Story on Gay Yellow Pages
Salt Lake Tribune - Directories turn a new page:
Here’s an interesting story (translation: slow news day) about a plumber in Salt Lake City who decided to advertise his business in a directory targeted at Gays and Lesbians.
(insert tasteless plumber’s crack joke here)
The point the story makes is two fold.
1. There are WAY too many general purpose yellow page directories out there for a consumer or advertiser to consider
2. Targeted advertising that appeals to a niche group can be highly effective.
The point is that targeted niche directories have value. I wouldn’t want to gamble my entire advertising budget there, but I’d trade $800 for the profit on an $8000 sale all day long.
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