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We think yellow pages, or "directory advertising," is one of the most underrated media around! Yellow pages is the original search engine, if you think about it. We developed expertise in yellow pages because we like "permission-based" advertising. Ad content that customers seek out rather than be forced to view in order to get other content is also referred to as "pull" (vs "push") advertising.
While yellow pages usage is flat, and online advertising is growing, we've found that many clients do best with an advertising plan that includes yellow pages, internet yellow pages and other online advertising, which might include both paid and organic search.
Here are some facts that may surprise you about yellow pages as an ad medium in the U.S:
· ranks number 5 in ad share (after direct mail, newspapers, TV & radio)
· at $13.2 billion annually, represents 5.2% of all ad spending
· over 200 publishers & over 7,000 directories
· delivers over 14.5 billion references a year!
Yellow pages remains a viable force for the same reasons that have always attracted advertisers
· yellow pages users are active shoppers, ready to buy (not browse!)
· yellow pages has very high consumer awareness & usage
· yellow pages are ubiquitous, available 24/7 at home, in the office or on the road
The main drawback of yellow pages is related to one of its strengths; although a yellow pages directory has an average shelf-life of over a year, that also means that advertising is inflexible--the ad you place today will still be getting looked at well over a year from now.
Want to read more about how we might help you get more out of your yellow pages ads, or solve your current yellow pages problems?
Do you already work with a national agency (CMR)?
Do you just have a few ads in your local books but feel you aren't getting the service you need from your local reps?
Do you want some information about the possibility of testing yellow pages to measure its effectiveness for promoting your product or service?
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