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Article: Goodbye yellow pages road; hello to sharp direct mail. (advertising)
- Article from:
- Air Conditioning, Heating & Refrigeration News
- Article date:
- September 11, 1995
- Author:
CopyrightCOPYRIGHT 1995 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ATLANTA -- Bryan Stansell was more than a little hesitant when he became a Yellow Pages "dropout" about seven years ago. "It just seemed you had to be there to really be in business."
His concerns are not unusual. Although Yellow Pages advertising is something hvacr contractors love to hate. the thought of not advertising there would seem as odd as daytime TV without talk shows.
Stansell, however, is one of a few contractors who stopped running Yellow Pages ads (other than line listings for the three major specialties of his firm. Fulton Plumbing, Heating and Air Conditioning). His mainstay advertising now is direct mail, to which he devotes from 5% and 10% of ...