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Are yellow pages still effective?

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I’m often asked by clients how much they should be spending on Yellow Page advertising.  I will preface this by saying that I used to work in the YP industry. 

My answer is usually, “as little as possible”.  Let me ask you this, when was the last time you looked up anything other than an emergency plumber in the phone book?  It’s sad to say but other than my grandmother, not many people are using the yellow pages anymore. 

However, there are still some attractive options being offered by the Yellow Page industry.  Some clients are decreasing their presence in the print version and transfering those funds to online advertising. 

So how has your YP budget changed over the past 2-3 years?  More, less, the same?  I’d love to hear your opinion and experience with YP advertising.  Feel free to post your thoughts below.

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