Not surprising, the Internet continues to grow, while print Yellow Pages usage continues to decline. According to our annual local search study, search engines are the most-referenced source by consumers searching for local business information, while print Yellow Pages are the second-most-referenced source. Not only does our study show that print Yellow Pages are still the second-most-used source, a recent study by Forrester shows that print Yellow Pages are the most trusted source. When asked the question, “What is your overall level of trust for each of the following sources of advertising?” 28 percent of respondents said the Yellow Pages are the source they “trust a lot,” compared to other sources of advertising. Newspaper ads, in-store display ads and consumer opinions posted online tied for second place with 23 percent.

Source: Forrester

Advertisers are constantly working toward gaining consumer trust by personalizing ads appearing in all advertising mediums. The opportunity for customers to write reviews on many websites is an example of this. I have also seen clients looking to change their Yellow Pages art by including lifestyle imagery for a more emotional connection that speaks to customers’ personal situations. Knowing what an important role a consumer’s trust in a brand can play in the final purchase decision, I think it makes the most sense to make sure the print Yellow Pages continue to be a part of your overall marketing mix.