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Media, the Internet, Yellow Pages, and Your Business


If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!...Seriously!) If you own a small business today, you look at many advertising mediums. The majority of these mediums lump themselves into 2 categories, creative or direct.

Creative has always been the crapshoot for the small business owner. A sales rep walks into your business, espousing the greater good of television or radio advertising, quickly moves past the ratings, viewers etc and into the sexiness of hearing your name at 6:57am Monday, Thursday and Saturday if you are watching station X or listening to station Y. If this product didn't work, a Super Bowl commercial price tag wouldn't make headlines every December (for how much Geico paid) or late February (to hear which is most memorable). The key with creative is frequency. If you have realistic budget for frequency, you can make the phone ring with a creative campaign. If you have that budget you probably aren't reading this article. Realistically speaking, you don't have a ton of money to risk on creative advertising effectiveness, haven't backed it up with a call to action, and you need, pound for pound, the least amount of advertising money possible, with the most phone calls?

Enter direct advertising. Classified sections in newspapers, they make your phone ring, if you're selling something people want. (For the record, advertising in the sports section of your local paper is creative advertising (people don't go to page 5 of the sports to regularly check out the latest prices on used cars.) Classified advertising is in the process of going from the newspaper industry's cash cow to taking it on the chin from eBay (ever heard of it?) and even more attractive small town slugger, Craigslist (you go Craig!). If you're business pumps out used cars by the pound, chances are you, or your salesmen are using these two websites to start realizing savings from Rupert Murdoch and his yacht-owning cronies. Even the best of eBay or Craigslist, however, doesn't put much of a dent in your P&L statement if you are service based like a contractor, or general retail, like a bookstore.

Enter the yellow pages?Pound for pound, no other medium makes the phone ring at your business like the good old fashioned yellow pages. Throw down your money, and answer the phone. You already know that. So do all the TV stations, radio stations, and newspapers in the country. The best protected advertising budget in any small business is the yellow page budget. Yellow pages are the scourge of the other guys. How many radio sales reps will walk into your store after you started your advertising campaign and say, "Tom, your $1,000 invested with my station this week got you 48 phone calls?" (If you find a station like that please send me the phone number, and I retract everything I said earlier) When someone wants a plumber, a pool boy, a new pool, or a divorce attorney for getting the new pool without his wife's approval, they pick up the weathered old yellow pages, leaf through a few adverts, and call someone that sells what they need.

So, am I telling you to advertise in the yellow pages?,,, Not so fast Skippy?First, let's look at the cost of the yellow pages,?You want the phone to ring in Miami, and you're a plumber? Better be ready to pony up some serious cash?say $3-4k per month. In Miami, the average cost of a service call could be around $65. If you don't have a crew, that ad needs to generate 61 calls to break even, not including the employee cost, travel costs etc. Not so bad? How many calls did you need to generate those 61 service calls? Did you go see everyone that called you? I would guess, for a contractor, you might get lucky and have a 50% close rate?122 calls?to break even. Don't forget to pay yourself?200 calls. Depressed? Better be glad you don't sell shoes. The same ad would generate a much lower close rate, and you need to sell an dump truck of shoes every month!

What's my point? Enter the ELECTRONIC yellow pages?No print bill, real time changes, and guess where all those print yellow pages are putting their money these days? BellSouth and SBC just paid $100M (you know, $100,000,000) for a new domain name, and combined their "competing" forces to make a better entry in the fray, thinking that you might remember yellowpages.com better than smartpages.com or realpages.com. (Makes you wonder where Google fits into the old branding and name recognition game.) Verizon seemed to get the concept a little better with superpages.com by aligning with Mr. Gates over at MSN right around the time Al Gore was inventing the internet. Getting back to the point, the internet yellow pages are going to do to print yellow pages what eBay and Craigslist have done to the newspaper companies. No paper, no ink, usage climbing (for electronic yellow pages, usage is climbing to as high as 70% of online searching, and buying) and real-time, do-it-yourself advertising. Advents such as community ranking, mini-sites, toolbars, pay per click, pay per call, and just about every way possible to pay for performance, track performance, and see what other buyers of your goods or services thought of your business. Due to the ever changing, "who's in first place" of the internet, there has yet to be determined if there is a Lance Armstrong in this race. Our own company USdirectory.com, via its partnerships, and investment into technology, is looking to become a late entry, blue-ribbon bearer. At this point, it's too early to clearly point out which one, or all, or none, of these companies will do to yellow pages what Google did to global search. That being said, even Google doesn't reflect enough tenure to ensure its own top position.

