Mesh Media Strategies

The usage of the Yellow Pages is indeed shrinking as more and more people have constant Internet connectivity. While the arguments about the use of trees to print Yellow Pages directories is valid, the use of recycled paper (can be used 26 times!) is HUGE in printing directories. The problem with the increase of Internet use and the reduction of Yellow Pages use is the loss of a very valuable tool for local business owners. With the Yellow Pages it was simple and easy for a local business owner to buy an ad in their local Yellow Pages and be successful in attracting calls and business… if their ad was large enough to be seen over the other in their classification. In today’s world, the Internet is nowhere near as effective or easy for a local business to use to attract calls and customers. There is no changing the trend but the trend is indeed a sad loss for local business owners. On the Internet your ads are now placed next to other ads for companies from all over the world (literally) who have different cost structures and surely offer different (usually lower) levels of quality and service. Many consumers argue that this is the BEST thing about the Internet. As a local business owner, trust me, it is part of what is causing American streets to all have the same cookie cutter big box stores in every city and the loss of the great old variety of locally owned businesses that used to be so fun to visit and that used serve our needs. In addition, the loss of JOBS in America. Small businesses have always employed more people than large corporations in America. While still true, that is quickly changing. Google and Yahoo are multi-billion dollar concerns now… that growth came at the cost of the loss of jobs at local newspapers who are disappearing, Yellow Pages offices that have been closed, printers with idled and rusting presses and even more jobs lost distributing there grand old printed products (Yellow Pages and newspapers). Yes, if it does not effect you or your family you can celebrate the “savings” you achieve shopping online, but in reality, it is simply a transfer of wealth elsewhere. Back to the loss of the Yellow Pages as a remarkably effective advertising medium… it USED to be that a local business got phone calls off of their Yellow Pages ad from high-potential LOCAL customers. They had nice conversations with them, discussed a solution to their needs, and gained a customer. Now, with Internet customers, you often get a blind email always starting with, “What is your lowest price on…” When you try to em,ail back to ask for clarification, you usually get no answer… just read my mind and tell me your lowest price is what people seem to want today. Bicycle shops that used to have racing shoes and clothes waiting for you in their stores now see people come in and try their wares on, scribble some notes on the palm of their hand and walk out without buying. The shop owners KNOW they are going home to order online to save $8. Two years later the town is bemoaning why there are no good local bike shops like there used to be! As a local business owner, I find it very difficult to succeed like one used to be able to when the Yellow Pages was a STRONG and productive local medium. The Internet is NOT a viable substitute yet. ANyone who says it is has not been a local business owner. That is why you see the “online Yellow Pages” providers constantly re-inventing themselves trying to recreate the glory days of old but so far, no one online has come up with anything even close to replacing the effectiveness of that wonderful directory that was the “buying bible” for your local community!