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Yellow Pages Commando — Yellow Pages Commando Get the most out of your local advertising dollars in print and online
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<h1 id="tagline">Get the most out of your local advertising dollars in print and online</h1>
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<div class="post-159 post type-post status-publish format-standard hentry category-uncategorized post_box top" id="post-159">
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<h2 class="entry-title"><a href="http://ypcommando.com/blog/?p=159" rel="bookmark" title="Permanent link to Who’s on first?">Who’s on first?</a></h2>
<p class="headline_meta">by <span class="author vcard fn">Dick Larkin</span> on <abbr class="published" title="2011-09-20">September 20, 2011</abbr></p>
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<p>There was a time when being first in the Yellow Pages meant survival. With the major shift to web search and community directories, names like this may (hopefully) be a thing of the past.</p>
<p><iframe width="560" height="315" src="http://www.youtube.com/embed/h_bRqA6d1xw" frameborder="0" allowfullscreen></iframe></p>
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<div class="post-155 post type-post status-publish format-standard hentry category-uncategorized post_box" id="post-155">
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<h2 class="entry-title"><a href="http://ypcommando.com/blog/?p=155" rel="bookmark" title="Permanent link to Local Advertising as a Barometer for Economic recovery">Local Advertising as a Barometer for Economic recovery</a></h2>
<p class="headline_meta">by <span class="author vcard fn">Dick Larkin</span> on <abbr class="published" title="2011-05-25">May 25, 2011</abbr></p>
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<p>The news about Yellow Pages these days is pretty grim. The San Francisco Board of Supervisors has imposed delivery restrictions that effectively ban Yellow Pages distribution.</p>
<p>But in the small towns around the Midwest, the news for community directories has been entirely different.</p>
<p>In an effort to spread some good news (and blow our own horn), I’ve put together a series of press releases to highlight real, tangible local growth in print advertising.</p>
<p><a title="Cedar Lake, Indiana Economy Comes Roaring Back with 44% increase in local business advertising" href="http://www.prlog.org/11500493-cedar-lake-indiana-economy-comes-roaring-back-with-44-increase-in-local-business-advertising.html">Cedar Lake, Indiana Economy Comes Roaring Back with 44% increase in local business advertising.</a></p>
<p><a href="http://www.prlog.org/11507329-edinburgh-indiana-economic-indicator-rises-22-on-local-advertising-surge.html">Edinburgh, Indiana Economic Indicator Rises 22% on Local Advertising Surge</a></p>
<p><a href="http://www.prlog.org/11502333">Anamosa, IA economic indicators up 20% over last year for small businesses</a></p>
<p><a href="http://www.prlog.org/11502013-pecatonica-illinois-economy-shows-promising-growth.html">Pecatonica, Illinois Economy Shows Promising Growth</a></p>
<p><a href="http://www.prlog.org/11501948-hobart-indiana-businesses-thrive-as-local-economy-experiences-upturn.html">Hobart, Indiana Businesses Thrive as Local Economy Experiences Upturn</a></p>
<p><a href="http://www.prlog.org/11500563-indianola-iowa-businesses-surge-ahead-as-economy-rebounds.html">Indianola, Iowa Businesses Surge Ahead as Economy Rebounds</a></p>
<p><a href="http://www.prlog.org/11500545-fort-atkinson-wisconsin-economy-shows-solid-recovery-21-increase-in-local-business-advertising.html">Fort Atkinson, Wisconsin Economy Shows Solid Recovery, 21% increase in local business advertising</a></p>
<p>Will these drops of good news change the thinking of the non-believers? Not likely.</p>
<p>But for the family owned businesses that serve tight-knit communities, they may be happy to know that they are not alone in appreciating fantastic local directories.</p>
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<div class="post-149 post type-post status-publish format-standard hentry category-uncategorized post_box" id="post-149">
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<h2 class="entry-title"><a href="http://ypcommando.com/blog/?p=149" rel="bookmark" title="Permanent link to The Snowball Effect of Starting a Small Business">The Snowball Effect of Starting a Small Business</a></h2>
<p class="headline_meta">by <span class="author vcard fn">Dick Larkin</span> on <abbr class="published" title="2010-11-16">November 16, 2010</abbr></p>
