Ross Meeker, president of A. R. Meeker Co., an office equipment distributorship in Springfield, N.J., has decided to terminate the bold types. This year, instead of automatically renewing the company's White and Yellow Pages telephone listings in more than 20 directories, as he had always done in the past, Meeker reevaluated the advertising he carried in the directories.
With advice from Walter J. Esposito, president of Directory Advertising Consultants Inc. in Pequannock, N.J., Meeker eliminated one directory, substituted light typeface for boldface listings, and did away with trademark entries under declining product lines or where competitive listings were minimal. He claims to have saved $10,000 a year that will be used for more productive forms of advertising.
Esposito, who formerly worked for the Yellow Pages as a sales representative, explains that directory listings can be effective but that many companies waste precious advertising dollars because they don't know exactly what they've ordered or what alternatives are available.
He says that about 80% of his clients don't even realize they are paying from $60 to $170 annually for a boldface listing in the White Pages that may look good but has no effect on sales.