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Consider These Pressing Facts Before You Renew Your Yellow Page Ad


Your Yellow Page Ad Deserves More than 10 Minutes of Thought a Year

Before long, your Yellow Page directory rep will be paying you a visit. It's an annual event that happens several months before next year's directory goes to press. He or she will urge you to think about your ad just long enough to renew what you used in the previous directory - or to upgrade according to their suggestions. If you comment that business is up OR down, they'll recommend a larger, spruced-up ad as the answer.

The statistics they quote are out of date, and don't reflect today's realities. The typical business owner is afraid - unsure what to trust to bring enough new customers. Even if he wants to reduce his reliance on the Yellow Pages (or the every-escalating expense), he doesn't know what to do instead. The truth is, no single promotional method can do the job. However, the majority of the public is already changing the way it decides where to buy - which doesn't bode well for Yellow Pages.

Be forewarned. Sticking with what you've been doing is no longer a smart business move. The role the directory plays in our way of life has shifted dramatically - just during the last year. And those effects will increase in the future. Although people used to rely on the Yellow Pages before buying, that's no longer true. Instead, they're going online, to conduct searches for local vendors.

People Want More Information and the Want it Fast

Declines in Yellow Page usage are dramatic. Recent studies show that many as 70% of buyers rely on Internet search engines to find needed information, as part of their buying process (even when they intend to spend their money in their hometown). The advent of Local Search (combining a search engine query with a geographic term, like town or state) helps Internet users find local suppliers in seconds. Local Search already accounts for over a third of search queries. Unfortunately, many businesses don't show up in those results - so aren't even considered.

While I'm not recommending that you drop your directory ad, I strongly suggest that you shift some of those dollars to online exposure. My ebook, Yellow Page Smarts explains how to get your directory ad and the Internet to work together

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

Recognize that you need to present your business in a variety of ways, in order to match the purchasing styles of most consumers.

Develop an Integrated Yellow Page Strategy

Begin thinking about the next Yellow Page directory, starting now. The worst choice is to just renew what you've done without giving it any serious thought. Use this chance to improve your ad's performance. You'll be stuck with it (and paying for it) for a full year.

What to Consider Before Re-running Your Present Ad

- Whether you feel your current ad has been working for you (easiest to tell if you log your calls or customers

- All your present marketing methods (besides your Yellow Page advertising) and how well they work together

- What the other advertisers in your category are doing

- Which categories you need to appear in - Really?

- Ways to improve your copy and message, to demand more attention

- Rearrange the layout to be more legible, clear, and easy on the eye

- Updating anything that's either out of date, or left out

- Adding your website and email address - Even when they use the directory, many people will only call ads with a website; it's about credibility

Don't be Afraid of the New Developments

Your choice is not between the Yellow Pages and an Internet presence. You'll need a marketing method that's big enough to include both. You can find needed answers to help you plot your course at http://www.localsearchresources.com

Your first task is to treat this matter as urgent. The Internet probably seems far afield from your daily priorities. But your customers are online, and your competitors are getting there. This trend is not going away; it's getting stronger. Don't miss the boat. Especially, when it's not very costly or difficult to broaden your exposure to include the Internet. Get moving!

Copyright 2005 Off the Page

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 Sat. May / 21 / 2022

US senators target Big Tech's digital advertising machine with new legislation - CNN
  1. US senators target Big Tech's digital advertising machine with new legislation  CNN
  2. New legislation aimed at online advertising exchanges will hit most of big tech - including Apple  AppleInsider
  3. Lee Introduces Digital Advertising Act  United States Senator Mike Lee
  4. New bipartisan bill would force Google to break up its ad business  CNBC
  5. US Senate Bill Would Break up Google and Add Transparency to Digital Advertising  Adweek
  6. View Full Coverage on Google News

2 Top Advertising Tech Stocks to Buy Right Now - The Motley Fool
2 Top Advertising Tech Stocks to Buy Right Now  The Motley Fool

FTC to Hold Virtual Event on Protecting Kids from Stealth Advertising in Digital Media - Federal Trade Commission News
FTC to Hold Virtual Event on Protecting Kids from Stealth Advertising in Digital Media  Federal Trade Commission News

AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising - Adweek
AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising  Adweek

Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising - Business Wire
Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising  Business Wire

What drug categories spend the most on advertising? Diabetes, psoriasis and arthritis top the list - Endpoints News
What drug categories spend the most on advertising? Diabetes, psoriasis and arthritis top the list  Endpoints News

What if Elon Musk ditches Twitter advertising? - Smartbrief
What if Elon Musk ditches Twitter advertising?  Smartbrief

Wendy’s, McDonald’s sued over burger size, accused of false advertising - KOKI FOX 23 TULSA
Wendy’s, McDonald’s sued over burger size, accused of false advertising  KOKI FOX 23 TULSA

FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States - Mondaq
FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States  Mondaq

Meet the Notable Leaders in Advertising, Marketing and PR - Crain's New York Business
Meet the Notable Leaders in Advertising, Marketing and PR  Crain's New York Business

2022 Advertising Upfronts: Four Fast Takeaways - Forbes
2022 Advertising Upfronts: Four Fast Takeaways  Forbes

Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media - Seattle Medium
Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media  Seattle Medium

How Intent Data Shapes High-Converting Paid Advertising Strategies - MarTech Series
How Intent Data Shapes High-Converting Paid Advertising Strategies  MarTech Series

Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze - Chicago Tribune
Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze  Chicago Tribune

THE MEX FACTOR: The advertising question | Featured | ivpressonline.com - Imperial Valley Press
THE MEX FACTOR: The advertising question | Featured | ivpressonline.com  Imperial Valley Press

South Dakota Department of Tourism Announces Partnerships with Advertising Agencies - South Dakota State News Home
South Dakota Department of Tourism Announces Partnerships with Advertising Agencies  South Dakota State News Home

6 Free Advertising Ideas for Your Small Business - The Motley Fool
6 Free Advertising Ideas for Your Small Business  The Motley Fool

Adapting to Changes in Pay-per-Click Advertising - Publishers Weekly
Adapting to Changes in Pay-per-Click Advertising  Publishers Weekly

Online Advertising Market by latest COVID-19 Impact and Global Analysis to 2030 with leading players| Aplicor LLC, Adobe Systems Inc., Zoho CRM Inc. – The Daily Vale - The Daily Vale
Online Advertising Market by latest COVID-19 Impact and Global Analysis to 2030 with leading players| Aplicor LLC, Adobe Systems Inc., Zoho CRM Inc. – The Daily Vale  The Daily Vale

Why Marketers Are Returning to Traditional Advertising - HBR.org Daily
Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

ADVERTISING: Advertorial — Crystals for prosperity - Coeur d'Alene Press
ADVERTISING: Advertorial — Crystals for prosperity  Coeur d'Alene Press

Creating Discord: Decentralized Advertising On Gamers' Favorite Channel - The Drum
Creating Discord: Decentralized Advertising On Gamers' Favorite Channel  The Drum

What’s going on with Dislyte’s advertising? - App Trigger
What’s going on with Dislyte’s advertising?  App Trigger

Saatchi advertising agency agrees €366m takeover deal by larger rival - The Irish Times
Saatchi advertising agency agrees €366m takeover deal by larger rival  The Irish Times

Protecting Depositors By Enforcing Proper Advertising Of FDIC Insurance - Insurance Laws and Products - United States - Mondaq
Protecting Depositors By Enforcing Proper Advertising Of FDIC Insurance - Insurance Laws and Products - United States  Mondaq

Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream - MarTech Series
Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream  MarTech Series

Netherlands E-Cigarette Regulatory Report 2022: Product Restrictions, Labelling and Packaging Requirements, Taxation, Advertising and Public Usage Laws - ResearchAndMarkets.com - Yahoo Finance
Netherlands E-Cigarette Regulatory Report 2022: Product Restrictions, Labelling and Packaging Requirements, Taxation, Advertising and Public Usage Laws - ResearchAndMarkets.com  Yahoo Finance

Amazon Advertising Strategies for 2022 & Beyond - Jungle Scout
Amazon Advertising Strategies for 2022 & Beyond  Jungle Scout

