Advertising in the phone book

How long will people continue to Advertise in the phone book? I get this question a lot, and for me the answer is pretty simple. The phone book will last as long as people continue to use it for getting their local regional information. Most of the folks I know who still use phone books are elderly, and those who are technology challenged. It may be hard to believe, but there are people out there who still don't know how to turn on a computer, never mind know how to open a browser and perform a search on Google.

That being said, if you're still advertising in the phone book, then your target group is shrinking, people don't live forever and there's only so far you can fall behind the curb before you're homeless on a street corner. A young person today is considered dumb if they use a phone book instead of opening up a search engine, and the under 45 crowd are now using places like Google to find local information. So while most businesses who come online and get the correct marketing find themselves making connections with prospects, those who throw money into a phone book advertisement, are investing in a dying market.

The contractors I market for are doing well, even in this economy; it seems that the guys who advertise in the phone book are all looking for work, and the guys who are spending money on local niche marketing, are getting the work. You either see it or you don't.