Are Today s Yellow Pages a Waste of Your Advertising Dollars?
With the common daily usage of the Internet for finding everything from online advice to purchasing aardvarks or zithers, why go anywhere else? Well the same could be true for reading the traditional printed newspaper or magazine. Once we become use to ebooks, ye olde paperback will seem to be a relic. But that day has not yet become a reality and for many good reasons. Here are just a few:
- Not everyone has Internet access at home, in the office or on vacation.
- Reading printed words on paper is easier for many people
- If you need to make notes, you can't do that on the net or in an ebook.
- The Internet can breakdown or the site might not load fast enough
- You can't clip a coupon off the net, unless you have a printer available.
The Yellow Pages has a similar struggle. The old-school book that gets delivered to your doorstep may be heavy and bulky, but it also has its advantages over the web. Here are a few:
- Again, you can make notes or clip the ad you need for later reference.
- You can toss it in the car or briefcase. Or bring it to bed, for whatever reason.
- You can look at many ads at the same time on a "spread."
- You can tear out a page if you choose.
- It's fast to access without waiting for the page to load or the computer to boot.
Of course, the Internet gurus will tell you all the advantages of the online product such as the fact they are updated daily and have links to other sites. But the topic of this article is addressed to the actual advertiser, not the end user. As a former Yellow Page consultant who worked for a directory publisher for 25 years, I can tell you that the book will be around for another decade or so, for many of the reasons I have mentioned.
But there are some rationales to having an online presence as well. First, if you are any type of emergency or repair business, stick with the majority of your advertising in the traditional printed Yellow Pages. Most people needing a fast plumbing job or electrician will still pick up the book. But, if you have an extensive line of products that lend themselves to pictures, create a complete website and advertise using the online directory with a link to your site. Finally, if you are a professional such as attorney, physician, accountant, or insurance agent, you must be in both.
Like I stated, I have a quarter-century advising businesses on their Yellow Pages. To learn more about why or why not to advertising in today's Yellow Pages and perhaps save a bunch of money, take a peek at my best-selling book on the subject. I would be very careful how I spent my ad dollars and realize that the printed product is out for a whole year with no chance to change your ad. So proceed with caution and become an educated advertiser as you claw your way through the competition. And yes, it's a real jungle out there.