Inside the Yellow Pages: A Revealing Look into Directory Publishing and Tips for Creating More Effective Ads, Explained by a Former Yellow Page Salesman

If you ever wanted to know what goes on behind-the-scenes in the directory publishing business, this new book will tell you the good, the bad, and the ugly. It’s narrated by a former Yellow Page salesman. •••The first half covers his years from his early beginnings all the way until retirement, sparing no details about various Yellow Page publisher’s practices, pricing policies, and union and personnel issues that occurred in a little-known, nor understood, media industry. •••The second half is directed toward businesses that desire information regarding their present and future Yellow Page advertising programs. He offers expert advice on every aspect from designing including copywriting and artwork, placement, tracking, the Internet, and budgeting. It is the result of years of writing experience. •••With over 300 pages of very powerful insider information, ITYP was specifically written for businesses who want to save money on their current or future Yellow Page program. It also answers all of these important questions:•••Who Advertises in Yellow Pages? Why Advertise in the Yellow Pages? What Type of Ad Should You Run? Where Should You Place Your Ad? What Makes an Effective Ad? How Do You Track Results? How Much Should You Spend? How Often Should the Ad Change? What About Internet Advertising? What Can Your Rep Do For You?