Yellow pages' advertising has been around for over a hundred years. Though, of late, as many other printed editions, yellow pages companies face with various challenges and have to deal with changing consumer behavior. Thus, yellow pages marketing approach also has to go through some changes. As we know, most of the changes in printed media environment were caused by the introduction of new interactive communicational technologies and media, such as Internet. However, as most newspapers, yellow pages have also migrated in the online world. A lot of yellow pages' companies now offer their advertisers online versions of their editions, as well as printed ones. For, many consumers, who have constant access to the Internet, feel it is much easier to make their search online, rather than turn to the yellow pages printed editions. Moreover, even most of the local searches now are performed by consumers online. This number reaches up over 70 percents. Therefore, your yellow pages marketing and yellow pages media buying strategies also have to be kept up to date and be carried out taking into the account all the industry's latest trends.
So, let us take a look at some hints on yellow pages media buying. As I have already mentioned, today there is a growing buzz about advertising on local level in yellow pages and simplifying local searches process for customers. For, most of the businesses work on local levels and operate and serve the needs of smaller local communities. However, yellow pages media buying for such companies may not be a much scaled one. For, some of the smaller local advertisers can have quite limited advertising budgets, so, performing their yellow pages media buying, they will have to make a choice between few options. If you think about advertising with yellow pages, first thing you have to do is to find out if your target consumers have access to the Internet. For, this way you will be able to decide which way to chose between online and offline versions of yellow pages; that is if you cannot go for and afford both of them. Making your yellow pages media buying, you should know that your ads will appear among the numerous adverts of your competitors.
So, the main challenge of advertising with yellow pages is in the ability to stand out from the crowd by your advertising. Thus, your ads' design has to be able to attract attention of your target consumers. There are several things you can do to achieve it. First of all, you may select an ad of a larger size. Make it as large as you can afford. Then you should learn about ad location in the yellow pages. For, such location can be even more important than the ad size. Your goal is to get it published as close as possible to the top of your product category. Sometimes, bigger ads' size can give you this advantage. Next, you should leave some blank white space in your ads, for, this makes them more eye-catching. Do not overload your ads with much text. Though, they still should contain enough of valid information of your company, products and business location.
Those were some hints on yellow pages media buying and yellow pages marketing.