New Media Interchange

Forbes: Ask An Expert: Advertising With New Media

Now if we can just get some of this Yellow Pages advertising income to come into the New Media advertising market.

Question: Is advertising in the Yellow Pages book still of any value? Should I replace my listing in the Yellow Pages with online advertising? And if so–with what? Local paid search?

Answer: Throw your telephone book away or use it to level your piano. The original promise of the Web was geographically relevant information. Over the last two years the ability for marketers to target locally has become easier and more effective.

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2 Responses

  1. Evo says:

    I actually have a LOT of experience in this area. Internet Yellow Pages (iYP) can be a great boon to many businesses, as can local search. But you have to know what you are doing.

    I’ve seen great success and great innovation from companies such as Citysearch and Google Local. After that would be, but they are plagued with tech issues and a constantly-shifting business model.

  2. Ken Clark says:

    Why would you abandon a media that is still used over 13 BILLION times by your customers, and still has ROI measures better than 10 to 1???

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