And an advertiser can get measurable results, so they can tell what they’re getting for their money. YP continues to be the best way for a small business to reach new customers and maintain their existing customer base, a tough thing to do in these difficult times. We’re also available on your cell phone, especially if you’re an iPhone user. And if you’re searching local content through Google or Yahoo, you’re probably getting results that have been provided by or, since they have distribution deals with most of the search companies. Most folks use the books without even thinking about it and we know that millions still do. Our surveys are conducted by third-party companies with valid credentials and deep expertise. And to Johnny’s point, we have over 30 years of research experience. Maybe, but that’s not a long term value proposition.ĪT&T provides a toll-free number because they want to ensure that anyone can call in and opt-out. Baby boomers are entering their peak spending years and still use the phone book. They don’t know that online ads are more economical.Įvery time I write about the yellow pages, industry stalwarts come out and say the industry is just as good as ever. I believe the reason people are willing to pay more for print ads (not just in phone books) than online is because they can’t measure the results easily. Although print publications also sell online advertising, print ads still sell for more. For example, the Santa Monica, CA phone book (Yellow Pages edition) is delivered over the course of a month every year. It’s in the interests of the yellow pages industry to keep the print directories going as long as possible. But if there ever was an admission that even the print yellow pages are on there way out, this is it. The company makes a lot of money printing and shipping these things. In other words: we know that you don’t really look up people in the white pages, and we don’t make much money from them.Īlas, I still got a printed Yellow Pages. If I really want a white pages I can request one. It basically said we aren’t sending you a printed white pages (residential) and you should access white page listings through an enclosed CD-ROM or online. Never mind that I already received a couple phone books this year and didn’t request another one.īut a flyer on top of the phone book caught my eye. It was addressed to a new limited liability company I recently formed. I got an AT&T Austin phone book in the mail the other day. Want to order a printed phone book or change the number of copies you get Contact our directory publisher, DexYP, at 877.243.8339 or go to mydirectories.yp.com. Flyer says white pages “available upon request”.
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