clipped from: www.marketingcharts.com   

Print Yellow Pages Ads Drive Traffic to Web, Phone

More than four in ten (44%) leads generated by an average print Yellow Pages ad come from consumers visiting an advertiser’s website after seeing the ad, while 56% of leads generated from a Yellow Pages ad come from call traffic, according to (pdf) a study of web activity spurred by Yellow Pages advertising by Telmetrics.

Additional study findings:

  • Tracking unique URL activity and call measurement reflects a 78% increase in leads driven by print Yellow Pages.
  • Significantly higher volumes of web activity were seen for the following ad categories: Automobile Dealers (184% more clicks than calls) and Florists (126% more clicks than calls).
  • Select categories including Automobile Dealers and Florists, demonstrated significantly higher volumes of Web activity. Ads for Automobile Dealers resulted in 184%  more clicks than calls, while Florists generated 126% more clicks.