Yellow Pages Options

In Column Listings

These ads normally contain only the church name, address, and phone number. The listings appear alphabetically. Churches are often grouped by denomination. Sometimes, the church name can be put in bold.

A simple listing works when people are looking specifically for you--they know your name, but want to find your address or phone number. (They can also use the White Pages for that, of course.)

In Column Space Advertisements

These ads are one column wide, but may be several inches long and can include much more information than found in a regular in-column listing. Often, a box or partial border sets them apart from other in-column listings. Many such ads contain a logo or a simple piece of art.

Display Ads

These are the more traditional kind of ads. Display ads are set apart from the in-column listings, and are normally several columns wide and several inches high. They can include all kinds of information, artwork, photos, and anything else.

You can't buy a display ad without also having an in-column listing. Sometimes, you can add a line to the listing which says, "See our ad on page 219" or whatever.

Display ads work best for grabbing the attention of people who are looking for a church but haven't decided on a particular church yet. People notice display ads more than in-column listings, and display ads give a lot more information about your church. And people using the Yellow Pages want information.

Independent Directories

Over 200 publishers produce their own Yellow Pages directories. There is a Christian Yellow Pages, a Silver Pages directory for senior citizens, and more. However, only 25-50% of people use an independent directory--and in some cities, that may be divided among a variety of independent directories. Most people stick to the phone company's book.

Before using an independent directory, ask yourself: do people really use this? You may be able to afford a large display ad in an independent book, and sure, it goes into every home, just like the phone company's book. But if nobody uses it, then you've wasted your money.

Yes, People Consult the Yellow Pages to Find Churches

People use the Yellow Pages to find restaurants more than anything else, with doctors in second place. Pizza ranks 7th, florists 15th, tire dealers 18th, furniture retailers 23rd, real estate 25th. Churches rank 26th on the list.

That means people consult the church listings more than they consult listings for motels, theaters, travel agents, grocery stores, jewelers, optometrists, pet shops, and appliance dealers.

Is It Worth It?

When people call the church out of the blue, ask them how they learned about you. This is a way to track how many people are using your Yellow Pages ad.