Most small businesses still see print Yellow Pages advertising as their most effective way to generate sales leads, but many are also eager to integrate effective internet options into their overall marketing approach, according to a new survey of 1,000 small businesses.
Some 63% of small businesses (25 or fewer employees) advertise in a printed Yellow Pages directory, the most commonly named form of advertising among the respondents by nearly a two-to-one margin, the study commissioned by AT&T and conducted by Western Wats found.
Among the findings:
“Consumers are still going to the book as their primary choice for local business information, but they’re also searching online before they buy,” said Frank Jules, president and CEO of AT&T Advertising & Publishing, which publishes the AT&T Real Yellow Pages.
“It’s a case of one plus one equals three,” said Charles Stubbs, president and CEO of YELLOWPAGES.COM. “Today, consumers have more options than ever to search for local business information. Reaching the right audience – or the right business, if you’re a consumer – means being exposed to multiple media channels.”
Additional findings on online advertising spending:
Small businesses’ print-based advertising spending will remain strong as well:
About the study: The respondents were concentrated in 10 areas from coast to coast – Atlanta, San Francisco, Charlotte, NC, Connecticut, Chicago, Dallas, Detroit, Milwaukee, Oklahoma and San Diego.
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