are TOO big. The parking is harder, the products more spaced out and tougher to find, the salespeople difficult to track down, and the lines are longer at the checkout. For whatever rI sold Yellow Page ads for 25 years. During that time, I dealt with mostly the local “mom and pop” type businesses. The reason was simple. The large companies chose the more expensive media to promote their national chains. So Home Depot would have their ads in the Sunday newspaper as a flyer and of course on TV and radio. But I worked with people like Fred’s Ace Hardware, and they were delighted to be listed under a dozen headings in the directory. That’s because they knew something that the “big box” boys didn’t. When the guy down the street needed paint or a screen replacement, they would head for the Yellow Pages to see who had what. Sure, everyone knows Home Depot but not everyone shops there. It may be because they are TOO big. The parking is harder, the products more spaced out and tougher to find, the salespeople difficult to track down, and the lines are longer at the checkout. For whatever re media to promote their national chains. So Home Depot would have their ads in the Sunday newspaper as a flyer and of course on TV and radio. But I worked with people like Fred’s Ace Hardware, and they were delighted to be listed under a dozen headings in the directory. That’s because they knew something that the “big box” boys didn’t. When the guy down the street needed paint or a screen replacement, they would head for the Yellow Pages to see who had what. Sure, everyone knows Home Depot but not everyone shops there. It may be because they are TOO big. The parking is harder, the products more spaced out and tougher to find, the salespeople difficult to track down, and the lines are longer at the checkout. For whatever rHardware, and they were delighted to be listed under a dozen headings in the directory. That’s because they knew something that the “big box” boys didn’t. When the guy down the street needed paint or a screen replacement, they would head for the Yellow Pages to see who had what. Sure, everyone knows Home Depot but not everyone shops there. It may be because they are TOO big. The parking is harder, the products more spaced out and tougher to find, the salespeople difficult to track down, and the lines are longer at the checkout. For whatever rt needed paint or a screen replacement, they would head for the Yellow Pages to see who had what. Sure, everyone knows Home Depot but not everyone shops there. It may be because they are TOO big. The parking is harder, the products more spaced out and tougher to find, the salespeople difficult to track down, and the lines are longer at the checkout. For whatever rare TOO big. The parking is harder, the products more spaced out and tougher to find, the salespeople difficult to track down, and the lines are longer at the checkout. For whatever reason, some people will still shop at the Ace Hardware, when given the choice.

For service businesses, the decison is even easier. If you are a TV repair guy or the local locksmith, an ad in just about any other media is a waste of time and costly in comparison. The reason is obvious; when someone has a broken washer or whatever, they normally will head for the Yellow Pages. Yes, they might wander over to the computer and search the net, but the old-fashioned book still has some advantages.

To start with, you can scan many ads at once. You can call the business and write down information directly on the ad itself. You can even tear out the page, or a coupon, if they have one. And not everyone has Internet acces