Local marketing industry savants have long been predicting the demise of print Yellow Pages books, going the way of the buggy whip due to overwhelming competition from Internet alternatives.
Further, the invasion of search engines into the local space during the past few years has inspired some analysts to wonder if Internet Yellow Pages directories might also be headed for extinction along with the printed books.
Readily available stats from Google show trends and provide a good sense of what is actually going on across the local space on the Internet. We can also use these stats to predict the demise of traditional Yellow Pages sites.
The term Yellow Pages refers to a telephone directory of businesses, categorized according to the product or service provided. As the name suggests, such directories were originally printed on yellow paper, as opposed to white pages for non commercial listings. The traditional term Yellow Pages is now also applied to online directories of businesses.
The name and concept of Yellow Pages came about in 1883, when a printer in Cheyenne, Wyoming working on a regular telephone directory ran out of white paper and used yellow paper instead. In 1886 Reuben H. Donnelley created the first official yellow pages directory, inventing an industry.
Today, the expression Yellow Pages is used globally, in both English-speaking and non English speaking countries. In the United States, it refers to the category, while in some other countries it is a registered name and therefore a proper noun.
To most companies, advertising in Yellow Pages is the unshakable cornerstone of their annual marketing spend and they would no more think of canceling it than they would hire David Brent as office manager.
Surely Yellow Pages is established, recognised everywhere and enjoys strong distribution. It is expensive, but is there any alternative
A moderately sized quarter of half page ad is looking at 3 to 5K a year.
That can be anything from 5K to over 8K for the year. There is no negotiation take it or leave it and that is with the regulators on their back capping and indeed cutting rates by.
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