Yellow Pages:

a wellkept secret?

Peter Buxton
Buxton Independent Consulting

The directory medium just keeps on growing. Whether you take a 1, 10, 20, 30 or even 40year span to measure growth, the directory medium either comes out top of the class, or is up with the leaders. And in terms of sheer consistency of growth, it doesn't take much imagination to rate directories top of the heap.

The total amount of money spent on advertising is largely determined by economic factors. A lot more advertising money is spent in wealthy countries than is spent in poor countries, simply because the demand for goods and services is much greater in wealthy parts of the world, and hence there is greater competition via advertising for the potential consumers' ear and eye. For this reason adspend tends to grow faster than economic growth over long periods of time.