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Yellow Page Advertisers: Your Calls are Going to Decrease - Here's the Remedy


Response rates to Yellow Page advertising are declining

There's no getting around it, traditional Yellow Pages are in trouble. Fewer people use them every year. Even the best- pulling ad in the section isn't getting the number of callers or sales it used to. At the same time, the monthly cost to maintain your same-size directory ad keeps going up.

Simply tinkering with ad size (or options like color) can't compensate for the adverse developments. Declining usage impacts each directory category differently. Some (like contractors and lawyers) are declining more steeply than others. Emergency service providers (tow trucks, plumbers) are holding their own. While categories like cell phones and lawn furniture are growing rapidly, with increased consumer demand.

Advertising only in the Yellow Pages is no longer a safe bet

- Over half of all customers go to the Internet first to find product information and sources - even if they intend to spend their money locally

- People increasingly trust the Internet as a source of information about major purchases (and has overtaken the newspaper for used car sales)

- Internet Yellow Pages (IYP) are kept up to date (unlike print directories) and can be searched from anywhere - their usage is growing 25% a year

- Local Search lets search engines (like Google) include small, local businesses in their search results (even without them having a website) - over 25% of all search queries request Local Search results

- A large percentage of young adults or business buyers never consult the Yellow Page directory at all - and they control an expanding chunk of dollars spent

Rethink the role Yellow Page advertising plays for your enterprise

Take a serious look at how much you rely on the Yellow Page directory to bring new business. Are most or all of your promotional dollars spent there? Do your expectations match the number and kinds of customers your ad actually brings you?

Your strategy needs to consider all the ways you attract new customers. Recognize changed customer preferences and buying habits for your specific type of operation. The issue isn't whether or not to advertise in the Yellow Pages. If you've been there you should continue. But switch some of those dollars into marketing methods that connect with buyers who won't look for you there.

Follow these steps, with them all sending a clear, consistent message

1. Get listed in Internet Yellow Pages (IYP); there are many of them; some are free

2. Make sure your website provides the information search engines require for Local Search. Learn how to do that at http:www.yellowpagesage.com/localsearch.html

3. Beef up your website with the information customers look for (or join a portal of local businesses)

4. Submit articles about your enterprise online; find extensive assistance at http://www.promotewitharticles.com

Keep track of what's delivering new business. Commit to asking every new customer and caller how they found you. That's the only way to know which method is winning; or where to shift emphasis and money for the next year.

Pursue ways to increase business from your existing customers

The value of Yellow Page advertising is mainly to attract new customers. People who know you already are more likely to find your number in the business white (alphabetical) listings. Start working harder to strengthen those relationships so they stay loyal. Efforts spent to serve them better (or to get referrals from them) does more for profits than constantly chasing new customers can.

Get started well BEFORE the directory deadline

Some day soon it's time to renew your directory listing for another year. Let this be the year that you've figured out your strategy well in advance. Make your new strategy a front-burner, squeeky-wheel priority. Yellow Page Smarts, http://www.yellowpagesage.com/smarts.html explains how to make your Yellow Page ad and Internet marketing support each together effectively.

If your next directory deadline hasn't come yet, there's still time to change your ad for next year (like add your website address address - a study found 60% of directory users only call Yellow Page ads with a website!). If you're already committed, spend the next year getting the rest of your strategy in place. Your timely efforts can compensate for the decline in Yellow Page advertising's effectiveness. And you won't be caught off guard.

© 2004, Lynella Grant

--Dr. Lynella Grant Author, Yellow Page Smarts, Make more money from your Directory ad in tandem with your Web site. Get a YP ad critique. 719-395-9450 [email protected]

Free YP resources at http://www.yellowpagesage.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. May / 10 / 2021

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Big advertisers are threatening to yank TV dollars  Business Insider

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The Top 5 Questions Marketers Ask About CTV Advertising  AdExchanger

BrandTotal on the Importance of a Strategic Approach to Social Advertising - OCNJ Daily
BrandTotal on the Importance of a Strategic Approach to Social Advertising  OCNJ Daily

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The Difference Between Content Marketing And Advertising | Caldwells, NJ Patch  Patch.com

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This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

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Must-watch TV to fuel £1bn summer advertising bonanza  The Guardian

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Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis  The Boston Globe

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Amazon Advertising Is Unstoppable  hackernoon.com

T1 Advertising's Thomas Herd Leads Digital Marketing Gold Rush - The Jerusalem Post
T1 Advertising's Thomas Herd Leads Digital Marketing Gold Rush  The Jerusalem Post

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Trampoline Advertising and Design Co. names two to new positions  Glens Falls Post-Star

Opinion : Why Connecticut’s proposed digital advertising tax is defective - Hartford Courant
Opinion : Why Connecticut’s proposed digital advertising tax is defective  Hartford Courant

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Local TV broadcasters are the early winners of legalized sports betting advertising - Awful Announcing
Local TV broadcasters are the early winners of legalized sports betting advertising  Awful Announcing

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

Move and win roundup: Week of May 10, 2021 | Advertising - Campaign Asia-Pacific
Move and win roundup: Week of May 10, 2021 | Advertising  Campaign Asia-Pacific

