OPINIONS: Yellow Pages Advertising

SalesGuy

ILSP, regarding IYP vs. YP your points are well taken.

What are your thoughts about "Internet Advertising" having an impact on future YP pricing?

For instance, I know more than a few real estate brokers/agents who at one time easily spent 1-5k monthly on YP advertising. Now these same brokers/agents have reducd their YP advertising to bare bones and are investing their advertising budgets on "websites" and "PPC".

Do you think this shifting of budget dollars will have any affect on YP pricing?

ilovesuperpages.com

not Verizon.... price by size... not heading! with other publishers i am sure it may eventually.

long term it probably will.... not for a few years though. Internet sites have an impact on homes... not necessarily "agents".

Agents think that advertising where people look for "homes" is better than print. I think differently. dont get me wrong both work.... but I think the YP is still a better investment... especially considering the "lack of advertisers!"

LET ME CORRECT THAT STATEMENT. GREAT INVESTMENT WHEN YOU CONSIDER THE ADVERTISING MIX.... (DONT RELY ON ONE SOURCE FOR CUSTOMERS!)

also YP extends the reach of other media... like internet, broshures, flyers, and other creative works.

SalesGuy

How do you mean?

ilovesuperpages.com

basically..... consumer hears your message when they are not ready to buy... goes to the book. Based on your previous impression they choose you.

this is the same advantage national companies have over local.

one of the factors in the 33:1 vs 12:1 ROI that national recieves over local based on YPIMA research (yellow pages integrated media association)

ilovesuperpages.com

HEY, I am not trying to "sell" you an ad here..... Open discussion, anyone care to chime in??

SalesGuy

I understand and appreciate your responses.

ilovesuperpages.com

Well.... the company I work for Verizon Yellow Pages is now Idearc Media Corp. www.idearc.com

anyone here actually read on wallstreet or has heard about this change?

30yr contract with Verizon to "print" the "Verizon Yellowpages" which is now just the name on the book. Do you think YP will last 30years?

Do people still read newspapers, printed dictionarys, or encyclopedias (sp?)

I see it losing revenue but making it up on the IYP side.

and the new postcards/magazines....... 7000 workers----that should make us the largest direct mail workforce in the country .. right??

BossMan

Yes, not everyone uses the Internet, but not in the same numbers as before.

AZBroker

Not in it's present format no.

MPrince

The phone book is a directory and in my opinion there is no way to brand a business in a book that stays closed 99% of the time.

MP