White Pages Gone, Who Cares?

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AT&T in Madison, Wisconsin decided to publish a Yellow Pages only directory and offered a White Pages supplement if a homeowner was interested.

white-pages

Only about 2% of the over 600,000  homeowners asked for the White Pages supplement.  Here’s the full article.

The scary part is that there are still a lot of markets out there delivering White Page directories where 98% of the people couldn’t care less.

How about the Yellow Pages?

If your retailers are spending money on the Yellow Pages I wouldn’t tell them to completely walk away from that expense but I would recommend they take a good percentage of that money and transfer it to Google Local Search.  We know that 80% of consumers walking into a store to make a considered purchase go online before they go into the store.  I’ll bet that 80% don’t go to the Yellow Pages before going to a store.

Local advertising is changing, make sure your retailers are keeping up with the times.

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