Telmetrics’ Bill Dinan released data a couple of weeks ago about leads and calls coming out of print yellow pages, direct mail and online. Dinan argues that print yellow pages should move to a PPCall model and his data support that position. The top-level data put out by Telmetrics were the following:
- Print Yellow Pages ads average 20.5 calls per month at 2.7 minutes in length
- Internet Yellow Pages ads average 20 calls per month at 1.3 minutes in length
- Direct Mail ads average 8.4 calls per month at 1.7 minutes in length
- Interactive/SEM ads average 6.4 calls per month at 1.3 minutes in length
Richard Rosen a call-tracking veteran, who now runs FastCall411, made several comments on my post reporting the data, not about the wisdom on going to a PPCall model for print yellow pages but about why IYP calls were half the length of print (so are SEM ads). He offers his own thoughts on the data in a blog post:
With several years in the call measurement space serving Yellow Page publishers, I concur that Print YPs deliver leads and should not be afraid to report them. However, the difference in the data – average call length of IYP (1.3 mins) vs PYP (2.7 mins) – strikes me as unusually high. I look at the Telmetics data above and I do not see the superior quality of PYP leads and an argument for pay-per-call, I see a fundamental issue with IYP call tracking and an opportunity to solve the challenge revealed within the data: Why are IYP leads 50% in quality compared to PYP leads?
Rosen’s full post is here.