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<p>Starting a business is like rolling a snowball downhill. At first it takes all of your energy just to pack together a few handfuls of snow. Once you’ve made the snowball, you have to push and push and push to build up some weight.</p>
<p>The heavier the snowball becomes, the more snow it picks up. If you can get it moving fast enough down a slope, it will take off on its own gaining speed, size and momentum. It needs both mass and speed to keep rolling.</p>
<p>When a new business opens, it has to expend tremendous effort to pick up the first few customers. Each successive customer comes a little easier than the one before it, but there’s a catch.</p>
<p>Just like rolling a snowball downhill, if a business can’t pick up customers fast enough, it will not gain the momentum necessary to take off.</p>
<p>A Yellow Pages advertising program by itself will not generate all the customers necessary for a business to be successful. However, it contributes by adding additional customers that boost the company’s momentum.</p>
<p>Explaining that a business needs to add customers just as a snowball needs to add snow may help an advertiser visualize how Yellow Pages can help him.</p>
<p>Special thanks to Tom Davis, author of “The TRUTH about Yellow Pages” for this story.</p>
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<div class="post-139 post type-post status-publish format-standard hentry category-uncategorized post_box" id="post-139">
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<h2 class="entry-title"><a href="http://ypcommando.com/blog/?p=139" rel="bookmark" title="Permanent link to What will you tell your grandkids?">What will you tell your grandkids?</a></h2>
<p class="headline_meta">by <span class="author vcard fn">Dick Larkin</span> on <abbr class="published" title="2010-04-21">April 21, 2010</abbr></p>
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<p>What will you tell your grandkids?</p>
<p>My college roommate’s Uncle Howard was a wealthy businessman who gave millions of dollars away .</p>
<p>His most visible gift was the “Touchdown Jesus” mosaic on the Notre Dame’s Library.</p>
<div style="text-align: center;"><img src="http://ypcommando.com/images/td.jpg" border="0" alt="Notre Dame Library" /></div>
<p>While attending Notre Dame in the 1920′s, he sold World Book Encyclopedias door-to-door.</p>
<p>He became a school teacher and continued selling encyclopedias after graduation to supplement his salary.</p>
<p>I asked Uncle Howard to tell me about “Black Monday” when the stock market plummeted in 1929 triggering the Great Depression.</p>
<p>He said he wasn’t worried. Earlier that day, he sold a set of encyclopedias and had $50 in his pocket. If everything went to pieces, he still had $50 and knew he could get by.</p>
<p>He sold right through the depths of the Depression. It wasn’t easy, but he never slowed down. To his <span class="il">customers</span>, encyclopedias provided education, and education meant opportunity for a brighter future.</p>
<p>Surrounded by problems, Uncle Howard delivered solutions.</p>
<p>He rose through the World Book ranks and became the number two person in the company working for Marshall Field. Uncle Howard earned a small override on every sale, and he amassed a fortune.</p>
<p>Today, we are surrounded by fear, turmoil and uncertainty. A young person may someday ask YOU what it was like back in 2008, and how did YOU respond?</p>
<p>What will your role be following the Great Crash of ’08?</p>
<p>Will you be defeated by circumstance, or will you provide solutions and support to others?</p>
<p>I hope that I will be able to say that I chose to be a<br />
victor rather than a victim. In the midst of calamity, I saw<br />
opportunity.</p>
<p>Have a prosperous week.<br />
<img src="http://commandos.cc/images/sig.gif" border="0" alt="Dick Larkin" width="131" height="60" /><br />
Dick Larkin</p>
<p>ps. Next time you see “Touchdown Jesus,” remember Uncle Howard, a man who refused to relinquish control of his destiny.</p>
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<div class="post-135 post type-post status-publish format-standard hentry category-uncategorized tag-advertising tag-bing tag-google tag-video tag-yahoo tag-yellow-pages teaser" id="post-135">
<h2 class="entry-title"><a href="http://ypcommando.com/blog/?p=135" rel="bookmark" title="Permanent link to Yellow Pages Group Search Solutions">Yellow Pages Group Search Solutions</a></h2>
<abbr class="teaser_date published" title="2010-02-22">February 22, 2010</abbr>
<div class="format_teaser entry-content">
<p>This is a well produced video describing the benefits and services offered by YPG, Canada’s largest directory publisher. While the service isn’t new, given YPG’s strong sales force and customer relationships, it marks a solid movement toward giving advertisers what they want. Extending beyond the printed directory, and YPG’s own websites such as YellowPages.ca, advertisers [...]</p>
