I have never been a big fan of the traditional Yellow Page companies and their tactics. They often would use FUD (fear, uncertainty & doubt) rather than ROI to convince small retailers in our rural area to take out more ads year over year. I suppose they were just doing what they needed to do make their sales numbers but they have over time received their just rewards. That doesn’t make this new tactic for revenue generation any more appealing.
According to a recent article in the Democrat & Chronicle, Frontier will delay the release of their new print directory until March of 2010 forcing business owners to pay for the extra four months of advertising. “The delay may also provide time for the economy to rebound in time for ad renewals” said their spokesperson.
The Frontier spokesperson characterized it as an effort to make the book more up to date for the season of heaviest usage and an opportunity to lock in last year’s “lower rates”. I would characterize it as an effort at extortion.
A small business owner, who had a half page add running that didn’t bring in enough customers to warrant his $860/month bill noted: “Unfortunately, the small business guy gets stuck with the burden in this case,” Spencer said. “I’m not trying to tear down the yellow pages, but I found that I want to try different avenues of advertising.”