COMMENTS
So true. Nobody looks businesses up in the phone book anymore. They use 411 or Google or Foursquare.
However, does it pay to consider the inbound link grade you receive from a quality directory from a free or low cost directory listing that may appear higher up in search results. The frustrating thing is if you have a more mature target market, they like to use phone or print directory listings services. Any ideas on how to use both methods successfully?
My heart aches for the dead trees!
I know of only guy that still uses the yellow pages. ME. I use them to find clients that are wasting money on the yellow pages
Found this doing research on the local advertising industry, staggering! ;)
Approximately 240 publishing companies produce some 7,270 different yellow
page directories in the U.S. each year, with a total circulation of more than 530 million.
According to Universal McCann www.universalmccann.com), annual yellow pages
advertising spending is $14.6 billion, a figure which has remained relatively constant
over the past several years.
Though I think its use is engrained in certain individuals and will always be there as long as they are, I personally can't remember the last time I used a phonebook.
The best part about looking something up online is the reviews that the community lends.
That said, although its nowhere near as efficient as inbound/social marketing, it remains a decent way to reach certain demographics.
I think the only thing I use the Yellow Pages for now is local restaurant menus. (Chinese, mmmn...) But even then, we have most menus in the drawer at home, so very rarely do any of us flip through the phone book.
I still keep a phone book on hand just because it actually is really handy to look up the phone number/address of a local business if the computer is off - it's quicker than booting up. Mind you, I don't have a smartphone, and if I did I probably wouldn't need the phone book at all.
What always blew my mind was how no less than three different versions of the same information would get left at your doorstep, with no real way to unsubscribe. What a waste.
Don't agree!!!
I use a couple of those big ass paper directories everyday. They help raise my monitor to eye level.
My wife likes using them as bookends to keep her cook books upright.
If only these responses were based on hard research and not perception or self interest.
I agree that for most people, the Yellow Pages is a bad marketing spend. However, in some areas it's still the number one way people find a service provider. Especially older, more rural populations. A smart company at least considers a minimal listing.
This is so true, I might send a link to this page on to a few potential clients who are spending huge amounts of money in the Yellow Pages.
Edward you are so right! The ratings and reviews are the best part about local online. They make the business more real in my opinion.