Despite the still inflated numbers of businesses and professionals who are spending thousands of dollars every year on Yellow Pages ads, this advertising is on the way to becoming a thing of the past. Suggesting people let their fingers do the walking has been a staple of small business and professional marketing plans for decades and has always been considered effective and cost-efficient.

What Happened?

Big Yellow endured for decades, but we are suddenly seeing a proliferation of yellow books by various phone service providers. Now businesses and professionals are being asked to pay to have their Yellow Pages advertising included in each provider’s version of the book. I have so many versions deposited outside my door that I just gather them up and put them in the garbage can.

The fact that there has been no reduction in the number of pages in the books that I have been able to determine in a brief survey of a number of large and small cities, can only indicate a failure by these businesses to calculate the ROI of the expense. If you are still paying for Yellow Pages advertising, you need to crunch the numbers! Read the rest of this entry »

Anybody new to the world of digital out of home (DOOH) may find the industry a quagmire of jargon, technical speak and a myriad of companies regaling the importance and benefits of their software, network systems, or content creation programs.

Nearly every company you speak to will stress the importance of a different aspect of digital signage, from type of content, type of hardware used to the definition of the screen; however, in reality, as a form of advertising, there are only two things that really matter-the message you are putting out, and the position of the screen.

Firstly, no matter what the message you are putting out on a screen is, the most fundamental aspect of any digital signage is that the screen can be seen. As with any form of advertising, digital signage is only effective if people can view it. Read the rest of this entry »