The Wall Street Journal describes
the yellow pages as the phone company’s “Cash
Cow” where publishers reap “profits
as fat as the directories themselves.” Advertisers tell us they often view directory advertising as a Necessary Evil; a place they have to advertise in but are rarely sure if they are getting the best, or even any, return on investment.
Confusing contracts, ever rising renewal costs, complex pricing structures, new directories and conflicting facts all contribute to making yellow pages a real challenge for advertisers.
Guidance and advice typically comes from either
aggressive sales reps pushing for a bigger sale, or rubber
stamping placement companies that just want you to renew whatever
was there before. Both earn high commissions; as much as 50%.
They are NOT paid to show you how to save money or time, or
even how to get the best response. They are paid to sell ads.
Directory Assistants, Inc. was founded to help
advertisers overcome these obstacles to get the best “bang”
for their yellow page buck.
Our clients often see their bills decrease to
half of what they were while reporting that their results
are the same or better than before. Our clients say that equally important as the
cost savings and effectiveness is that hours and days spent
on Yellow Pages can be reduced to a few minutes a month.
- DAI knows ad codes, heading and directory
selection, consumer usage patterns, yellow page strategies,
price structures, discount plans and closing dates.
- DAI uses this knowledge to develop cost effective
yellow page programs.
- DAI can act as your “yellow page staff”,
coordinating all your reps, publishers, directories, or
CMR orders, so you don’t have to.
- DAI works on a contingency basis - sharing
only a percentage of the money you save.
or email for additional information
or to request an advertising analysis and savings projection.