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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The statistics they quote are out of date, and don't reflect today's realities.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 Sun. September / 20 / 2020

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

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IBM On Apple, IDFA, Google, Privacy, Advertising ... And AI  Forbes

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Republican US House campaign arm cancels $2M in Houston-area advertising  Brownsville Herald

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Online Display Advertising Services Industry Revenue, Key Players, Supply-demand, COVID 19 Investment Feasibility and Forecast to 2025 – Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek  The Daily Chronicle

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Advertise | Site | thefoothillsfocus.com  Foothills Focus

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Demand Side Platforms (DSP) For Programmatic Advertising Market Analysis, Revenue, Share, Growth Rate & Forecast To 2025 | Facebook Ads Manager, Rocket Fuel, MediaMath, Amazon (AAP)  The Daily Chronicle

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Free advertising for local businesses.. - Havre de Grace, MD Patch  Patch.com

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

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Out-of-Home (OOH) Advertising Industry – Verdant News  Verdant News

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Artificial Intelligence (AI) in Advertising Market Report 2020 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026 (Based on 2020 COVID-19 Worldwide Spread)  The Daily Chronicle

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Programmatic Marketing/Advertising Market Outlook, Development Factors, Latest Opportunities and Forecast 2025 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK  The Daily Chronicle

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Programmatic Advertising Spending Market 2020 Global report explores COVID-19 impact, trend, segmentation and opportunities, forecast to 2026  The Daily Chronicle

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Global Online Display Advertising Platforms Market Report Global Industry Size, Segment By Key Companies, Types & Applications And Forecast To 2025 (Five Years Forecast)| FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK  The Daily Chronicle

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Programmatic Display Advertising Platform Market Analysis Highlights the Impact of COVID-19 (2020-2025) | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK  The Daily Chronicle

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Watch: Advocating for diversity in advertising  AdAge.com

Book of Lists Newsmaker – Advertising: Carrita Tanner-Cloud - New Orleans CityBusiness
Book of Lists Newsmaker – Advertising: Carrita Tanner-Cloud  New Orleans CityBusiness

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Video Games Advertising Market Is Booming Worldwide | BrightRoll, Flurry, Google, InMobi, AppNexus, Byyd  The Daily Chronicle

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Roku, NBCUniversal In Stalemate Over Carriage Of App Platforms, Advertising Share 09/21/2020  MediaPost Communications

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Blockchain in Media, Advertising, and Entertainment Market 2020 Industry Analysis, Opportunities, Segmentation & Forecast To 2028  The Daily Chronicle

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Out-of-home Advertising Market Research Report And Predictive Business Strategy By 2026 | Industry Growth Insights  The Daily Chronicle

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SwagBag VIP Launches, Reawakening Experiential Marketing and Advertising for Consumer Brands  MarTech Series

AT&T plan for advertising subsidized cellphones hits Senate roadblock - Fox Business
AT&T plan for advertising subsidized cellphones hits Senate roadblock  Fox Business

The pandemic has been disastrous for advertising but political spending will bail it out - Poynter
The pandemic has been disastrous for advertising but political spending will bail it out  Poynter

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Global Location-based Search and Advertising Market Research Report 2015-2027 of Major Types, Applications and Competitive Vendors in Top Regions and Countries  The Daily Chronicle

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SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release  Bitcoin News

In a slew of competitive Senate races, Iowa's draws second-highest advertising spending in the country - Des Moines Register
In a slew of competitive Senate races, Iowa's draws second-highest advertising spending in the country  Des Moines Register

Advertisement for Bids | Legal Announcements | dothaneagle.com - Dothan Eagle
Advertisement for Bids | Legal Announcements | dothaneagle.com  Dothan Eagle

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Google Grilled on Anticompetitive Digital Advertising Practices During Senate Subcommittee Hearing  BroadbandBreakfast.com

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iOS 14: The Destroyer of Online Advertising?  The National Interest

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Online Display Advertising Market COVID 19 Increase Factors Outlook, Key Growth Trends on Key Players and Forecast to 2025 | Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek  Verdant News

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NTN Buzztime Enters Asset Purchase Agreement to Sell Entertainment and Advertising Assets  WFMZ Allentown

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Adventure Advertising purchases Crowning Touch Embroidery  PenBayPilot.com

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Pacvue Brings its Award Winning eCommerce Advertising and Intelligence Platform to Instacart  MarTech Series

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Multi-Screen Advertising Market Future Scope including key players Sky Mobile, Orange Telecom  Verdant News

The Future Of Advertising Is A Creative Leader On Top, Not MBAs Or Financial Executives - Forbes
The Future Of Advertising Is A Creative Leader On Top, Not MBAs Or Financial Executives  Forbes

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Boris Johnson is planning advertising campaign to inform teachers and parents about Covid symptoms  Daily Mail

AT&T considers cellphone plans subsidized by advertising - Fox Business
AT&T considers cellphone plans subsidized by advertising  Fox Business

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Digital Display Advertising Market Report Global Industry Size, Segment By Key Companies, Types & Applications And Forecast To 2025 | SocialHi5, ReportGarden, Digital Business Development Ltd, Lead to Conversion  Verdant News

