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If You Lost 70% of Your New Customers, Would You Notice?


Buyers Don't Rely on the Yellow Pages Like They Used to

Customers' buying behavior has changed - for good. If your business depends on most categories in the Yellow Pages to attract new customers, you've probably seen a decline. Traditionally, people headed to the Yellow Page directory precisely when they were ready to buy. They'd check the listings to find their options, or "let their finders do the walking." Now they've got more choices.

New research by The Kelsey Group in March, 2005 found that 70% of US households now use the Internet as an information source when shopping locally for products and services. These buyers aren't going to the Internet for online purchases, nor to find distant providers. They intend to spend their money in their own community.

The Kelsey Group also found that interviewed individuals felt the search engines were a "better source of purchasing information than Yellow Pages, newspapers and magazines." The trend is being driven entirely by Internet users. Related data from other sources show that consumers who search online for purchases spend more than those using the printed directory.

Demote the Yellow Page Ad to a Smaller Portion of Your Budget

The Yellow Page industry is a Fifteen Billion Dollar industry in the US. While there are more choices of printed Yellow Page directories than ever, the buying habits of the public have moved away from using them. Computer-savvy buyers know the easiest way to find the information they want is through search engines (and since May they can do searches on the run, on their cell phones). But many small or local businesses aren't even listed.

The Kelsey Group's data is consistent with other statistics showing that the Internet has overtaken the newspaper for cars and real estate (major purchases). And it's becoming the "go-to" place for information. A study by imedia Connection found it's "second only to spouses for finding referrals."

To stay competitive, small and mid-sized businesses will be compelled to make sure they're included in search engine data bases. While it's not necessary to have a website, it helps to be listed on someone's (like a local portal or professional group). Enterprises that can't be found by online searchers risk losing sales to businesses they find instead.

Where did the Customers Go?

Many factors influence where and what a person decides to buy. Although the Yellow Pages are no longer an automatic part of the loop, many buyers consult both the Internet and the directory, not relying on either one alone. However, many shoppers only call Yellow Page ads that show a website, even it they don't intend to visit it. It goes to the credibility issue.

What's different?

- Buyers are less trusting and more willing to shop around

- Availability of Internet Yellow Pages (IYP)

- Expanded options and more ways to find them

- Aging population uses the Yellow Pages differently than young people

- Development of unique, narrow niches and specialties

- More choices for a "better deal"

- Increased immigrants and those from other cultures, unaccustomed to Yellow Page use

- Larger cities with multiple directories, rather than one large one

- Local search, whereby the search engines locate suppliers by zip code, state, city, region

Time for a Reality Check - Can You Find Yourself?

The next time you go online (or have a friend walk you through it), see how you rate in some local searches. Conduct a query in Google (then Yahoo, and MSN). Enter your type of business + Your town ("Pet Stores" + Scottsdale, Arizona).

Does your business show up? How many of your competitors are on that list? How many are ahead of you? That list is what your "missing customers" are likely to see when they're ready to spend their money. Does that experience motivate you to make a better Local Search showing?

Next, check out whether your business appears in various Internet Yellow Pages (IYP). Work your way down the list:

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

Start noticing how visible you are to customers researching their local options online. You really can't afford to miss the boat.

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. February / 09 / 2025

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5 Super Bowl commercials that deserve places in the advertising hall of shame  The Conversation

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Does TV food advertising lead to obesity in children? Why some say Canada's rules are too lax — and are hurting our kids  Toronto Star

Nike Returns to Super Bowl Advertising To Revive Sales After 27-Year Gap - Benzinga
Nike Returns to Super Bowl Advertising To Revive Sales After 27-Year Gap  Benzinga

Super Bowl commercials rely on comedy and nostalgia to avoid potential missteps - The Associated Press
  1. Super Bowl commercials rely on comedy and nostalgia to avoid potential missteps  The Associated Press
  2. 50 Brands Will Advertise At Super Bowl 2025: Here’s The Full Commercial Lineup  Forbes
  3. Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future  Reuters

Can World Cup 2026 match the advertising might of the Super Bowl? - The Athletic - The Athletic
Can World Cup 2026 match the advertising might of the Super Bowl? - The Athletic  The Athletic

Amazon's advertising business grew 18% in the fourth quarter - CNBC
Amazon's advertising business grew 18% in the fourth quarter  CNBC

Advertising Isn’t A Major Growth Driver For Top News Publishers - AdExchanger
Advertising Isn’t A Major Growth Driver For Top News Publishers  AdExchanger

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Amazon Advertising Revenue Surges to $17.3B as ‘Thursday Night Football’ Sets Streaming Records  Hollywood Reporter

Stagwell CEO: Journalism is being drained by overzealous brand safety censorship - Fortune
Stagwell CEO: Journalism is being drained by overzealous brand safety censorship  Fortune

Elon Musk's X has signed up a new adtech partner as it looks to bring on more advertisers - Business Insider
Elon Musk's X has signed up a new adtech partner as it looks to bring on more advertisers  Business Insider

How much do 2025 Super Bowl commercials cost? Here's the price tag on ads this year. - CBS News
How much do 2025 Super Bowl commercials cost? Here's the price tag on ads this year.  CBS News

