Thread: Does anyone advertise in Yellow Pages anymore?

I'm just curious, as I'm about to throw out my stack of yellow pages and phone directories after realizing I haven't referenced them in years. I'm going to use the cleared space to house another piece of outdated technology: a turntable upon which to play vintage belly dance records! ..g.: But just wondering if Yellow Pages serves a purpose for anyone anymore.

Well your post is interesting to me because for the first year in the last 7 our company has decided to blow them off.

Our last advert cost us £12,000 and that is a blob of money that I could really do with right now. And we realised that we hardly ever reference the physical books any more, we always look online.

So we blew off the printed ads, then we looked at their online stuff (which is equally expensive, half of the 12 grand went on that side of it last year), and we decided to go without that too. Basically because whenever we search for something, we just use the net, and not their directory parts of the net, just the net itself.

I'll be very interested to see how many people do still use the physical directories.

The only time I use the yellow pages now is when I need to find a local pizza delivery or local mover. It's usually quicker and easier to flip through the yellow pages than the thousands of web pages you get by typing in "Pizza Oakland." But as I rarely eat pizza (and once I've found one I like, I go back to the same spot), and only move once every 2-3 years, those big ugly books collect dust most of the time.

If I were to look for a clown, I'd go online. Party store... online. Male stripper who can impersonate Elvis... yep, online for that too.

In fact, I usually throw the books away the moment they are delivered. If I really need to reference one, I can do so in the local library... or use the web if I need something ASAP.

Yellow Pages stinks for a number of reasons. It's a dinosaur, for one, and two, it plays a tertiary-level (if, nonexistant) role in the buying cycle.

As Aazura mentioned, everything is online these days. You can get your name on all sorts of bellydance and party directories for free, and all of these will pop up when a client Googles bellydancers. Online search is pretty much THE way people find us. Think how clumsy and annoying the Yellow Pages is, and think how many people you know who either throw it away or stash it in a coat closet somewhere because the darned thing takes up so much room!

Also, from a logistical standpoint, Yellow Pages is pretty much the last step in a marketing plan. Studies have shown that most people usually land up in the YP because they heard a radio ad, saw something on TV, or were reminded through some other form of advertising or media that a vendor exists, and they forgot the phone number. Very seldomly do consumers leaf through the Yellow Pages for fun on a Saturday afternoon and say, as an afterthought, "I'll hire a BDer somehow! Deelight looks pretty cool." On the other hand, radio, TV and print reach consumers while they're going about their day to day lives, and have the power to plant a "Buy Now!" seed in their heads.

Personally, I think Party Pop and the other online directories are better choices - and they're free, to boot.

I think you are better off investing your advertising dollars into online efforts than the yellow pages. SEO, PPC, directory listings, etc.

I worked in the Yellow Pages industry for over a dozen years, and have friends who are still there. Like Satin said, it's a dying breed - the only reason my old employer has been able to remain in business is to cut their staff by 75% and branch out into online media services.

A friend of mine owns a successful quilting shop. She dropped her YP ad last year and noticed no discernible drop in business (for some reason, the recession is not hurting her business at all). She said she only had one customer in all that time complain that they couldn't find the shop in the phone book.

I was never able to afford a YP ad. Last time I looked (about 3 years ago), a tiny 3 line in column ad was nearly $500 for the main Milwaukee book.

I have a yellow pages ad for my business landline (yikes! 2 dinosaurs in the same sentence!)... but yesterday I got a notice in the mail that the company handling the YP advertising here, Idearc, has filed for bankruptcy. I was considering phasing out my ad but maybe the ad will be phased out anyway! (It's not that expensive here to advertise.)

There are people who still read the YP. I can tell by the desperate horny guys who call up every year when the new YP book comes out.

Originally Posted by bintbeled

There are people who still read the YP. I can tell by the desperate horny guys who call up every year when the new YP book comes out.

EEEWWW!!!!

I wish they would stop printing the darn yellow books. No one looks at them but they get delivered anyway. What a waste of paper!

