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Apparently, attorneys aren't the only ones. Discover more on our partner URL by clicking this site. In his report 'Quit losing money on Yellow Page advertising' by Peter Fernandez, D.C., a yellow page, print advertising and practice management consultant for chiropractors, Dr. Fernandez answ... I get calls each week from attorneys saying theyre not getting calls anymore from yellow page advertising. Having done quite nicely in the past, they are afraid to discontinue the advertising. They would like to know what to do and what is happening. Dig up further on the affiliated link by clicking small blue arrow. Seemingly, attorneys are not the only ones. In his report 'Quit losing money on Yellow Page advertising' by Peter Fernandez, D.C., a yellow page, print advertising and practice management consultant for chiropractors, Dr. Fernandez answers the question, 'Why has advertising in the Yellow Pages changed from one of the best ways to market to one of-the worst in only many years'? (See 1, below) This informative article will try to explain where most of the calls went. I really believe lawyers started advertising in the Yellow Pages much prior to when on TV because of the cost; most lawyers were reluctant to become leaders of TV advertising; and lawyers were pursued by yellow page salespeople, although not by TV salespeople. Since 1976 through the mid-1980s, the Yellow Pages and classified newspaper adverts were almost the only place a potential client could find an attorney advertising. Consequently, lawyers promotion in the Yellow Pages did not have much opposition and had excellent results. A lot more lawyers flocked to the Yellow Pages which then became very crowded. Within the last few years, and after a few leaders, lots of the attorneys promotion in the Yellow Pages discovered what every other business has long known, that TV is by far both most effective and cost-effective media. According to TNS Media Intelligence/CMR, from January 2004 through September 2004 lawyers have spent $287.3 million on TV weighed against only $71.3 million on print media, $11.4 million on radio and $4.1 million on Internet advertising. Based on research done by the Television Bureau of Advertising, the public's perception of television gets the votes for Some Authoritative and Most Exciting. Both powerful and powerful, TV benefits over other media, in both categories, by a large margin among Adults 18+. TELEVISION scores 81.8 inside the Most Influential class, with newspapers a distant 2nd at 8.5-11. TV results 66.8 Most Persuasive with papers, again a distant 2nd at 14.2. Just as buying something wholesale or in large quantities, your cost-per person reached from advertising is paid off once you get media that reaches more people. Broadcast TELEVISION reaches many times more people than a county-wide yellow page book and thus costs much less per person reached. Within the Nyc DMA (broadcast TV industry), you'll find 29 counties reached by TV. You would have to advertise in 29 yellow page books to reach the same geographical area as TV, if there was only one yellow page book in each state. Regrettably, there are lots of orange page books in each state. Smaller community orange page books produce even less of a return on investment because they reach even fewer people. Many attorneys are finding out that for the cost of a full-page ad in just two county-wide yellow site books, you can advertise on TV using a good budget and reach the people of a whole DMA. Today, due to the large numbers of attorneys advertising on TV, prospects are now being diverted far from orange page books. Also, while in the field of personal injury, the problem is formulated. Really injured people are usually in bed in a hospital-or in the home watching TV. Solicitors advertising o-n TV reach possible incident customers a long time before they are able to also get to orange page books. When attorneys first began advertising, there is only 1 yellow page book. There can be three, four or even five county-wide yellow page books and many village, community or area yellow page books as well. Some companies have also lost their place in the Yellow Pages since they signed an agreement with another orange site book not realizing it was a different book and they could not afford two books. Must be client will on average keep one yellow page book and throw out others, the problem an advertiser faces is which yellow page book to advertise in or to advertise in every of them. Will your advertising maintain a yellow page book that's thrown in the waste? I keep just one book and it continues in the closet, seldom used. Today, I use the Web instead of a yellow page book. While there is once just one Yellow Page book in town getting a huge number of yellow page advertising revenue, they are now losing a large share of this revenue to many competing yellow page books, but their operating costs remain fixed. All of the yellow page book companies should print and distribute the sam-e amount of books. Until all companies advertise in all three yellow page books, the publishing companies must increase marketing charges thereby increasing the price of reaching a yellow page customer. In an effort to increase income, orange site books have even begun producing new real-estate to market including marketing about the spine, handles, tabbed pages and even Post-it Notes model adverts. Yellow page consumers are also diverted by these high visibility advertisements from normal full-page advertisements. Dig up extra info on the affiliated portfolio - Click this web page consumers. Simply put, there was once only 1 yellow page guide in town; it was cheaper to market in; there were fewer lawyers advertising in-the book; there were several lawyers advertising on TV; the Net wasn't what it is today; and there were much more people using the Yellow Pages than there are today. So what is just a lawyer to do with yellow page advertising? If you're one of the three to four largest publishers in your industry having an advertising budget large enough for an amazing TV advertising campaign including radio and billboards, you may choose to consider advertising in most of the yellow page books. If you're not one of the greatest advertisers in your industry, my suggestion would be to discontinue advertising in orange page books and to invest your cash on TV. To explore more, we know you check out arrowshield8 on Genius. If you've a 1-800 mirror telephone number available and extra money in the budget, you must also market on radio and billboards. 1 http://www.worldchiropracticalliance.org/tcj/1997/feb/feb1997fernandez.htm.