024  MediaPost Communications

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

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Meta advertising: 5 best practices for 2024  Search Engine Land

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

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

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

Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities. - Insideradio.com
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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MAA Ad of the Week: BA’s Avios from Uncommon  More About Advertising

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

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Is lovingly crafted, homemade advertising Adam Buxton's podcasting secret?  The Drum

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

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Temu and Shein Are the 'Jaws' of Digital Advertising  The Business of Fashion

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ARS Advertising Completes Acquisition of Manifest  GlobeNewswire

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CPG Will Reshape Marketing Strategies In 2024  Forbes

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JioCinema Brand Spotlight elevates IPL advertising landscape | Advertising  Campaign India

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Snapchat Introduces Sponsored AR Filters for Advertisers  XR Today

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

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