Just got off the phone with a client in the midwest. His new yellow pages ad is pulling 7-to-1 (that’d be revenue to expenditure for you folks who don’t track your advertising) and his competitors are complaining to the ad rep that his ad is “unfair” because it’s stealing their business.
Tee-hee. I call that “success.”
The best part of yellow pages advertising is the extraordinary incompetence of most folks advertising there.
If you’ve got a local business, make no mistake about it: Done well, yellow pages advertising, while competitive and “tricky” … can be very, very profitable.
That said, I fully encourage as many people as possible to scream out that yellow pages advertising is dead. Too expensive. Being rendered extinct due to the Internet. And so on. After all, with every advertiser who drops out due to costs, or, more often, not really knowing how to use the medium properly, the profits and power of it increases for my clients.