In today’s increasingly digital world, print directories still play an integral role in a comprehensive local media strategy, according to our expert panel.
Emil Morales, senior vice president at TNS and panel moderator, kicked off the session by showcasing TNS study results indicating print Yellow Pages extends the reach of other local media. The data show consumers use print Yellow Pages in conjunction with all other types of local media prior to and following the decision to buy – a clear opportunity for our industry to bundle print and digital products.
“There’s a lot of great news to share about the print Yellow Pages story,” according to Matt Centofanti, director National Marketing at YP. “[Print] is not dying on schedule.”
Matt discussed the strong volume of call counts and the high return on investment advertisers receive from print directories. Matt said ROI for print ads is 13:1 and that call volumes are up 8% year-over-year, generating 35% more calls for existing customers, according to CRM Associates’ latest study.
Matt also talked about the significance of knowing your ideal customer, stressing that formany traditional Yellow Pages categories with desirable demographics like baby boomers and seniors, print Yellow Pages is still driving leads.
Eric Webb, president of Marquette Group, focused on the importance of “a print and” strategy, noting that advertisers should consider print along with other media options. Eric said demonstrating media value based on population alone is insufficient given that deeper demographic variations may exist among markets.
Dave Wolf, managing partner at Linkmedia 360, said the challenge facing print is the fragmented media environment with numerous competing products and platforms available for advertisers to reach consumers. Dave talked about opportunities to supplement a digital advertising plan with print Yellow Pages rather than print being the primary medium.