Yellow pages may not net green
Are phone books obsolete?
"Practices should really assess the value of yellow page ads, because they're becoming obsolete," Shawn McVey, MA, MSW, says. "Most practices spend 1 percent to 1.5 percent of their revenue every year on yellow page ads. And if you live in any fast-growing city, they're printing a new yellow pages every six months and they ding you for more money each time. So unless you offer emergency services you want to support, I don't think it's a good expenditure of money to buy more than a one-line ad with the doctor's or clinic's name."
Kelly Stazyk is a freelance writer in Washington, D.C. Please send questions or comments to firstline@advanstar.com
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