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History

by ShannonH 12 January 2012 08:46

We've talked a lot about the trustworthiness of the Valley Yellow Pages, but have we told you what makes us so trustworthy? In a nutshell, it's longevity. Before the Internet, before smartphones, before 411, there was the Yellow Pages directory.

The first yellow pages directory was created in 1886 by Reuben H. Donnelley. Earlier residential directories were printed in New Haven, Connecticut, on little white cards—just names were listed. With only 50 subscribers, no numbers were necessary because operators knew everyone in town.

Legend has it that the yellow pages became yellow when the printer ran out of white paper.

Today's Valley Yellow Pages began when three Pacific Bell employees started AGI Publications, Inc. in 1985. Two years later we began operations as Valley Yellow Pages.

Now we have 16 regional sales offices in Northern and Central California and reach over 15 million people. We are the largest independent yellow pages directory in California and the third largest in the United States.

We're also environmentally conscious. Every directory is 100-percent recyclable and uses paper from environmentally sustainable forests. We also print with soy- or vegetable-based inks and use non-toxic glue.

And we remain relevant. According to the Yellow Pages association, our advertisers can expect a return of 13-1 largely because when shoppers turn to us, they intend to spend. In research conducted by Knowledge Networks, 30 percent of adult consumers use the Yellow Pages in their search for goods and services.

When you choose the Valley Yellow Pages for your advertising needs, you're choosing the power of a trusted leader in print advertising. And we've got more than 120 years of history to prove it.

Online Shoppers Not Buying

by ShannonH 12 January 2012 08:44

How many Internet shoppers actually buy online? Ten percent? Twenty percent? More? Actually the number is less than 6 percent. "We're 15 years into the consumer Internet, but lots of people don't realize that most retail commerce still happens in local markets," Brendan Morrissey, CEO of Netserve, recently told Tech Journal.

While the number of people who browse using online search engines is high—more than 90 percent—when it comes to actual sales, consumers prefer a local provider.

Figuring out how to capture that local market is a challenge, but research shows the best way to do it is through a print directory such as the Valley Yellow Pages.

Though Morrissey says that "people don't use Yellow Pages anymore," other research shows otherwise—local shoppers need a local connection. In fact, more than 60 percent of online researchers include print directories in their searches, with most consumers preferring a multi-platform approach.

You can't afford to risk alienating those who prefer the power of print. You need a complimentary method of reaching your consumers across channels.

So, go ahead and market online, but while you're doing it, remember to keep the Valley Yellow Pages as part of your overall strategy. It's real and it works.

 

Longevity and Trust

by ShannonH 12 January 2012 07:34

When you need advice, you don't ask a stranger, do you? Most likely, you turn to a friend or trusted professional. For more than two decades, the Valley Yellow Pages has been that trusted advisor, helping connect businesses and consumers in a cost-efficient, user-friendly way.

The impact of digital commerce can't be denied—there's a ton of information on the Web. The question is how do you know who to trust? Traditionally, print Yellow Pages have been reliable sources of information—and with good reason. Most retailers include print directories as a first line of marketing, and most consumers still turn to them when looking for goods or services.

In fact, the Radio Advertising Bureau reports the following statistics. According to a 2011 report from CRM Associates, 89 percent of users of the print Yellow Pages will eventually make a purchase compared to 79 percent for Internet Yellow Pages users. Additionally, the Local Search Association found that 70 percent of Yellow Pages users utilize the information in Yellow Pages ads to help in making shopping decisions.

Yellow Pages directories have been a part of American advertising for more than a century—and in the eyes of the buying public, that's trust you can count on.

 

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