Yellow Page Insider

What goes into a Yellow Page ad in the local phone directory? A lot more than you'd think, as this informative program about Yellow Page advertising makes clear. Using an independent study of 3,000 consumers, the filmmakers make good suggestions about what works and what doesn't. Too many people make the mistake of just taking what the sales rep offers without being aware of their options. Yellow Page Insider tells business people what the options are in size (and advises advertisers to never spend money on ads more than one size bigger than their competitors), and warns about the use of red color (which is highly overrated, and can add a bundle to the price--the example shown for a full-page ad using red cost some $61,000; without the red, the ad cost $42,000.) Whether it's $20,000 or $200 saved, the point is well made that people don't have to spend nearly as much as they are for advertising in the Yellow Pages. The second half of the program goes beyond size, color, and placement, to look at traditional ad copy vs. the more aggressive personalized approach that surveys have shown get results. An unusual program, Yellow Page Insider would be an excellent addition to any small business collection, and is highly recommended. (Available from: RNC Productions, 226 Crossroads Blvd.--#171, Carmel, CA 93923; (800) 545-4883; (408) 646-1343, and Baker & Taylor Video.)