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BizReport : Research archives : July 31, 2008

Report: Yellow Pages Bad Investment for Marketers

If you're thinking of sinking a lot of advertising cash into classified listings, think again. According to a new report from Borrell Associates, classified ads will be virtually dead within the next five years. So, for now, perhaps classified listings are a good investment but marketers need to begin looking at other options.

by Kristina Knight

borrellassociates.jpgThe report forecasts that yellow pages advertising will decline by nearly 40% over the next five years; at the same time, sale representatives for yellow pages companies will begin turning to online avenues at the rate of 38%. Newspaper advertising is the only medium expected to turn online more; the report states newspaper ad reps will turn to the Internet by nearly 50% over the same period.

Why the decline? Because online mediums are becoming more popular with marketers. Online display, video, paid search and even local branded micro sites offer advertisers a bigger bang for their buck and the ability to make changes to campaigns on the fly, something that print ads do not offer.

Online video is one of the ad mediums expected to show the most growth over the same period as more consumers begin logging on to the Web to watch their favorite television shows, movie clips and user generated content. Advertisers will also turn to online video to sponsor these shows and clips and to advertise within the downloads because research shows that online video provides a more engaged audience that traditional television.

Tags: classified advertising, online advertising, yellow pages

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