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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. June / 19 / 2024

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T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices  The Verge

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The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White?  The New York Times

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How Disney is leveraging AI for advertising  Yahoo Finance

Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising - Mozilla & Firefox
Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising  Mozilla & Firefox

Biden campaign launches advertising attack on 'convicted criminal' Trump - The Washington Post
  1. Biden campaign launches advertising attack on 'convicted criminal' Trump  The Washington Post
  2. Biden team announces $50M campaign highlighting Trump conviction: Election 2024  The Associated Press
  3. Biden Team Unveils $50 Million Ad Campaign Tied to Trump Debate  Bloomberg

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Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera  Page Six

Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing? - Investopedia
Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing?  Investopedia

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New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1  Redheaded Blackbelt

TEC requires political influencers to disclose payment - The Texas Tribune
TEC requires political influencers to disclose payment  The Texas Tribune

Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content - Nielsen
Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content  Nielsen

Ad Age: Advertising & Marketing Technology News - Ad Age
Ad Age: Advertising & Marketing Technology News  Ad Age

Ticked off! @RX advertising on TV - Ticked off! @RX advertising on TV - Orlando Sentinel
Ticked off! @RX advertising on TV - Ticked off! @RX advertising on TV  Orlando Sentinel

Queen Latifah Speaks on Body Image in Advertising at Cannes Lions: 'You Cannot Judge Someone's Health by How ... - TheWrap
Queen Latifah Speaks on Body Image in Advertising at Cannes Lions: 'You Cannot Judge Someone's Health by How ...  TheWrap

FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ... - Broadcast Law Blog
FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ...  Broadcast Law Blog

Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter - Charter Communications
Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter  Charter Communications

Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand - The National Law Review
Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand  The National Law Review

Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More - Inc.
Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More  Inc.

500 Car: Leading the New Wave of Global Automotive Advertising and Promoting Charitable Causes - AccessWire
500 Car: Leading the New Wave of Global Automotive Advertising and Promoting Charitable Causes  AccessWire

Study explores whether advertising contributes to or leads to declines in happiness - Phys.org
Study explores whether advertising contributes to or leads to declines in happiness  Phys.org

Unifying Local Advertising: A Call to Arms for Restaurant Marketing Leaders - QSR magazine
Unifying Local Advertising: A Call to Arms for Restaurant Marketing Leaders  QSR magazine

Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data - MediaVillage
Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data  MediaVillage

Why some cities are banning fossil fuel advertisements - The Washington Post - The Washington Post
Why some cities are banning fossil fuel advertisements - The Washington Post  The Washington Post

Advantage Solutions to Sell Jun Group Digital-Advertising Platform for $185 Million - MarketWatch
Advantage Solutions to Sell Jun Group Digital-Advertising Platform for $185 Million  MarketWatch

SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising - Yahoo Finance
SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising  Yahoo Finance

Google loses bid to end US antitrust case over digital advertising - Reuters
Google loses bid to end US antitrust case over digital advertising  Reuters

Elon Musk flies to Cannes to win back advertisers - Financial Times
Elon Musk flies to Cannes to win back advertisers  Financial Times

'We're all just fumbling around': Advertising on Substack remains a Wild West for brands - Modern Retail
'We're all just fumbling around': Advertising on Substack remains a Wild West for brands  Modern Retail

Advertible Makes Its Case To SSPs For Running Native Channel Extensions - AdExchanger
Advertible Makes Its Case To SSPs For Running Native Channel Extensions  AdExchanger

Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction - PBS NewsHour
Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction  PBS NewsHour

Magnite's SpringServe Powering Video Advertising for YTV in Japan - StockTitan
Magnite's SpringServe Powering Video Advertising for YTV in Japan  StockTitan

Ohio regulator on track to change 'non-gambling' promotions - iGaming Business
Ohio regulator on track to change 'non-gambling' promotions  iGaming Business

Digital Advertisers Are Debating What Counts As 'Premium Content' - Business Insider
Digital Advertisers Are Debating What Counts As 'Premium Content'  Business Insider

Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging - The Drum
Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging  The Drum

Amazon's AI image generator for advertisers adds new feature - About Amazon
Amazon's AI image generator for advertisers adds new feature  About Amazon

Amazon hit with $122 mln US verdict in internet-advertising patent case - Reuters
Amazon hit with $122 mln US verdict in internet-advertising patent case  Reuters

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PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More  PRINT Magazine

'Modern Family' cast reunites in funny new advertisement - Good Morning America
'Modern Family' cast reunites in funny new advertisement  Good Morning America

