Inside the Yellow Pages: A Revealing Look into Directory Publishing and Tips for Creating More Effective Ads, Explained by a Former Yellow Page Salesman [Paperback]

Jeffrey Hauser (Author)

Book Description

Publication Date: July 14, 2006

If you ever wanted to know what goes on behind-the-scenes in the directory publishing business, this new book will tell you the good, the bad, and the ugly. It’s narrated by a former Yellow Page salesman. •••The first half covers his years from his early beginnings all the way until retirement, sparing no details about various Yellow Page publisher’s practices, pricing policies, and union and personnel issues that occurred in a little-known, nor understood, media industry. •••The second half is directed toward businesses that desire information regarding their present and future Yellow Page advertising programs. He offers expert advice on every aspect from designing including copywriting and artwork, placement, tracking, the Internet, and budgeting. It is the result of years of writing experience. •••With over 300 pages of very powerful insider information, ITYP was specifically written for businesses who want to save money on their current or future Yellow Page program. It also answers all of these important questions:•••Who Advertises in Yellow Pages? Why Advertise in the Yellow Pages? What Type of Ad Should You Run? Where Should You Place Your Ad? What Makes an Effective Ad? How Do You Track Results? How Much Should You Spend? How Often Should the Ad Change? What About Internet Advertising? What Can Your Rep Do For You?

Editorial Reviews

About the Author

Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm. He has authored 2 books and 5 novels. Currently, he is retired.

Product Details

• Paperback: 328 pages
• Publisher: Jeffrey Hauser (July 14, 2006)
• Language: English
• ISBN-10: 0977724409
• ISBN-13: 978-0977724406
• Product Dimensions: 8.8 x 6 x 1.2 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #1,831,672 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

4.0 out of 5 stars An Insider's View, October 6, 2006

By 

Anthony Boyd (Sydney, Australia) - See all my reviews
(REAL NAME)   

This review is from: Inside the Yellow Pages: A Revealing Look into Directory Publishing and Tips for Creating More Effective Ads, Explained by a Former Yellow Page Salesman (Paperback)

To be honest I did not have high expectations for this book. I have read or attempted to read many business books purporting to tell you the full story only to have been disappointed by lack of candour on behalf of the author. The other fear I held was that like most business books this one would contain too much jargon which is often the refuge of people who can't write.
Jeffrey Hauser's book exceeded my expectations. Not only did he lift the veil to reveal the inside workings of a Yellow Pages business, he did it in a way that was enjoyable to read.
He has mixed up anecdotes from his experiences over a period of 25 years with detailed descriptions of how the business evolved under different management and ownership. He reveals how some sales staff profited from loopholes in the system and how his allegiance to his customers was gradually eroded by management directives for higher and higher sales targets.
Who would have thought that the humble Yellow Pages would be the catalyst for such great stories?

3 of 3 people found the following review helpful:

5.0 out of 5 stars BETWEEN THE SHEETS, November 30, 2008

By 

Jim Niarchos "Jim Niarchos" (Atlanta, GA.) - See all my reviews

This review is from: Inside the Yellow Pages: A Revealing Look into Directory Publishing and Tips for Creating More Effective Ads, Explained by a Former Yellow Page Salesman (Paperback)

I am preparing to retire from the yellow page industry after almost 28 years. I would know whether Mr. Hauser's book was candid or a vehicle for profit. I can tell you this man knows the business and told it the way it is. In additon, the book has a duel component. Any person considering going into business will get a tangible benefit. They will learn the do's and don'ts of not only yellow pages but marketing. Bravo Jeffrey Hauser! Thanks for sharing with the world what goes on "between the sheets". The yellow sheets.
Jim Niarchos
Atlanta, Georgia

1 of 1 people found the following review helpful:

4.0 out of 5 stars good book, November 12, 2008

By 

WDH (Bakersfield) - See all my reviews

Amazon Verified Purchase

This review is from: Inside the Yellow Pages: A Revealing Look into Directory Publishing and Tips for Creating More Effective Ads, Explained by a Former Yellow Page Salesman (Paperback)

I just started as a yellow page sales rep. This book was better at giving me insight as to the job I will be performing but not as much information on writing a great ad copy.I was hoping to read it to better help my customers write great ad copy but only a small amount of the book was devoted to doing that.