Every time I speak before a conference or association event, one of the most common questions asked is, “what about yellow pages?”
In response, I do an impromptu poll of the attendees and ask how many of those in the room have looked in one during the past week, month, or year. Think about what your response would be, and you will probably have a good idea about the future of the medium.
Don’t get me wrong. The days of ‘you know my name, look up the number’ haven’t gone away....they’re just moving online!
Does that mean you can cease advertising in the phone book? Probably not yet. But it does suggest that you may need to think of new ways to help make any phone book ad investments pay off.
Here’s one idea I saw the other day.
I don’t know how well this technique is working for them; but, at least they are encouraging people to find their ad in the phone book.