The shocking figure that Patrick Mahomes earns from Super Bowl advertising - Marca English
The shocking figure that Patrick Mahomes earns from Super Bowl advertising  Marca English

Families buy more sugary cereal if advertising targets kids, not adults - NPR
Families buy more sugary cereal if advertising targets kids, not adults  NPR

The NEWSMakers Podcast: Google Advertising - ACHR NEWS
The NEWSMakers Podcast: Google Advertising  ACHR NEWS

Valve ban advertising-based business models on Steam, no forced adverts like in mobile games - GamingOnLinux
Valve ban advertising-based business models on Steam, no forced adverts like in mobile games  GamingOnLinux

The Conversation: Five Super Bowl Commercials That Deserve Places in the Advertising Hall of Shame - University of Tennessee, Knoxville - News
The Conversation: Five Super Bowl Commercials That Deserve Places in the Advertising Hall of Shame  University of Tennessee, Knoxville - News

OpenAI To Make Super Bowl Advertising Debut With First-Ever TV Commercial - NewsX
OpenAI To Make Super Bowl Advertising Debut With First-Ever TV Commercial  NewsX

Carl’s Jr. Returns to Racy Advertising Years After It Abandoned ‘Bikinis and Burgers’ - The Wall Street Journal
Carl’s Jr. Returns to Racy Advertising Years After It Abandoned ‘Bikinis and Burgers’  The Wall Street Journal

Amazon Advertising Raked In $17 Billion During Q4, And It’s Still Speeding Up - AdExchanger
Amazon Advertising Raked In $17 Billion During Q4, And It’s Still Speeding Up  AdExchanger

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Super Bowl LVIII, Cannabis, and the NFL: Why Cannabis Brands Like Silly Nice Can’t Advertise—And Why That’s Wack  stupidDOPE.com

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Starbucks says ‘Hello Again’ by advertising around the Super Bowl  Marketing Dive

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Major U.S. Crypto Companies to Miss Advertising at Super Bowl LIX  Blockchain.News

SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads - SIU News
SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads  SIU News

Gordon Jones from Comscore: Developing pilot program to unify advertising ratings for TV and OTT - PRODU
Gordon Jones from Comscore: Developing pilot program to unify advertising ratings for TV and OTT  PRODU

Amazon’s bet on Prime Video ads pays off as advertiser pool widens - Marketing Dive
Amazon’s bet on Prime Video ads pays off as advertiser pool widens  Marketing Dive

Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future By Reuters - Investing.com
Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future By Reuters  Investing.com

Super Bowl advertising costs revealed including the staggering fee for 30-second advert - SPORTbible
Super Bowl advertising costs revealed including the staggering fee for 30-second advert  SPORTbible

Mascot embrace, celeb overload and metatextual advertising: Trends dominating this year’s Super Bowl ads - Digiday
Mascot embrace, celeb overload and metatextual advertising: Trends dominating this year’s Super Bowl ads  Digiday

Super Bowl 2025: Three-Peat on the line and expectations for audience and advertising investment records - Entreprenerd
Super Bowl 2025: Three-Peat on the line and expectations for audience and advertising investment records  Entreprenerd

Controversial industry has 3 Super Bowl commercials this year - TheStreet
Controversial industry has 3 Super Bowl commercials this year  TheStreet

Who Will Be Advertising In Super Bowl LIX? Here’s A Partial List - Forbes
Who Will Be Advertising In Super Bowl LIX? Here’s A Partial List  Forbes

New+Orleans-based+advertising+agency+rebrands+after+27+years - New Orleans CityBusiness
New+Orleans-based+advertising+agency+rebrands+after+27+years  New Orleans CityBusiness

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Delaware's Carvertise to bring new advertising experience to Super Bowl  Delaware Business Times

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Advertising Startup StackAdapt Snags Massive $235M Round  Crunchbase News

Super Bowl: Which brands spend the most on advertising? - Revista Merca2.0
Super Bowl: Which brands spend the most on advertising?  Revista Merca2.0

How Apple’s ‘1984’ Super Bowl commercial changed advertising forever - CNN
How Apple’s ‘1984’ Super Bowl commercial changed advertising forever  CNN

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6 B2B paid media platforms where you can advertise effectively  MarTech

Another View: Senator calls for Big Pharma to disclose prices on drug advertisements - Marin Independent Journal
Another View: Senator calls for Big Pharma to disclose prices on drug advertisements  Marin Independent Journal

Retail media networks are becoming a bigger part of the Super Bowl advertising puzzle - Modern Retail
Retail media networks are becoming a bigger part of the Super Bowl advertising puzzle  Modern Retail

Snap beats profit estimates on advertising platform strength - Reuters
Snap beats profit estimates on advertising platform strength  Reuters

Disney's Andrew Messina on Creating Unforgettable Brand Moments - Adweek
Disney's Andrew Messina on Creating Unforgettable Brand Moments  Adweek

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Looking to expand your online presence? Glenside Local can help you advertise  Glenside Local

