Hard 2008 for Print News Ads, Yellow Pages

• Posted: Thursday, January 24, 2008
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• Author: pradhana
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• Filed under: Miscellaneous

When print newspaper and print Yellow Pages users turn to the Internet Yellow Pages, local search engines and search and listing services like ReachLocal and Yodle, it is called "falloff."

Falloff has averaged 2% to 3% over the past several years, but this year it will reach 10%, according to new data from The Kelsey Group.

"In the past, small and midsize businesses have protected their print Yellow Pages investment at the expense of other media," said Charles Laughlin, managing editor at The Kelsey Group.

"Given the structural changes in the local ad market, we believe the next downturn will favor media choices that are more flexible and provide a lower cost per lead than print directories, which would signal a profound shift," Laughlin said.

"Historically, Yellow Pages have been the one media that smaller advertisers want to keep because they know how it works," said Stuart McKelvey, CEO of TMP Directional Marketing. "But the last recession was almost 10 years ago, and the local search solutions were not as mature or developed then." [eMarketer]

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