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Has anyone had the back cover to your local YP’s? We were offered the back cover to a new SBC phone book in our city. Just wondering how it worked for others?
I haven’t done a cover of a phone book but a carpet cleaner in Des Moines, IA did it and it cost him around $17000 to have a magnet attached to the cover of every book. I have heard through other sources that the guy could not have recouped his investment and the return on investment had to have been poor.
I’m getting it for $200 a month. The book is brand new to our area and the rates are extremely reduced as the YP company wants to get a good start, so I was told. There will be a 10k circulation on the book so I’ve got a 50/50 chance of the homeowner/businessowner seeing my ad as soon as they get it.
Ron,
In my area there are about 5 phone books the at encompass all of my area, not including the phone books for each community. I have found in 4 yearsonly one is the primary book for 75% of my area. In that one I have my largest ad, the others just to have the presence in it, I have a small in column ad that makes me stand out in the column. Yellow page ads can eat up a ad budget quickly. However a front or back page is a great location for visability. I found my best advertising method, by asking the customer, is word of mouth, which you probably already know.
Loren,
We are finding out exactly what you are saying. My area is sort of laid out strange. One part of my area are two small cities (well, actually they are growing exponentionally) these two smaller cities have 2 main books (Dex and yellow book). There is also another small local directory. In the other area (which makes up about 85% of my area there are also two main books (Dex and yellow book). Of course these later two books are much more expensive than the 2 books for my smaller areas, however we co-op these 2 books with another operator which makes it very reasonable. We are finding out that the Dex book in the smaller area isn’t showing a profit so we are going to take our $600+ budget for that and squash it for next year.
To put it in perspective:
2 books = population of 60k = $1080
2 books = population of 325k = $500 (co-op)
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