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Mellow Yellow

You can create a great Yellow Pages ad . . . but you may not even need one these days.

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This story appears in the September 2001 issue of Entrepreneur. Subscribe »

Q: Should I renew my ad in the Yellow Pages? The small ad I currently have isn't working for me. I'm considering reducing my ad to just an in-line listing with the business name and phone number.

Rita Fisher

www.careerchangeresumes.com

Columbus, Indiana

A: Before you decide to change your ad, realize there could be several reasons your Yellow Pages listing isn't working. Most important is the name of your business. Our own research indicates that your business's name is more important than the size of the ad. So a name with appeal, particularly if it's in boldface, can be more effective than a larger ad with a mediocre name.

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