![]() ![]() If you are still struggling with this analysis and decision support, try a local media buying agency which will have specialist able to dissect the segment information for a wide range of media types and outlets to get you the best "bang for buck". You need to understand the key drivers for your business before looking to a third party for research. ![]() Yellow Pages and competitive directories have very, very persuasive, persistent advertising sales representatives backed up with fabulous but often facile and meaningless statistics to try to sell you into their books. White Pages, on the other hand, are names, job titles, addresses, and zip codes of residents in a city or region. Yellow Pages listings are phone numbers, addresses, and names of businesses in a certain area. Who are you really trying to reach? How have you segmented your market? What is the cpm for competitive forms of online or offline advertising or promotion to reach those segments? The main difference between Yellow Pages and White Pages is the entries listed on each page respectively. Is that really helpful? Can you dominate the advertising in that category? If not, why be just another entry? Remember that Yellow Pages puts you directly up against all your competitors. It all depends whether you think consumers are going to be looking for your company under a category heading, or whether they know your name and just want to find your contact details - in which case White, not Yellow pages will give you that accessibility anyway, and usually at a fraction of the cost. Yellow pages or similar buyer-directory advertising can be a waste of time and money for some businesses. I think it's certainly best to be in both! And everywhere else people will be looking! But, of course ROI rules the roost, and to me, Yellow Book seems to have the edge there. Here's another article I found regarding the Pittsburgh market: ![]() UNIONDALE, NY (April 4, 2007) - The results are in, and it's clear that people in Lubbock, Texas turn to Yellow Book to search for buying information, as syndicated research reveals that consumer usage continues to grow.Īccording to Knowledge Networks/SRI (KN/SRI), the survey research firm hired by the yellow pages industry to provide syndicated usage studies, Yellow Book's usage (book) share in the Lubbock Designated Market Area (DMA) grew from 47.6% in the 12 months ending Decemto 51.1% in the 12 months ending December 31, 2006, a 7.4% growth in usage in one year-indicating that more consumers in Lubbock are finding that Yellow Book is an excellent source of buying information.* Yellow Book's Usage Continues To Grow In Lubbock Since Feist Acquisition In 2004 White Pages > Yellow Pages Yellow Pages General EnquirOther Contacts Connect The simple, powerful, streamlined tool that gives you a single point of control to keep all your business details up-to-date. Here's a recent press release that cites an independent, Knowledge Networks/SRI (KN/SRI), source of usage statistics: Typically much less cost for similar results to the phone company book (which is what I believe you may be referring to as Yellow Pages, a generic term that would actually include both). It's expensive to compile and print a directory which is usually distributed for free and I doubt the cost will be justified for much longer.From what I've seen, it certainly can vary widely between geographical market, but Yellow Book does a better job in our area in terms of ROI. I don't think I've used a phone book for years as it is, since I will generally go to the internet to search for a business and their contact details and many of my friends simply don't have a land line these days, or prefer to go unlisted. I've got to wonder how long the white pages is going to last with the ubiquity of the internet and cell phones. Maybe one day the internet will be so widespread that no one will be without it, but until then lines of communication depend on access to old fashioned paper directories. I hope the white pages doesn't get shut down any time soon, because I just don't think we're ready for that as a society. And there are plenty of businesses where it makes much more sense for a copy of the white pages to be made available to employees who might need it, rather than giving them access to a computer or the internet. Not everyone has access to the internet and not every number is going to be available online either. September 3, - The white pages directory is still used by a large number of demographics in a community. There should be a way to opt out of receiving it. It just seems like a massive waste of paper to me that so many households have these directories that they don't really use. September 4, - Well, maybe more places can make it a voluntary process to get a phone directory or something like that. ![]()
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