Yellow Pages stock plummets, but value (for advertisers) remains
Shares in most Yellow Pages publishers are taking a beating amid a panicked sell off.
See story here about RH Donnelley shares plunge.
Advertisers should not be so quick to abandon the print product. While usage is declining, it is akin to a melting iceberg. There is still a lot of value, and the best way to track is to use call tracking numbers and measure the ROI.
Note to investors: Yellow Pages companies throw off loads of cash. Most could seriously reduce their overhead and increase cashflow without increasing revenues.
Note to advertisers: No single vehicle will solve all of your marketing needs. The money you make from your yellow pages ads is just as green as the money you make from your local online advertising (gratuitous link).
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