 Who
is using the Yellow Pages?
According to The Yellow Pages Association (YPA),
99% of adults are familiar with the Yellow Pages.
53% refer to the Yellow Pages in a typical week, and
89% will make a purchase following a reference.
Yellow Pages users are affluent, well educated, technologically
savvy individuals who are willing to try new brands.
½ of all consumers who refer to the Yellow
Pages have no single business in mind when they open
a directory. Yellow Page users spend more than the
average consumer. This is your opportunity to capture
a new, possibly life-long, customer.
Why are they using
the Yellow Pages?
Many are turning to the Yellow Pages to provide them
with information during times of change and life events
(for example, going away to college, getting married,
having a child, etc.).
Others will open a directory when they have an infrequent
need for a product or service and want to contact
a reliable local source.
What does this mean
to you?
Return On Investment. Every $1 spent on Yellow Pages
advertising yields $15 in sales.
Yellow Pages is a medium your business cannot afford
to ignore.
Print Yellow Pages
Vs. The Internet
Is the viability of Print Yellow Pages threatened
by emerging Internet search options?
NO. According to research, the Print Yellow Pages
remain one of the most used advertising mediums, particularly
with those ages 18-24, the leading edge of “Generation
Y.” Data suggest that while members of Generation
Y are definitely heavy users of the Internet, this
has not impacted their high usage of the Print Yellow
Pages.
Consumers rely on the Yellow Pages for what they
are good at….connecting buyers and sellers at
the most critical time in the buying process.
|