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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 Wed. December / 06 / 2023

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies - Investopedia
How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies  Investopedia

Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping. - Barron's
Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping.  Barron's

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Could X go bankrupt under Elon Musk? - BBC.com
Could X go bankrupt under Elon Musk?  BBC.com

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - The Associated Press
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  The Associated Press

Roundup: Pickleball first / Advertising downturn / AI rules - Greater Baton Rouge Business Report
Roundup: Pickleball first / Advertising downturn / AI rules  Greater Baton Rouge Business Report

Advertising with Austin Monthly - Austin Monthly
Advertising with Austin Monthly  Austin Monthly

Global Advertising Agency To Relocate New York Office - CoStar Group
Global Advertising Agency To Relocate New York Office  CoStar Group

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

CSL Plasma awarded $5M judgment against Boca Raton advertising agency - South Florida Business Journal - The Business Journals
CSL Plasma awarded $5M judgment against Boca Raton advertising agency - South Florida Business Journal  The Business Journals

Stay ADvised: Brand Protection & Advertising Law News - December 2023 - JD Supra
Stay ADvised: Brand Protection & Advertising Law News - December 2023  JD Supra

Spanish News Media Group Sues Meta for €550 Million over Advertising Foul Play - VideoWeek
Spanish News Media Group Sues Meta for €550 Million over Advertising Foul Play  VideoWeek

DIRECTV Advertising Partners with FourthWall to Revolutionize Cross-Screen, Data-Driven Targeting with Precision ... - Yahoo Finance
DIRECTV Advertising Partners with FourthWall to Revolutionize Cross-Screen, Data-Driven Targeting with Precision ...  Yahoo Finance

Hyperlocology and Do it Best Partner to Transform Local Advertising and Co-op Marketing - PR Newswire
Hyperlocology and Do it Best Partner to Transform Local Advertising and Co-op Marketing  PR Newswire

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Microsoft Advertising Partners With Baidu Global For Chat Ads API - Search Engine Journal
Microsoft Advertising Partners With Baidu Global For Chat Ads API  Search Engine Journal

Kentucky Statewide classified Advertising - The Falmouth Outlook
Kentucky Statewide classified Advertising  The Falmouth Outlook

The Top Five Advertising Trends in 2024 - MediaVillage
The Top Five Advertising Trends in 2024  MediaVillage

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

Klika Tech Achieves New AWS Advertising and Marketing Technology Competency - PR Newswire
Klika Tech Achieves New AWS Advertising and Marketing Technology Competency  PR Newswire

KEVANI Unveils South Bay Pairing: A 7,000 Sq Ft Advertising Display Situated on Two Major California Freeways - Yahoo Finance
KEVANI Unveils South Bay Pairing: A 7,000 Sq Ft Advertising Display Situated on Two Major California Freeways  Yahoo Finance

To Redesign or Not: What's Best for Your Advertising Growth? with Robert Brill - Legal Talk Network
To Redesign or Not: What's Best for Your Advertising Growth? with Robert Brill  Legal Talk Network

As Advertisers Flee X, Threads Quietly Makes a Comeback - Tech.co
As Advertisers Flee X, Threads Quietly Makes a Comeback  Tech.co

Balkan study finds global brands spend billions advertising on misinformation sites - EURACTIV
Balkan study finds global brands spend billions advertising on misinformation sites  EURACTIV

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

Fake website imitating online retailer, advertising deeply discounted items - wmar2news.com
Fake website imitating online retailer, advertising deeply discounted items  wmar2news.com

Sask. Opposition questions $238K government advertising spending at COP28 - Yahoo News Canada
Sask. Opposition questions $238K government advertising spending at COP28  Yahoo News Canada

VIIRL Marketing Awarded Yelp's Advertising Partner of the Year! - StreetInsider.com
VIIRL Marketing Awarded Yelp's Advertising Partner of the Year!  StreetInsider.com

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

Avianca advertising up to 85% off flights, but beware - Frequent Miler
Avianca advertising up to 85% off flights, but beware  Frequent Miler

Paris Hilton’s Feud With Elon Musk Over Advertising on X - Reality Tea
Paris Hilton’s Feud With Elon Musk Over Advertising on X  Reality Tea

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

Should You Buy Direct Digital Holdings Inc (DRCT) in Advertising Agencies Industry? - InvestorsObserver
Should You Buy Direct Digital Holdings Inc (DRCT) in Advertising Agencies Industry?  InvestorsObserver

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

Native Advertising Examples: 5 of the Best (and Worst) - WordStream
Native Advertising Examples: 5 of the Best (and Worst)  WordStream

Netflix faces ad buyers and pledges to ‘set a new standard’ - The Media Leader
Netflix faces ad buyers and pledges to ‘set a new standard’  The Media Leader

