As Society Changes, So Do the Yellow Pages - Often in Conjunction with the Internet

Winnipeg, Canada, October 03, 2006 --( As the Internet has grown, the Yellow Pages have grown right along with it. At a time when online search engines remain in the headlines, Yellow Pages use is expanding rapidly as consumers use the two side-by-side.

75% of Yellow Pages use is related to major life changes. "Studies show people turn to the Yellow Pages when they plan to get married, buy a home, or retire," said Elizabeth Gage, President and CEO of PCM International Inc. The firm is one of Canada's leading CMR directory advertising agencies who service national advertisers in the design and placement of their ads in the Yellow Pages.

PCM's experience shows people who use the Yellow Pages also use the online directory right along with it. "Search Google for pizza and you get all kinds of quasi related links. Search the Yellow Pages related directories and you get pizza sellers," Gage said.

Both consumers and sellers find this direct connection rewarding. Consumers find exactly the product or service they need with a minimum of effort and time.

"We are in a paradigm shift. The consumer is king. If we want to sell something to a consumer, we had better have their permission. Internet Yellow Pages search engines are the ultimate permission-based vehicles because the consumer searches them out when ready to buy," Gage said.

Lately Yellow Pages publishers have created new headings to meet the large and demanding needs of retiring Baby Boomers who want new places to live, additional investment opportunities, and greater involvement with pets. Likewise the Echo Boomers are fueling growth in usage with increased references to headings such as "Tattoo Parlours."

Call tracking programs are showing the printed Yellow Pages deliver a 26 to 1 return on investment for advertisers in the 300 most referred to headings.

PCM also uses advanced search engine marketing to increase the numbers of leads and new customers businesses get from their online presence. In a time when search engine positioning can be quite complex, PCM gives advertisers the specialized expertise they need to be effective.

See the PCM International website at

PCM International Inc
Elizabeth Gage
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