Are printed Yellow Pages books dead?
Not quite.
What we are seeing is similar to what we’ve seen with other media when new media came along. Their role becomes more limited.
Where it once was essential for ANY business to be in the Yellow Pages – and for any local consumer business to advertise – that is no longer the case.
Nevertheless, there are types of business where it remains not only highly important, but very profitable.
Here’s a great article for guidance on when to consider Yellow Pages vital to your marketing. A couple sample factoids from Confessions Of A Yellow Pages User:
75% of YP advertisers are service businesses or installed product (think floor covering) businesses. The more service-heavy, the more valuable the directory. Businesses that have large, infrequent sales (roofer, divorce attorney, windshield repair) are very likely to receive a big return.”
Read it.
