Because when I went to the Yellow Pages, I couldn t find you. Yellow Pages work. But the real question is how much if anything you should be spending to get them to work for you. To answer that, you need to determine why you want to be in the Yellow Pages in the first place. If people are already looking for you and they know the alphabet, they ll find you.
Regular listings are very inexpensive.
One comes with your business phone at no extra charge. If under any given heading your regular listing is going to fall between two bold listings, you might consider paying the extra amount for a bold listing yourself. A regular listing caught between two bold listings can be lost. If you buy a bold listing or an alphabetical in-column box ad under the heading where your free listing would normally be, you can and should get a free listing in some other heading. You can get a general feel for how effective a heading might be from looking at what the competition is doing.