For as long as most of us can remember, the monopoly of the Yellow Pages dominated small business advertising budgets and your YP rep laughed all the way to the bank. Their unique advantage was that consumers habitually used the Yellow Pages to find just about any and every product or service. Consequently, small businesses had no choice but to be in “the book” and pay their outrageous rates.
But today, the information age has changed the way that consumers operate.
Ask yourself, when was the last time you pulled out the yellow pages to find a good restaurant to go to? Or to find a plumber?
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