Local vs. National Sales Channel in Yellow Pages Advertising

If you’re a smaller business and are currently placing your yellow pages advertising through a local representative at a telephone company or directory publisher, you might want to consider the option of placing your ads through a Certified Marketing Representative (CMR) instead.

What exactly is a CMR, you ask? According to the Local Search Association (LSA), a CMR is an agency of record for national and regional clients who have met their qualifications to plan yellow pages programs and place the advertising in over 4,000 directories around the world. This status is gained through a certification process with LSA to ensure the agency is following their guidelines and best practices.

The Benefits of Partnering with a CMR

Working with a CMR offers numerous advantages to businesses of all sizes. Whether you’re a large, national client or a smaller, regional company, when you authorize a CMR to place your directory advertising you’ll enjoy the benefit of working with one point of contact for all aspects of your advertising program.  Your contact within the CMR will handle research and program creation, implementation, graphics and ad design, billing, and negotiating with the individual publisher contacts. This means you won’t have to speak with multiple sales representatives from all the different directory publishers.

When you work with a CMR, the agency will review your program as a whole and look for ways to add incentives and other products to make sure you’re getting proper representation across all channels. Yellow pages advertising today involves much more than just the print directories! From internet yellow pages advertising and mobile advertising to paid search and banner ad campaigns, a CMR can often implement a program that allows you to maintain your current spend while taking advantage of the multiple channels available.

There are, however, some guidelines for publishing on a national level through a CMR. To qualify as a national account, you must meet the following requirements:

  • Advertise in 3 or more states
  • Advertise in 20 or more yellow pages directories
  • Advertise with 2 or more yellow pages publishers
  • Spend at least 30% of your advertising dollars outside of your primary state

Even if you aren’t sure if you qualify to be considered a national account, contact a CMR like Linkmedia 360 to see if we can help you get the most for your advertising dollars.

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