Is the Printed Yellow Pages Still Worth it for Your Business?
For years, businesses have been paying thousands of dollars to be listed in the Yellow Pages – the printed version, that is. Did you know that you can get listed in the online version of the Yellow Pages for free? How much benefit does paying for a listing in the printed Yellow Pages really bring to businesses?
Over 1000 Australians were surveyed in May 2009 and one third of people under 29 years of age claimed that they never used the printed version of the Yellow Pages. In addition, 78% of those who took the survey stated that they want to be asked if they even want the Yellow Pages delivered and 58% of Australians said that they would stop having the printed Yellow Pages delivered if they had the choice. Not only have many people simply stopped using the book, but the majority of respondents believe that having the printed Yellow Pages delivered has a negative impact on the environment.
Craig Phillips, the head of market intelligence at CoreData, said the survey showed that two million Yellow Pages were thrown into the recycling bin each year.
Whether or not being listed in the printed Yellow Pages is still worth it depends on the benefit you’re actually seeing your business get from the printed listing. If a business is getting regular customers through the printed Yellow Pages, no survey is going to justify pulling the plug.
However, the new-found data shows that the printed version of the Yellow Pages is not being used by as many consumers as potentially previously thought. Whether you choose to keep investing in printed Yellow Pages ads or not, consider listing your business in the Yellow Pages online directory for free. Businesses and online marketers have been seeing a trend toward using the internet to find local businesses and an online Yellow Pages listing could only help to increase a business’s visibility to potential customers. The number of people using the internet in Australia each year is growing exponentially. In 2000, internet users accounted for 33.8% of the population. In 2009, this number was 79.6% 1.
In addition to listing your business on the Yellow Pages online, consider asking your online marketing company about other reputable business directories in which you can list your business details. The more exposure your business can get online through business listings, SEO, and/or Google AdWords, the more opportunity you have to attract new leads and customers.
1 Internet World Stats – Usage and Population Statistics