Re: Yellow Page Advertising

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Ben,

According to the Yellow Pages Publishers Association’s
estimates for 2000, lawyer-advertising expenditures in
domestic printed Yellow Pages were estimated at $809
million. The “attorneys” category is the highest revenue
category for Yellow Page directory publishers.

But to be successful, a firm’s Yellow Page ad must be well
thought out, command attention, convey a single focus, be
eye-captivating, differentiate itself, look professional and
address the need of the audience. Remember, if someone is
searching for a lawyer in the Yellow Pages, he/she already
needs an attorney. It’s much different than trying to
advertise something a consumer might want but is not
particularly in the market to buy. An excellent guide to
creating winning Yellow Page ads is, Effective Yellow Pages
Advertising for Lawyers, by Kerry Randall, published by the
Law Practice Management Section of the American Bar
Association.

As both an attorney and a legal marketer, I can tell you
that I've had great success particularly with YellowBook in
the Pennsylvania region. The are the largest independent
yellow page publisher in the world and my family law firm
with which I practiced and advertised has been able to track
a 1000% return on our investment.

On 11/16/03, Ben Glass wrote:
> Lots and lots of lawyers use Yellow Page (and its
> competitors) advertising... yet most ads look exactly the
> same.. this type of advertising can be very expensive.. I
> wonder how many of you find your YP advertising to be of
> value.. do you track (carefully) responses? If you feel
> that your YP advertising is of value, what is it about
your
> ad that you think makes it worthwhile...
>

Furia Rubel Communications

Re: Yellow Page Advertising, 4/09/05, by Anthony Castelli attorney.

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