Who wins?? You do, the business owner. Technology is about to reduce your advertising budget the way Southwest and JetBlue changed the airline industry. Your customer base, as they migrate to the internet as vehicle of choice, will reach you at lower price points, and in greater volume, then ever before. Your mission, should you choose to accept, in investing in the right mix, at the right point, and try to cater not only to your existing radius of business, but around the planet with new and specialized niches?but that's another story.

Skip Middleton
Boca Raton, FL USA
USdirectory.com
Search. Find. Buy.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. December / 08 / 2023

Advertising boycott at the platform formerly known as Twitter grows by the day - NPR
Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business - Hollywood Reporter
Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

Advertiser backlash may pose mortal threat to Elon Musk's X - NPR
  1. Advertiser backlash may pose mortal threat to Elon Musk's X  NPR
  2. Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that.  The Hill
  3. Elon Musk calls for Bob Iger to be fired after Disney pulls ads from X  New York Daily News

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

Peter Field: Marketers are too disinvested in TV advertising - Marketing Week
Peter Field: Marketers are too disinvested in TV advertising  Marketing Week

Social media platform X added 10 million new users in December, CEO says - Al Jazeera English
Social media platform X added 10 million new users in December, CEO says  Al Jazeera English

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

Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

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

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics - AdExchanger
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics  AdExchanger

Morning Brew welcomes Sara Badler as chief commercial officer, advertising - Editor And Publisher Magazine
Morning Brew welcomes Sara Badler as chief commercial officer, advertising  Editor And Publisher Magazine

Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette - Arkansas Online
Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette  Arkansas Online

uniqFEED Partners With ESporsa Group to Enhance Virtual Advertising Offering in the Middle East - Sports Video Group
uniqFEED Partners With ESporsa Group to Enhance Virtual Advertising Offering in the Middle East  Sports Video Group

'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer - CNBC
'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer  CNBC

EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA - International Association of Privacy Professionals
EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA  International Association of Privacy Professionals

Advertising & Marketing Tips Archives - www.designerstoday.com
Advertising & Marketing Tips Archives  www.designerstoday.com

Carol Williams, advertising powerhouse - KTVU FOX 2 San Francisco
Carol Williams, advertising powerhouse  KTVU FOX 2 San Francisco

Kevani expands LA digital signage advertising fleet with South Bay Pairing - Digital Signage Today
Kevani expands LA digital signage advertising fleet with South Bay Pairing  Digital Signage Today

Advertising performance in the context of conversation - Search Engine Land
Advertising performance in the context of conversation  Search Engine Land

Judge plans to rule in cannabis advertising case by year's end - Arkansas Times
Judge plans to rule in cannabis advertising case by year's end  Arkansas Times

ADCOLOR 2023 Conference Calls for Expansion of DEI Efforts in the Advertising Industry - Billboard
ADCOLOR 2023 Conference Calls for Expansion of DEI Efforts in the Advertising Industry  Billboard

$12B Projected In 2024 For Local Health Care Advertising - TV News Check
$12B Projected In 2024 For Local Health Care Advertising  TV News Check

Pixalate Publishes Global Benchmark Report for Made For Advertising (MFA) Websites: Google Sold Ads On 93% of ... - Yahoo Finance
Pixalate Publishes Global Benchmark Report for Made For Advertising (MFA) Websites: Google Sold Ads On 93% of ...  Yahoo Finance

Our Political Advertising Policy for 2024 Primary and General Election - canadianrecord.com
Our Political Advertising Policy for 2024 Primary and General Election  canadianrecord.com

Genius Sports Launches FanHub ID, First Unified Fan Identification Solution for Advertising - Sports Video Group
Genius Sports Launches FanHub ID, First Unified Fan Identification Solution for Advertising  Sports Video Group

