Simmons Findings Show Value in Print and Internet Yellow Pages Ads
September 8, 2009 | Contributed by: Larry Small
Some advertisers believe that advertising in both print and Internet Yellow Pages is redundant. The thinking is that they will reach their target audience by advertising in either one or the other. But according to the Simmons, Spring, 2009 data, that is not the case. Print and Internet Yellow Pages are in fact complementary products. Therefore, advertising in both products expands the reach for advertisers.
According to Simmons data, only about 7 percent of those that sought out a heading in the print directory also looked at that same heading on the Internet Yellow Pages. The data show that advertisers reach different sets of customers through print than through Internet Yellow Pages. Consequently, the benefits of being in each product are additive – there is virtually no overlap.
On the other hand, 21 percent of those that sought out a heading in the Internet Yellow Pages also looked at that same heading in the print directory. This suggests that advertisers that place ads only in the Internet Yellow Pages may lose potential customers by not being in both print and Internet.
The bottom line is that these results suggest that businesses can generate more leads by advertising in both and could miss out on sales opportunities if they choose not to. Print remains the “dominant” medium of the two products based on user behaviors, but Internet Yellow Pages usage is growing quickly. Businesses should consider how they can best leverage both into their marketing mix.