Top Expert Says Over One Billion Dollars Wasted Yearly on Yellow Pages Advertising

Barry Maher, a leading authority on Yellow Pages advertising, says much of what small businesses spend in the Yellow Pages is wasted.

Las Vegas, NV (PRWEB) October 2, 2006 -- Barry Maher, the expert TIME called, “the most widely respected consultant speaker and writer” on Yellow Pages advertising, said today that “a minimum of one billion dollars a year is wasted by local advertisers in the Yellow Pages each and every year.”

“Actually, it’s probably far more than a billion dollars,” Maher insisted. “Businesses routinely buy the wrong size ads. Or they buy ads in the wrong directories or the wrong headings. And even when they get the size, the directory, the heading and the color right, the average Yellow Pages ad is worse than pathetic. Much worse. They only thing that saves most Yellow Pages advertising from being completely useless is the fact that the competitions’ ads are just as bad.”

Maher was speaking on the release of the completely updated, third edition of his classic book, ‘Getting the Most from Your Yellow Pages Advertising,” by far the best selling book on phone directory advertising. Based on the best available research, the new edition provides expert answers all the questions Yellow Pages advertisers ask—and to those they never ask but should.

•    How much should I be spending?

•    What kind of ads should I have?

•    How big should those ads be?

•    What headings should I be under?

•    What directories (print and Internet) should I be advertising in?

How important is ad placement? What about color? How can I make cheaper ads work for me? How can I be sure my Yellow Pages ads are working?

Plus the book provides a complete step-by-step program for developing ads that get the call. Even when surrounded by page after page of ads all selling the same thing.

The American Management Association called “Getting the Most from Your Yellow Pages Advertising,” "An indispensable guide for any Yellow Pages advertiser . . . Achieve maximum results with minimum expense."

To quote TIME again, "Barry Maher has helped thousands of small businesses get the most effective and cost-effective Yellow Pages advertising possible.”

For more information or to interview Barry Maher, contact Steve Wilson at 760-962-9872 or visit his website at www.barrymaher.com.

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