The Ever Changing World of Yellow Pages
Dave Wolf and Betty Brown from Linkmedia 360 were featured in an article in the Cleveland Plain Dealer on Sunday, February 12, 2012. This article focused on the changing world of the White and Yellow Pages. There have been many developments in the Yellow Pages industry in the past 10 years affecting local businesses, advertising agencies and the publishers. However, print Yellow Pages still has strong usage. In fact, in a recent study by Burke Inc., 78% of consumers found a local business from using the white and yellow pages. This percentage is slightly above the 76% of consumers who find information about a local business from search engines. Nearly 70% of the respondents in the study were inclined to contact the business after seeing the advertising in the yellow pages!
As court battles continue in Seattle and San Francisco about the Yellow Pages, The Local Search Association has developed an opt-out site to let consumers make their own decision about having their local Yellow Pages directories delivered to their homes. The site will allow you to register to have delivery of the yellow pages discontinued at your home. The public utilities commissions in 20 states have approved opt-in for consumers for white pages. ATT is sponsoring a white and yellow pages opt-in site, due to the cancellation of printing of residential white pages.
It is important to remember that having a mix of media is the key component to helping to promote a company’s products and services. Linkmedia 360 continues to adapt to the changing world of the directional marketing industry by offering a wide variety of services from online listing management, website design, search engine marketing, mobile, social media and reputation management.