Print Media
Have you ever wondered as a business-person why print advertising in the local newspaper key of such dismal results? Have you ever wondered why the advertising sales representatives and account executives as they are called continually tell you that it is about exposures and repetition? They tell you this as you give them a check each month for the advertising that never really pulls for you.
Of course as they say Yellow Page Advertising is not much better and that bill comes every month also and often if it is the phone company, the actual phone book you will find that they may shut off your phone if you don't pay them. Of course they have you committed for the full year and the book is already printed. But as the year goes fewer and fewer people use the phone book, because the dog ate it or it was destroyed or they spilled something on it.
The fact is that most print advertising even with high shelf life as they say in the yellow page advertising salesmanship handbook, simply does not pull. Newspapers are horrible and Yellow Page Advertising is not much better. Inserts in the newspaper often work, direct mail generally works, radio seems to work, heck just about everything seems to work except print advertising. Why is that?
Many people cannot believe that I will not endorse yellow page advertising, however over my 27 years in business I have found yellow page advertising to be the most expensive and the least effective. Many small businesses just starting out will advertise in the Yellow Pages because they believe this will help their business and bring in new customers.
What I'm about to reveal are myths that most people think are 'true.' They seem set in stone yet they are deadly to the advertiser.
