2011 should be the year you revisit your yellow pages advertising.
Don't get scared away from the sales pressure that if you are not in the book and your competitor is, you will lose out on business.
Bigger ads, color in your ads, being at the front of the listing, multi listing, all strategies that may have worked, once. Even the yellow pages is doing everything THEY can possibly do capitalize in the online world.
Take those yellow page dollars and invest it back into your business in an area you can measure your results. After all if you can't measure your advertising, it's worthless.