http://contentmarketingtoday.com/2008/01/21/real-world-experiment-explains-impending-demise-of-yellow-pages/ How to turn prospects into buyers with content marketing Wed, 14 Mar 2012 07:13:51 +0000 hourly 1 http://wordpress.org/?v=3.3 http://contentmarketingtoday.com/2008/01/21/real-world-experiment-explains-impending-demise-of-yellow-pages/comment-page-1/#comment-28953 Gary Fri, 25 Dec 2009 19:19:39 +0000 http://contentmarketingtoday.com/2008/01/21/real-world-experiment-explains-impending-demise-of-yellow-pages/#comment-28953 I own a small business in Portland, OR. Traditionally, small service businesses had one guaranteed decent venue for advertising, the local yellow pages. We began throttling back our ad in the main local book (the proliferating number of books is another whole story) consistently for about 4 years. We are now down to a bold listing with our phone number and our website URL. At the pittance of $60/month even this ad is a poor performer. Yellow pages inquiries are usually tire kickers and cheapskates, much as craigslist. I think there are many, many local businesses that continue to advertise in traditional print media simply out of the fear of change. It is scary, but if you do it in steps you will feel confident when you finally are down to the level of expense that the ad is really worth. I own a small business in Portland, OR. Traditionally, small service businesses had one guaranteed decent venue for advertising, the local yellow pages. We began throttling back our ad in the main local book (the proliferating number of books is another whole story) consistently for about 4 years. We are now down to a bold listing with our phone number and our website URL. At the pittance of $60/month even this ad is a poor performer. Yellow pages inquiries are usually tire kickers and cheapskates, much as craigslist. I think there are many, many local businesses that continue to advertise in traditional print media simply out of the fear of change. It is scary, but if you do it in steps you will feel confident when you finally are down to the level of expense that the ad is really worth.

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