Oracle is shutting down its advertising business despite millions in revenues - TechRadar
Oracle is shutting down its advertising business despite millions in revenues  TechRadar

Pennsylvania senator introduces bill to shield self-excluded gamblers from direct advertising - Yogonet International
Pennsylvania senator introduces bill to shield self-excluded gamblers from direct advertising  Yogonet International

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Some Advertisers Are Bargain Hunting on X. It May Not Be Enough  The Information

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Amir Kassaei is Coming Back to Burst the Advertising Bubble | LBBOnline  Little Black Book - LBBonline

Verve Acquires Jun Group, a Mobile First Digital Advertising Firm, Resulting in Combined, Pro Forma, €447m ... - Yahoo Finance
Verve Acquires Jun Group, a Mobile First Digital Advertising Firm, Resulting in Combined, Pro Forma, €447m ...  Yahoo Finance

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What's up with Mozilla buying ad firm Anonym? It's all about 'privacy-centric advertising'  The Register

Harnessing AI: Transforming Creative Development In Advertising - AdExchanger
Harnessing AI: Transforming Creative Development In Advertising  AdExchanger

Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach - Inc.
Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach  Inc.

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Why Euro 2024 is 'a big step change' for the areas advertisers will rely on  Digiday

Advantage Solutions to sell digital advertising platform Jun Group for $185 million - StockTitan
Advantage Solutions to sell digital advertising platform Jun Group for $185 million  StockTitan

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How Telegram's Ads Network Will Impact Advertisers & Creators  Unchained

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UK advertising and research exports reach £18bn  Research Live

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Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools  Performance Marketing World

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Missing: Women aged 40+ in advertising and marketing materials  University of Birmingham

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Oracle Ads have had it: $2B operation shuts down after dwindling to $300M  The Register

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X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover  The New York Times

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Texas mandates payment disclosure for political influencers  Chron

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Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ...  PR Newswire

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Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM)  Defense World

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Romanian legislative bans advertising for electronic cigarettes and vapes  Romania-Insider.com

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Biden campaign launches advertising attack on 'convicted criminal' Trump  redlakenationnews.com

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One minute in Cannes with: Uber Advertising  Performance Marketing World

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Oracle Is Shutting Down Its Ad Business  Adweek

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Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

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Getting up close and personal: The new focus making digital dominate global ad spend  Euronews

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Jana Steward can provide all display advertising needs  Erwin Record

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Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman  Cryptonews

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How AI will impact the advertising world according to OpenAI  Fast Company

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Commercial sponsor advertisements approved for all regular-season football games  NCAA.org

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These 3 trends will dominate advertising: Spotify's Lee Brown  Yahoo Finance

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  WBBJ-TV

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Oscar Mayer Creates Beauty Advertising. Sort of  Muse by Clio

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Innovid Releases “CTV x Commerce 2024” Report on the State of Interactive Creatives & Shoppable Advertising  Business Wire

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United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide  Marcellus Drilling News

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T-Mobile ticked off for dodgy FWA advertising  Telecoms.com

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Briefing: TikTok Announces AI Avatars for Advertising  The Information

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Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline  Hollywood Reporter

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Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts  StreetInsider.com

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More Advertisers On Board With Visual In-Car Messaging Synched To AM/FM Radio Ads.  Insideradio.com

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Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  GV Wire

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PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation  PayPal Newsroom

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Oracle Shuts Down Advertising Business After Spending Over $4 Billion  Business Insider

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United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment  EIN News

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The ANA Says Advertisers Are Spending Way Less On MFA – But Programmatic Ain’t Fully Transparent Yet  AdExchanger

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Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics  Hollywood Reporter

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Jackson Hole News&Guide

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Biden ad blitz targets Trump’s criminal conviction in pitch to swing voters  The Guardian US

Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction - KTVB.com
Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction  KTVB.com

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Anzu and dentsu partner to advance intrinsic in-game advertising with  Pocket Gamer.Biz

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Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising  StockTitan

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Advertising Club of Madras closes entries for MADDYS 2024  Animation Xpress

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Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week  World Economic Forum

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United Airlines seat ads: How to opt out of targeted advertising  Fast Company

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T-Mobile can no longer advertise a 'Price Lock' if it doesn't lock prices  Android Authority

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Bowling Green Daily News

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ROKU Launches New Advertising Solution to Aid Platform Revenues  Yahoo Finance

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Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles  Arise News

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Jo Jackson, CEO of D&AD steps down from her position  ETBrandEquity

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Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  WBAP News/Talk

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Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc.  Defense World

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