In-game advertising experts question Microsoft and Sony's gaming advertising plans - Digiday
In-game advertising experts question Microsoft and Sony's gaming advertising plans  Digiday

Social Media Advertising for Furniture Manufacturers - Furniture Today
Social Media Advertising for Furniture Manufacturers  Furniture Today

How new EU rules could create a safer and more trustworthy online advertising ecosystem - AdAge.com
How new EU rules could create a safer and more trustworthy online advertising ecosystem  AdAge.com

CDLLife Summit: Improve your branding and advertising — Taking the Hire Road - FreightWaves
CDLLife Summit: Improve your branding and advertising — Taking the Hire Road  FreightWaves

The Science Behind Why Watches are Set to 10:10 in Advertising Photos - PetaPixel
The Science Behind Why Watches are Set to 10:10 in Advertising Photos  PetaPixel

Five on Friday: Advertising, Engaging and Gifting - Subscription Insider
Five on Friday: Advertising, Engaging and Gifting  Subscription Insider

Bumble User Resists Dismissal in Freemium Feature False Advertising Suit - Law Street Media
Bumble User Resists Dismissal in Freemium Feature False Advertising Suit  Law Street Media

Programmatic Job Advertising Software Market Projected to Show Strong Growth | Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale - The Daily Vale
Programmatic Job Advertising Software Market Projected to Show Strong Growth | Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale  The Daily Vale

Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com - Business Wire
Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com  Business Wire

Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report - World Health Organization
Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report  World Health Organization

ACH announces first winners of high school advertising contest - The Atmore Advance | The Atmore Advance - Atmore Advance
ACH announces first winners of high school advertising contest - The Atmore Advance | The Atmore Advance  Atmore Advance

The Advertisers With Strong Affinity On Netflix, Disney+ & HBO Max Programs - Forbes
The Advertisers With Strong Affinity On Netflix, Disney+ & HBO Max Programs  Forbes

United States Recovers Over $15 Million from Swiss Bank Accounts as Proceeds of Global Digital Advertising Fraud Scheme - Department of Justice
United States Recovers Over $15 Million from Swiss Bank Accounts as Proceeds of Global Digital Advertising Fraud Scheme  Department of Justice

Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills - Digiday
Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills  Digiday

ADVERTISING: Advertorial — When your bowels are irritable - Coeur d'Alene Press
ADVERTISING: Advertorial — When your bowels are irritable  Coeur d'Alene Press

NutraWomen Wednesday: Elyse Lovett, Founder, Lovett Marketing and Advertising - NutraIngredients-usa.com
NutraWomen Wednesday: Elyse Lovett, Founder, Lovett Marketing and Advertising  NutraIngredients-usa.com

Why we care about video advertising - MarTech
Why we care about video advertising  MarTech

Advertising settlement with Ford includes Mississippi - DeSoto County News
Advertising settlement with Ford includes Mississippi  DeSoto County News

Why advertising won the streaming wars - Fast Company
Why advertising won the streaming wars  Fast Company

Advertising: A Slow-Fast Evolution - Forbes
Advertising: A Slow-Fast Evolution  Forbes

Hawkmoon Announces Agreement With CEO.CA for Advertising Services - Business Wire
Hawkmoon Announces Agreement With CEO.CA for Advertising Services  Business Wire

Disney+ Is Open to Advertising, With a Few Big Exceptions - TheStreet
Disney+ Is Open to Advertising, With a Few Big Exceptions  TheStreet

Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency - Business Insider
Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency  Business Insider

'Cost conscious consumers, restrictive economy': Advertising's tough ride in 2022 - Digiday
'Cost conscious consumers, restrictive economy': Advertising's tough ride in 2022  Digiday

Spotify adds incremental reach to radio, TV, and digital platforms - Spotify
Spotify adds incremental reach to radio, TV, and digital platforms  Spotify

Programmatic Job Advertising Software Market 2028 Key Players, Latest Developments, Trending News and All Future Plans: Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale - The Daily Vale
Programmatic Job Advertising Software Market 2028 Key Players, Latest Developments, Trending News and All Future Plans: Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale  The Daily Vale

