How to cope with different sizes – different layouts & different rules in the yellow pages: Do your eyes start to glaze over at the mention of a 6HS, a DQC, a 1MS or a BLN? Well, choosing the right size ad can make the difference between success and falure in your yellow page campaign. Bigger is not always better. We at yellowpageblues can help you figure out when bigger is better, and when just choosing a well placed in-column ad with a sharp logo will work.
First the good news. For most advertisers, there are really only 3 major layouts in the yellow pages:
5 Column yellow page books
4 Column yellow page books
3 Column yellow page books The bad news is that there are at least three major layouts in the yellow pages. The real complication comes from idiosyncratic rules about what you can and can’t do in a particular yellow page directory. For example, in some books, even yellow page books published by the same company, an in-column size called a 1HS, or a one half column inch, is available to advertisers while in others a 1MS, (which is ¾ of a column inch) has supplanted it. In some books white knock-out (which is black print on a white background) is available in column and in others it is not. Many other examples such as these exist. The number of idiosyncrasies unique to each book is confusing to say the least. The advertiser needs to pick and choose the right campaign to get the most out of an advertising budget in a particular venue and/or yellow pages directory.
In addition, the multiplicity of formats and rules create a small to middling size headache for the nation advertiser in the who wants to rationalize his/her campaign. It’s just hard to be efficient when you’re dealing with a convoluted idiosyncratic medium that has evolved under monopoly tutelage. yellowpageblues can help. Send us an email and we would be glad to explore your current campaign.
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national campaigns
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