Phone books. Thing of the past?

[mikec]

Good timing on this thread.

So when you guys search, are you more prone to just doing a generic google or yahoo search, or do you go to a specific site such as yp.com or yellowbook, to do so?

[Leah]

Fucking old!! Probably like 35 or something.

Fuck your mother.

[DON SVO]

Fucking old!! Probably like 35 or something.

Well, I ask because reality is that my parent's generation (50-up) control 80% of this country's liquid assets. They also tend to have jobs, own homes, have no problem paying someone else to bust their ass to do a job and write checks for things. My generation (25-35) tend to be 30k millionaires who finance everything and lowball anything and everything they can. My parent's generation still uses the book readily. As a local business owner, who would you rather get a phone call from?

[Darren M]

How old are you?

Fucking old. 39. You?

[DON SVO]

im starting to feel bad. i am noticing The Donald takes phonebook rather seriously!

god bless.

I do advertising, and have done so for 6+ years. I have a lof of clients that advertise in the book. It is very effective for it's purpose. I make the same $$$ no matter what direction my clients want to go, so I have no real loyalty to one product or another.

[Sean88gt]

Fuck your mother.

He didn't mention 48+ers.

[Darren M]

Good timing on this thread.

So when you guys search, are you more prone to just doing a generic google or yahoo search, or do you go to a specific site such as yp.com or yellowbook, to do so?

Honestly, for things like plumbers and other labor I try to hit local boards like this, gun forums, etc that I know people are from the area. At a last resort do I "cold call"

[DON SVO]

Fucking old. 39. You?

29.

You're definitely in the group that grew up using a computer relatively young, so doing a search for a biz online is second nature. For me, it's about all I do. However, my dad is 60, has a lot in savings, owns his home and won't use a computer for anything local. He likes to spend cash and not owe any debts.

Honestly, for things like plumbers and other labor I try to hit local boards like this, gun forums, etc that I know people are from the area. At a last resort do I "cold call"

Referrals are KING. Period.

[Darren M]

I do advertising, and have done so for 6+ years. I have a lof of clients that advertise in the book. It is very effective for it's purpose. I make the same $$$ no matter what direction my clients want to go, so I have no real loyalty to one product or another.

PERFECT! Good to have someone "on the inside" to get their opinion! What is the general consensus in your field about the validity of "the book" in today's online world?

[90GT5O]

Thanks for the tip! Any other insightful quips?

I got nothing.

[Chas_svo]

I'm old by board stds. Phone books are way obsolete, and I damn sure don't need 3 per year. Also, I don't need them to sit on, stand on, or to whack a kid.

Damn Don, everyone is onboard to pick on you....and it was hard to resist.

[Butch]

I sold advertising for AT&T for over 10 years. The phone book's usage decreased every year and the internet products we sold increased each year. Like Don said, we weren't married to either product. It was just what the client wanted or needed. Someone remarked that when the last of the Baby Boomers has died off, the book will to. And so it is with all print media. Newspapers have been devastated, magazine subscriptions as well. And even radio and television stations have lowered their rates because of satellite programing. There just aren't enough live sporting events or newscasts for people to advertise on. There are even ads on the bottom of the front page of the newpapers. Book publishers are in the same boat. People would rather download the product to their electronic devices. I personally, would rather hold the book in my hands.

[DON SVO]

PERFECT! Good to have someone "on the inside" to get their opinion! What is the general consensus in your field about the validity of "the book" in today's online world?

Again, I make the same $$$ no matter what a client needs for advertising.

We are Google's #1 reseller of AdWords and we're their biggest client. I haven't had a SEM search program I created cancel on me in over 3 years, they can be highly effective when designed correctly.

There are a lot of localized businesses that rely heavily on the book because their BEST customers... not the majority per-se, but the best ones, are book users.

As a landscape contractor, I want the 45-70 year old wife calling me to come spec a job and choose my bid. That's a customer that typically wants to do the job (less window shoppers), doesn't give me the DFWMustangs Lowball Special and pays with cold hard cash.

If you want me to break down certain industries by typical ROI, I can. The book oftentimes is cheaper per lead and, again, typically delivers a better lead. Most people don't read a phone book because they're bored: they're looking to spend money. That's it. As a business owner that's who I want to be positioned in front of: cash money-spending NEW customers.

[Darren M]

Great insight. Thanks!

[red95gts]

Again, I make the same $$$ no matter what a client needs for advertising.

We are Google's #1 reseller of AdWords and we're their biggest client. I haven't had a SEM search program I created cancel on me in over 3 years, they can be highly effective when designed correctly.

There are a lot of localized businesses that rely heavily on the book because their BEST customers... not the majority per-se, but the best ones, are book users.

As a landscape contractor, I want the 45-70 year old wife calling me to come spec a job and choose my bid. That's a customer that typically wants to do the job (less window shoppers), doesn't give me the DFWMustangs Lowball Special and pays with cold hard cash.

If you want me to break down certain industries by typical ROI, I can. The book oftentimes is cheaper per lead and, again, typically delivers a better lead. Most people don't read a phone book because they're bored: they're looking to spend money. That's it. As a business owner that's who I want to be positioned in front of: cash money-spending NEW customers.

Great perspective.

With that said, the phone books go straight from our front porch to the recycle bin. No need for them at all. I try to get word-of-mouth referrals for contractors whenever possible. I haven't had a need to sign up for Angie's List, but that site (or something similar) may ultimately be the death of the phone book moreso than Google....