http://ypcommando.com/blog/2007/04/12/is-it-time-to-drop-print-yellow-pages-advertising/ Local Online Marketing . . . Commando Style. Mon, 08 Sep 2008 00:42:37 +0000 http://wordpress.org/?v=2.0.5 http://ypcommando.com/blog/2007/04/12/is-it-time-to-drop-print-yellow-pages-advertising/#comment-577 Sat, 14 Apr 2007 02:27:52 +0000 http://ypcommando.com/blog/2007/04/12/is-it-time-to-drop-print-yellow-pages-advertising/#comment-577 So you know where I'm coming from, I sell YP advertising. The YP generate leads for businesses. To what extent? Only the advertiser can answer that question. In a perfect world the advertiser would track where every single customer comes from. Shortly before they review their program for the next book they determine their ROI. If they are happy with the return they received they renew or invest more. If not they reduce or cancel. It is no different than investing in a stock, mutual fund or bond. A group of advertisers under a particular heading determine how big and how many ads there should be. About 5% of advertisers do any form of tracking. A few months ago I called 5 tree service companies to do some work for me. Not one asked how I heard about them. This past week I called 5 plumbers to get bids for a bathroom I'm installing. Only one of the 5 that came to my home asked me "the question". I guess it's just easier to tell me "my ad cost too much!" So you know where I’m coming from, I sell YP advertising. The YP generate leads for businesses. To what extent? Only the advertiser can answer that question. In a perfect world the advertiser would track where every single customer comes from. Shortly before they review their program for the next book they determine their ROI. If they are happy with the return they received they renew or invest more. If not they reduce or cancel. It is no different than investing in a stock, mutual fund or bond. A group of advertisers under a particular heading determine how big and how many ads there should be. About 5% of advertisers do any form of tracking. A few months ago I called 5 tree service companies to do some work for me. Not one asked how I heard about them. This past week I called 5 plumbers to get bids for a bathroom I’m installing. Only one of the 5 that came to my home asked me “the question”. I guess it’s just easier to tell me “my ad cost too much!”

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