Have you seen your yellow pages lately

It was likely banging your head against the wall. No amount of information, data and figures we would bring out to clients helped us to wrestle some of the yellow pages budget.

Businesses and primarily small businesses (you don't see national companies with big ads in the yellow pages. Its usually just a listing) built the yellow pages empire. But like most things, the time comes when you have outlived your usefullness.

You no longer have to add color to make your ad stand out or increase your ad because your competitor's ad is bigger.

Yellow pages, the passive media, a go to at last resort, the emergency medium has met its match.

Hello Google and Google 411.

Now that $1000 a month you were paying for a yellow pages ad looks a whole lot better on your P & L.

Here is the challenge if you choose to accept it. Lets meet here next year, March 3,2011 and lets compare how many times you used the yellow pages compared to Google.

Tony Mariani

Ads that are a numbers game

Newspaper ads that are a laundry list of weekly specials do not work on radio.

A sofa, chair and love seat for 999.99 or a queen size 792 pocket coil for 499.99 and with the 100 dollar rebate is only 399.99 but only until 6 pm Saturday the 15th at 1234 Main street. Call Acme Furniture 555-1212 for more info. Open 7 days a week 9 to 6.

That ad is a tune out.

The explosion of media choices has shortened attention spans. And price point advertising on radio is so 70's and 80's.

If its all about price point in your advertising, remember you are at the mercy of the competitor who can always sell it cheaper.


Tony Mariani