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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 Wed. January / 16 / 2019

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Rihanna Sues Father Ronald Fenty for False Advertising, Invasion of Privacy  Rolling Stone

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No Deal Brexit Would Lead To An Advertising Recession 01/16/2019  MediaPost Communications

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If Gillette Really Cares About Toxic Masculinity, They Would Stop Advertising on Tucker Carlson :: Politics :: Features :: Toxic Masculinity :: Paste  Paste Magazine

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Amazon's Push Into Adtech Signals The Break Up Of An Advertising Duopoly  Forbes

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Domino’s Outspent Rival Restaurants on TV Advertising in December  Skift Table

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How is Roku Making Money Through Advertising?  eMarketer

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Freedive, Amazon’s free video-on-demand service, serves up new video advertising opportunities  Marketing Land

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Cassidy Advertising adds new client  Youngstown Vindicator

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Five Ways To Improve Your Social Video Advertising  Forbes

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PremiumMedia360 Introduces CLIR, the First Automation Solution That Helps Advertising Sellers Combat Revenue Leakage by Linking Buyer and Seller Transactional Data  MarTech Series

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Healthy Community, ADVERTISING: Advertorial — SHEREE DIABIASE: What is endometriosis?  Coeur d'Alene Press

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Advertising spend growth likely to slow  China.org.cn

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Two Stafford residents ripped off after advertising items on Craigslist  Fredericksburg.com

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Globe cuts ties with advertising executive  The Boston Globe

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Facebook to toughen advertising rules for countries with major elections this year  The Telegraph

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UK advertising market faces recession under no-deal Brexit  The Guardian

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ADVERTISING: Advertorial — DR. WAYNE M. FICHTER JR.: Low back pain: A new treatment for an old problem  Coeur d'Alene Press

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Bangert: Demolition uncovers ‘Used Cars,’ a relic of downtown Lafayette advertising  Journal & Courier

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Barbara Gardner Proctor, Advertising Trailblazer, WTTW Trustee, Dies at 86  WTTW News

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This Russian startup wants to put billboards in space. Astronomers ar  Astronomy Magazine

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Pioneering black woman in advertising dies | Agency News  AdAge.com

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Inside advertising: A Q&A with Ahmed Tilly | Arts and Culture  Mail and Guardian

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Media companies are embracing voice assistants, but worry they're giving up too much control to Amazon and Google  Business Insider

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Survey: Amazon will win advertising dollars away from Facebook  Recode

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Digital Advertising Market Report with Development Factors Analysis, Growth Rate and Prediction to 2025  Current News Magazine

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Predictions 2019: The year ahead for advertising agencies by Reda Raad  Campaign Middle East

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Judge Blocks Enforcement Of Some Aspects Of Maryland's Online Political Advertising Law - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

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Splendor of the region: the advertising Council alleges the district because of sexist shirt advertising  The News Article Insiders

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Behavioural Science And Advertising  BW Businessworld

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5 resolutions for programmatic advertising in 2019 | Opinion  AdAge.com

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Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Behind the scenes  Coeur d'Alene Press

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FCK, 99% off, Just Do It: Advertising execs pick their favorite ads of 2018  Fast Company

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Advertising for Seminar on EquityComp Program Didn't Violate Trademark Laws| Workers Compensation News  WorkCompCentral

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The Top Data-Driven Advertising Stories And Trends Of 2018  AdExchanger

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What 12 Advertising, Marketing And Design Leaders Learned From Their Unconventional Backgrounds  Forbes

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SpotX predicts 2019 video advertising trends |  Advanced Television

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Red Lobster stops advertising on Tucker Carlson's Fox News show after he made controversial comments about women's pay and immigrants  Business Insider

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Tucker Carlson's Advertisers Haven't Returned  Hollywood Reporter

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How A Little Science And A Lot Of Shady Advertising Boosted Yeast's Popularity  NPR

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Tucker Carlson Faces Advertising Boycott Over Immigration Comments - The Wall Street Journal
Tucker Carlson Faces Advertising Boycott Over Immigration Comments  The Wall Street Journal

Companies continued to pull commercials from Fox News program “Tucker Carlson Tonight” after the show's host said on-air that certain immigrants were ...


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Clarity on Park Advertising, Meta Media and The MediaShop  The Media Online

The creation of Park Advertising last year, and the introduction of Meta Media alongside The MediaShop, has caused a bit of confusion. Chris Botha, managing ...


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Advertising: Why billboards and outdoor ads are booming in a smartphone age  Curbed

Netflix produces *content*, namely billions of dollars worth of documentaries, series, and cooking shows every year. But, like any tech firm, it's also heavily ...


