Blog
November 18th, 2008

Dinosaurs of Advertising

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Today’s high-tech world has shifted the way people search for services. Today’s harsh economic conditions have limited the advertising funds business owners can afford to spend. The result: the likely extinction of the once golden, or should I say yellow, ticket to more business, the Yellow Pages. Once upon a time the Yellow Pages were all consumers had to find a landscaper, a new pizza place, or the number to the local hairdresser. Today there’s the internet. Yet, even online Yellow Pages are seeing their traffic diminish:

Print and online ad spending on yellow pages will plummet 6.3% next year, more than double the rate of decline expected for broadcast TV, according to forecasts by Wachovia analyst John Janedis. Within the next four years, ad spending will fall 39% in print directories alone — the steepest projected decline across all local-media categories, according to media-research firm Borrell Associates.

Yellow-pages ads are the only form of advertising many small businesses buy, and the online ads are typically sold in conjunction with print listings, Mr. Simonton says. That means that if businesses aren’t buying the print ad, then the online ad disappears too.

Unfortunately print media has suffered across the board. Print newspapers have suffered especially from a lack of advertising and the abundant access consumers have to online news outlets — a trend that has forced newspaper executives to slash jobs, trim the paper, and just may lead to their overall extinction.

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About the HSH Blog

HSH.com's daily blog focuses on the latest developments in the mortgage and housing markets. Our mission is to relate how changes in mortgage rates and housing policy, as well as the latest financial news, impacts consumers, homebuyers and industry insiders alike. Our 30-plus years of experience in the mortgage industry gives us an edge as we break down the latest changes in an ever-changing market.

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Tim Manni

Tim Manni is the Managing Editor of HSH.com and the author of their daily blog, which concentrates on the latest developments in the mortgage and housing markets.

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