If you live in a big metropolitan area, you might be forgiven for thinking that the Yellow Pages went the way of the dodo years ago—after all, when was the last time anyone dropped a big, thick phone book on your front stoop? The fact is, though, that the Yellow Pages are still kicking in some parts of the country, and you may be losing prospective business if you don't avail yourself of this medium.
Who Still Uses the Yellow Pages?
There's no doubt that printed phone directories are a dying industry. As more and more people become accustomed to finding information via the Internet—often on their smartphones—there's simply no need for this old-fashioned paper product. Still, there are some Yellow Pages users out there, who usually share these distinctive characteristics:
- They live in a rural or remote area that does not yet have dependable broadband access, and they have to rely on dial-up connections. If you remember what it was like to use a dial-up modem, you can appreciate why these folks would give up on the process and pick up the phone book instead!
- They are older than the rest of the population. People over the age of 60 or 70 aren't as attuned to the Internet as younger individuals, and often have no interest in buying a computer or learning how to use the web. When they want a phone number, they find it the old-fashioned way, by consulting the Yellow Pages.
- They happen to be in a place where someone has left a Yellow Pages directory. If you're stranded in a hotel room without your computer, you don't have the means to look up a phone number online. If a phone book happens to be nearby, that will usually be your first source of information (especially if you're desperate!)
Want New Clients? Ignore the Yellow Pages at Your Own Peril
Given that the market for the Yellow Pages is shrinking, you can buy an ad in this medium for a bargain, compared to what it would have cost as little as five or ten years ago. Even if you practice in an area where the vast majority of people have broadband connections, it's still worth your while to make this investment, which can potentially deliver a big reward for a relatively small outlay of cash.