Yellow Pages

Yellow Pages’ Weaknesses

• Used as a reference source only.
• Contains only ads; no editorial content to involve the reader.
• Passive: consumers don’t use Yellow Pages until they are ready to make a purchase. Doesn’t build top-of-mind awareness for advertiser, or “tug at emotional heartstrings” as the electronic mediums do.
• No competitive protection: competitors’ ads are on the same page. More than half (53%) of readers look at 4 or more ads.
• Inflexible: ad must be ready two or three months before publication, and will run a whole year. Therefore, advertisers cannot make crucial changes such as new address or phone number until the new book comes out a year later.
• Creative content is somewhat limited.
• Inconvenient: many directories are bulky and hard to store.