In search of respect: the Yellow Pages

Discusses directories (“yellow pages”) as an advertising medium. Advertisers tend to ignore it, unfairly.

In Search Of Respect: The Yellow Pages

Bill Duggan Association of National Advertisers

'I don't get no respect' is the signature line that helped make Rodney Dangerfield famous. The yellow pages are the Rodney Dangerfield of the media world as they are a medium that doesn't get enough respect from national advertisers, despite their unique advantages.

Yellow pages advertising is big business, representing $13.9 billion in advertising spending in 2003 (per Robert Coen, Universal McCann).

But yellow pages are primarily a local medium and are largely ignored by national...

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