Don t let the price of an ad be the only determining factor in the size you choose. If the larger ad allows you to effectively compete and increase profits and cash flow, find a way to make it happen. The yellow pages can produce outstanding results when done correctly. In the yellow pages, a picture doesn t say a thousand words - it saves a thousand words. Something has to attract attention and fast.
People are more impatient than they have ever been.
If your ad is the first one recognized, it will dramatically increase your results. Publishers are in the space selling business, not the space designing business. Unfortunately, your yellow page marketing and design effort is too often the collective knowledge of you and your sales rep. Their artists work from your scribbles and notes and don t have the creative latitude or resources to design exceptional ads. Find a savvy marketing person and then track down a quality advertising designer.