Yep, this is the year when I'm likely to stop advertising in the print YP, too. I do get some custom through them, but I don't think it's enough to justify the exhorbitant costs they still charge (despite quite obviously being less and less popular compared to the net). It's hard to give up...if it's a mistake to drop the advertising, it's one that lasts for a whole year. But I think it's finally time to 'just say no' and spend that spare $2k on improving my website.

Originally Posted by bintbeled

There are people who still read the YP. I can tell by the desperate horny guys who call up every year when the new YP book comes out.

LOL Ya know, it just occurred to me...the guys use the phone books because they don't have a computer. If they had a computer they'd have access to everything from youtube videos of questionable belly dance to online porn. EW!
I think though that there ARE some more traditional people who also prefer the YP.

I called to find out about putting my number in and placing an add....
Me "Well I see in my local book that there is no belly dance section. Will that be added if I place my number?"
Sales Guy " Oh no we can't do that for one business We would put you in the exotic dancer section"
Me "unacceptable, that is NOT what I do at all"
Sales Guy "Oh but you will most likely get so many more calls in that section!"
I declined and did all my marketing online.

Originally Posted by faaria

I called to find out about putting my number in and placing an add....
Me "Well I see in my local book that there is no belly dance section. Will that be added if I place my number?"
Sales Guy " Oh no we can't do that for one business We would put you in the exotic dancer section"
Me "unacceptable, that is NOT what I do at all"
Sales Guy "Oh but you will most likely get so many more calls in that section!"
I declined and did all my marketing online.

Wasn't there an entertainers or party planning section he could put you in? I mean, it's not like you find the clowns and mimes under exotic dancers...

Then again, this dude was just doing what many ad sales reps are trained to do best: that is, be sketchy asshats. At least, balls-to-the-wall, cocky, totally uncouthe personality traits were highly incentivized at the radio station where I worked. ,r:;

Back to topic, I know!

Originally Posted by SatinWorship19

Wasn't there an entertainers or party planning section he could put you in? I mean, it's not like you find the clowns and mimes under exotic dancers...

Then again, this dude was just doing what many ad sales reps are trained to do best: that is, be sketchy asshats. At least, balls-to-the-wall, cocky, totally uncouthe personality traits were highly incentivized at the radio station where I worked. ,r:;

Back to topic, I know!

Yep, my favorite sales reps are the ones who don't call me. Just let me buy when I am ready. ,r:; I had a someone from Clear Channel call me every day and she put returned receipts on her e-mails so if I didn't respond to her immediately, she'd call and say, "I know you got my e-mail." Um, no, sorry KISS-FM I am not buying from you...ever.

Originally Posted by andalee-oriental

Yep, my favorite sales reps are the ones who don't call me. Just let me buy when I am ready. ,r:; I had a someone from Clear Channel call me every day and she put returned receipts on her e-mails so if I didn't respond to her immediately, she'd call and say, "I know you got my e-mail." Um, no, sorry KISS-FM I am not buying from you...ever.

Sad thing is, her boss probably told her to say that. Radio sales managers totally encourage this behavior.

I'll tell you, if you ever wake up one day and have a desire to say, "to hell with manners!" and become a sketchier, more obnoxious human being - then radio sales is the hot career for you. If, on the other hand, you don't have a stalkerish bone in your body and you recognize that no means no, then you'll probably end up unemployed like me.

Sorry, I'm still pissed.

I think the only use for the yellow pages these days is as paper weights. Really if you think about it they are just a huge waste of paper. Getting rid of them could do a lot (well a small bit) for the environment.

Today most people should be moving online. More often than not you can get listed online for free using social networking sites like Loopthing: Business Networking and advertise yourself for free. People don't pick up the yellow pages anymore, they Google things.

Oh I asked to be put in the entertainer section, he didn't think that was "ab appropriate place for your listing" What the clowns would be offended and spray me with a lapel flower?
I also suggested the dance section, he didn't go for that either, just said no, so I just said no.

Okay, apparently I have angered the Yellow Pages gods by dissing the media form in this thread.

Tonight, a Yellow Pages sales rep followed my car to one of the locations I teach at. He saw my car door magnet (hey, at least I know someone noticed it) and decided he would try and sell me an ad in the parking lot. Note to salespeople: do not follow a woman traveling alone into a fairly deserted parking lot. It's CREEPY.

