Last week, I met with a local business who specializes in different home repair projects. When I asked what their main form of advertising was they said it was through the Yellow Pages. Ok, good enough.
In the Minneapolis area, we get three print books a year. One from Dex which is our local distributor by default, one from Verizon and another from Yellowbook. I asked them which particular one they use, they sighed in sadness and said “all of them”. They’re losing money. Ugh!
Let’s take a look at these three distributors.
So, which print book should you choose when you advertise?
If any print book, I would say Dex. They’re the official “local” distributor to Minnesota.
So, how do you negotiate with other Yellow Pages reps who tout highly-inflated circulation stats? Some tips…
- Negotiate a final price for your ad
- Conservatively, lets say 20% of these books are thrown at boarded-up houses, closed businesses and to households who simply don’t use them. Negotiate 20% off from there.
- Considering in Minneapolis we receive three different print books a year, negotiate the deal at a third of the 20% off price.
This seems fair. It’s good for the local business and would hopefully entice the YP Association to implement a true opt-in system. I’d love to hear thoughts from anyone in the YP Association.