Good feedback Dave, thanks. Speaking more generally, and less to your condition, I would use the following basic set of advice for those considering the use of IYPs.
IYP is search. Search marketing works. In fact, stats show that there are more buyers on IYPs than on serps which have more research oriented queries. IYPs, like other search marketing works, but to varying degrees dependant upon a number of factors. Several of these factors that I have been speaking about for some time that I would recc to anyone are the following:
2. SERP performance
3. PPC performance
4. Category Density
5. AD Distribution
6. Data Distribution
7. PPC buys on IYP
1. DEX operates the most visited local search site in their footprint states. Verizon has a footprint. SBC and BellSouth have erased theirs with their in investment in YellowPages.com (YPC). Footprints should direct dollars..
2. Some IYPs get crawled, indexed, and ranked better then others. Run searches for your performing keywords on G, Y, and M. Are there certain IYP categories that rank? If so, ride their coattails. This is a critical and often overlooked strategy.
3. Similarly, many IYPs buy PPCs to direct search traffic to IYP cats. If a IYP is aggressively marketing to your prospect, that should signal one to ride their ad dollars.
4. Many IYP categories are untouchable due to advertiser density. If you purchase a fixed fee listing, but your ad will show up on page 6, then I would reconsider your IYP or IYP cat.
5. YPC feeds ads to Switchboard, AOL, and YLocal. See 1-5 and act accordingly.
6. Regardless of the act of purchasing ads, the IYPs should have your business data and they will accept it for free. Find business profile input pages and give them your data. Rich and structured business data feeds unstructured local search queries, an important and growing trend for historically rigid cat driven IYPs.
7. Some IYPs have PPC buys. Verizon in particular still has cost effective PPC inventory to be had. Their PPC systems can be a pain in the *** to deal with, but cheap prospects can be had with a little digging.
There are more factors and issues out there and maybe I can get into them shortly, but hopefully this will provide a little insight.
>>Is anyone still getting value out of print YP?
Of course - Renewal rate remain over 70% in this 15B industry. But the historically high advertiser return will slowly diminish as prospects use the internet more for need based business look-up and a new more savvy research based consumer user arises, using the internet for a more comparative and qualitative experience. YP value does not go away however in a year or two. This is a decade long+ process.