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<div class="post-117 post type-post status-publish format-standard hentry category-uncategorized tag-american-marketing-publishing tag-att tag-homepages tag-madison tag-worldpages tag-yellow-pages teaser teaser_right" id="post-117">
<h2 class="entry-title"><a href="http://ypcommando.com/blog/?p=117" rel="bookmark" title="Permanent link to AT&T Drops Madison White Pages Residential Listings">AT&T Drops Madison White Pages Residential Listings</a></h2>
<abbr class="teaser_date published" title="2010-01-23">January 23, 2010</abbr>
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<p>AT&T will no longer be publishing residential listings in Madison, Wisconsin. This follows their trend of eliminating residential listings in Milwaukee, Austin, Texas, and Atlanta, Georgia. This should make the environmentalists happy. It’s interesting timing to announce the elimination on the same day that they begin delivering directories. The 2010 Madison AT&T Yellow Pages is [...]</p>
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<div class="post-112 post type-post status-publish format-standard hentry category-uncategorized tag-free-car tag-homepages tag-yellow-pages teaser" id="post-112">
<h2 class="entry-title"><a href="http://ypcommando.com/blog/?p=112" rel="bookmark" title="Permanent link to Congratulations Joe Brien – $16,500 Bonus !">Congratulations Joe Brien – $16,500 Bonus !</a></h2>
<abbr class="teaser_date published" title="2010-01-19">January 19, 2010</abbr>
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<p>Last January, we announced a contest to our sales reps to reward consistent performance. It’s really simple. We started with 150 sales reps who represent HomePages Directories in Illinois, Wisconsin, Ohio, Indiana, Iowa and Kentucky. Make a sale. Every day. Our directories serve small businesses that serve mostly local customers. The Yellow Pages ads start [...]</p>
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<div class="post-103 post type-post status-publish format-standard hentry category-uncategorized tag-business-for-sale tag-independent tag-yellow-pages teaser teaser_right" id="post-103">
<h2 class="entry-title"><a href="http://ypcommando.com/blog/?p=103" rel="bookmark" title="Permanent link to For Sale: Small Independent Directory Publisher">For Sale: Small Independent Directory Publisher</a></h2>
<abbr class="teaser_date published" title="2010-01-10">January 10, 2010</abbr>
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<p>I received word from an old friend that he is interested in selling his small (around $1 million revenue) independent Yellow Pages publishing business. It’s located in the Southern United States, and would need to be owner operated to be successful. The owner has experienced health problems, and needs to sell to someone who can [...]</p>
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<div class="post-98 post type-post status-publish format-standard hentry category-uncategorized tag-homepages tag-yellow-pages teaser" id="post-98">
<h2 class="entry-title"><a href="http://ypcommando.com/blog/?p=98" rel="bookmark" title="Permanent link to I’m giving this Television away on January 18 at 8:30 AM">I’m giving this Television away on January 18 at 8:30 AM</a></h2>
<abbr class="teaser_date published" title="2010-01-10">January 10, 2010</abbr>
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<p>January 18, 2010 is the date of our annual company meeting at American Marketing & Publishing, LLC. It’s when we bring all of the sales team and office employees to Northern Illinois University for one day of reflection, direction, and motivation. 2009 was a remarkable year for the HomePages Directories. We expanded our publishing footprint [...]</p>
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<div class="post-88 post type-post status-publish format-standard hentry category-uncategorized tag-advertising tag-design tag-yellow-pages teaser teaser_right" id="post-88">
<h2 class="entry-title"><a href="http://ypcommando.com/blog/?p=88" rel="bookmark" title="Permanent link to Can this ad be saved?">Can this ad be saved?</a></h2>
<abbr class="teaser_date published" title="2010-01-07">January 7, 2010</abbr>
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<p>My friend Joe Brown at Kenyon Design Group reworked this ad into a much more beautiful ad. The advertiser had been running this ad in a large number of directories for years. The advertiser explained that this ad was originally designed by a Dontech rep with 30 years of experience. The problem is that it [...]</p>
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