It hopes to turn the struggling print-based media business, which produces the Yellow Pages and White Pages directories, into one that is better suited for the digital market.
Good luck with that Telstra.
If you are a current Yellow Pages Advertiser, the obvious question is what should I do with my Yellow Pages advertising budget? Should I redirect it to Yellow Pages online products, or should I get smart and manage my own digital future?
For what it’s worth, this is how I would spend a modest $10,000 advertising budget.
HOW TO SPEND YOUR $10,000 ANNUAL YELLOW PAGES BUDGET
- Upgrade your web site to a modern, self-managed content management system like WordPress – $2000
- Get some professional copywriting, graphic design and photography for the new web site – $2000
- Buy some professional SEO and web site conversion optimisation for the new web site targeting well researched keyword terms – $4000
- Go on a marketing tax deductable fact-finding tour to a neighbouring emerging nation (New Zealand, Indonesia, Malaysia or Vanuatu) – $2000
You may think $10,000 is a lot of money, but realistically it wouldn’t buy you much space in the Brisbane Yellow Pages where a quarter page ad is around $30,000 to $40,000 per year.
Note that these costs are a once off and give ongoing benefits, not an annual throw of the dice like Yellow Pages.