A client who owns a restaurant asked me recently if they should continue to spend $ 400.00 per month on a Yellow Page ad or redirect this budget to other marketing strategies. (Easy question) He also asked if I knew if people still use the Yellow Pages? (Hard question)
My answer was yes to redirecting the money to other forms of marketing, but I was not sure about whether the Yellow Pages were still relevant. The next day the results of new research were released which you might find interesting.
According to research conducted by Knowledge Networks on behalf of the Association of Directory Publishers (ADP). 85 percent of the U.S. population used a printed directory last year. Independent publishers (those not affiliated with local telephone companies) enjoyed a strong share of this consumer usage, with 40 percent of overall Yellow Pages look-ups going to independent directories.
According to the study, print Yellow Pages provides advertisers with consumers who take action after referencing a directory, with 78 percent of directory users contacting an average of two businesses. Telephone contact is the most common action taken (93 percent), followed by in-person contact (31 percent), online contact (10 percent) and mail (1 percent).
So there you go. 85% of the U.S. population were not near their computers at least once last year.
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