- Online Marketing
Yellow pages is a near and dear topic with Chris, he started his marketing career in the yellow pages industry with the oldest & largest (market share) in the Denver area. For the record, Chris still believes that the yellow pages has it’s place in small & medium business advertising programs. To keep this in perspective a thorough needs analysis must be done. Target demographics, such as age of typical consumer, trade area, and other things must be uncovered before a solid recommendation can be made about headings, size, and monetary investment.
Like internet search, yellow pages have always played well with other media because of the nature of directional media being customer driven. We use creative media to plant a seed, or at the very least create awareness of a brand, then when the customer has reached the purchase phase they use a directional form of media to connect with the retailer or service provider to make the purchase.
Example: Jerry is watching TV and sees an advertisement for a personal injury attorney, he has no need to contact a personal injury attorney so the message doesn’t make a buying decision. Three weeks later Jerry is involved in an automobile accident, he thinks that he might need some representation in dealing with the other parties insurance company, so he now has 2 options. Option 1. look online for that personal injury attorney he saw on TV. The only thing he remembers about the TV ad is the slogan or jingle, he types it into the search engine and does research, or contacts the attorney. Option 2. pick up the phone book and look for the attorney based on the same slogan.
This is a great article from a former yellow pages consultant that is well written and explains the reality for one yellow pages publisher.
by Jeff Kron.
Advertising money always follows the eyes and eyes are clearly online.
As traditional print media suffers the continued migration of advertisers to the Internet; local directory publishers scramble to stop the revenue hemorrhaging by offering pricing deals and online options to advertisers that remain. The effort to entice newcomers is of course a priority as many long relationships turn elsewhere. Bankruptcy, reorganization, distribution cutbacks and layoffs are some of the tactics employed to cauterize the wound.
The issue published in November 1998 had 2341 pages A to Z. Today’s current issue, published in December 2010 has a total of 1243 pages A to Z; a net loss of 1098 pages, or a decline of 53% over the past 12 years.
More striking has been the accelerated rate of decline during just the past 4 years. Let’s take a look at the years in which the effects of Internet use has likely had the greatest impact.
The Dex Denver Metro yellow pages, published in November 2006 contained 2107 pages, A to Z. This compared to the current Dex Denver Metro yellow pages which contains 1243 pages, A to Z, indicates an erosion of 864 pages; a 41% loss of published advertising pages in just a 4 year span. This 4 year period loss accounts for 79% of the total loss suffered during the past 12 years.