OPINIONS: Yellow Pages Advertising

Quote:

Originally Posted by AZBroker

You really seem to know your facts. Do you have any idea on what percentage of consumers use the yellow pages to find a real estate agent (Buyer's Agent and/or Seller's Agent)?

Keep in mind the forgotton BIG benefit of YP..... extends the reach of other media on average by 40-55%. Hear the ad... go to the book.

sources:
http://www.ypima.org

Real Estate is ranked the #26 Heading w/ 94.6 Million references

purchase over 12 months.... 13% from YP. nu.mbers based on Dallas Texas...but should give you an IDEA.... also this does not include the about fact of extends other medias reach.

References:::
Catelogs 4%
Coupons 1%
Direct Mail 8%
News Paper (Parrot Paper

) 16%
Mag 5%
TV 4%
Radio 2 %
Internet 32%
YP Print 11 %
YP Internet 16%

ILSP, what impact has the Internet had on traditional YP?

same as the newspaper story.... dallas morning news is still printing an auto section even though the parent company BELO owns www.cars.com

population is up... traditional users still use.

new generation does not search like the old.

some have converted... yet the accessability of the print is still king.

from a user standpoint some use print, some online, and some both.

basically in most business environments there is more competition and a larger audience.... you must both to attract the larger audience and stand out from your competition. most businesses lose 1/3 per year.... if you rely on repeat/referral you will eventually start losing revenue when your funnel becomes dry..... keep prospects comming and you will survive a competitive environment.

my opinion .com is a better customer... they have to pay for internet access... the phone line.... the cable.... the pc.... etc.

print recieves a book for free!

Have YP advertising rates been affected?

Quote:

Originally Posted by SalesGuy

Have YP advertising rates been affected?

why should they.... if the book is still generating ROI... why lower rates... you only get less expensive if the Value goes down.

All those competitors think that a cheap yp ad is a smart investment. I tend to think it discourages competition in a book and provides a more significant ROI for the investor!

Quote:

Originally Posted by ilovesuperpages.com

why should they.... if the book is still generating ROI...

Competition with Internet Advertising.

Quote:

Originally Posted by SalesGuy

Competition with Internet Advertising.

Why should Print rates go down due to the Internet.... that is like saying due to Fast Food establishments Restaurants should charge less.... The increase in population effects print rates... When the Baby Boomers die the YP business will then need to re-evaluate it's environment.... but untill then rates are not the biggest concerns....

Rates are only a factor in determining ROI... not the main component.

Quote:

Originally Posted by ilovesuperpages.com

Why should Print rates go down due to the Internet.... that is like saying due to Fast Food establishments Restaurants should charge less....

Of course this is only my opinion... when two (2) formats are in competition for the same advertising dollar something has got to give.

do you think Newspaper rates have gone down due to Online news sites? Nope

Take a look at BELO (dallasnews.com) or the New York Times... consistant print increases.... and lies about distribution if you do your homework! lol

The point is that just because there is another format for YP.... does not mean print should be cheaper. They have simply opened up a new stream of customer base. Also appealing to a Google type client...the traditional YP searcher still uses YP...... Online has made an impact in the total number of searches.

From what I recall.... total YP references is way up.... YP users are also up..... YP percentages of uses are down.... that is due to the Internet and Economic changes I assume.

The References and number of Users are the ROI... not how many times people use the book. The big impact is with Online data such as Whitepages.com...... cost of 411 has helped whitepages.com's success and hurt telecom's bottom dollar figures on directory assistance. This does help the usage and possesion of the books as well.

I still use the internet when looking for names and numbers though!

OPINIONS: Yellow Pages Advertising

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