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Article: Yellow pages advertising - The times they are a-changin'
- Article from:
- Rough Notes
- Article date:
- March 1, 1996
- Author:
CopyrightCopyright Rough Notes Co., Inc. Mar 1996. Provided by ProQuest LLC. (Hide copyright information)
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Before we get into some of the changes taking place in this sector of advertising for independent insurance agents, let's briefly review that which has not changed--and basically that is the effectiveness of the medium. For as long as I can remember, and that is the better part of three decades, agents who were interested in writing personal lines business could not find a more effective, or cost-efficient manner to invite prospects.
For one thing (and for certain, this hasn't changed) it's a medium whereby your best prospects seek you out. Simply stated, in all other print advertising, you must gain the attention of the reader before you even have a chance to tell your story; with Yellow ...