Yellow Page Advertising, the King of Print Ads
The yellow pages are the most powerful advertising medium for certain kinds of businesses. Yellow page directories can be found in every home and almost every business. The total reach (the total number of people who have a directory) is almost 100% of the population. Unlike other media, people use the yellow pages when they are ready to buy. If a buyer needs a lawyer, insurance agent, or a medical specialist he or she will go to the yellow pages to help them decide who they will do business with.
In almost every market in the United States, you will find several different yellow page directory publishers. There will always be the biggest and oldest directory often with the same name as the telephone company such as Bell South, Southwestern Bell etc. In addition to the largest and oldest stand-by directory, there will be one or more other yellow page companies competing for your dollars. So which yellow pages do you use for advertising? It depends, but in most cases the old stand-by yellow page directory will have the greatest circulation. There are some exceptions but most of the time it is the case. The competing yellow page directories usually have lower prices for advertising, but also have a smaller circulation.
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