Internet Marketing and eCommerce Expert – Nigel Burke's Blog

Of all the businesses I talk to, many of them are cutting out Yellow Pages advertising completely or at least cutting back on their spending. I’m not sure of the exact numbers are for their advertising revenue but it seems the old yellow book is an out of date concept.

Customers are turning to the Internet to do most of their product research. With search engines and other websites, customers are dealing with businesses all over Australia and the world – not just in the local area anymore.

Introduction of Metropolitan and Mobile Books
To earn more money, Yellow Pages introduced new lines – Regional books within metro areas and Yellow in the Car. This means that advertisers have to spend more money to make sure they cover their area.

Google Local Search
Google is becoming more targeted with their local searches. When this becomes mainstream, it will be necessary to be listed in here. I think there will be more local websites appearing helping people find local businesses.

Our Experience with Yellow Pages
We have cut back completely on all our Yellow Pages advertising and the online version got us zero results after spending 6 months advertising on their website.

What do you do?
When researching about your next holiday, booking airline tickets, booking show tickets … Do you turn to the Yellow Pages and start dialing? Do you go into town and go into the shops? Or do you do what most people are doing – getting on the Internet and doing all your research ang bookings online? So who is going to get the big yellow book out and use that as their research tool?

What has your experience been with Yellow Pages? Do you still use it? Will you be advertising in the Yellow Pages next year?

Maybe you should look at moving some of your advertising budget from Yellow Pages to Internet advertising?

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