Are the Yellow Pages DOA?

One of my reasons for starting Strategic Online Profits was to help local and smaller businesses develop a broader and more comprehensive online presence. The need for this service was recently highlighted to me on a recent visit to our nations capital. After attending a seminar on Friday, I was headed to Philadelphia for a client on Saturday, so I decided I would visit with my son Friday night.

My son, who recently graduated from college, now lives in DC in one of the larger apartment complexes that dot the Connecticut Ave. area of Washington. A moderately upscale complex filled primarily with ambitious, upwardly mobile, young citizens. From what I’ve seen from several visits, the average age is late 20s to early 30s.

So after meeting me at the entrance to let me in the complex, we’re walking to his apartment and I noticed these stacks, 2 large and 2 small books of yellow pages sitting outside of each apartment, including his. Of course the larger of the two was humongous. Out of probably 40 apartments on each floor. approximately 80% still had them sitting out in the hallway. I asked him what the story was, since his were also. His answer was that they had been sitting there for almost a week and that hopefully the maintenance or cleaning people would pick up soon.

When I asked him didn’t he want his, I was met with this incredulous look and asked what for? His response was “Dad, I’ve never looked in the yellow pages in my life. Why do I need them?  I just look on the internet for everything.” Knowing that he had recently found a doctor and a mechanic for some major car repairs online, the answer didn’t completely surprise me. Since I have been active online for a number of years, and he grew up in an online environment I can understand,  but I have to admit that occasionally even I still use them. His next comment was also intriguing and something that we’re seeing more and more of at all ages. That nearly everyone he knows, don’t even have a traditional telephone and just use a cell phone exclusively.  Because of increasing costs, we’re seeing this phenom across all ages. So besides wiping out forests, are the yellow pages still accomplishing much?

I know at my office we recently had a call from them soliciting our business with the promise of an online listing in addition to our free printed one. We passed. So my question is that if hardly any of the younger generation is even bothering to carry their yellow pages inside, how effective can your advertising in them really be? It’s a consideration that every business owner needs to look at. Does it make sense to spend hundreds or even thousands of dollars per month on advertising your business in them?

Here at Strategic Online Profits we think each business should look at their customer demographic profile to determine the most effective means of reaching their targeted market and what combination of online and offline marketing works for you. That’s one of the processes that we help you analyze and then determine the most effective way to reach your market.

Image: FreeDigitalPhotos.net

h2pmycqfxs