Natural Search Blog


Cool Yellow Pages Billboard Ads from Israel

Ad agency Young & Rubicam’s Israeli office came up with this great billboard and tv campaign to promote the Golden Pages — Isreal’s primary yellow pages company. This is one of the more effective yellow pages billboard campaigns I’ve seen — they’re funny, engaging, and simple enough to read when driving:

Y&R Billboard - Acupuncture
Acupuncture – billboard for Israeli Yellow Pages, the Golden Pages

Here’s their funny pinnocchio-inspired video ad.

The Y&R Israel blog shows some of these in Hebrew – I’m assuming they mocked up the ads in English primarily for promotional release distribution in America — I bet these English versions of the ads are not actually being used on billboards anywhere, but I couldn’t get confirmation from Y&R before posting this.

Click through to see some more cool billboards from the sequence…

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Could Nanotechnology Save Print Yellow Pages?

Technological evolution continues to change our everyday lives, and the speed of changes over the last two decades has caused an acceleration of impacts to traditional forms of business. Nowhere is this more evident than in the impact to usage of printed yellow pages directories. Once the mainstay for locating businesses, many consumers now treat the books as doorstops or fireplace kindling.

The Yellow Pages Association‘s annual report and other research indicates that consumer usage of print directories is on the decline while usage of online yellow pages and local search are increasing. The main divergence of opinion seems to be in how long it will be before print dies completely – ten years, fifty years, or a century? Simba research indicates that profits of core yellow pages are down while independent publishers are increasing at double-digit rates, indicating that advertisers continue to see value in print YP exposure. Even though the print biz still has lots of money and usage, those who have watched tech trends during the Information Age know that transitions of this sort can often reach a tipping point rapidly, perhaps rendering print YP irrelevant at the closer end of the timeline estimates.

In all the rush to sound the death-knell for print most folks are looking upon it as merely a dinosaur, soon to die as a result of the meteor-strike of internet search technology. But, could there be another future in store for print directories?

Nanotech and Yellow Pages

I’ve been watching developments in a number of converging lines of technology for a while now, and I foresee another potential fate for the print directories: nanotechnology. Read on and I’ll explain.

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So-called Expert Claims Internet Yellow Pages “Overrated”

In the title of a transparently self-serving press release, Barry Maher claims that “online yellow pages advertising (is) often overrated”. Maher says in the release, “It may be the wave of the future, but the dull, old-fashioned, low-tech print directories are still the wave of the present. Businesses do need to be online. Just not at the expense of what’s driving in the dollars today.”

He goes on to say that “For most local companies, there’s still far, far more potential business in the print directories than in anything they might do online.”

(Before I go further, I should disclose that I work for arguably the biggest combined print and online yellow pages company in the US. My comments on this matter are merely my own opinion, though, and not any sort of official stance from my company.)

It seems to me that the headline title of the PR was intended to be controversy-provoking in order to attract more attention than an announcement about the publication of a book on how to advertise in yellow pages would otherwise be (yawn!). The intention was to promote Maher’s book on optimizing print YP ads, So, I really hesitated about rewarding this sort of thing with yet more attention than it merits. Yet, I believe that this claim is pretty irresponsible, so I’m going to address it. I don’t think that Maher can possibly understand IYP nor general internet advertising or he could not have said that “there’s… more potential business in the print directories… than… online” (paraphrased).

Read on and I’ll explain why I think this was not reasonable.

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