In a recent post, I touched on the role of yellow pages directory advertising as part of a comprehensive advertising plan. While those comments are still applicable, the yellow pages themselves are changing to remain competitive in the digital age.
“Yellow Pages Making Quick Shift Online, Says Report,” by Douglas Quenqua for The ClickZ Network reviews “Say Goodbye to Yellow Pages: Sales Staffs Retool for the Shift,” produced by Borrell Associates.
In essence, print directories’ profitability is declining as consumers shift to online resources for information traditionally found in those directories. At the same time, the report predicts “a healthy future for yellow pages publishers” if they can successfully make the shift to digital media.
What does this mean for law firms?
First, if yellow pages directories are going digital, is there anyone left who hasn’t made the change? For the most part, they’ve been the least tech-oriented medium available. So, their switch to digital is a word to the wise: A substantial online presence is essential for attracting new clients.
Second, directory ad packages – which will now include an online presence – can be much less expensive than other media. If you have a limited advertising budget, your yellow pages rep can probably set you up with a cost-effective option.
Finally, as Gordon Borrell, CEO of Borrell Associates observed, “No new medium has ever come along and just killed off another one; it’s always just transformed them. TV came along and transformed radio from a prime-time medium to a drive-time one. And now the Internet is doing it to yellow pages.”
To stay competitive, your marketing and advertising plans should evolve to take advantage of new technologies, as well as using traditional media when they support your business objectives.
Posted by jeff 
