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Yellow Pages remain viable ad medium for tire dealers, says report

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Electronic advertising may be gaining popularity, but advertising in the Yellow Pages still generates plenty of consumer references for independent tire dealerships: nearly 137 million per year, to be exact.

The "Tire Dealers" Yellow Pages heading ranks 15th out of more than 4,000 headings, according to a report from the Yellow Pages Association.

"On average, consumers reference nearly five advertisements under the 'Tire Dealers' heading before making a buying decision."

Larry Small, director of the YPA, says tire dealers receive more than $17 in sales revenue for every dollar spent on Yellow Pages advertising.

"Ninety seven percent of Yellow Pages searches for tires result in a purchase averaging $302 and 33% of these Yellow Pages users end up doing business with a place they've never used before."

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