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Reddit Ads: Your Guide to Successful Reddit Advertising  Business 2 Community

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Advertising paper in Munising officially launches  UpperMichigansSource.com

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IBM Expands Watson Advertising Accelerator for OTT and Video  The Fast Mode

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

Senate advances bill banning deceptive advertising by faith-based pregnancy centers - The CT Mirror
Senate advances bill banning deceptive advertising by faith-based pregnancy centers  The CT Mirror

Neil Christie to leave Wieden+Kennedy | Advertising - Campaign Asia
Neil Christie to leave Wieden+Kennedy | Advertising  Campaign Asia

CannaCraft settles false advertising case for $250,000 - Santa Rosa Press Democrat
CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

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Payoff of Micro-targeted Advertising Market Unidentified Segments – The Biggest Opportunity Of 2021 | – The Shotcaller  The Shotcaller

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Legacy Auto Paid To Advertise EVs On SNL Last Night, While Tesla’s Elon Musk Hosted  CleanTechnica

Legislation would prohibit marijuana advertising in Idaho - KXLY Spokane
Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

Digital Audio Advertising System Market Analysis, By Component, By Deployment Type, By Organization Size, By Region Forecasts To 2026 – Lakes Business News - Lakes Business News
Digital Audio Advertising System Market Analysis, By Component, By Deployment Type, By Organization Size, By Region Forecasts To 2026 – Lakes Business News  Lakes Business News

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10 Best Advertising Stocks to Buy Now  Yahoo Finance

Amazon Advertising Reports 2021 Guide - Jungle Scout
Amazon Advertising Reports 2021 Guide  Jungle Scout

New anti-marijuana advertising, promotion ban bill passes Senate, 21-14... - Idaho Press-Tribune
New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

EXCLUSIVE - Analysts turn upbeat on the advertising industry - AdNews
EXCLUSIVE - Analysts turn upbeat on the advertising industry  AdNews

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

'Laundrette': BBH's CMO on the ad that built the agency | Advertising - Campaign Asia
'Laundrette': BBH's CMO on the ad that built the agency | Advertising  Campaign Asia

BA Returns to Advertising as It Takes to the Skies Once Again - Adweek
BA Returns to Advertising as It Takes to the Skies Once Again  Adweek

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

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Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

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In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

CTV is still among the fastest-growing channels in digital advertising - eMarketer
CTV is still among the fastest-growing channels in digital advertising  eMarketer

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FY 2020 Digital Video Advertising Spend Report  IAB

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AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update  Deadline

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Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

Signal tried to use Facebook's targeted advertising data against it - Engadget
Signal tried to use Facebook's targeted advertising data against it  Engadget

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

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Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

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Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

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With advertising spending back, here’s why WPP is an economic-recovery play  MarketWatch

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Digital Video Advertising Market | Company Challenges And Essential Success Factors- Conversant, JW Player, Tremor International, Verizon Media, Viant Technology, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

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Yelp beats expectations as diners, advertisers return  MarketWatch

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PSA effort from the advertising industry launched to support the Asian American community  newsindiatimes.com

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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Why WPP wants to be the LVMH of post-COVID-19 advertising WPP CEO Mark Read  Fast Company

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Facebook used the pandemic to develop non-advertising business, while ad money kept pouring in  MarketWatch

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Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

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Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

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Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising  Yahoo Finance

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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YouTube Brandcast Delivered: What It Means For Advertising, Performance 05/05/2021  MediaPost Communications

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Apple How to stop apps from tracking you for advertising in iOS 14.5  KnowTechie

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How to Make Money with Scoreboard Advertising  Campus Rec Magazine

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Captivate Launches The Small Business Spotlight And Donates Up To $1 Million In Advertising  MarTech Series

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Advertising investment on Facebook and Instagram grows 68% – Explica .co  Explica

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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How Walmart is pitching advertisers  Business Insider

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Lamar Advertising marks Teacher Appreciation Week with billboards thanking local teachers  FOX43.com

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YouTube's linked TV advertising will be more shoppable thanks to a new update  Digital Information World

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Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

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Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

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CMO Power List 2021: Call for nominations | Advertising  Campaign Asia

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Global Contextual Advertising Market Key Stakeholders – Google, Beijing Miteno Communication Technology, Facebook, Microsoft, Amazon, Aol – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Facebook v Apple: The ad tracking row heats up  BBC News

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Global Social Media Contextual Advertising Market Foraying into Emerging Economies 2020-2026 | – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Healthcare Advertising Market with Covid 19 Analysis and Challenges On Upcoming Trends 2021-2028 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Star tells advertisers to pay only for the IPL matches played: Report  Exchange4Media

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Software giant SAS launches biggest brand campaign in 20 years | Advertising  Campaign Asia

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Contextual Advertising Market Size, Growth, Trends, and Regional Outlook by 2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

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With ads like these, does Tucker Carlson benefit Fox News?  Los Angeles Times

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WarnerMedia Advertising Sales Leadership: Turner, Warner Bros, HBO Max  Business Insider

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