I know that the Yellow Pages people wouldn't hire me if I need a job. I've featured too many articles advising against spending your money in the phone book.
Bob Killian sends a weekly email and here's his thoughts:
Killian & Company • A one-minute
BrandAid
Print media really needs a re-think. Print directories, for example, are an antique. Newspapers are less effective. The "traditional" direct mail package (in an envelope) hits the trash can unopened.
You need to be more careful than ever to monitor waste circulation and cost-effectiveness. Watch your ROI (duh!) and don't be afraid to zero-out ineffective media.
Let's hope that as a bare minimum you're not wasting money on Yellow Pages, the budget-sucking, dead-but-walking zombie medium.
Amusing side note: last week in the mail we got a Request For Proposal from the Yellow Pages Association, who are looking for an agency to uplift their sagging reputation. (We politely declined.)
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