Sadly, I was not surprised. It was exactly the sort of thing some of the salespeople I worked with would have done.

Originally Posted by laura 2

Okay, apparently I have angered the Yellow Pages gods by dissing the media form in this thread.

Tonight, a Yellow Pages sales rep followed my car to one of the locations I teach at. He saw my car door magnet (hey, at least I know someone noticed it) and decided he would try and sell me an ad in the parking lot. Note to salespeople: do not follow a woman traveling alone into a fairly deserted parking lot. It's CREEPY.

Sadly, I was not surprised. It was exactly the sort of thing some of the salespeople I worked with would have done.

NO WAY!!! It's a pity you didn't have a copy of the Yellow Pages to hit him square across the face with.

Originally Posted by laura 2

Okay, apparently I have angered the Yellow Pages gods by dissing the media form in this thread.

Tonight, a Yellow Pages sales rep followed my car to one of the locations I teach at. He saw my car door magnet (hey, at least I know someone noticed it) and decided he would try and sell me an ad in the parking lot. Note to salespeople: do not follow a woman traveling alone into a fairly deserted parking lot. It's CREEPY.

Sadly, I was not surprised. It was exactly the sort of thing some of the salespeople I worked with would have done.

What a sleazeball!

F*cking dude probably got a huge pat on the back from his boss and a big fat bonus for that.

Our boss LOVED when certain salespeople did stupid human tricks to please prospects who weren't interested in doing business. Following prospects around at trade shows, sending them stupid trinkets, ordering singing telegrams that say "I'd sing your praises if you gave me an appointment" (yes, true story) - all part of your daily responsibilities as an ad sales rep.

Having a good product and marketing sense? Not so much.

He was going on and on about what a great value YP advertising would be for my business, so I smiled and told him that I'm pretty familiar with the medium, as I worked in Yellow Pages for over a dozen years. The look on his face was priceless - he appeared to be about 20 years old and my guess is he's been selling YP for a few weeks at most. He said he wanted to give me his card but they hadn't given him any yet. ..l;,

in fresno, we took a survey of all studio, agency, faire clients.#1 place they found us was print yellow pages
#2 was word of mouth#3 was google.
no one used on line yellow pages.
(i have had 1 bid from gig masters).usually they might find us on party pop, or gig masters, but come to us directly.
no here is the rub.in the central vellay we have VALLEY YELLOW PAGES and AT &T YELLOW PAGES.
for 1 year we asked which book "they" found us in.
bottom line, all of us must advertise in both books, or loose our business.

we are under 3 headings :
dance companys
dance instruction
family entertainment
there is no "belly dance" to list under here either

Originally Posted by laura 2

He was going on and on about what a great value YP advertising would be for my business, so I smiled and told him that I'm pretty familiar with the medium, as I worked in Yellow Pages for over a dozen years. The look on his face was priceless - he appeared to be about 20 years old and my guess is he's been selling YP for a few weeks at most. He said he wanted to give me his card but they hadn't given him any yet. ..l;,

Haaaaaaaaaaaaaaaaaaaaaaahahahahahahahahahaaaaaaa!

And everybody wonders why all the media are dying. Could it possibly have something to do with the fact that they're not selling ad space because their sales reps are so darned obnoxious and clueless?

well, this thread just proves a very important fact
where we are makes a big diff!
on line yellow pages do nothing here.but as one here today pointed out, not all have computers here.this part of california can hardley get people to get with digital tv !.
so, once again, what is set in stone depends on where you are.

called to find out about putting my number in and placing an add....
Me "Well I see in my local book that there is no belly dance section. Will that be added if I place my number?"
Sales Guy " Oh no we can't do that for one business We would put you in the exotic dancer section"
Me "unacceptable, that is NOT what I do at all"
Sales Guy "Oh but you will most likely get so many more calls in that section!"
I declined and did all my marketing online.
__________________
another just pointed out this post!
you see the headings we are under, ...this book has none of these headings?
wow

There are two belly dance schools with dancers for hire that advertise in the Yellow Pages in Dallas, under "Entertainment, Family". They've both been in business for a long time (like 20+ years). I'm wondering if they advertise just b/c that's the way they've always done it or b/c it really works for them.