Breaking News, Newspaper, Sports, Advertising, Classifieds, Weather, Travel, Health, Entertainment, Applefest in Missouri, MO - Louisiana Press Journal
Breaking News, Newspaper, Sports, Advertising, Classifieds, Weather, Travel, Health, Entertainment, Applefest in Missouri, MO  Louisiana Press Journal

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Snap shares rise after Citi upgrades stock, citing better ad revenues  CNBC

Citi upgraded Snap Monday in light of accelerating advertising revenue and better profit expectations.


CBS' Ratings Deal With Nielsen Expires, Complicating Network's Advertising Buys - Adweek
CBS' Ratings Deal With Nielsen Expires, Complicating Network's Advertising Buys  Adweek

A day and a half after CBS and Nielsen's contract expired, the companies still haven't agreed on a new deal—and buyers told Adweek they are trying to ...


9 Ways Advertising Can Take Advantage of Digital Growth in 2019 - Adweek
9 Ways Advertising Can Take Advantage of Digital Growth in 2019  Adweek

We're deep into the mechanisms of digital transformation. Retailers are gradually migrating to more automated customer experiences, there's an app for ...


A New Year's resolution for NASA: Stop advertising our presence - Washington Examiner
A New Year's resolution for NASA: Stop advertising our presence  Washington Examiner

Can we please stop sending RSVPs to extraterrestrials? Hasn't the top brass at the Jet Propulsion Laboratory ever seen the "Twilight Zone" episode where ...


New York's MTA Issues FAQs For Transit Advertising -- No Politics, Profanity, Or Sex Toys - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
New York's MTA Issues FAQs For Transit Advertising -- No Politics, Profanity, Or Sex Toys - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

Over the last few years, the MTA -- which runs New York's public transportation system -- has updated its Advertising Guidelines. United States Media, Telecoms, ...


Q3 Earnings: ZEEL’s Consolidated Advertising Revenue Grows by 21.7% YoY to Rs. 14,626 million - AdAge India
Q3 Earnings: ZEEL’s Consolidated Advertising Revenue Grows by 21.7% YoY to Rs. 14,626 million  AdAge India

ZEEL released its Q3FY19's earnings and it has emerged as the number 1 network in the non-sports entertainment segment with an all-India viewership share ...


Sam’s Club advertising locally for help - The Robesonian
Sam’s Club advertising locally for help  The Robesonian

People line up in January 2018 to find deals at Sam's Club after the decision was made to close it. The company is looking for employees to work there, leading ...


SF tech company criticized for advertising what some call an app for '1-click layoffs' - SF Gate
SF tech company criticized for advertising what some call an app for '1-click layoffs'  SF Gate

The goal of Rippling is to eliminate time-consuming paperwork and manual processes for HR and IT workers. But new ads placed at bus stops around San ...


News on McDonald's, Gillette, NBCU: Tuesday Wake-Up Call | News - AdAge.com
News on McDonald's, Gillette, NBCU: Tuesday Wake-Up Call | News  AdAge.com

President Trump served McDonald's, Wendy's and Burger King at a White House event. Gillette's ad about toxic masculinity sparks debate.


What Amazon Advertising’s big 2018 advancements will mean for 2019 - Marketing Land
What Amazon Advertising’s big 2018 advancements will mean for 2019  Marketing Land

It's easy to over hype things, but 2018 will be remembered as a momentous year for Amazon's advertising business. It is estimated to now be the third-largest ad ...


Atlanta-based firm will handle advertising for Asheville tourism - Asheville Citizen-Times
Atlanta-based firm will handle advertising for Asheville tourism  Asheville Citizen-Times

The firm, 360i, will be tasked with providing advertising, marketing and data services to help market Asheville's tourism culture to the world.


Wavemaker Global Head of Analytics reveals how data drives advertising - CIO UK
Wavemaker Global Head of Analytics reveals how data drives advertising  CIO UK

Wavemaker Global Head of Analytics Stephan Bruneau has introduced a data analytics platform that analyses customer journeys to guide marketing strategies.


The internet booms and print languishes in 2019 advertising spend - The Thaiger
The internet booms and print languishes in 2019 advertising spend  The Thaiger

Thailand's Digital advertising market spend is poised to reach 124 billion baht in 2019. That's a growth of nearly 5%. But newspapers, magazines, Cable TV and ...


The world might be mad at Facebook, but advertisers still love it - Marketplace APM
The world might be mad at Facebook, but advertisers still love it  Marketplace APM

You, or people you know, might have quit Facebook over the last year or so. But you know who hasn't left? Advertisers. Facebook is still the second-biggest ...


‘Just advertising tools’: Incentives and discounts on offer in crowded new-build market - Domain News
‘Just advertising tools’: Incentives and discounts on offer in crowded new-build market  Domain News

Home builders and developers are offering buyers incentives in an effort to stand out amid the tough property market. Advertising campaigns that spruik prices ...


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