Call Tracking Could Save the Yellow Pages

The other day for Search Engine Land Chris Smith wrote “What Could Save the Yellow Pages? 10 ideas.”

His idea #5 is to add tracking phone numbers to every single YP ad, and let advertisers see the results. Naturally, I think this is a great idea.

I take Chris's thought further. By assigning tracking numbers to all print advertisements publishers could answer 8 of the remaining 9 ideas to save the yellow pages and here’s how: (

[Chris's idea: my thought]

1. Stop distributing books to people who no longer use them: Call tracking data would identify heavy usage households as well as non-users. The data would also reveal true service areas based on calling partners. This is great data to up-sell neighboring directories.
2. Reduce environmental impact: Distributing books based on household usage would lead to a lighter environmental impact (smaller, less frequent directories to non / light-users?).
3. Better, more dependable industry usage statistics: The call tracking data would be rock solid, empirical and does not relying on surveys.
4. Improve PR: The call tracking results would lead to improved public relations for the reasons stated above (better advertising results, lighter environmental impact.)
5. **Add tracking phone numbers to every single YP ad, and let advertisers see the results.**
6. Drop the cost of print advertising: The call tracking usage data would lead to performance pricing. Some prices will fall, and others may increase, but will be ROI-based. Consumers will receive a secondary benefit as the call tracking data will identify which business are more responsive to the calling consumer. This data acts as a base for consumer reviews. Tracking all calls will also identify demand in each market and each vertical. Prices will rise as the market for leads becomes competitive.
7. Bundle: Paying per-lead makes the source of the lead less relevant and promotes bundling.
8. Get mobile savvy: Bundling will stimulate Internet, mobile, DA and other distribution as publishers become more savvy identifying new sources of leads.
9. Fix the data: Assigning numbers to all advertisers will identity disconnected numbers, mis-categorized businesses and other indicators of poor service significantly improving the data.