Yellow Pages is a dying medium

Business News · Feb 13, 2009

Every year we get harangued incessantly by Yellow Pages reps to boost the prominence of our ads. The fact that it's a different rep each year speaks volumes but thats another topic. My business has been running for 6 years and we have gone from double column single colour to quarter page full colour and back down to a single column printed ads in that time. We've invested in yell.com enhanced listings as well. We closely monitor from where our leads originate and the level originating via the Yellow Pages book or yell.com has steadfastly remained in the 10% to 20% region with the proportion of advertising spend ranging from 25% to 75%. So, Yell has always underperformed relative to spend. When we go to just the free listing next year, clearly that ratio will improve.

In summary - what we have gleaned from our experience is size doesn't matter. We believe the Yellow Pages book will be all but redundant within 5 to 7 years as we have seen the march towards internet generated leads. The percentage of leads generated via the internet has grown from virtually nil 6 years ago (we are in a non-techy field of business) to over 50% today. This is achieved with minimal expenditure of on average £6/month with Google ads pay per click charges. Paying hundreds of pounds on Yell.com for an enhanced listing has proved to be a very poor utilisation of advertising budget.

The sales rep from Yell did say they were considering pay per click referrals rather than a fixed fee for their web services. We may change our viewpoint concerning the usefulness of Yell in our own campaign positioning should this occur, but not before.

Google is forgeing the way to cheaper advertising for everyone - Yell is yesterday's medium and advertising model that is struggling to adapt to the new reality of business and therefore unlikely to be around in it's current form for much longer, especially due to it's large debt burden.

As a caviat, you should note that our experience may not apply to your own market, if you are for instance a trader of personal services then the Yellow Pages may well remain a useful medium through which to advertise.

PaddyPawsPetServices · Feb 13, 2009

As a (very small ) business I ( of course ) have a free listing in Yell.com and Yellow Pages. But TBH I dont get that much from them. Most of my clients are finding me through relevant directories, and from direct marketing.

Yellow Pages called me several times to ask me to put a "proper" advert in the book, but for such a small business the cost would have been to high and for what return.

In reality how many people when needing a service/product etc pick up the big yellow book...and how many simply google what they want?!

DotNetWebs · Feb 13, 2009

It's funny yesterday I rediscovered my old air rifle that had been in my dads loft since I was a teenager. I was looking for something to stick a paper target on and absorb the pellets when a Yellow Pages was dropped on my doorstep - perfect timing!

The only problem is that it seemed a lot thinner than they used to be so it wont be long before it is 'shot through'.

In all seriousness this is the first time in years that the Yellow Page has made it past my front door. Normally it goes straight in the recycle bin.

How many people use the paper directory anymore?

Regards

Dotty

G. Lasagne · Feb 13, 2009

I forked out £3100 for a full page advert and a quarter page in another book in the bt phone book. I am a plumber so i do get some work but so far (7 months in) i am not going to break even. i think yell.com is something i will defo do as it apparently gives a good return for tradesman.

When i spoke to yell about a month ago, i was told by the salesman that more people search using yell, than they do using google.
because of this blatant ridiculous lie, i was a bit put off, but am still gonna give it a try.

Business News · Feb 13, 2009

GasAngel said:
I forked out £3100 for a full page advert and a quarter page in another book in the bt phone book. I am a plumber so i do get some work but so far (7 months in) i am not going to break even. i think yell.com is something i will defo do as it apparently gives a good return for tradesman.

When i spoke to yell about a month ago, i was told by the salesman that more people search using yell, than they do using Google.
because of this blatant ridiculous lie, i was a bit put off, but am still gonna give it a try.

My advice would be to await them moving onto pay per click or you'll probably be wasting your money. Try Google business listing (free) and Google ads (pay per click) if you have a web site. You'll then likely spend about £10 a year through Google compared to what - £200 with yell.com for probably less feed through.

The only concerns I have with Google is that their growing dominance will likely turn them into the new Microsoft. Fat, dumb, lazy and overpriced.

Smallb · Feb 13, 2009

I think the book is a bad investment, yell.com may be better but I would advise anyone to spend that money on improving their website and google PPC

Simon

*Lexxy* · Feb 13, 2009

i've asked around on a few forums i use as to how people find local tradesmen, the majority is by recommendation but people do tend to use yell.com too.

i was looking at google keywords & trends for the first time yesterday (as a wonderful salesman had told me there had been 800 online enquiries for Joiner in Derby last month!). for our trade the online searches are just about non-existant but based on other feedback, i think around the £100 mark with yell.com for a link to our website seems reasonable.

CKG · Feb 13, 2009

I had written of YP too.

Then I got myself an education in how direct response advertising works.

Best thing I ever did.

Scott-Copywriter · Feb 13, 2009

GasAngel said:
I forked out £3100 for a full page advert and a quarter page in another book in the bt phone book. I am a plumber so i do get some work but so far (7 months in) i am not going to break even. i think yell.com is something i will defo do as it apparently gives a good return for tradesman.

When i spoke to yell about a month ago, i was told by the salesman that more people search using yell, than they do using google.
because of this blatant ridiculous lie, i was a bit put off, but am still gonna give it a try.

Where have you heard this?

Personally I've heard from a few people that Yell ads are poor so make sure you ask around first. If so the hundreds spent on Yell could be put to significantly better use on other advertising mediums.

mikelaluz · Feb 13, 2009

CKG said:
I had written of YP too.

Then I got myself an education in how direct response advertising works.

Best thing I ever did.

Very Good Point. Yellow Pages can be extemely effective. Where else can you check out your competition and exactly what they are offering your prospective customers?

