The Decline of Yellow Pages and the Future of Online Marketing
The internet yellow pages are common with modern internet users. Surprisingly, only a fraction of the users have the knowledge about the origin of yellow pages. Yellow Pages is a phone directory that lists businesses according to categories as opposed to arranging alphabetically. The businesses have to pay for advertisement on the yellow pages. The origin of the name yellow pages was made after the publisher run out of white papers and used yellow papers instead. Yellow pages are a print directory detailing listing of business within a specific location. In most case the books were printed by local phone companies and few independent publishers. There are some publishers who will concentrate on a certain demographic category like the heath yellow pages. For every year, the yellow page has to be printed. The resident in the area receive the copies for free. The publishing firms get revenue from selling the advertising space to various companies.
Recent signs are pointing towards declining of yellow pages. Both the advertisers and the shoppers are turning on the internet search directories and search engines. The print yellow pages have a lower reference rate than the internet where most of the searches are conducted. Yellow pages decline has been accelerated by state laws that are prohibiting the delivery of the yellow pages. Some of the states have put in place the laws limiting the delivery of the handbook to instances when they have been requested by the resident. The attempt by yellow pages companies to defend their business has mostly been unsuccessful.
This has made many companies to put the ideas of the yellow pages online. These companies are faring quite well. Consumers are now turning to the internet to search for various products and service providers. The online directories are providing the listing services to businesses which are optimizing sales through the internet search. For the sellers who are not present online, their business are losing a large section of buyers. The online directories make it easy to search the company and review its profiles. The client can also communicate with the seller using his interactive features of the website.
The print yellow pages may still command some acceptance but limited. This trend may not change soon, and the equation will hold since consumers and advertisers are trusting the internet more than before. Since buyers are not interested in opening the hand copy; it has become a must for advertisers to go online. The ease which the online directories and search engines are offering to the user has made them a favorite. Appreciations goes to the yellow page for being in the first in line before the internet yellow pages.
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