First you have to determine what geographic area your clients are coming from, and whether there are other locations you'd like to target. However, there are other aspects of a directory you should consider besides thegeographic area it covers. Additional Services Publishers today offer additional advertising enhancements such as coupons, colors in the ads and consumer information lines. Since we began using the back cover in April 1994,we've seen a 75 percent increase in clients. And they're the types of cases we want.
Content is the key to success .
New technology used to print directories is enabling advertisers to be more creative with their ad design. And consumers continue to emphasize the importance of ad content. When you design your ad, ask the sales rep for advice. Some publishers have special design resources available. Ask if they have a speculative art center staffed with experienced designers who can create attractive, effective ads to meet your requirements.