ore, it’s referred to as a “directional” media and that’s where it’s uniqueness comes in. It doesn’t have to resort to dancing elephants or one-day only sales banners to get your attention. The very fact you are already in the “tire dealers” heading isIt could be a month old banana with an interesting label, but it’s not. It happens to be the Yellow Pages and it’s actually been around well over 100 years since it started out as a pamphlet of local business listings in Wyoming. If you’re typical, you use them to find something at least once a week, according to national statistics. If not, you still know where to find them in your home or office, when the need does arise. So, what’s the big deal about the Yellow Pages, anyway?

Well, if you are in business and have, or are considering, an ad, what do you really know about this unusual media? Let’s look at that last statement. Most media are creative and use a variety of tactics to entice you to buy, from discounts, special services and characters or spokes-people. They peer at you from T.V. commercials, magazines, radios, billboards, direct mailers, or newspapers. But the Yellow Pages acts more like a reference guide, ready and waiting for you to go to it when you need something. Therefore, it’s referred to as a “directional” media and that’s where it’s uniqueness comes in. It doesn’t have to resort to dancing elephants or one-day only sales banners to get your attention. The very fact you are already in the “tire dealers” heading is

use them to find something at least once a week, according to national statistics. If not, you still know where to find them in your home or office, when the need does arise. So, what’s the big deal about the Yellow Pages, anyway?

Well, if you are in business and have, or are considering, an ad, what do you really know about this unusual media? Let’s look at that last statement. Most media are creative and use a variety of tactics to entice you to buy, from discounts, special services and characters or spokes-people. They peer at you from T.V. commercials, magazines, radios, billboards, direct mailers, or newspapers. But the Yellow Pages acts more like a reference guide, ready and waiting for you to go to it when you need something. Therefore, it’s referred to as a “directional” media and that’s where it’s uniqueness comes in. It doesn’t have to resort to dancing elephants or one-day only sales banners to get your attention. The very fact you are already in the “tire dealers” heading is

re in business and have, or are considering, an ad, what do you really know about this unusual media? Let’s look at that last statement. Most media are creative and use a variety of tactics to entice you to buy, from discounts, special services and characters or spokes-people. They peer at you from T.V. commercials, magazines, radios, billboards, direct mailers, or newspapers. But the Yellow Pages acts more like a reference guide, ready and waiting for you to go to it when you need something. Therefore, it’s referred to as a “directional” media and that’s where it’s uniqueness comes in. It doesn’t have to resort to dancing elephants or one-day only sales banners to get your attention. The very fact you are already in the “tire dealers” heading isracters or spokes-people. They peer at you from T.V. commercials, magazines, radios, billboards, direct mailers, or newspapers. But the Yellow Pages acts more like a reference guide, ready and waiting for you to go to it when you need something. Therefore, it’s referred to as a “directional” media and that’s where it’s uniqueness comes in. It doesn’t have to resort to dancing elephants or one-day only sales banners to get your attention. The very fact you are already in the “tire dealers” heading isore, it’s referred to as a “directional” media and that’s where it’s uniqueness comes in. It doesn’t have to resort to dancing elephants or one-day only sales banners to get your attention. The very fact you are already in the “tire dealers” heading is a testament to the fact you need tires. Now it’s simply a matter of finding the dealer of choice. It’s also arranged by alphabetical categories for easy use, just like your other reference books.

As an advertiser, you’re well aware of these features. But do you know how the public searches for, and views, the various ads? What type of information is most important in a service business versus a retailer? What key word in a headline can make or break an ad? How do you track the results with very little effort? What should an ad cost in your particular industry?

If you are shaking your head, you’re not alone. Most business people are clueless about advertising in the Yellow Pages. Yet they write that monthly check for thousands, to the local publisher, totally oblivious to the results and lost potential of their advertising program. The most obvious way to counter this problem is to hire a qualified consultant that can help create a more effective use of your Yellow Page investment.