Yellow Pages vs. Internet

There is a lot of buzz this year about what to do with Yellow Pages (YP) budgets. As we see it, the answer is easy. How much 2007 revenue can you attribute to those YP leads? If your budget is $30k a year, do you consider break-even a success? Double break-even? If you are not tracking leads, it is imperative to do so in 2008 to determine what amount of business can be attributed to YP advertising, Web site and direct referrals. That’s the only way to know if you are optimizing your marketing budget.