Comments on: 12 Billion Local Business Searches. Do Yellow Pages Still Matter? http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/ A search marketing blog for advertising agency, in-house & PR professionals Thu, 04 Dec 2008 21:30:34 +0000 http://wordpress.org/?v=2.5.1 By: Marty Weintraub http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-2965 Marty Weintraub Thu, 14 Feb 2008 22:11:22 +0000 http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-2965 @ Steven: Thank you for the comment and welcome. @ Steven: Thank you for the comment and welcome.

]]> By: Steven Matsumoto http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-2963 Steven Matsumoto Thu, 14 Feb 2008 06:23:08 +0000 http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-2963 I would like to comment on the submission by Mr. Carson regarding the Wall Street Journal article from May of 2006. Citing percentages is all well in good, but what he fails to mention is what that truly translates to. Hypothetically if the number of references was 1,000 for example a 250% increase is 2,500 not very impressive. What Mr. Carson fails to mention is that the very same article stated that 61% of the population goes to the Print Yellow Pages first for local information. Search Engines came in a distant second at 12.5%. Both EMarketer.com and the Journal published similar data on Dec. 21, 2007 as well. Even Google recognized the value of the Yellow Pages by partnering R.H. Donnelley the third largest Yellow Pages Publisher in the country. I would like to comment on the submission by Mr. Carson regarding the Wall Street Journal article from May of 2006. Citing percentages is all well in good, but what he fails to mention is what that truly translates to. Hypothetically if the number of references was 1,000 for example a 250% increase is 2,500 not very impressive. What Mr. Carson fails to mention is that the very same article stated that 61% of the population goes to the Print Yellow Pages first for local information. Search Engines came in a distant second at 12.5%. Both EMarketer.com and the Journal published similar data on Dec. 21, 2007 as well. Even Google recognized the value of the Yellow Pages by partnering R.H. Donnelley the third largest Yellow Pages Publisher in the country.

]]> By: william carson http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-2758 william carson Sat, 12 Jan 2008 03:39:15 +0000 http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-2758 your numbers on usage ratings seem to be drastically different than study published by the wall street journal in may of 2006. The internet has had a 250% increase in 18 months? iyp's a 150% increase? 411 a 600% decrease? and yellow page usage declined by 100%? SO who conducted this case study? and how many people were involved in it? your numbers on usage ratings seem to be drastically different than study published by the wall street journal in may of 2006. The internet has had a 250% increase in 18 months? iyp’s a 150% increase? 411 a 600% decrease? and yellow page usage declined by 100%? SO who conducted this case study? and how many people were involved in it?

]]> By: Marty Weintraub http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-1228 Marty Weintraub Thu, 27 Sep 2007 19:15:31 +0000 http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-1228 Cool, thanks for stopping by Mike. Cool, thanks for stopping by Mike.

]]> By: Mike Belasco http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-1224 Mike Belasco Thu, 27 Sep 2007 19:10:09 +0000 http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-1224 Very nice article with lots of good points. Also thank you for the mention! Very nice article with lots of good points. Also thank you for the mention!

]]> By: Rose Sylvia http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-1115 Rose Sylvia Mon, 17 Sep 2007 23:03:16 +0000 http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-1115 Whether to use the physical yellow pages or not depends on the demographics you're trying to reach. Note that many off-line yellow pages are also now available and searchable so be sure to consider that when you're making your advertising decisions. There are still many people who only shop locally and live totally locally. Others have a lifestyle that covers many cities, states, or countries. Printed yellow pages are far more useful to someone who would only need one. One error commonly made is to assume that because we can see the future everyone else is along for the ride. They aren't. Some will come along later and others will live in the past. Careful consideration of who your target audience is in necessary for optimum results. Whether to use the physical yellow pages or not depends on the demographics you’re trying to reach. Note that many off-line yellow pages are also now available and searchable so be sure to consider that when you’re making your advertising decisions.

There are still many people who only shop locally and live totally locally. Others have a lifestyle that covers many cities, states, or countries. Printed yellow pages are far more useful to someone who would only need one.

One error commonly made is to assume that because we can see the future everyone else is along for the ride. They aren’t. Some will come along later and others will live in the past. Careful consideration of who your target audience is in necessary for optimum results.

]]> By: Marty Weintraub http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-1104 Marty Weintraub Mon, 17 Sep 2007 01:55:09 +0000 http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-1104 What you say makes a lot of sense Michael. Thanks, Marty What you say makes a lot of sense Michael. Thanks,
Marty

]]> By: Michael Dorausch http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-1103 Michael Dorausch Mon, 17 Sep 2007 01:53:52 +0000 http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-1103 Great data but there are so many variables. For example, large metro areas tend to have more people moving to them. Books are already out and not circulating until next year. People moving in (many are students) are not getting home phones. Hence no books in the household. Great data but there are so many variables. For example, large metro areas tend to have more people moving to them. Books are already out and not circulating until next year. People moving in (many are students) are not getting home phones. Hence no books in the household.

]]> By: David Hopkins http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-808 David Hopkins Sat, 01 Sep 2007 23:30:24 +0000 http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-808 I know a company that advertises in 100s of locations in the Yellow Pages and they are even upping their prices! Search engines have been a much more cost effective source of sales leads. I know a company that advertises in 100s of locations in the Yellow Pages and they are even upping their prices! Search engines have been a much more cost effective source of sales leads.

]]> By: Marty Weintraub http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-804 Marty Weintraub Sat, 01 Sep 2007 19:49:08 +0000 http://www.aimclearblog.com/2007/08/27/12-billion-local-business-searches-do-yellow-pages-still-matter/#comment-804 Mike, you make good points. At the end of the day conversion is what matters-no matter the channel. Mike, you make good points. At the end of the day conversion is what matters-no matter the channel.

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