Exactly. We went from small ads to nothing but bold listings in the last few years, and did save a ton of money, but the outlay for continuing the very basic presence is something we struggle with when it comes up for review. You hate to miss out on those who still use it, but the cost per customer reached is certainly going up and up.
Forget the phone book and start using bench advertising. It works for Phil Dunphy.
My dog has a condition where she can't swallow food well. So when we feed her we put her food bowl on 3 phone books on top of a coffee table......I know, classy. So I actually look forward to new phone books so I can throw away the old ones that get all cruddy after a few months.
Gene Chizik uses his (from this year and last year - stacked) in his Escalade so he can see over the steering wheel. Although his crazy wife just started ripping out pages and wrapping dishes in them for the impending move. He made a big fuss and she sent him to his room - the room with the Cam Newton Fathead on the wall.
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Iowa State vs. George Mason (Diamond Head Classic)