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Apparently, lawyers are not the sole ones. In his report &quot;Quit wasting money on Yellow Page advertising&quot; by Peter Fernandez, D.C., a page, print advertising and practice management consultant for chiropractors, Dr. Fernandez answ...  [http://www.youtube.com/watch?v=JpZhcgxcAak the infographic]   [http://www.prweb.com/releases/2012/10/prweb9988343.htm chiropractor vienna]  I get calls each week from attorneys saying theyre not getting calls anymore from yellow page advertising. Having done quite nicely in the past, they're afraid to discontinue the advertising. They wish to know what to accomplish and what's going on. Seemingly, lawyers aren't the only ones. In his report &quot;Quit losing money on Yellow Page advertising&quot; by Peter Fernandez, D.C., a page, print advertising and practice management consultant for chiropractors, Dr. Fernandez answers the question, &quot;Why has advertising in the Yellow Pages transformed from one of the most readily useful methods to advertise to one of the worst in just several years?&quot; (See 1, below) This informative article will try to explain where all of the calls went. In my opinion lawyers started marketing in the Yellow Pages much sooner than on TV because of the cost; most lawyers were unwilling to become leaders of TV advertising; and lawyers were attacked by yellow site salespeople, however, not by TV salespeople. Since 1976 through the mid-1980s, the Yellow Pages and classified newspaper advertisements were virtually the only real place a potential customer can find a lawyer advertising. Therefore, lawyers promotion in the Yellow Pages didn't have much competition and had very good results. A lot more attorneys flocked to the Yellow Pages which in turn became very crowded. Within the last few years, and after having a few leaders, many of the attorneys promotion in the Yellow Pages found what every other company has long known, that TELEVISION is by far both most reliable and cost-effective press. Relating to TNS Media Intelligence/CMR, from January 2004 through September 2004 attorneys have spent $287.3 million on TV weighed against only $71.3 million on print media, $11.4 million on radio and $4.1 million on Internet advertising. Based on research performed by the Television Bureau of Advertising, the public's perception of television gets the votes for Many Authoritative and Most Exciting. Both important and persuasive, TELEVISION victories over other media, in both classes, with a large margin among Adults 18+. TELEVISION results 81.8% in probably The Most Influential type, with papers a second at 8.5%. TELEVISION results 66.8% Most Persuasive with papers, again a distant second at 14.2%. Just like getting some thing wholesale or in large amounts, your cost per person reached from advertising is reduced when you get media that reaches more people. Many times more people than a county-wide yellow page book and therefore costs much less are reached by broadcast TV per person reached. In the Brand New York DMA (broadcast TELEVISION market), you can find 29 areas reached by TV. You'd have to advertise in 29 yellow page books to attain the same geographic region as TV, if there was only one yellow page book in each district. Unfortunately, there are several orange page books in each county. Smaller community yellow site books make even less of a reunite on investment because they reach even fewer people. Many solicitors are finding out that for the price of a full-page advertisement in just two county-wide orange site books, it is possible to advertise on TV with a budget and reach the population of a whole DMA. Today, because of the large numbers of attorneys advertising on TV, clients are increasingly being diverted far from orange page books. Also, in the area of accidental injury, the problem is formulated. Significantly injured folks are often in bed in a hospital or at home watching TV. Potential accident clients are reached by lawyers advertising on TV a long time before they can also arrive at orange page books. When solicitors first started marketing, there clearly was just one yellow page book. Presently there are usually three, four or even five county-wide yellow page books and many village, community or area yellow page books as well. Their position has been even lost by some advertisers in the Yellow Pages since a contract was signed by them with another yellow page book not realizing it had been an alternative book and they could not afford two books. Just because a consumer will an average of hold one yellow page book and throw out the others, the question an advertiser faces is which yellow page book to advertise in or to advertise in most of them. Can your advertisement take a yellow page book that is cast in the garbage? Book is kept only one by me and it remains in the closet, seldom used. Today, I personally use the Net as opposed to a yellow page book.  [http://www.prweb.com/releases/2012/10/prweb9988343.htm account]  While there is once only 1 Yellow Page book around getting hundreds of yellow page advertising revenue, they are now losing a sizable share of that revenue to several competing yellow page books, but their operating costs remain fixed. Most of the yellow page book organizations must produce and distribute exactly the same quantity of books. The publishing companies have to improve marketing expenses thus increasing the price of achieving a yellow page consumer, unless all marketers advertise in all three yellow page publications. Within an effort to increase revenue, yellow site books have even begun creating new real estate to offer including advertising on the back, covers, tabbed pages and even Post-it Notes design advertisements. Yellow page consumers are also diverted by these high visibility advertisements from normal full-page advertisements. Simply put, there was once only one yellow page book in town; it was cheaper to advertise in; there were less lawyers advertising in the book; there were several lawyers advertising on TV; the Internet wasn't what it's today; and there were a lot more people using the Yellow Pages than there are today. What exactly is a lawyer to do with yellow page advertising? If you're one of the three to four largest advertisers in your market with an advertising budget large enough for an amazing TV advertising campaign including advertisements and radio, you may choose to consider advertising in most of the yellow page books. If you should be not just one of the biggest advertisers in your market, my recommendation is always to your hard earned money on TV and to stop advertising in yellow page books. If you have a 1-800 mirror telephone number available and extra money in the budget, you should also promote on radio and billboards. 1