Interactive Advertising Market 2022 Industrial Output, Leading Competitors – Shine, Deutsch, Butler, The Martin Agency, Ogilvy & Mather, Grey Advertising, etc – The Daily Vale - The Daily Vale
Interactive Advertising Market 2022 Industrial Output, Leading Competitors – Shine, Deutsch, Butler, The Martin Agency, Ogilvy & Mather, Grey Advertising, etc – The Daily Vale  The Daily Vale

Cross Platform And Mobile Advertising Market is estimated to Grow with a Healthy CAGR in the forthcoming Years, Business Outlook 2021-2027 – The Daily Vale - The Daily Vale
Cross Platform And Mobile Advertising Market is estimated to Grow with a Healthy CAGR in the forthcoming Years, Business Outlook 2021-2027 – The Daily Vale  The Daily Vale

'Hit a wall': Why TV advertising's measurement currency change won't happen in this year's upfront cycle - Digiday
'Hit a wall': Why TV advertising's measurement currency change won't happen in this year's upfront cycle  Digiday

TheoremOne, Digital Advertising and Marketing Services Firm S4Capital Merge - ChannelE2E
TheoremOne, Digital Advertising and Marketing Services Firm S4Capital Merge  ChannelE2E

Symetra Once Again Teams Up with Sue Bird on New TV Advertising - Business Wire
Symetra Once Again Teams Up with Sue Bird on New TV Advertising  Business Wire

US Podcast Advertising Revenue Hits $1.4 Billion in 2021 - IAB
US Podcast Advertising Revenue Hits $1.4 Billion in 2021  IAB

4 Tips to Send the Right Message With Digital Signage Advertising - Software Advice
4 Tips to Send the Right Message With Digital Signage Advertising  Software Advice

Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers - The Wall Street Journal
Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers  The Wall Street Journal

After Achieving Success in the Digital Advertising Waters, Banjo Minnow™ Launches in The Deep Blue on National Television - 69News WFMZ-TV
After Achieving Success in the Digital Advertising Waters, Banjo Minnow™ Launches in The Deep Blue on National Television  69News WFMZ-TV

BYRON ALLEN'S ALLEN MEDIA GROUP HIRES FORMER WARNER MEDIA EXECUTIVE ROSEANN CACCIOLA AS EXECUTIVE VICE PRESIDENT OF ADVERTISING SALES FOR GLOBAL SYNDICATION - Yahoo Finance
BYRON ALLEN'S ALLEN MEDIA GROUP HIRES FORMER WARNER MEDIA EXECUTIVE ROSEANN CACCIOLA AS EXECUTIVE VICE PRESIDENT OF ADVERTISING SALES FOR GLOBAL SYNDICATION  Yahoo Finance

Adgile Media Group Raises $5 Million Seed Round as Leading Tech-Enabled OOH Advertising Network - MarTech Series
Adgile Media Group Raises $5 Million Seed Round as Leading Tech-Enabled OOH Advertising Network  MarTech Series

Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life - The New York Times
Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life  The New York Times

Global Contextual Advertising Markets Report 2022: Market to Surpass $335+ Billion by 2026 - Cookie Phase-Out Diverts Attention to Contextual Advertising - PR Newswire
Global Contextual Advertising Markets Report 2022: Market to Surpass $335+ Billion by 2026 - Cookie Phase-Out Diverts Attention to Contextual Advertising  PR Newswire

The FTC looks to crack down on influencers and platforms over 'fake and manipulated reviews' - PC Gamer
The FTC looks to crack down on influencers and platforms over 'fake and manipulated reviews'  PC Gamer

Google Topics Resembles Contextual Advertising - Practical Ecommerce
Google Topics Resembles Contextual Advertising  Practical Ecommerce

David Droga changed advertising. Now he wants to kill it. - Fast Company
David Droga changed advertising. Now he wants to kill it.  Fast Company

Companies Try to Sell Videogaming as the Next Big Advertising Channel - The Wall Street Journal
Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

