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Directory advertising is placing print ads and business contact information in yellow and white pages of telephone directories. It is an inexpensive way to reach potential customers, and publications usually contain emergency and public service information. Yellow pages focus on business listings, while white pages list residential numbers and businesses. Telephone companies distribute directory advertising publications to most community residents, commercial and government establishments, and there may be online listings.
Directory advertising is the placement of print ads and business contact information in the yellow and white pages of telephone directories. Directory publishers may place white and yellow page listings in separate publications. Telephone directory advertising is generally grouped by major metropolitan areas and their sub-communities. Advertisements are usually listed alphabetically by category, such as legal and consulting services.
For most businesses, placing an ad or display ad in the yellow or white pages is an inexpensive way to reach potential customers. The fact that many consumers consult phone book listings while searching for a company that can meet their needs is one of the reasons behind its low cost. In addition to a card or display ad, some directories sell clipped coupon space and full cover ads.
One of the distinguishing features of directory advertising is that the publication usually contains emergency and public service information related to the community in which it is distributed. In most cases, the local telephone company assumes responsibility for producing and distributing the directories on an annual basis. The company’s sales reps are urging local and regional businesses to sign up or renew display ads and core listings.
The white pages differ from the yellow pages in that the publications list residential telephone numbers in addition to local businesses. Yellow Pages focus solely on business listings and may contain quarter, half, or full page ads. Depending on the population of the area, two advertising publications may be produced in separate directories. In smaller communities, the yellow and white page listings are usually combined in one book.
While white pages will simply list phone numbers and addresses alphabetically, yellow pages directory advertising will group listings by business type. For example, all law firms that choose to buy advertising space in the directory will be listed under “law firms” or “lawyers”. In some cases, subgroups or specialties will be grouped into separate sections. For example, some yellow page publications categorize law firms by specialty, such as “family/divorce” and “workers’ compensation.”
Telephone companies typically distribute directory advertising publications to most community residents, as well as commercial and government establishments. Because publishing costs are covered by advertising fees, residential members do not pay for the books. Many use it as a resource when moving to a new community and are unfamiliar with what services might be available. In addition to printed publications, there may be yellow and white page directory listings on the Internet.
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