From 2015 updated circulation statistics will be available, alongside the growing reach provided by Yellow digital offerings. “People might be surprised to know that in Auckland alone, people turn to the Yellow pages more than 867,000 times each month to find a business they’re looking for.”įor businesses advertising in the 2014 directory there will be no change to distribution. So we need to make sure they still receive a copy. "But our research shows there are still plenty of people who use the book regularly. “Some people prefer to search on .nz, our mobile app or via our new eBook. “We’ve introduced opt out so people who don’t use the book, can simply choose not to receive one next year," he says. Yellow CEO Michael Boersen says the system is being introduced gradually to ensure people who use the books, and those who advertise in them, aren’t disadvantaged. The opt out programme is designed for people who prefer to use the Yellow digital directories over the print edition.įrom 2015 they will be able to choose not to have the book delivered but for those who choose not to opt out, they will continue to receive the combined Yellow pages / Business White pages book. Finally, it’s about getting that content found by the people you are trying to help.New Zealanders can now decide whether or not they would like to receive the Yellow pages in 2015, with Yellow announcing alongside its delivery of the 2014 book that it's launching a programme to allow people to opt out from next year. "Properly marketing a law firm online is about producing relevant content that helps a prospective client understand your expertise and how you are able to help them. Jeff Berman Jeff Berman, is co-founder of AttorneySync. When it does, will you have another plan in place? It’s only a matter of time before this method of finding local businesses disappears completely. So not only aren’t people using the phone book much anymore, but as of February 1st, businesses and individuals can request to stop receiving phone books using a new website The website was established by the National Yellow Pages Service Association because, in their own words, “we understand that delivering unwanted directories doesn’t benefit anyone.” Basically, they setup the equivalent of a do not call list for yellow page directories. Instead, most of them (60%) use the Internet to find contact information, a number that’s certain to continue to rise, especially as smart phone adoption and location-based services both grow. “rarely or never” use the phone book, according to a recent survey conducted by Harris Interactive. The yellow pages are dying and if you don’t have some sort of plan moving forward than you will find yourself in a precarious position. I also understand that for some it still provides a return on their investment. I know there are still plenty of lawyers out there that are dumping marketing dollars in yellow book advertising. Just because something worked in the past, or more importantly might still be somewhat effective today, doesn’t mean you should bet your future on it. It’s the idea of anticipating where the market is going. I always liked the phrase “Shooting ahead of the duck”. Need More Proof The Yellow Pages Are Dying?
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