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Education Workers Launch New Videos, $1.4 Million Advertising Campaign  Business Wire

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Astronomers seek global ban on space advertising  SpaceNews

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2024 truth-in-advertising roundup: Notable takeaways for the year ahead  SupplySide Supplement Journal

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Fox’s final offer to advertisers: $500K for a :15 ad during the Super Bowl — on Tubi  Digiday

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Arthur Sadoun on Publicis Groupe becoming advertising’s biggest holding company (for now)  The Drum

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North Allegheny senior heads to state championships for advertising design competition  TribLIVE.com

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OpenAI to debut first Super Bowl ad, joining rivals Google and Meta in AI advertising race  WION

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Scott Pressures FCC to Prevent TEMU And Other Chinese Companies From Advertising During the Super Bowl  The Floridian

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2025 Update on Super Bowl Advertising and Promotions  Broadcast Law Blog

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FTC Closes Two "Made In USA" Inquiries - Advertising, Marketing & Branding - United States  Mondaq News Alerts

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SF Zoo Already Advertising the Job ‘Assistant Curator of Giant Pandas'  SFist

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As FCC Chairman Announces an Investigation into Alleged PBS and NPR Advertising, a Look at the Underwriting Requirements for All Noncommercial Broadcast Stations  Broadcast Law Blog

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Breaking into the big game: Tips for first-time Super Bowl advertisers  Marketing Dive

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Does the Super Bowl offer enough bang for its hefty advertising buck?  The Hustle

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Carl’s Jr. Returns To Racy Advertising Years After It Abandoned ‘Bikinis And Burgers’  TV News Check

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Elon Musk's X sues Lego, Shell, more companies over advertising 'boycott' from platform  USA TODAY

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Schibsted ASA (SBSNF) Q4 2024 Earnings Call Highlights: Revenue Growth Amid Advertising Challenges  Yahoo Finance

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Flyers advertising far-right Proud Boys group found in driveways in Coventry  WLNE-TV (ABC6)

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Elon Musk's X accuses brand giants like Tyson Foods of participating in advertising boycott  KFSM 5Newsonline

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Puppy Bowl is the Super Bowl for some advertisers  Quartz

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Samsung and Cielo Partner to Redefine Retail Advertising with AI-Powered Digital Signage Technology  rAVe [PUBS]

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Netflix’s next phase of advertising growth hinges on in-house ad tech  Marketing Dive

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Warner Bros. Discovery Names New U.S. Advertising Sales Chiefs  Hollywood Reporter

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From Dad Energy to Pickleball Hustlers and AI, Super Bowl Advertising Promises Entertainment  Inc.

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Is Gambling Advertising Restriction The Optimal Solution Or A Conflict Starter?  Washington City Paper

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Elon Musk's X sues Lego, Nestlé and more brands, accusing them of advertising boycott  NPR

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Magnite to help boost advertising on Musk's X - report (MGNI:NASDAQ)  Seeking Alpha

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Super Bowl Food Fight: Glut of Grocery Commercials Will Push Viewers to Eat, Eat, Eat  Variety

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SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads  The Southern

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Interactive artificial intelligence in advertising  WGN Radio - Chicago

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Marketing Briefing: Why marketers are taking a 'lighter approach' to Super Bowl advertising this year  Digiday

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Snapchat Hits 453M Daily Active Users As Advertising Revenue Grows  Hollywood Reporter

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Your View: The power of brand advertising goes beyond increasing sales  The Morning Call

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InspiRAYtion Twenty - pearls before swine  Storyboard18

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YouTube Advertising Revenues Surge Past $10.5B in Latest Quarter  Hollywood Reporter

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Aliens, sloths and silliness: Super Bowl ads offer laughs, celebs and surprises to win over viewers  The Associated Press

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Sports Media Inc. Introduces New Advertising Tools to Empower Brands for Sporting Events  EIN News

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How Going to Commercial During the Super Bowl Works  The New York Times

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Watch: Kiwi creative behind Super Bowl ad featuring iconic US advertising characters  New Zealand Herald

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Egyptian Outdoor Signs MoU with Stand By to Strengthen Leadership and Expand Presence in Egypt’s Outdoor Advertising Market  Egypt Today

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Instacart Super Bowl Commercial Bets On Advertising's Toughest Celebrities: Madison Ave. Mascots  MSN

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The Super Bowl ad recipe for politically charged 2025: humor, nostalgia, and a generous helping of A-list celebrities  Business Insider

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DailyMotion Revolutionizes Digital Advertising with AI-Powered Predictive Targeting  PRODU

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Elon Musk's X is suing more advertisers over ad 'boycott'  Business Insider

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ADVERTISEMENT FOR BIDS Grand Rapids  Mesabi Tribune

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StackAdapt secures $235M to redefine advertising with AI and automation  Tech Funding News

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X Adds Nestlé, Lego, Shell, and Others to Advertising 'Boycott' Lawsuit  Adweek

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Famous Faces, First-Time Advertisers Among This Year’s Super Bowl Ads  Arkansas Money & Politics

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Want to watch Super Bowl 2025 commercials early? These ads are already live.  CBS News

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