Yellowpages as an AdMode, is still a choice for many. It is a great medium for local businesses, esp
ecially restaurants that place a menu in their advertisement. When I need take-out food, over half the time I still run to the phone book. The Yellow pages are also a great medium for local new or small businesses that have not taken advantage of the endless possibilities the WWW has to offer. According to Quantcast, Yellowpages.com attracts more than twenty million people in the U.S. each month. More data shows though that these people are uneducated, contrary to YPA-Academics’ which states “Overall, yellow pages print directories tend to attract an upscale, well educated group of consumers.” Both sites show agreement though that the Yellowpages is still a lead source for people who are looking for a business, directory assistance, or local government information. The delivery of the book to every home ensures a variety of clients and is cost-effective but by no means is this medium meant for clients seeking niche markets unless business-to-business is needed. 
There are many different types of advertisements and placement with this medium. In-Column Ads, Traditional Display Advertising, Extended Display Advertising: Leader Ads or Double-truck ads (2 pages), Outer pages: Standard cover, Spine, Snipes, Tip-ons, Billboards, and Double-sided extensions off front or back cover, Special sections, tabbed pages, internet listing: Featured and premiums, and ride-along advertising with delivery of the book. Directory ads should be informative. Prices vary by city, listing genre, size, and many other factors specific to the business. Directory advertising runs on long-term, usually yearly contracts. At one time before the WWW existed, the Yellowpages was one of the few mediums for business-to-business advertisings, contending with direct mail, sales reps, and trade-shows. Today, the biggest directory is the World Wide Web or some would say Google. Companies and small businesses are catching-up or keeping current with the technology driven era, creating personal Webpages with no directory advertisings needed. National and product advertising are not meant for this medium anymore, no effect or audience. The Yellowpages is now only a local business option as an AdMode, the service-sector being the best for it. Overall, I think the Yellowpages is still a safe medium for 2009 but 2015 is looking grim for the entire print industry.
Similar Mediums: Newspaper, Magazine, Direct Mail, Internet: Google, Microsoft, Citysearch, Yelp.
Tags: Print Yellow Pages, Yellow Book, Directory Advertisings, Media Blog, Traditional Media
References:
http://www.businesstown.com/marketing/strategy-medium.asp
http://www.att.com/gen/general?pid=8140
http://www.ypa-academics.org/UYPII/section3.html
http://www.ypassociation.org/
http://www.vindy.com/news/2009/mar/16/atampt-calls-for-ending-phone-book-white-pages/?newswatch
http://www.quantcast.com/yellowpages.com
http://blog.kelseygroup.com/index.php/2009/03/19/talking-phone-book-now-localedge/
http://www.nytimes.com/2006/02/04/business/04interview.html
