If you have questions concerning any aspect of Yellow Pages advertising

Just send your question to ask the doctor  and I will post the question and answer here.

Dr Yellow Page, I have been told by all of the AT&T salesman over the years that I need to purchase the largest ad to get the most calls. I can't afforded the medium size ad I have now. Would it be worth a flyer? J. Scheidt

Dr. Yellow Page: No it is not worth a flyer unless you have a very small ad in a heading with a lot of larger ads. You say you have a medium size ad which would be a quarter page ad, more or less. If you go up or down in size you go to the last place in that new size, and give up your old ad's seniority. This means you could remain in the same place, but pay 25% more.

Research shows people will make a buying decision from the first seven ads in a heading. However almost half of those surveyed choice an ad further down in size.

You are much better off with a professionally designed ad with good content and graphics. You only pay for that once and receive the improved results for years.

Dr Yellow Page, I am starting a new business and have no idea what size or kind   of ad to place in the local directory. R.Lefkowitz

Dr. Yellow Page: Don't feel alone. Advertisers that are spending hundreds of thousands a year on their Yellow Pages advertising don't have a clue sometimes.

My best advice is in choosing the name for your business. This will determine what ad you should buy. Start your business name with an "A", or better yet "A A A Mattress Company" for example.

By choosing an "A" name means you can purchase an inexpensive incolumn ad instead of a very expensive display ad, and you will be at the start of your heading. A small display ad will put you at the very end of your heading. Over the years I have seen the smaller incolumn ads outdraw ads costing three or four times as much if the ad is at the start of the heading.

Ask the Doctor for Advice

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