Indianapolis Web Content Management

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Practical Internet Marketing Strategies


Posted 4:01 AM by
This past weekend was momentous. It was a fantastic father's day weekend with lakeside and pool side activities all weekend and we received the newest Yellowbook delivered right to our doorstep.

Yellow pages usageOn our way out of the driveway I noticed a yellow bag on our front doorstep. I should have been conditioned to know immediately what it was but we don't have phone service with our local phone company so I was curious why we received one - maybe it was some cool father's day present my wife ordered. Nope, it was definiitely  phone books. And then I sighed. My new yellow pages went straight to the recycle bin and I shed a quick tear for the tree that died to print the book.

Didn't they get my memo? I haven't used the phone book in years. And I'm guessing many others are ditching it as well. In my 20 minutes in the coffee shop this morning, I couldn't find any relevant data for phone book usage this year or even last. One report (from 2008) says that over 95% of homes have a Yellow pages directory and that 77% of US adults say they reference the yellow pages monthly. If by "adult" they mean individuals aged 65 and over then I might believe the numbers.

But I understand. Yellow pages directories sell ad spaced based on distribution, not usage. The actual measurement of usage is some fancy concept left to custom phone numbers and that Internet thingy. Actual usage of the directory is no doubt dwindling, so I guess my question is when will distribution start dropping as well?

In 2001, I paid $144 each month for a small 1inch by 2 inch ad in our local directory. I had to sign a year commitment and in that entire year I received one single phone call that originated from the phone book. And that guy was looking for an Internet service provider - not a web developer. Lesson learned.

Comments (2)
Jeff Wilson wrote
Ha! Ain't that the truth! I have a web design firm as well and once tried to place an ad in the attorney's section because I feel the only people looking at the phone book these days are they companies who place the ads. If I had a bunch of attorneys checking my listing, then who knows! Yellow pages told me the ad wasn't "relevant" to the section so I told them they weren't relevant either and just continued with SEO.
Posted Jun 21 2010 7:35 PM
prox wrote
It places you and your company and whatever you represent it with to every household of every state and offices as well...
Posted Apr 28 2011 1:30 PM
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