What Effect is the Internet Having on the Printed Yellow Pages

What Effect is the Internet Having on Printed Yellow Pages Advertising?

by Alan Saltz

That's the big question lately.

As advertisers continue to spend hundreds or thousands of dollars every month to advertise to the offline world, they want to know what effect the internet is having on their investment.

Will people still use the Yellow Pages?

Can printed Yellow Pages still provide solid returns on

investment? The answer is absolutely.

The printed Yellow Pages aren't going anywhere. While more and more users turn to the internet for information, many people believe that there's no substitute for "the book." In fact, a USA Today study found that 33% of respondents believe that's the case - that the internet is no substitute for the Yellow Pages.

My hunch is that a very small percentage of the remaining 66% will completely replace the Yellow Pages with an online search. They'll use the internet... but they'll use the Yellow Pages as well.

The Yellow Pages is a local search tool. It's where people turn when they're looking for a product or service provider in their area. They turn there for help deciding between different options.

That decision is based on the information that the Yellow Pages "compiles" over a several page spread... one that can be viewed and processed in a small period of time.

For now, it takes far longer to get that same information by searching on the internet.

What about the future?

As more people log on to the internet every day, local search availability will grow. And the quality and quantity of information that's available will grow as well.

Naturally, Yellow Pages publishers are aware of this. And they're not willing to give up their 11 billion dollar business without a fight. In some cases, printed Yellow Pages are already available on the web. Whether someone opens a Yellow Pages book or searches online, they see identical advertisements.

Directory publishers will continue to increase the internet options available to the businesses that invest in a printed ad.

But the smart business owner will not ignore online search or the various internet Yellow Pages that are available. In many cases, listing is free or inexpensive, and many track response to give an investor an idea of what their investment is worth.

The smart way to go about it? Do your research. Search for "internet Yellow Pages" and "local search" in the search engines. See what options are available in your area. Ask questions. Test different options. Talk to non-competing local businesses to see what they are doing.

Trends will definitely begin to emerge, and the successful business will be the one that makes an effort to stay informed.

About the Author

Alan Saltz is a the foremost expert on effective Yellow Pages Advertising content. He teaches advertisers how to boost their response and return on investment using simple, but extremely powerful techniques. For unbiased Yellow Pages Advertising advice and "tricks" that any business owner can implement, visit http://www.YellowPagesProfit.com.