How much “in non financial but common sense terms” does it cost to buy a print and online Yellow Pages publishing company? Just a bit more than $600,000,000.00 in my opinion. Based on my prediction, the weather, common sense, and a hunch that’s what I think.
Dallas area publisher Idearc Media who prints the Verizon Yellow Pages, and fellow yellow pages “industry coparties” at R.H. Donnelley Publishing are bankrupt. After being spun off of Verizon, Idearc, (the former Verizon Yellow Pages companies) stock began to fail due to earnings, cashflow, accusations of fraud, questionable sales tactics, a serious decline of print yellow page usage, and a heavy debt burden.
I also agree with Frank Reed and others feel the yellow pages need to be moved from booster seat to grave. Frank Reed said back in June of this year: http://www.marketingpilgrim.com/2009/06/major-yellow-page-publisher-files-chap-11.html
Most Internet marketers have been putting the Yellow Pages in the grave for quite some time now. The sales tactics and question of ROI is something that can no longer be swept under the rug in the age of the Internet and social media. While there is arguably a place for Yellow Page products they are no longer viewed as necessities to small businesses. Even the online versions of these offerings are wrought with confusion over their true value. Add to that the continuing murkiness of online yellow page “products” (i.e. buy x amount of clicks per month) and the future seems kind of cloudy as well.
back on topic……
I wonder if
would invest in the print and online yellow pages company? I know he does indeed receive many calls and decent ROI’s from the book. In my professional opinion it works great for Dallas Bail Bond Companies, Plano Personal Injury Attorney, blue collar Dallas Criminal Law Defense, Dallas Air Conditioning services, Pawn Shops, Loan places, Abortion providers, Mortgage Companies (risky loans), Pay Day Loans, odds and end type businesses (*surprises me that many of these headings do not have ads) and a Dallas Plumber here and there.
*best response & ROI ever from a print yellow page advertisement in my career: Local Dallas company that installed commercial shelving in Dallas…… said he was thrilled his competition failed “to see the value in advertising in the phone book”.
Oh, and btw I wanted to offer folks a local dallas area search marketing blogger’s tip: Abraham Lincoln once said: “A lawyer’s time and advice are his stock in trade” (used this quote for a client of mine recently). I think this quote should say, “http://www.dallasSEOguru.com”>A local search marketing guru’s time is worth his stock in trade.”