Yellow Pages have been a go-to resource for shoppers for nearly 130 years and today span multiple platforms - print, Internet and mobile devices, to name a few.

The Yellow Pages may be the ultimate permission marketing

advertising medium because consumers come to the Yellow Pages with the intention of being exposed to and reading the advertising. And, in a fragmented media market, Yellow Pages remain the go-to medium for national and local advertisers desiring to reach ready-to-buy consumers.

Content, size, design and use of color are all essentials of effective Yellow Pages advertising. Consumers are looking for decision-making information in an ad that is easy to read and attractively designed. Hours of operation, service amenities (acceptable credit cards, guarantees or warrantees, delivery) and credentials win consistently high marks from consumers as reasons for swaying their business choice.