Yellow Pages & Small Businesses


For many small businesses digital directories like Angie’s List, Yelp,, and, to name a few, are key sources for new customer leads. Local print directories such as the yellow pages, tourist guides, golf/boating directories continue to be an important small business source for local customers.  Why are small businesses that use print directories shifting to social and mobile directories and other advertising? Are they still investing as much in print ads? BIA/Kelsey’s Yellow Pages & Small Businesses answer these questions as well as providing key insights on small businesses that use directories as part of their advertising and marketing mix. Both digital and print directory marketers and sales professional armed with this report can uncover key segments of small businesses to tap and opportunities to present advertising products. Advertising agencies will better understand how directories complement and fit into an overall marketing strategy. Small business technology companies can better understand how this group of small businesses use business tools to manage customers and measure their advertising performance. BIA/Kelsey’s report also covers small businesses use, spend and future use of directories, including their spend on the yellow pages and value of leads by sources.

Content Summary

BIA/Kelsey’s report on Small Businesses That Advertise in Directories includes in depth look at the usage, spend and ROI on more than 55 different media platforms including directories, which fall into these 10 top-level groups:

  • Online Advertising (e.g., search, display ads, blogs)
  • Traditional Advertising (e.g., direct mail, newspapers)
  • Print and Online Coupons
  • Broadcast Advertising
  • Promotional Advertising
  • Video Advertising (e.g., website videos, YouTube)
  • Mobile Advertising (e.g., search, SMS, display)
  • Social Advertising (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Community sponsorships

Who Should Read This Report?

  • Directories Executives in charge of marketing and/or product development targeted to small businesses
  • Senior leaders evaluating opportunities in the small business marketplace
  • Any executive with a role in selling digital or directory products
  • Anyone focused on the trends and direction of small businesses that use directories