Last Book Standing?

There is a great deal of pontificating on the so called demise of the Yellow Pages. We have the experts who are kindly informing entrepreneurs that they are morons if they are still advertising in the phone book (people selling pay-per-click). Then we have all those environmentally conscious little green people who are saving the planet by eradicating all telephone directory deliveries (other media coveting Yellow Page revenue). The facts are that all advertising can be effective in the appropriate situation including Yellow Pages. As a media consultant, I have one focus and one focus only...does it make my clients money! That's it. I have no interest in leading a parade or some type of underground movement. Let's face it; things are tough out there for the business person and they need the truth. The truth is that in the right situation, for certain types of businesses Yellow Pages still are an important part of the media mix. What has changed is that there are more media options than ever and that is okay. As a matter of fact it is good. Folks are not limited any more to a few basic choices. That is why one needs objective counsel on their media decisions. Notice I said OBJECTIVE.