Business left out of Yellow Pages says they could lose $1 million in business

Let me see if I have this story out of Canada correct:

a Wayne Keenan of Keenan Concrete Services, who’s business was spending “…$2000-$3000 in that sort of advertising…” and admitted he wanted to pull out of the Yellow Pages, is now complaining that because his business isn’t listed in it, he believes “the error” has the potential to cost his business $1 million.

As noted in the article:

But their stuff-up <error> means we haven’t had a business-related phone call for about two months.

Three simple observations:

1) If you listen to its critics, I thought no one used the print Yellow Pages anymore, except for only decrepit, non-hip, 90 year old seniors who don’t have (or get) the latest technologies???

2) This business owner was going to pull his ads anyway, so now he’s surprised he’s not getting any business calls.  How did he think people were going to find him??

3) If print Yellow Pages is such a bad advertising choice for small businesses, why wouldn’t some super-duper Internet advertising, website, or social network program more than cover his needs??

Maybe the perceptions about print Yellow Pages and digital advertising are a little off…

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One response to “Business left out of Yellow Pages says they could lose $1 million in business

  1. and this recent news item out of Albany, NY:

    A company called High Lift Wholesale Inc. in Machesney Park, Ill., got a real raw deal from the yellow pages. The company says that when the Verizon telephone directory was published in New York and Massachusetts this year, its 800 number was accidentally used as a number for people to order residential white pages directories. A company called SuperMedia LLC actually publishes Verizon’s telephone directories, but Verizon recently got permission from regulators to provide the residential white pages only to customers who request it.

    High Lift says it has used its 800 number for 20 years, and it doesn’t understand why its number ended up in the Verizon directory.

    The company said that as of late last month, it was getting up to 100 calls a day from people requesting the white pages, which cost the small equipment company huge hassles and lost productivity.

    — Yep, no one uses those print directories anymore….

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