And the majority of display ad's are written by YP themselves so they all tend to be the same. - Big Opportunity

Still life in the old Yellow Book for crtain trades and industries

Regards

Mike

CKG · Feb 13, 2009

I spoke to the yell rep a couple of days ago and it seems they are going through big changes.

They have certainly sharpened up over the last 12-18 months since I last dealt with them.

He mentioned them getting rid of all the hit and run fly boys and girls and that long term one to one relationship building was now the order of the day.

They have got some good data at their disposal if yopu ask them for it. For example I wanted to target businesses within a 2 hour drive time. A few clicks on his laptop pinged all the book areas that were up to 2 hours away and gave the figures for the ammount of target businesses in them areas.

It seems they are trying to be way more helpful and actually using data to help you get the most ROI rather than just trying to blindly flog you the biggest ad they can - as was the old way.

Adman · Feb 13, 2009

mikelaluz said:
Very Good Point. Yellow Pages can be extemely effective. Where else can you check out your competition and exactly what they are offering your prospective customers?

And the majority of display ad's are written by YP themselves so they all tend to be the same. - Big Opportunity

Still life in the old Yellow Book for crtain trades and industries

Regards

Mike

Yellow pages have never paid ad agency commission so most ad agencies have kept clear - hence the poor quality of the display ads. Having said that the book still works well for the emergency purchase.

Keep clear of Yell.com it has never worked yet for any of our clients.

Adman

*Lexxy* · Feb 13, 2009

Adman said:
Keep clear of Yell.com it has never worked yet for any of our clients.

Adman

but what area are your clients in? does this include local tradesmen??

interested in your response as this is the opposite to what i'm finding out :|

mikelaluz · Feb 13, 2009

*Lexxy* said:
but what area are your clients in? does this include local tradesmen??

interested in your response as this is the opposite to what i'm finding out :|

Lexxy in marketing we talk about the 3 M's. Market Media and Message. They all have to be correct for any campaign to work. Yell and Yellow Pages will work for certain trades and industries and not others.

But if you're not reaching your target market and sending the right message the media is irrelevant.

Equally it's crazy for anyone to say that Yellow Pages or Yell doesn't work because you really don't know until you test each one effectively.

Regards

Mike

moosegoose · Feb 13, 2009

yp can work well its a bit hit and miss though. a lot depends on where there automated placements land you in the book. its worth having your artwork done independently as this will help u stand out. having said that this might be my last year with them.

Peter Bowen · Feb 13, 2009

I think the problem with the yellow pages is that you can't test your advertising and you can't change anything. You're stuck with it for a year - whether it's working or not.

ThePublisher · Feb 13, 2009

I find YP very useful. I use it to stand my monitor on so that the screen is the correct height to view.

I cannot remember the last time I looked in YP for anything, or the BT phone book, which various people tell me is looking thinner this year than last.

moosegoose · Feb 14, 2009

the majority of people on this site are bias towards internet advertising. but for a local tradesmen looking for local work it still works well. providing you get the lay out of your advert right. here is a list of things which helped my advert.
changed to local tel no stay clear of 0800 and 0845.

40% of people are searching for a company by name so make sure u it stands out.

if the book covers a large area make sure you include the area that is covered.

dont clutter the advert

dont state the obvious ie blah blah blah extra power points blah blah house rewires.

do include trade bodies ie ofcom cai corgi

do include usp free quotes, no call out charges, 10 year warranty.

and the most important bit dont let yell design it get a independent or diy.

Fuzzy · Feb 14, 2009

mikelaluz said:
Very Good Point. Yellow Pages can be extemely effective. Where else can you check out your competition and exactly what they are offering your prospective customers?

And the majority of display ad's are written by YP themselves so they all tend to be the same. - Big Opportunity

Still life in the old Yellow Book for crtain trades and industries

Regards

Mike

Fair point Mike

. Personally I never use yellow pages - Google for Fuzzy

Rhyl Lightworks · Feb 14, 2009

YP might work for certain services - not nearly as well as it used to, but it does not seem to work at all for retail. Neither does Yell.com. If people are doing internet searches the vast majority use Google, even for local searches. Those that don't are more internet savy anyway, and will find you whether you are on Yell.com or not.

Barrie

ThePerfectOffice · Feb 14, 2009

As Mike pointed out earlier it does depend on your business. To say that YP is no longer effective is ridiculous as it only applies to the person that's stated it. It depends on your trade.
Of course if your business is online based then YP is not for you. An entry for certain trades and other businesses within YP is essential.

Feb 14, 2009

DotNetWebs said:
Normally it goes straight in the recycle bin.

Dotty

Which is a problem - because it is expressly forbidden in my area at least to put the damn things in recycle bins...apparently they are too tough for the machinery and cause horrendous problems.

Business News · Feb 15, 2009

ThePerfectOffice said:
As Mike pointed out earlier it does depend on your business. To say that YP is no longer effective is ridiculous as it only applies to the person that's stated it. It depends on your trade.
Of course if your business is online based then YP is not for you. An entry for certain trades and other businesses within YP is essential.

As I stated in the original posting there will be businesses working in personal services where YP likely still represents excellent value; locksmiths, plumbers, electricians etc. I doubt for any other trading sectors YP still provided the most effective direct advertising spend possible.

YP is struggling to move with the market, is burdened by debt, appears to have problems retaining sales staff, is a static medium and is expensive. A recipe that is likely to end in the demise of a good brand hurtling along the same furrow ploughed by the likes of Woolworths.

Many new start businesses rely on YP because it has strong brand recognition to help get them to get their venture off to a good start. Input from the experience gained by others across a wide range of sectors with all media forms can only help these individuals take considered choices on how to spend their hard earned money. Nothing more, nothing less. So, everyones comments should be valued and never ridiculed.

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