Over the past decade, paper advertisement has experienced a slow roll down hill in the grand scheme of marketing, leading to companies like Yellow Pages to transform their 8” x 10” x 2.5” thick phone book down to a 5” by 7” slimmer style. While there are several people who truly enjoy flipping through the Yellow Pages looking for a specific service they need, many homeowners never bring the Yellow Pages book into their home. Instead they toss it into their recycling bin before even going inside.
As an Omaha SEO expert, I have to admit I have not used a Yellow Pages book in over 4 years. As a matter of fact, the last time I used the Yellow Pages was when my dog locked himself in the car. Interested in that story, huh? One of the tires on my car needed air. I decided that it was too hot to leave the dog in the car while I messed with the air hose, so I left the car running, windows up, and the A/C going full blast. My English Bulldog was so interested in why I was bending down near the tire that he landed his paws on the door panel, locking the car. With my phone, wallet, and dog now all in the car I had no choice but perform the walk of shame into the gas station and ask to use their Yellow Pages. Luckily, they had one! This is also the day my dog learned to honk the horn, but that’s a story for another time!
How Print Advertising is Dying
More and more companies are doing online advertising through social networks and other mediums. As print media declines, so do the number of positions available to those in the advertising industry. The world is shifting rapidly towards technology in all facets of life, leaving businesses who only offer print media as a thing of the past. Below, our Omaha SEO team provide a few statistics to help you understand why we feel print advertising is dying.
- Almost 70% of the population “rarely or never” uses print Yellow Pages.
- According to the even more conservative Yellow Pages statistics, less than 50% of the population (primarily ages 55+) have used a phone book in the last year
- Local governments spend an estimated $63 million every year disposing of and recycling unused phone books
- Digital Yellow Pages are also mostly pointless… Again, only the 55+ age group, and only about 50% of them, ever use the online Yellow Pages rather than just using Google
- Yellow Pages themselves admit that digital advertising is the future. By 2015, they estimate that 53% of their revenue will be from digital ad sales. But, if you’re advertising online anyway, why not spend your money on something much more cost effective and track-able, like SEO?
- Yellow Pages is no longer available upon request. If for some reason you actually want a Yellow Pages book, you have to wait until the following year. Yes, I was the crazy one who actually wanted a Yellow Pages!
How To Determine If I Should Advertise In Yellow Pages
If your business is struggling with where to advertise, you need to consider the best outlet for your ideal client. For example, if your ideal target market is the elderly, print advertisement might be the best solution for your company advertisement as the older generation enjoy newspapers and flipping through the Yellow Pages. However, if you own a trendy clothing boutique, your ideal customer will more than likely use technology, such as a cell phone, iPad, or a computer to find your store, making advertising in the Yellow Pages a waste of your time and money.
Contact Big Red SEO Today at (402) 522-6468
Our SEO team realizes not everyone is willing to accept how technological our world is becoming, but it’s important to learn how online advertising may become necessary to keep your business competitive. If you need help determining the best marketing strategy for your company, give us a call. We’d love to help you uncover the best game plan for your business.