A couple of months ago I ran across an article online titled Cut Your Yellow Pages Ad and Boost Your Bottom Line in 2013 and although it’s over a year old, I decided I would try and find out if there was any truth to it. What I found out was actually quite devastating for businesses — maybe even more so for the province I live in. No doubt, true for your area as well. If people are going to look for goods, products and services, they are going to do it online first.
The article says:
A second statistic that might be more useful from the same survey indicated that 70% to 84% of those age 54 or younger use the search engines FIRST. They may end up on a yellow pages website eventually, but they start their search with Google and not yellow pages.com more than 75% of the time.
I’ve talked with a lot of local business owners. Many advertise in the yellow pages, some have web sites, but a great many of them, plan on continuing to advertise in the yellow pages and don’t have any plans for a website. This means a lot of these businesses who sell to the public, will eventually drop off the radar.
I also surveyed my friends. Their response pretty well mirrors the article I link to in the first paragraph. The only ones to pick up the yellow pages to look for products or services, are mostly people over 55, and more often than not, they will do a search online first. Younger people are likely not to bother with the yellow pages at all.
Many local businesses in Nova Scotia refuse to adapt. They keep throwing their advertising dollars out the window while their businesses continue to die. It’s sad.