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

AJ Styles Featured On 12/8 WWE SmackDown Advertising - Fightful
AJ Styles Featured On 12/8 WWE SmackDown Advertising  Fightful

Political Issue Advertising: The Blessing and the Curse! - Radio World
Political Issue Advertising: The Blessing and the Curse!  Radio World

IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023 - MediaPost Communications
IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023  MediaPost Communications

Digital advertising is still far too murky - Financial Times
Digital advertising is still far too murky  Financial Times

Advertisers Can Learn from Political Marketers - Street Fight
Advertisers Can Learn from Political Marketers  Street Fight

National Advertising Division alerts FTC to company's melatonin advertising claims - Nutritional Outlook
National Advertising Division alerts FTC to company's melatonin advertising claims  Nutritional Outlook

Internationally Recognized Advertising Studio Calls for Industry Reform as UN Climate Change Conference Convenes - Yahoo Finance
Internationally Recognized Advertising Studio Calls for Industry Reform as UN Climate Change Conference Convenes  Yahoo Finance

UK advertising authority bans airline adverts over “greenwashing” - Airport Technology
UK advertising authority bans airline adverts over “greenwashing”  Airport Technology

Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski? - Snopes.com
Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski?  Snopes.com

New law prohibits retailers from selling, marketing, advertising e-cigarettes to minors - KAMR - MyHighPlains.com
New law prohibits retailers from selling, marketing, advertising e-cigarettes to minors  KAMR - MyHighPlains.com

French Companies Created These Zany Vehicles To Advertise Products During The Tour de France - The Autopian
French Companies Created These Zany Vehicles To Advertise Products During The Tour de France  The Autopian

Advertisers flee X after Musk rant - The Hill
Advertisers flee X after Musk rant  The Hill

CAIA: Ottawa Anti-Salmon Farming Billboards Removed for False Advertising - SeafoodNews
CAIA: Ottawa Anti-Salmon Farming Billboards Removed for False Advertising  SeafoodNews

Progressive portrayals in advertising drive short-term sales and long-term brand equity: Ruchira Jaitly, Diageo India CMO - Storyboard18
Progressive portrayals in advertising drive short-term sales and long-term brand equity: Ruchira Jaitly, Diageo India CMO  Storyboard18

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

WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’ - Wrestling Headlines
WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’  Wrestling Headlines

Advertising foods high in fat, sugar or salt (HFSS) - Lewis Silkin
Advertising foods high in fat, sugar or salt (HFSS)  Lewis Silkin

Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ... - WDW News Today
Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ...  WDW News Today

Are Robust Financials Driving The Recent Rally In Vertoz Advertising Limited's (NSE:VERTOZ) Stock? - Simply Wall St
Are Robust Financials Driving The Recent Rally In Vertoz Advertising Limited's (NSE:VERTOZ) Stock?  Simply Wall St

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

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

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

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

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

X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ... - wdwmagic.com
X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ...  wdwmagic.com

IAB on the Hill: Advocating for Digital Advertising to Policymakers - IAB
IAB on the Hill: Advocating for Digital Advertising to Policymakers  IAB

The in-game advertising (IGA) opportunity | NATIONAL - NATIONAL Public Relations
The in-game advertising (IGA) opportunity | NATIONAL  NATIONAL Public Relations

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

Step beyond tokenism when advertising for the LGBTQ+ and disability community: Experts | Advertising - Campaign India
Step beyond tokenism when advertising for the LGBTQ+ and disability community: Experts | Advertising  Campaign India

IAB Releases First-of-Its-Kind Research Report on the Creator Economy Advertising Opportunity - MarTech Series
IAB Releases First-of-Its-Kind Research Report on the Creator Economy Advertising Opportunity  MarTech Series

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

MysterVibe Launches OOH Vibrator Advertising Campaign in a UK First - Femtech Insider
MysterVibe Launches OOH Vibrator Advertising Campaign in a UK First  Femtech Insider

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

Mobile Advertising Definition, Types, and Examples - Investopedia
Mobile Advertising Definition, Types, and Examples  Investopedia