Questions about digital advertising? – The Florida Bar - The Florida Bar
Questions about digital advertising? – The Florida Bar  The Florida Bar

Nigeria to earn $2bn advertising revenues in three years – Lai Mohammed - Punch Newspapers
Nigeria to earn $2bn advertising revenues in three years – Lai Mohammed  Punch Newspapers

Traditional Advertising Is Headed For Growth. These 7 Trends Are Driving It - AList
Traditional Advertising Is Headed For Growth. These 7 Trends Are Driving It  AList

TikTok introduces its first ad product to offer a revenue share with creators - TechCrunch
TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

Microsoft Advertising is rolling out Auto-generated remarketing lists and more - Search Engine Land
Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

It’s Been an Interesting Few Years in Cough-Drop Advertising - The New York Times
It’s Been an Interesting Few Years in Cough-Drop Advertising  The New York Times

What are the rules around truth in political advertising in a federal election? - ABC News
What are the rules around truth in political advertising in a federal election?  ABC News

All you need to know about Netflix’s advertising plans - Protocol
All you need to know about Netflix’s advertising plans  Protocol

Already, More Than A Half-Billion Dollars Spent On Political Advertising. - Inside Radio
Already, More Than A Half-Billion Dollars Spent On Political Advertising.  Inside Radio

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising - Digiday
'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

The Big Story: Surveillance Advertising - AdExchanger
The Big Story: Surveillance Advertising  AdExchanger

How Amazon Is Building Its Huge Advertising Business - Business Insider
How Amazon Is Building Its Huge Advertising Business  Business Insider

Big Ideas For Small Spaces: The Best Shop Window Postcard Advertising - The Drum
Big Ideas For Small Spaces: The Best Shop Window Postcard Advertising  The Drum

FTC Goes on Penalty Offense, Warns of Hefty Fines for Deceptive Advertising - Kattison Avenue | Issue 8 - JD Supra
FTC Goes on Penalty Offense, Warns of Hefty Fines for Deceptive Advertising - Kattison Avenue | Issue 8  JD Supra

Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem. - The New York Times
Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem.  The New York Times

Contextual Advertising – Giving Publishers What They Need - The Drum
Contextual Advertising – Giving Publishers What They Need  The Drum

Are pharma marketers finally moving away from traditional TV advertising? Yes, but it's a slow roll - Endpoints News
Are pharma marketers finally moving away from traditional TV advertising? Yes, but it's a slow roll  Endpoints News

Dream hacking: Is this the dystopian future of advertising? - Big Think
Dream hacking: Is this the dystopian future of advertising?  Big Think

The Pitch: Advertising and marketing news for 4.26.22 - RichmondBizSense
The Pitch: Advertising and marketing news for 4.26.22  RichmondBizSense

Cinema advertising hopes to get close to pre-pandemic ad revenue totals with new tools, services - Digiday
Cinema advertising hopes to get close to pre-pandemic ad revenue totals with new tools, services  Digiday

Apple restructuring Services team to focus more on streaming and advertising businesses - 9to5Mac
Apple restructuring Services team to focus more on streaming and advertising businesses  9to5Mac

Live event independent advertising agencies; July 26-27 in Chicago - AdAge.com
Live event independent advertising agencies; July 26-27 in Chicago  AdAge.com

[Infographic] 2022 Guide to In-Game Advertising Trends - TheWiseMarketer.com
[Infographic] 2022 Guide to In-Game Advertising Trends  TheWiseMarketer.com

Netflix stands to make billions from ads—and other platforms will follow - Fortune
Netflix stands to make billions from ads—and other platforms will follow  Fortune

McDonald's Photographed Trash Bins Like Burgers to Curb Littering - Muse by Clio
McDonald's Photographed Trash Bins Like Burgers to Curb Littering  Muse by Clio

Glows Ads launches new advanced Digital Outdoor Advertising Service at affordable rates - Benzinga - Benzinga
Glows Ads launches new advanced Digital Outdoor Advertising Service at affordable rates - Benzinga  Benzinga

Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency? - Hollywood Reporter
Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency?  Hollywood Reporter

Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads - The Verge
Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads  The Verge

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