First Member Driven Direct-to-Consumer Advertising Co-Op for Cannabis Announces 'TLC with Your THC' Fall ... - PR Newswire
First Member Driven Direct-to-Consumer Advertising Co-Op for Cannabis Announces 'TLC with Your THC' Fall ...  PR Newswire

Streaming Video No Longer an Existential Threat to Linear or Pay-TV, Says Omdia Analyst: ‘Perversely, Advertising Keeps Creeping Into TV’ - Variety
Streaming Video No Longer an Existential Threat to Linear or Pay-TV, Says Omdia Analyst: ‘Perversely, Advertising Keeps Creeping Into TV’  Variety

In 2024, 'Buy Local' Takes on New Urgency For CTV Advertisers - MediaVillage
In 2024, 'Buy Local' Takes on New Urgency For CTV Advertisers  MediaVillage

Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing - The Intercept
Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing  The Intercept

Walmart is the latest advertiser to pull ads from Elon Musk’s X - CNN
Walmart is the latest advertiser to pull ads from Elon Musk’s X  CNN

Walmart stops advertising on X, adding to growing list of companies - Fox Business
Walmart stops advertising on X, adding to growing list of companies  Fox Business

Explore Future Trends In Advertising! | by World As One 4PEACE | data-driven fiction | Dec, 2023 - Medium
Explore Future Trends In Advertising! | by World As One 4PEACE | data-driven fiction | Dec, 2023  Medium

Musk Courts SMBs, After Telling Big Advertisers 'F*ck You' 12/04/2023 - MediaPost Communications
Musk Courts SMBs, After Telling Big Advertisers 'F*ck You' 12/04/2023  MediaPost Communications

After Musk tirade, X faces prospect of more advertisers fleeing - Reuters
After Musk tirade, X faces prospect of more advertisers fleeing  Reuters

DeSantis campaign blames its own super PAC for leaks, bad TV advertising - POLITICO
DeSantis campaign blames its own super PAC for leaks, bad TV advertising  POLITICO

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

Constructed Familiarity within the Lonely World of Internet: Personalized Advertisement - Medium
Constructed Familiarity within the Lonely World of Internet: Personalized Advertisement  Medium

Biden, allies set off-year advertising record for incumbent president - NBC News
Biden, allies set off-year advertising record for incumbent president  NBC News

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

Brightline debuts new suite with interactive ad formats - StreamTV Insider
Brightline debuts new suite with interactive ad formats  StreamTV Insider

Why Tom Waits hates advertising firms: “Painful and humiliating” - Far Out Magazine
Why Tom Waits hates advertising firms: “Painful and humiliating”  Far Out Magazine

X ramps up new advertising strategy following Elon Musk's tirade - Financial Times
X ramps up new advertising strategy following Elon Musk's tirade  Financial Times

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - ABC News
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  ABC News

Walmart (WMT) Has Stopped Advertising on Elon Musk's X - Bloomberg
Walmart (WMT) Has Stopped Advertising on Elon Musk's X  Bloomberg

The Fallout From Musk's Profanity-Laden Attack on Advertisers Isn't Over - The New York Times
The Fallout From Musk's Profanity-Laden Attack on Advertisers Isn't Over  The New York Times

Elon Musk's X is targeting smaller businesses for advertising revenue - MarketWatch
Elon Musk's X is targeting smaller businesses for advertising revenue  MarketWatch

BBB highlights advertising scams in the Midwest - KNSS
BBB highlights advertising scams in the Midwest  KNSS

Elon Musk pans Paris Hilton's advertising campaign on X after boycott - Business Insider
Elon Musk pans Paris Hilton's advertising campaign on X after boycott  Business Insider

Javier Campopiano, Industry Innovator and McCann Worldgroup CCO, Appointed Executive Jury President for NYF's ... - SHOOT Online
Javier Campopiano, Industry Innovator and McCann Worldgroup CCO, Appointed Executive Jury President for NYF's ...  SHOOT Online

Walmart joins the growing list of big companies pulling their ads from Elon Musk’s X after his endorsement of an antisemitic post - Fortune
Walmart joins the growing list of big companies pulling their ads from Elon Musk’s X after his endorsement of an antisemitic post  Fortune

Walmart says it’s no longer advertising on X - Engadget
Walmart says it’s no longer advertising on X  Engadget

Elon Musk Tells Advertisers Boycotting X to 'Go F-ck Yourself' - TIME
Elon Musk Tells Advertisers Boycotting X to 'Go F-ck Yourself'  TIME

Elon Musk apologizes for antisemitic tweet but crudely attacks advertisers - ABC News
Elon Musk apologizes for antisemitic tweet but crudely attacks advertisers  ABC News

X says it will chase SMB ad dollars after Musk’s ‘go f*** yourself’ comments to fleeing advertisers - TechCrunch
X says it will chase SMB ad dollars after Musk’s ‘go f*** yourself’ comments to fleeing advertisers  TechCrunch