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

Dolly Parton Says She Was “Humiliated” Advertising Laxatives On 'The Porter Wagoner Show,' But She Made A TON Of ... - Whiskey Riff
Dolly Parton Says She Was “Humiliated” Advertising Laxatives On 'The Porter Wagoner Show,' But She Made A TON Of ...  Whiskey Riff

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

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

Amazon Strikes Three-Year Streaming Ad Pact With IPG Mediabrands - Variety
Amazon Strikes Three-Year Streaming Ad Pact With IPG Mediabrands  Variety

Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report - Adweek
Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report  Adweek

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

The 16 Hottest Adtech Companies Solving the Industry's Big Challenges - Business Insider
The 16 Hottest Adtech Companies Solving the Industry's Big Challenges  Business Insider

Media buyers: ‘Advertisers are not responsible for keeping X afloat — or shutting it down’ | Analysis - Campaign Asia
Media buyers: ‘Advertisers are not responsible for keeping X afloat — or shutting it down’ | Analysis  Campaign Asia

Advertisers will ramp up spend on creators in 2024, IAB forecasts - Yahoo Finance
Advertisers will ramp up spend on creators in 2024, IAB forecasts  Yahoo Finance

TV Advertising: Content providers says partnerships with third party platforms is key to growing audiences - Digital TV Europe
TV Advertising: Content providers says partnerships with third party platforms is key to growing audiences  Digital TV Europe

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

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

DoubleVerify Report Exposes Key Trends & Opportunities for Advertisers in 2024 - Adgully
DoubleVerify Report Exposes Key Trends & Opportunities for Advertisers in 2024  Adgully

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

2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights - Search Engine Journal
2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights  Search Engine Journal

Only around a third of ad dollars reach 'intended audiences,' ANA finds - Marketing Brew
Only around a third of ad dollars reach 'intended audiences,' ANA finds  Marketing Brew

Elon Musk calls for Disney CEO Bob Iger to be fired over ad buys after company pulls money from X - New York Post
Elon Musk calls for Disney CEO Bob Iger to be fired over ad buys after company pulls money from X  New York Post

Clickbait ad farms Made for Advertising - AdNews
Clickbait ad farms Made for Advertising  AdNews

TV Advertising: ITV boss says main focus is to grow digital advertising across ITVX - Digital TV Europe
TV Advertising: ITV boss says main focus is to grow digital advertising across ITVX  Digital TV Europe

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

Advertisers Using Antisemitism Claims To Bring Down Elon Musk and X Ahead of Election | Bobby Burack - Outkick
Advertisers Using Antisemitism Claims To Bring Down Elon Musk and X Ahead of Election | Bobby Burack  Outkick

Horrifying moment Massachusetts advertising agent's lifeless body is DUMPED from his white Porsche SUV and lef - Daily Mail
Horrifying moment Massachusetts advertising agent's lifeless body is DUMPED from his white Porsche SUV and lef  Daily Mail

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

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

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

Scope3 Expands Carbon Measurement Capabilities to Include DOOH Advertising - MarTech Series
Scope3 Expands Carbon Measurement Capabilities to Include DOOH Advertising  MarTech Series

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

Elon Musk demands Disney's Bob Iger resign after pulling ads from X - after telling him and other advertisers - Daily Mail
Elon Musk demands Disney's Bob Iger resign after pulling ads from X - after telling him and other advertisers  Daily Mail

Google advertisers can now opt out of Search Network - Search Engine Land
Google advertisers can now opt out of Search Network  Search Engine Land

Lack of Diversity, Inclusion in advertising; Women stereotyped, abysmally low representations of LGBTQ+, people with ... - Storyboard18
Lack of Diversity, Inclusion in advertising; Women stereotyped, abysmally low representations of LGBTQ+, people with ...  Storyboard18

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

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

Genius Sports launches FanHub ID, the first unified fan identification solution for advertising - Genius Sports News
Genius Sports launches FanHub ID, the first unified fan identification solution for advertising  Genius Sports News

Exposure wins Hendricks global ‘cultural’ agency of record status - More About Advertising
Exposure wins Hendricks global ‘cultural’ agency of record status  More About Advertising

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

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

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

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