Are The Yellow Pages Dead?

Does anyone still use the Yellow Pages? That is a good question. If you Google “yellow pages usage” or any other terms like that you get a plethora of articles and blogs stating the demise or eminent demise of Yellow Pages. We recently conducted a survey on the ways consumers search for local products and services and compared the results to 3rd party industry research.

 

The results are detailed in our latest report.

 

Does-anyone-still-use-the-yellow-pagesExecutive Summary

SMBs have more advertising options than ever before and regularly ask the million dollar question- Is advertising in the Print Yellow Pages phone book worth it?  Do they follow their competitors and pull out their print dollars and solely place them in digital?  Unfortunately, it is not a clear black and white answer – but what is clear is that leads are still being generated from the Print Yellow Pages.  This report takes an in depth look at what media people are consuming when making a purchasing decision.  To no one’s surprise, digital media continues to increase…but somewhat unanticipated at the end of 2013, the Print Yellow Page leads have not dried up!  SMBs need to understand that out of the methods available for consumers to find local products and services the Yellow Pages are still a viable option and they continue to drive measurable results. When survey respondents were given 16 different media choices to rate, the Yellow Pages were still in the top for reliability, accuracy, trust and sources consumers go to first when searching for a local product or service. So before any print dollars are cut, it is important to share the facts!

 

 

[important]The report is available to Thrive Analytic’s clients, and is also available for purchase ($299 for the report). More information about the report and how to purchase it is available HERE.[/important]

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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