{"id":193,"date":"2013-03-27T18:53:00","date_gmt":"2013-03-27T18:53:00","guid":{"rendered":"http:\/\/www.chrisschweppe.com\/?p=193"},"modified":"2013-03-27T18:53:00","modified_gmt":"2013-03-27T18:53:00","slug":"yellow-pages-is-moving-away-from-advertising-local-business-starting-to-target-nationwide-business","status":"publish","type":"post","link":"https:\/\/chrisschweppe.com\/?p=193","title":{"rendered":"Yellow Pages Is Moving Away From Advertising Local Business, Starting to Target Nationwide Business"},"content":{"rendered":"<p>The people that run the different yellow pages companies are not stupid. They know their business model is dying and going obsolete. So it looks like they&#8217;re starting to do something about it.<\/p>\n<p>Mike Blumenthal had some <a href=\"http:\/\/blumenthals.com\/blog\/2013\/03\/27\/annual-print-yp-death-watch\/\">interesting stats<\/a> today showing that the print, local yellow pages book is starting to have more big, nationwide businesses advertising than local, small businesses.<\/p>\n<p>The yellow pages is probably thinking that small businesses can&#8217;t afford to advertise in their print book without making money off the advertising, but big, nationwide companies just want the exposure. They don&#8217;t care so much about increased phone calls. They care more about brand awareness and it&#8217;s another place to advertise and be visible.<\/p>\n<p>It&#8217;s a novel idea, to sprinkle the whole country with the same phone book with all these big companies in it. The problem remains that a very small amount of people still use the phone book.<\/p>\n<p>I still predict the yellow pages to go the way of the dinosaurs. But at least this move has the potential to slow down their demise.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The people that run the different yellow pages companies are not stupid. They know their business model is dying and going obsolete. So it looks like they&#8217;re starting to do&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-193","post","type-post","status-publish","format-standard","hentry","category-misc-2"],"_links":{"self":[{"href":"https:\/\/chrisschweppe.com\/index.php?rest_route=\/wp\/v2\/posts\/193","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/chrisschweppe.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/chrisschweppe.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/chrisschweppe.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/chrisschweppe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=193"}],"version-history":[{"count":0,"href":"https:\/\/chrisschweppe.com\/index.php?rest_route=\/wp\/v2\/posts\/193\/revisions"}],"wp:attachment":[{"href":"https:\/\/chrisschweppe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=193"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/chrisschweppe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=193"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/chrisschweppe.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=193"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}