 | | What could these things have in common? |
"What do you do for a living?" It's one of the first questions people ask a new acquaintance. My answer, of course, is "I publish phone books."
If they don't own a business, the next question is almost always the same: "So do you . . . sell the phone books to people? No? Then where does your revenue come from?"
Odd as it is, most people don't see the phone book as advertising. They think of it as some kind of public service, a compilation of business information. That is exactly why it is so effective.
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Where can I go to find some advertising around here?
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The average person is exposed to between 1000 and 5000 ads every day. Hard to believe? That's probably because you've learned to tune them out. To most people, advertising is an interruption, a distraction, a necessary evil. We fast forward, we change the station, we divert our eyes or just try to ignore it. We put up with it because it pays for the content we watch, listen to, and read, but it is definitely not the reason we go to that station or site.
 | | Honey, the roof is leaking. Turn on the TV and look for a roofing commercial!!! |
Unless you are talking about phone book ads, that is. While other types of advertising have their value (hey, we use them!), yellow pages is the only medium I can think of besides maybe classifieds, Bridal Magazines, or the Super Bowl where people go to look for advertising.
Thanks for your business,
Reed
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