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Television Advertising (Tv Commercial ) Market Research & Clinical Advancements by 2028 | CBS, Comcast, News, Viacom, Fisher Communication, Comcast  Verdant News

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Georgia accuses stem cell clinic of false advertising  Atlanta Journal Constitution

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TOWN OF BLACKSTONE ADVERTISEMENT FOR BIDS: WATER TREATMENT EQUIPMENT REPLACEMENT, CONTRACT A  Richmond.com

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Programmatic Marketing/Advertising Market Is Thriving Worldwide | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM  Verdant News

Digest: Court overturns SEPTA ban on political advertising - trains.com
Digest: Court overturns SEPTA ban on political advertising  trains.com

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

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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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Urban IQ Focuses On "Advertising With a Purpose"  MarTech Series

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Programmatic Advertising Spending Market: Classification, Opportunities, Types, Applications, Status and Forecast to 2024 by Adobe Inc., DIGILANT, Kantar Media, Oracle Corporation  The Daily Chronicle

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Silgan advertising jobs as employees continue strike | Business  News-Press Now

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NBCUniversal tests new measurement program to prove it can push product sales for advertisers  Digiday

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Location-Based Search And Advertising Market Is Booming Worldwide | Foursquare, Xad, Groupon  The Daily Chronicle

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MLive matching advertising program to continue through 2021  MLive.com

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Biden vs Trump advertising strategy in battleground states  CNN

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NFL Season Arrives To Help TV Advertising Get Back In The Game  Deadline

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National Media Council Issues Circular Regarding Social Media Advertising  Lexology

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Aerial Advertising Market Next Big Thing | Major Giants Airsign, Van Wagner Aerial, Aerial Advertising  The Daily Chronicle

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Amazon Advertising Demand Side Platform Agency Clear Ads Dominates DSP Business UK  MarTech Series

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Digital Advertising Management Platform Market Next Big Thing | Major Giants Google, SteelHouse, Mediawide  The Daily Chronicle

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Bedford Schools advertisement for bid 10/1/2020 - News  Sentinel-Standard

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

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Facebook Says Apple’s New iPhone Update Will Disrupt Online Advertising  The Wall Street Journal

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Internet highest-grossing advertising market in Q2 - report  The First News

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Bucs' strong TV ratings offer opportunities for local businesses, just not all of them  Tampa Bay Business Journal

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

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Fashion Advertisers Rediscover Black Models  The New York Times

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Digital Display Advertising Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2025 | Starcom Worldwide, SocialHi5, SevenAtoms Inc, Digital Business Development Ltd, Search Engine People  The Daily Chronicle

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

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Global Spectacular Outdoor Advertising Market 2020 Recovering From Covid-19 Outbreak | Know About Brand Players: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc  The Daily Chronicle

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Online Display Advertising Platforms Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2025 | Quantcast Advertise, The Trade Desk, Choozle, MediaMath, Facebook Business  The Daily Chronicle

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Meet Business Insider's 10 execs transforming the advertising and media industries - Business Insider  Business Insider

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Westwood One Selects Placements.io to Power Industry-Leading Podcast Advertising Solutions  MarTech Series

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Advertising comes to Kingston  Wicked Local Kingston

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TikTok can help Walmart take on Amazon, Facebook, and Google  Fast Company

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

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Indian Law on advertisement of brand extensions of alcohol and tobacco products and how it poised to become tougher  Lexology

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Outdoor Advertising Market | Insights on the Crisis and the Roadmap to Recovery from COVID-19 Pandemic | Technavio  Citizentribune

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Legal Advertisements: September 20, 2020 | Legal Advertisements  Imperial Valley Press

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Comscore Launches New Brand Suitability Protections for Advertisers  MarTech Series

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Craft beer subscription service pulled up for misleading advertising  The Drinks Business

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What Trump's TikTok Ban Could Mean For Advertisers  AdExchanger

Lisa Scheller advertisement misses mark on Susan Wild's support of campaign finance bill - Morning Call
Lisa Scheller advertisement misses mark on Susan Wild's support of campaign finance bill  Morning Call

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PAID ADVERTISEMENT “We Cater to | Services | chronicleonline.com  Citrus County Chronicle

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LinkedIn Targeting Available for Microsoft Advertisers & This Week’s Digital Marketing News [PODCAST]  Search Engine Journal

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This decade’s most important marketing question: What data rights do advertisers possess?  Search Engine Land

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Where are the measures to prevent advertisers creating racist content in the first place?  IOL

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Local Entities Issue Statement Regarding Misleading Advertisement | thebaynet.com  Bay Net

September 10, 2020 City of Sugar Hill, Georgia IFB 20-023 | Advertisement For Bids - Gwinnettdailypost.com
September 10, 2020 City of Sugar Hill, Georgia IFB 20-023 | Advertisement For Bids  Gwinnettdailypost.com

Oracle wins proposed deal with TikTok - Business Insider - Business Insider
Oracle wins proposed deal with TikTok - Business Insider  Business Insider

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

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US Advertising Falls 14% In July, Most Moderate Rate Of Erosion Since March 08/21/2020  MediaPost Communications

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

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‘Contextual targeting is going to be the new black’: As IDFA restrictions loom, advertisers brace for the fallout  Digiday

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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Dunkin' just used the ultimate blink-182 pun for its fall advertisements  Alternative Press

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

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