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Yellow Pages advertising continues to be an advertising powerhouse and advertisers' best return on investment. Calls to businesses from print ads in independent Yellow Pages directories increased 28% from 2010 - 2013 according to an Ad Effectiveness Study commissioned by the Association of Directory Publishers (ADP).
Well-respected researcher Dr. Dennis Fromholzer, President of CRM Associates, compiled the results. The study revealed that the typical independent Yellow Pages advertiser experienced $81,700 in sales generated from a print ad investment of $3,280. That breaks down to $24.91 in sales generated for every dollar spent on their ad. "In a rational world, this would be front page news," proclaimed Dr. Fromholzer.
"These statistics demonstrate the value of Yellow pages advertising and proves the medium is a valuable resource for consumers and an essential part of every smart advertisers' marketing mix, " said Cindi Aldrich, President and CEO of ADP.
ADP recently released a YouTube video that shows millenniums being asked, "Which is faster for looking up a local business, your mobile phone or your local phone book?" Each person initially proclaims confidently that his or her mobile phone is faster. But, when print versus mobile is put to a side-by-side challenge, the millenniums prove that the Yellow pages search is faster than mobile every time. The video spot can be viewed here.
ADP is an international trade association serving the Yellow Pages since 1898. Members include publishers, advertising agencies, and suppliers to the printed directory, mobile, and online publishing.