R.I.P. Yellow Pages

The Demise Of The Phone Directories

For years and years, advertisers have spent an inordinate amount of their advertising budget on the yellow pages. They felt trapped, almost held hostage. It was as automatic as paying rent. Almost like paying protection money to the mob.The rates kept going up. More scare tactics from the Yellow Page sales reps. More budget out the window. Less profit on the bottom line.

I have always contended that Yellow Pages were a waste of money, simply based on how people make decisions. When consumers have a need, they go to their mental rolodex and decide who they have heard about or used before and look up the number. Yellow Pages got the credit. The giant clutter fest being passed off as advertising did not persuade them to call. (how many pages of ads for attorneys in your market?) Most consumers knew who they wanted and just needed the number. As a matter of fact, most people I know just went straight to the White Pages and looked up the number. Things have changed.

Have you noticed that in recent copies of The Yellow Pages, the White Pages have been moved to the back. Business listings are separate from residential. Call in the immediate family, Yellow Pages are on life support.

The most recent blows to the health of The Yellow Pages are cell phones and 411 with info texted directly to the phone. But the real dagger to the heart are the internet search engines. When I want information about a business, I look online. It's easier than digging out the phone book. As far back as February 2004, The Kelsey Group and Bizrate.com found that 64% of Internet users who make purchases online prefer search engines to conventional Yellow Pages. Go figure.

Don't let your Yellow Pages consultant convince you to use their online directory service, either. According to Jupiter Media, over 64% of people who are looking for information online, use search engines.

Keep your name in a bold listing in the local phone directories for now, but make sure that you invest most of your budget and effort on your search engine optimization, top of mind awareness
and customer service that will create positive word of mouth.

Rest In Peace Yellow Pages. Local advertisers won't be sad to see you go.