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Yellow Page Advertising For Lawyers - Where Have All The Calls Gone?

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I get calls every week from lawyers saying they’re not getting calls anymore from yellow page advertising. Having done quite well in the past, they're white-livered to discontinue the advertising. They want to know what's going on and what to do.

Apparently, lawyers are not the only ones. In his literary artefact "Quit wasting money on Yellow Page advertising" by Peter Fernandez, D.C., a yellow page, print build-up and practice management consultant for chiropractors, Dr. Fernandez answers the question, "Why has advertisement in the Yellow Pages improved from one of the best ways to demonstrate to one of the worst in just a few years?" (See 1, below)

This writing will hassle to explain where all the calls went. I take for granted lawyers began in the Yellow Pages much earlier than on TV as of the cost; most lawyers were reluctant to spring up pioneers of TV advertising; and lawyers were pursued by yellow page salespeople, but not by TV salespeople. Since 1976 through the mid-1980s, the Yellow Pages and newspaper ads were virtually the only place a potential ward could find a lawyer advertising. Consequently, lawyers publication in the Yellow Pages did not have much competition and had very good results.

Many more lawyers flocked to the Yellow Pages which then became very crowded. In the last few years, and after a time a few pioneers, many of the lawyers publication in the Yellow Pages discovered what every other the marketplace has long known, that TV is by far both the most effective and cost-effective media. tuned to TNS Media Intelligence/CMR, from January 2004 through September 2004 lawyers have spent $287.3 million on TV compared with only $71.3 million on print media, $11.4 million on radio and $4.1 million on Internet advertising. attuned to research done by the Television department of Advertising, the public's perception of television gets the votes for Most specialistic and Most Exciting. Both influential and persuasive, TV wins over other media, in both categories, by a wide margin toward Adults 18+. TV scores 81.8% in the Most Influential category, with newspapers a distant second at 8.5%. TV scores 66.8% Most Persuasive with newspapers, altogether a distant second at 14.2%.

Just as purchase something wholesale or in large quantities, your cost per person reached from publicity is reduced when you buy media that reaches more people. fan out TV reaches many times more people than a county-wide yellow page book and therefore costs much less per person reached. In the New York DMA (broadcast TV market), there are 29 counties reached by TV. If there was only one yellow page book in each county, you would have to parade in 29 yellow page cost card to reach the same geographic area as TV. Unfortunately, there are several yellow page card ledger in each county. Smaller understanding yellow page carte produce even less of a return on investment seeing as how they reach even fewer people. Many lawyers have found out that for the cost of a full-page advertising in just two county-wide yellow page books, you can exhibit on TV with a respectable amount and reach the population of an entire DMA.

Today, due to the large number of lawyers proclamation on TV, potential clients are immanent diverted away from yellow page books. Additionally, in the field of personal injury, the problem is compounded. Seriously injured people are usually in bed in a hospital or at home watching TV. Lawyers promotion on TV reach potential collateral clients long fore they can even get to yellow page books.

When lawyers first began advertising, there was only one yellow page book. Now there are matter-of-factly three, four or even five county-wide yellow page accounts receivable ledger and several village, concurrence or neighborhood yellow page cost sheet as well. Some advertisers have even lost their position in the Yellow Pages now they signed a contract with more yellow page book not realizing it was a different book and they couldn't award two books. insofar as a consumer will typically keep one yellow page book and throw out the others, the question an advertiser faces is which yellow page book to cry in or to cry in all of them. Will your puffery be in a yellow page book that's thrown in the garbage? I keep only one book and it stays in the closet, rarely used. Today, I use the Internet instead of a yellow page book.

While there was once only one Yellow Page book in town receiving 100% of yellow page advertisement revenue, they are now losing a large share of that revenue to several competing yellow page books, but their operating costs remain fixed. All of the yellow page book companies must print and distribute the same number of books. Unless all advertisers blazon forth in all three yellow page books, the publishing companies have to increase fees thereby increasing the cost of reaching a yellow page consumer. In an effort to increase revenue, yellow page logbook have even begun creating new real estate to sell including on the covers, spine, tabbed pages and even Post-it Notes style ads. These high visibility advertisements also divert yellow page consumers from regular full-page advertisements.

Simply stated, there was once only one yellow page book in town; it was cheaper to emblazon in the book; there were fewer lawyers build-up in the book; there were few lawyers proclamation on TV; the Internet was not what it is today; and there were far more people using the Yellow Pages than there are today.

So what's a lawyer to do with yellow page advertising? If you're one of the three or four largest advertisers in your market with an publication cash reserves large enough for a substantial TV publication jaunt including billboards and radio, you may want to consider build-up in all of the yellow page books. If you're not one of the largest advertisers in your market, my suggestion is to discontinue advertisement in yellow page cost sheet and to spend your money on TV. If you have a 1-800 vanity telephone number out of harness and extra money in the budget, you should also exhibit on billboards and radio.

1 http://www.worldchiropracticalliance.org/tcj/1997/feb/feb1997fernandez.htm

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