X says Walmart pulled ads in October, weeks before Media Matters hate speech report and Musk rant - The Associated Press
X says Walmart pulled ads in October, weeks before Media Matters hate speech report and Musk rant  The Associated Press

Walmart latest big advertiser to drop Musk's X amid widening concerns over hate speech, reach - CBS News
Walmart latest big advertiser to drop Musk's X amid widening concerns over hate speech, reach  CBS News

True Convergence: How Best Practices Translate from Digital to CTV and Linear - TV Technology
True Convergence: How Best Practices Translate from Digital to CTV and Linear  TV Technology

What is the controversy about Walmart pulling their advertising from X? - AS USA
What is the controversy about Walmart pulling their advertising from X?  AS USA

Elon Musk curses out advertisers who left X over antisemitic content - Reuters
Elon Musk curses out advertisers who left X over antisemitic content  Reuters

U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat - Hollywood Reporter
U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat  Hollywood Reporter

Elon Musk Uses 'F' Word for Advertisers Boycotting Platform - The Wall Street Journal
Elon Musk Uses 'F' Word for Advertisers Boycotting Platform  The Wall Street Journal

X struggling to win advertisers back after Elon Musk’s profane outburst - The Guardian
X struggling to win advertisers back after Elon Musk’s profane outburst  The Guardian

Seven unveils new advanced advertising team – Campaign Brief WA - Campaign Brief WA
Seven unveils new advanced advertising team – Campaign Brief WA  Campaign Brief WA

The Most and Least Valuable Social Media Advertising - Statista
The Most and Least Valuable Social Media Advertising  Statista

Elon Musk says advertiser boycott at X could "kill the company" - CBS News
Elon Musk says advertiser boycott at X could "kill the company"  CBS News

Elon Musk uses f-word for advertisers who left X over antisemitism - The Washington Post
Elon Musk uses f-word for advertisers who left X over antisemitism  The Washington Post

Elon Musk Tells Companies Who Want to 'Blackmail' Him: 'Go F--- Yourself' - PEOPLE
Elon Musk Tells Companies Who Want to 'Blackmail' Him: 'Go F--- Yourself'  PEOPLE

Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025” - Hollywood Reporter
Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025”  Hollywood Reporter

Elon Musk to advertisers boycotting X: "Go f**k yourself" - Axios
Elon Musk to advertisers boycotting X: "Go f**k yourself"  Axios

Walmart stops advertising on X, becoming latest company to do so - Ad Age
Walmart stops advertising on X, becoming latest company to do so  Ad Age

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

Elon Musk apologizes for antisemitic tweet but tells advertisers ‘go f**k yourself’ - CNN
Elon Musk apologizes for antisemitic tweet but tells advertisers ‘go f**k yourself’  CNN

Musk uses expletive to tell audience he doesn't care about advertisers that fled X over hate speech - The Associated Press
Musk uses expletive to tell audience he doesn't care about advertisers that fled X over hate speech  The Associated Press

Elon Musk unleashed a wild tirade against Disney and other advertisers he accused of blackmailing X: ‘go F-CK yourself’ - Fortune
Elon Musk unleashed a wild tirade against Disney and other advertisers he accused of blackmailing X: ‘go F-CK yourself’  Fortune

Why did Walmart suspend all advertising with X? What other companies have pulled their ads from Twitter? - AS USA
Why did Walmart suspend all advertising with X? What other companies have pulled their ads from Twitter?  AS USA

Accountancy outsourcers settle advertising dispute - Accountancy Daily
Accountancy outsourcers settle advertising dispute  Accountancy Daily

Elon Musk Uses a Crude Insult to Slam Advertisers for Pulling Back From X. - The New York Times
Elon Musk Uses a Crude Insult to Slam Advertisers for Pulling Back From X.  The New York Times

Elon Musk Just Told Advertisers, 'Go Fuck Yourself' - WIRED
Elon Musk Just Told Advertisers, 'Go Fuck Yourself'  WIRED

TVNZ Enhances Personalized Advertising While Protecting Viewer Data and Privacy With AWS Clean Rooms - Amazon Press Release
TVNZ Enhances Personalized Advertising While Protecting Viewer Data and Privacy With AWS Clean Rooms  Amazon Press Release

Elon Musk Says Advertisers That Have Left X Shouldn’t Come Back - Forbes
Elon Musk Says Advertisers That Have Left X Shouldn’t Come Back  Forbes

Elon Musk interview: X owner lashes out at advertisers leaving - USA TODAY
Elon Musk interview: X owner lashes out at advertisers leaving  USA TODAY

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

Musk lashes out at advertisers leaving X over hate speech - PBS NewsHour
Musk lashes out at advertisers leaving X over hate speech  PBS NewsHour

Elon Musk's tells advertisers fleeing X “Go f— yourself” - San Francisco Chronicle
Elon Musk's tells advertisers fleeing X “Go f— yourself”  San Francisco Chronicle

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