50% of Yellow Page Directory Users are Looking for Just OneT

50% of Yellow Page Directory Users are Looking for Just One
Thing
Dr. Lynella Grant

Directory Users Seek Information about Location First
People who open the Yellow Pages already have a desire to
buy. That sets it apart from all other advertising media.
For a brief time, the eager-to-buy directory user checks the
competition, to see what each of them offers. They scan for
solutions that satisfy their needs. Readers hope to find ads
that leap out from the rest, and will simplify their choice.

So they ignore any ad that doesn